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The Mysterious

BIG IDEA
80% OF TODAY’S

                             Technology
                             DIDN’T EXIST 5 YEARS AGO
Source: Forbes, April 2012
The world is in a

         PHASE SHIFT         to a new creative economy

Source: Forbes, April 2012
THE ANSWER:

Creative Ideas
      THAT SOLVE
  THE RIGHT PROBLEM
   AT THE RIGHT TIME
Global creative leaders (i.e., us) can provide
THE RIGHT

          VISION
          LANGUAGE
          TOOLS
The Challenge

DEVELOPING BIG IDEAS IS EASY

DEVELOPING THE RIGHT KIND
OF IDEAS FOR YOU & YOUR CLIENT IS HARD
In this hour,

20 MINUTES OF VISION, LANGUAGE, TOOLS

20 MINUTES OF WORKSHOP

20 MINUTES OF PRESENTATION
And whoever is best



GETS 400 AT THE GUTTER BAR
But first, here’s how we got to

THIS WORKSHOP

     LEE                          ADAM
We only just

 STARTED
 WORKING TOGETHER.
Meet

ADAM KERJ
Meet

ADAM KERJ
  - HOW DO YOU PRONOUNCE KERJ?
  - DON’T SWEDES LISTEN TO
   WEIRD TECHNOPOP?
  - IS HE ONE OF THOSE “IT’S A
   BIG IDEA IF I SAY IT IS” GUYS?
Meet

LEE MAICON

    ?
Meet

LEE MAICON
- WHAT IF HE DOESN’T LIKE
 MY WEIRD TECHNOPOP?
-HE DOESN’T LOOK MEXICAN. WHY IS
HE IN BLACK & WHITE?
- IS HE ONE OF THOSE “IT’S A
 BIG IDEA IF I SAY IT IS” GUYS?
We agreed...

10 YEARS AGO

BIG IDEAS WERE ‘EASY’
To agree on what big ideas are

WE LOOKED AT THE WORK

WE HAVE DONE OURSELVES
they draw and cook
We agreed...

THESE ARE THE KINDS OF BIG IDEAS
WE WANT TO KEEP MAKING

HOW DO WE GET THERE?
Big ideas
COME IN ALL SHAPES
    AND SIZES
What we needed to do was focus on...
THE RIGHT

         VISION
         LANGUAGE
         TOOLS
What we needed to do was focus on...
THE RIGHT

         VISION
         LANGUAGE
         TOOLS
At the core of our success as an agency

HAS BEEN
REAL TIME VALUE EXCHANGE.
Focus on
THE RIGHT

           VISION
           LANGUAGE
           TOOLS
We agreed...


EVERYONE ASKS FOR BIG IDEAS BUT

THEY DON’T MEAN THE SAME THING
So even if everyone is aiming for


IDEAS WITH REAL TIME VALUE EXCHANGE

WITHOUT A SHARED LANGUAGE, WE’RE
NOT HUNTING FOR THE SAME THING
We needed to help ourselves




HUNT THE SAME THING
Hmmmmm.....




‘HUNT’
Which led us...
THE IDEA
SAFARI
We defined our prey
         ELEPHANT
         TRANSFORMATIVE BUSINESS IDEA
                                    x



         LION
         CAMPAIGN IDEA
                                    x



         GORILLA
         ACTIVATION PLATFORM/SERIES OF TACTICS
                                    x




         CHAMELEON
         TACTICS (BIG OR SMALL)
                                    x
CHAMELEON




            TACTIC (BIG OR SMALL)
GORILLA




          ACTIVATION PLATFORM/SERIES OF TACTICS
LION




       CAMPAIGN IDEA
ELEPHANT




           TRANSFORMATIVE BUSINESS IDEA
What do you notice about them?


- FROM ‘SMALLER TO BIGGER’
- THEY LET US THINK ‘INSIDE THE BOX’
- NOT ALL ONE TYPE OF FAMILY
CREATIVE BRIEF
 PROBLEM                                  CURRENCY                           ASSIGNMENT                                CHECKLIST
                                     How will we create real
 From                To                                                    What we are making                        What makes it great
                                      time value exchange?



                                   Who        are talking to?
                                                                               Chameleon
                                                                               Gorilla
                                                                                                                  What is the checklist for getting to
                                                                                                                  amazing, inspiring work that will
                                                                               Lion                               create a value exchange for the
                                   What do you know about them? What is
                                   the insight? What is the value              Elephant                           brand?
Where are you now and where
do you want to go?                 exchange?
                                                                                                                  What does success look like?
                                                                           What are you asking the creative,
Is there already brand work that
needs to be considered?            HOW          will get them to engage?
                                                                           community team or anyone else to
                                                                           do or make to solve this problem?
                                                                                                                  What will we learn and how will we
                                                                                                                  reapply as the work goes on?

                                   When relevant, what is the role of      Is it a:
                                   digital (or whatever we’re making) in   tactic (big or small)
                                   overcoming that barrier?                program (set of tactics)
                                                                           a campaign idea
                                                                           a transformative business idea?
                                   WHY          will they do this?
                                                                           What’s in our arsenal to make this
                                                                           happen?




