【編按】一個創意的好壞與評斷會因為從不同的角度觀看而有不同的觀感,在創意發想、執行到完成的過程中,往往會受到許多來自自我想法、他人批評、長官壓力與社會輿論等等的鞭策與考驗,很多時候,我們所想的靈感創意常會成為中途斷訊,無疾而終的想法,此時,若在一開始就有了讓我們加以衡量及檢測的標準,也許所經歷的也就不會那麼艱辛及冗長。

英國廣告公司 Mother 為大家設計出了一關關檢測創意的方法,快來看看你所想的創意是否能過關斬將,為自己開出一片天地的同時,也為這世界帶來更多的好設計吧!

 

文章出處 4A廣告提案網

來自英國廣告公司Mother內部的創意測驗小冊子,藉由12個測驗來檢測所想的創意是不是好創意,快來檢測一下你的創意能能不能過關吧!

No 1.
The samurai intuition test
Listen to your instant emotional reaction to an idea. Notice what your gut says before your brain starts rationally constructing an opinion. Intuition is extremely powerful and frequently our initial gut reactions to an idea are correct – so use them. After all , a positive, emotional gut reaction to our comms is precisely what we want from our audience. The samurai believed that every decision, no matter how important, should be made ​​within three breaths. What did you think of the idea after three breaths?

直覺性測試

重視你聽到這個創意時當下的情感反應是什麼。在你腦子試圖整理或組織這個創意之前,先注意一下你的直覺。直覺有著強大的力量並且在大多數時很正確,所以,好好利用你的直覺。

一個積極,富有情感的第一反應對我們來說正是我們想要從顧客那獲取的東西。相信每一個決定,不論多重要,都應該在喘三口氣內的時間內做決定!

No 2.
The Chinese meal test
Conversely, also pay attention to what sticks in your brain long after the meeting. Some ideas can be like a Chinese meal – filling at the time, but you’re hungry half an hour later.

Which ideas give you indigestion? Which ones won’t leave you alone? When you tell someone about the ideas, which ones do you remember most clearly? The reason why many people need to “sleep on it” after a presentation of ideas is that some distance helps you to discover which ideas refuse to be forgotten, and they are exactly the ones you want.

中國菜測試

相反的,同時要注意在會議結束後,還一直停留在你腦海中的東西。有些創意就像中國菜一樣,當下讓你覺得很飽,但過一會兒就又餓了。

哪些創意會讓你消化不良?哪些創意總是揮之不去?當你要告訴別人某些事情的時候,哪些在你腦海中印象又最清晰?時間會幫助你發現那些過目不忘的創意,這也是為什麼有些人必須在陳述完創意後睡一覺起來才來能決定這個創意好壞的原因

No 3.
The irritation test
Does the idea piss you off? Do you actively dislike it? Do you feel like there’s something wrong with it? Often it’s the ideas that at first make us really uncomfortable that are the true game changers. An idea that irritates, that rubs you up the wrong way, that seems like precisely the wrong way of answering the brief can be the most powerful and successful one you’ve got.

刺激測試

有沒有哪些創意會激怒你?你是真的不喜歡嗎?還是你感覺哪不對勁?通常來說,那些一開始讓大家不舒服的創意才是真正改變的開端,那些看起來完全與信念背道而馳的,才是你所發揮的創意中最有可能成功的

No 4.
The fore head slap test
Truly great ideas can often be a “blinding glimpse of the obvious”. A simple truth, insight or observation delivered in an interesting way is always going to be more powerful than a complicated “clever” concept. Ideas like this invariably seem too obvious at first. But if everyone in the room is thinking “Surely someone must have done this before?” or “It’s been staring us in the face all along”, then you are onto something.

