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Light’s Way of Thinking is a series of Light Chaser series documenting valuable knowledge in the advertising creative industry, shared by leading industry experts.

Come to the 3rd session in the exclusive Workshop series with Aurora, let’s listen to Doc Toi Ti share the anti-secretive tips accumulated in 20 years of creative practice!

Creative Process

In the creative process, if Big Idea and the campaign activities are in the step of creating a media story, then the anti-mystery tips will be a tool to help you tell the story in an attractive way and attract the target audience.

6 creative inspirations

1. See the difference

Try to see things in a different, unusual, even paradoxical way. From a separate approach, content creation becomes simpler and more unique.

2. Look for Relevance

The second creative tip is to find an interesting connection and connection between the insight of the Target Audience, what the brand can provide and the events, things or whatever is happening in society.

3. Domino effect

The Domino effect is a way of storytelling that uses materials from different events to sequence and convey the main message.

This creative tip is like how you would write a screenplay for a short film, it needs “opening-body-ending” parts. The most important thing is that the creator must do so that the audience does not guess the next developments after each episode, action in the story. And just like how great filmmakers convey their message on screen, you can completely tell backwards, forwards, arrange, install, break ways to create your own unique story.

4. Before & After

One type of content that creators often use to show the effect of a product is to show viewers their image/perspective before and after using the product.

5. Knot and Unbutton

To grab the viewer’s attention, the best way is to create unexpected knots and unique solutions (unlocking).

6. Compare/hype

Exaggeration is a pretty unique creative trick with many forms that you can apply to your product: exaggerating the benefits of the product or service to the user, exaggerating the pain point of the user. use,…

Example: An advertisement for Vim toilet cleaner told the story of a mother using poor quality soap, and exaggerating the situation made the mother feel like she was scrubbing for so long that she was imprisoned in the bathroom. From there, convey the message to use Vim to “Cleans the tough stuff. Easily.” (Easily washes off stubborn stains).

Common types of advertising

1. “Make” to create content

For “modified” content types, you will need to make sure the link between the content is trending and the positioning of the brand. How to advertise not only good, stimulate users to interact but still make readers think about products, services, messages, … of the brand.

Example: Remake of the movie Mission Impossible – replace young actors with old people to promote Canal’s movie streaming service “Don’t wait for movie to get old”

2. Problem & Solution

To put the right problem, creators need to research and put themselves in many angles to understand consumer insight. When you put the problem right, you can apply the formulas of exaggeration, humor, tragedy… to make the problem more interesting and cleverly come up with a solution that is your product or service. trademark.

For example, using a person as an icon for a scratched CD to advertise a Thai Soken disc player with the message that there is no longer a worry about disc tripping.

3. Metaphor

Metaphors can be expressed in many different forms: wordplay, meaning play, visualization, etc. However, the prerequisite of this creative formula is that the user must understand the hidden meaning. of the creator.

4. Demo

A demo is a way to show and visualize the features of the product. We can see this type of advertising a lot on Youtube and TV, the creators visualize the wheat, the nutrients in milk.

5. Use songs

Using music to tell your story is also a form of advertising favored by brands and creators, especially during major holidays such as the Lunar New Year, Mid-Autumn Festival, Christmas, and so on.

Summary

Summarizing the Workshop with Mr. Doc To Ti, we summarize the main ideas that readers can “pocket” in their creative luggage:

When writing slogans, creators should use spoken words to be closer and more “touching”, not flowery words.

What makes the idea successful is the difference: the moment the creator will need to find the bridge between the brand’s offer and the customer’s insight.

👉🏻 There will be many more professional training sessions, as well as exclusive Au workshops in the coming months, readers, please stay tuned for the next issues on Aurora’s fanpage & website!

Part 01: Learning how to tell stories with Mr. Doc To Ti – Here

Part 02: New Ways of understanding Big Ideas – Here