Creative Advertising : Ideas and Techniques from the World's Best Campaigns Book

Part 1	DreamTeam: a framework for great creative performance
1.01	DreamTeam, a basis for every meeting	12
1.02	Your brief creates space for a motivated team	14
1.03	Switch on all five senses	15
1.04	Go into meetings with a clear goal	16
1.05	Always separate the ideas phase from the evaluation phase	18
1.06	Avoid idea killers	19
1.07	Use doodles to visualize your ideas	20
1.08	Grab ideas and run with them	22
1.09	Look for the positive in other people's ideas	23
1.10	Make mistakes and have fun doing it	24
1.11	Stick with it, the best ideas are yet to come	25
1.12	Develop your sense of humour	26
1.13	Wait before evaluating ideas	27
1.14	Select ideas creatively	28
1.15	Turning ideas into action	29
Part 2	The KickStart Catalogue: finding ideas that communicate
2.01	Introducing the KickStart catalogue	32
2.02	The KickStart catalogue	34
2.03	Without words	40
2.04	Mixing and matching	45
2.05	Comparative juxtaposition	50
2.06	Repetition and accumulation	55
2.07	Exaggeration	58
2.08	Turn it right around	62
2.09	Omission and suggestion	66
2.10	Paradoxes and optical illusions	71
2.11	Provocation and shock tactics	74
2.12	Playing with time	81
2.13	A change of perspective	85
2.14	Spoofs and parodies	90
2.15	Symbols and signs	94
2.16	Come and play	101
2.17	Telling stories	106
2.18	Absurd, surreal, bizarre	112
2.19	Take it literally	118
2.20	Change the product	122
2.21	Alternative uses	128
2.22	Double meanings	133
2.23	Play with words	138
2.24	In the beginning was the word	143
2.25	Reframing: a key to creative thinking	148
2.26	Metaphor and analogy	154
2.27	Break out of the frame	164
2.28	Alternative media	172
Part 3	Copy with punch: using wit and humour
3.01	Structuring jokes	182
3.02	A practical guide to joke-making: constructing and disrupting frames of reference	184
3.03	Developing punchlines	188
3.04	Adapting and using existing punchlines	190
3.05	Make the most of black humour	193
3.06	Unintentional humour and situation comedy	197
3.07	Blue humour	200
Part 4	Classic creative techniques
4.01	The morphological matrix	206
4.02	Osborn's checklist	214
4.03	Visual synectics	222
Part 5	Visualization: movies in your mind
5.01	Tools for professional dreamers	226
5.02	Synaesthesia	228
5.03	Controlling the pictures in your mind	229
5.04	Aids to visualization	230
5.05	Brainfloating	231
5.06	Develop ideas through storyboarding	232
Part 6	Interviews and resources
6.01	Walter Lurzer, Professor, University of Applied Art, Vienna	236
6.02	PJ Pereira, Creative Director, New Media Agency Agenciaclick	238
6.03	Johan Kramer, Kesselskramer Advertising Agency	241
6.04	K.C. Tsang, Executive Creative Director, BBDO Hong Kong	244
6.05	Stefan Sagmeister, Graphic Designer	250
6.06	The team behind this book	254
6.07	List of agencies	256