   Brand:                                    Team:                                                           Approval:
THOUGHTSTARTERS
  Don’t be shy. Aren’t there any initial ideas or ways in that could compel amazing work?

  Maybe there’s one finding in the research that could be a springboard for brilliant creative?

  Ok, what about a big idea on the table that just needs some polishing?

  Fine, how about other campaigns or events we should steal from?




                                           OTHER

Mandatories like a client tagline or design to be incorporated?

What are key dates?
Now you.
What now?

SEPARATE TEAMS WILL GO OFF ON
THEIR OWN IDEA SAFARI

WINNING TEAM GETS 400 TAB AT
THE WORLD-FAMOUS GUTTER BAR
The Problem

    FROM                     TO

THE FIRST WORKSHOP THE MOST SHARED
ON THE FIRST DAY OF ON THE FIRST DAY OF
CANNES LIONS        CANNES LIONS
The Currency

    WHO               HOW

               FEAR OF MISSING
CANNES LIONS   OUT, UTILITY,
ATTENDEES      AMBITION TO SELL
               BIG IDEAS
Assignment

HAVE A CLEAR VISION
DETERMINE WHICH ANIMAL(S) YOU NEED
CREATE YOUR OWN IDEA SAFARI
Checklist

 1.   TEAM AND VISION
 2.   NO MOCKING THE CLIENT (US)
 4.   DRIVE MEASURABLE TALK ONLINE (#)
 5.   NO LITTER OR LAWBREAKING
Mandatories


 1. PROMOTE THE 2PM WORKSHOP
 2. OWNABLE TO 360i & IDEA SAFARI
The last 20 minutes

 1. WHAT ARE YOU GOING TO DO?
 2. HOW WILL WE MEASURE SUCCESS?
 3. WHY DO YOU BELIEVE IN IT?

  LEE.MAiCON@360i.COM

                        This document consists of intellectual property owned by 360i that is provided to you for evaluation purposes
                        only. Recipient agrees that issues relating to any work by 360i based on this proposal, including ownership
                        and indemni?cation for patent infringement may be addressed in a Statement of Work.
You will be judged on...
 1. MAKING #IDEASAFARI SPREAD
 2. DEMONSTRATION OF #IDEASAFARI
     PRINCIPLES
 3. WHATEVER ELSE ADAM & LEE DECIDE
 4. MUST BE REGISTERED WITH
       LEE.MAICON@360i.COM
                       This document consists of intellectual property owned by 360i that is provided to you for evaluation purposes
                       only. Recipient agrees that issues relating to any work by 360i based on this proposal, including ownership
                       and indemni?cation for patent infringement may be addressed in a Statement of Work.
360i Idea Safari: The Hunt of the Mysterious BIG IDEA (Presented at Cannes 2012)

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360i Idea Safari: The Hunt of the Mysterious BIG IDEA (Presented at Cannes 2012)