喚醒意識的測試

真正好的創意通常是連瞎子都能看到!一個簡單的真理、觀點或是以一個有意思的表達來說明觀察到的東西,都比那些看似聰明卻複雜的概念要好。

這樣的創意一開始總是被認為太顯而易見,但是如果這屋裡有人在想「以前肯定有人做過」,或者是「這創意似乎似曾相識」時,這也許就是個好創意。

No 5.
The how are we going to cheat research to get this trough test
In an increasingly research-heavy industry, it can be tempting to make the top priority finding an idea that will “sail through research”. The problem is that if an idea is easy to research, then it is probably fitting an existing formula, and formulaic advertising is well… formulaic (remember that Seinfeld, Star Wars and the Beatles all bombed in research). If, however, your reaction to an idea is “How the hell are we going to test this?” then you may have your hands on something genuinely new and exciting.

藉由調查所得的創意?

在一個藉由調查研究為重點的行業中,創意,可能就在研究間無意被發現。問題是若創意能簡單的靠調查研究得出,那麼,它可能也適於已存的公式中​​…此刻,若你對創意能在研究中發現的反應是,天啊!創意也能藉調查得到?那麼,也許在你腦中正醞釀著一個有別於一般的點子。

No 6.
The Chuck, Shag or Marry test
Creatives are a promiscuous bunch and can be guilty of falling in love with ideas that, whilst fun for a single execution, are only ever going to be that. Brand managers on the other hand can often help by looking for the long term idea. Would you take the idea home to meet the parents or is it just a one-night-stand? The best ideas should be ones that you’d be happy for your brand to be married to for years and years, not just a fling – however seductive they might seem.

一時玩玩還是歷久彌新

創意人多是一群生活混亂的人,就如愛上創意一樣,可能僅對於其中的一小點而加以愛慕,卻忽略了其餘的一切,他們猶如追求那刻美好Moment的人。另一方面來說,品牌經理則是能為創意帶來長遠規劃的戀人。

你是願意把這個創意帶回家見父母?還是只跟他有一面之緣?最好的創意是你願意讓他嫁給這個品牌並一年又一年幸福的生活著,同時,相信他是很有吸引力而非僅是一時意亂情迷所做的選擇。

No 7.
The is it telling the truth or just not lying? test
Good ideas are honest and tell the truth in an unexpected and delightful way. The worst kind of marketing tells lies. In the middle, however, are all of the average ideas which, whilst not lying, often aren’t telling the truth either. Instead, they are just meaningless noise that will soon be forgotten. Remember that an ugly truth is often far more powerful than a beautiful lie. Is there an honest insight or truth at the heart of the idea? Is that truth being presented in a way that feels unexpected and surprising? If so, it could be great.

你說的是真理還是只是沒說謊

好的創意總用一種意想不到的方法真誠地呈現出來,猶如真理般永恆不變;中等的創意是一些僅僅沒說謊但也不說真相的;最差的則是說瞞天大謊,沒什麼意義也容易被人們所忘記的。記住!就算是一個醜陋的真理也比一個華美的謊言來的強大。

創意的核心,應該是一個很真誠的觀點!用真理呈現出出人意料的創意就是個好創意!

No 8.
The Oh boy is Rover going to get it tonight test
Do you just like the idea or are you just envious of it? Are you intimidated by or jealous of the people that came up with it? Do you find yourself thinking “Bloody hell, I should be working for them”? Creatives talk about the “Kick the Dog” ideas – the ones that, when you hear about them, you go home and kick the dog in frustration that you didn’t come up with them. Does the idea make you think, “Man, I wish I’d come up with that”? If so, it’s probably pretty good.

你是真的喜歡它還是只是嫉妒它?

當你聽到這個創意時,你是感受到威脅或是嫉妒呢?

若你在聽到後產生了相當氣憤的情緒,並生氣著為什麼不是自己想到那個創意時,那它可能就是個相當好的創意……我們常將此稱為「Kick the Dog」,意思就是聽到這個創意後會很生氣的想踢狗一腳

No 9.
The Delete of forward test
If you were sent the ad by a friend would you e-mail it to your other friends? Or would you not want to be the guy that sends round the average forwards? And if you wouldn’t forward the idea on, why should anyone else? Remember that “viral” isn’t a noun, it’s an adjective, and any truly good idea should be powerful enough to be passed around by it’s audience. If it isn’t, then it isn’t that good an idea,

是你為止還是繼續轉發下去

如果這個創意是你朋友發給你的,你會願意轉發給別人嗎?