  • 2.
  • 3. 80% OF TODAY’S Technology DIDN’T EXIST 5 YEARS AGO Source: Forbes, April 2012
  • 4. The world is in a PHASE SHIFT to a new creative economy Source: Forbes, April 2012
  • 5. THE ANSWER: Creative Ideas THAT SOLVE THE RIGHT PROBLEM AT THE RIGHT TIME
  • 6. Global creative leaders (i.e., us) can provide THE RIGHT VISION LANGUAGE TOOLS
  • 7. The Challenge DEVELOPING BIG IDEAS IS EASY DEVELOPING THE RIGHT KIND OF IDEAS FOR YOU & YOUR CLIENT IS HARD
  • 8. In this hour, 20 MINUTES OF VISION, LANGUAGE, TOOLS 20 MINUTES OF WORKSHOP 20 MINUTES OF PRESENTATION
  • 9. And whoever is best GETS 400 AT THE GUTTER BAR
  • 10. But first, here’s how we got to THIS WORKSHOP LEE ADAM
  • 11. We only just STARTED WORKING TOGETHER.
  • 13. Meet ADAM KERJ - HOW DO YOU PRONOUNCE KERJ? - DON’T SWEDES LISTEN TO WEIRD TECHNOPOP? - IS HE ONE OF THOSE “IT’S A BIG IDEA IF I SAY IT IS” GUYS?
  • 15. Meet LEE MAICON - WHAT IF HE DOESN’T LIKE MY WEIRD TECHNOPOP? -HE DOESN’T LOOK MEXICAN. WHY IS HE IN BLACK & WHITE? - IS HE ONE OF THOSE “IT’S A BIG IDEA IF I SAY IT IS” GUYS?
  • 16. We agreed... 10 YEARS AGO BIG IDEAS WERE ‘EASY’
  • 17. To agree on what big ideas are WE LOOKED AT THE WORK WE HAVE DONE OURSELVES
  • 18.
  • 19.
  • 21. We agreed... THESE ARE THE KINDS OF BIG IDEAS WE WANT TO KEEP MAKING HOW DO WE GET THERE?
  • 22. Big ideas COME IN ALL SHAPES AND SIZES
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
  • 29.
  • 30. What we needed to do was focus on... THE RIGHT VISION LANGUAGE TOOLS
  • 31. What we needed to do was focus on... THE RIGHT VISION LANGUAGE TOOLS
  • 32. At the core of our success as an agency HAS BEEN REAL TIME VALUE EXCHANGE.
  • 33. Focus on THE RIGHT VISION LANGUAGE TOOLS
  • 34. We agreed... EVERYONE ASKS FOR BIG IDEAS BUT THEY DON’T MEAN THE SAME THING
  • 35. So even if everyone is aiming for IDEAS WITH REAL TIME VALUE EXCHANGE WITHOUT A SHARED LANGUAGE, WE’RE NOT HUNTING FOR THE SAME THING
  • 36. We needed to help ourselves HUNT THE SAME THING
  • 40. We defined our prey ELEPHANT TRANSFORMATIVE BUSINESS IDEA x LION CAMPAIGN IDEA x GORILLA ACTIVATION PLATFORM/SERIES OF TACTICS x CHAMELEON TACTICS (BIG OR SMALL) x
  • 41. CHAMELEON TACTIC (BIG OR SMALL)
  • 42. GORILLA ACTIVATION PLATFORM/SERIES OF TACTICS
  • 43. LION CAMPAIGN IDEA
  • 44. ELEPHANT TRANSFORMATIVE BUSINESS IDEA
  • 45. What do you notice about them? - FROM ‘SMALLER TO BIGGER’ - THEY LET US THINK ‘INSIDE THE BOX’ - NOT ALL ONE TYPE OF FAMILY
  • 46. CREATIVE BRIEF PROBLEM CURRENCY ASSIGNMENT CHECKLIST How will we create real From To What we are making What makes it great time value exchange? Who are talking to? Chameleon Gorilla What is the checklist for getting to amazing, inspiring work that will Lion create a value exchange for the What do you know about them? What is the insight? What is the value Elephant brand? Where are you now and where do you want to go? exchange? What does success look like? What are you asking the creative, Is there already brand work that needs to be considered? HOW will get them to engage? community team or anyone else to do or make to solve this problem? What will we learn and how will we reapply as the work goes on? When relevant, what is the role of Is it a: digital (or whatever we’re making) in tactic (big or small) overcoming that barrier? program (set of tactics) a campaign idea a transformative business idea? WHY will they do this? What’s in our arsenal to make this happen? Brand: Team: Approval:
  • 47. THOUGHTSTARTERS Don’t be shy. Aren’t there any initial ideas or ways in that could compel amazing work? Maybe there’s one finding in the research that could be a springboard for brilliant creative? Ok, what about a big idea on the table that just needs some polishing? Fine, how about other campaigns or events we should steal from? OTHER Mandatories like a client tagline or design to be incorporated? What are key dates?
  • 49. What now? SEPARATE TEAMS WILL GO OFF ON THEIR OWN IDEA SAFARI WINNING TEAM GETS 400 TAB AT THE WORLD-FAMOUS GUTTER BAR
  • 50. The Problem FROM TO THE FIRST WORKSHOP THE MOST SHARED ON THE FIRST DAY OF ON THE FIRST DAY OF CANNES LIONS CANNES LIONS
  • 51. The Currency WHO HOW FEAR OF MISSING CANNES LIONS OUT, UTILITY, ATTENDEES AMBITION TO SELL BIG IDEAS
  • 52. Assignment HAVE A CLEAR VISION DETERMINE WHICH ANIMAL(S) YOU NEED CREATE YOUR OWN IDEA SAFARI
  • 53. Checklist 1. TEAM AND VISION 2. NO MOCKING THE CLIENT (US) 4. DRIVE MEASURABLE TALK ONLINE (#) 5. NO LITTER OR LAWBREAKING
  • 54. Mandatories 1. PROMOTE THE 2PM WORKSHOP 2. OWNABLE TO 360i & IDEA SAFARI
  • 55. The last 20 minutes 1. WHAT ARE YOU GOING TO DO? 2. HOW WILL WE MEASURE SUCCESS? 3. WHY DO YOU BELIEVE IN IT? LEE.MAiCON@360i.COM This document consists of intellectual property owned by 360i that is provided to you for evaluation purposes only. Recipient agrees that issues relating to any work by 360i based on this proposal, including ownership and indemni?cation for patent infringement may be addressed in a Statement of Work.
  • 56. You will be judged on... 1. MAKING #IDEASAFARI SPREAD 2. DEMONSTRATION OF #IDEASAFARI PRINCIPLES 3. WHATEVER ELSE ADAM & LEE DECIDE 4. MUST BE REGISTERED WITH LEE.MAICON@360i.COM This document consists of intellectual property owned by 360i that is provided to you for evaluation purposes only. Recipient agrees that issues relating to any work by 360i based on this proposal, including ownership and indemni?cation for patent infringement may be addressed in a Statement of Work.
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