一般人通常不會願意去傳播一個一般般的東西,如果你不願意把這個創意傳播出去,別人也不會這麼做。記住!病毒,不是一個名詞,而是個動詞,一個真正好的創意應該是具備使看到的人再度宣傳出去的力量,否則,它稱不上是個夠好的創意。

No 10.
The Camden market t-shirt test
Is it culture or is it just an ad? The best campaigns cross over from the world of marketing and become part of culture. Can you see the knock-off T-shirts that reference your campaign being sold at market stalls, the catchphrase being repeated in school yards or in the football stands, the conversations in bars, or the YouTube parodies? If not, then the ad is just an ad, and thus wallpaper.

路邊攤販售的T-shirt 測試

你所想的,是文化還是僅僅是一個廣告

成功的廣告能在世界各地傳播並且成為文化的一部分,你能看到即使是路邊攤賣的T恤上都引用著你的廣告嗎?你的標語有被不斷的重複利用嗎?不管是學校、足球場、酒吧聊天的談話中或是youtube上,如果沒有,那你所想的廣告就只是個廣告,猶如一張被糊在牆上的紙而已。

No 11.
The did it scare the straight man? test
If everyone in the room is comfortable with the idea, then it can’t be very good. If it doesn’t make the boss raise an eyebrow, doesn’t make your palms sweat at the prospect of presenting it on, or is too respectful of your product or brand, then it probably isn’t a good idea. The best ideas are scary, disrespectful and irreverent. They are honest about the relationship real consumers have with your brand, say something dangerous or provocative. This is what makes them famous and effective. If everyone’s comfortable, then the idea doesn’t have any edge.

如果房間裡的每個人都覺得這個創意很舒服,那麼這創意肯定不怎麼樣。

如果不能讓老闆眉頭皺起來,不能讓你在陳述的時候手心出汗,或是使品牌有所期待的東西,都不能稱上是好創意。

最好的創意總是很嚇人,出人意料、天馬行空的,勇於坦誠你的產品(或品牌)和消費者的關係,可能是危險的,但這樣才能讓品牌有快速成名的機會。反之,如果人人皆對這個創意感到舒服,那這個創意肯定沒什麼意思。

No 12.
The Bill Hicks was wrong test
Will your wife and kids be proud of you for making the idea happen? Will you be proud of yourself? Will you tell your friends that you’re responsible for the idea happening? If not, don’t buy it. The best ideas (marketing or not) enrich the world in some way. Does this? Bill Hicks once said that everyone who works in advertising or marketing should kill themselves as they are only making the world worse. 90% of advertising seems to prove him right. Does this idea prove him wrong?

Bill Hicks 說錯了!

你老婆孩子們會為你做的這個創意而感到驕傲嗎?你會為自己感到驕傲嗎?你會向朋友炫耀這個創意是你所負責的嗎?如果不會,扔掉它吧!

最好的創意會把世界變得豐富,Bill Hicks曾說過每個做廣告的或者做市場營銷的人都應該去自殺,因為他們把世界變得更糟糕,90%的廣告證明他說的是對的,你的創意能證明他說的是錯的嗎?

 

THE FINAL TEST WOULD IT MAKE MY MOTHER PROUD?
最終測試,這個創意會讓你媽媽覺得驕傲嗎?

誠摯邀請你成為好朋友-->
        

About The Author

ㄇㄞˋ點子特搜編輯

藉由靈感的蒐集,並結合你與身俱來的創意,可以變得更美好也充滿趣味!! 麥點子將資訊整合,並透過編輯夥伴的創意,為大家挖掘、淘選、遞送來自世界的創意與設計訊息,在你的心田上種下一顆顆充滿靈感的「麥子」。 設計雖說是門專業技能,但設計感與美感是可以透過每天一點一滴累積而成的,藉由麥點子每天的文章傳遞,相信大家都都能夠從中獲得靈感,提升生活品味並讓處處充滿樂趣與希望! 因為麥點子夥伴們就是這樣子的一群人

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