The briefing document to our two week Create Meaning program in cooperation with the Miami Ad School. All results will be published on createmeaning.com Feel free to follow-up Q&A on twitter @createmeaning.com or our blog.

1. www.createmeaning.com @createmeaning
RETHINK ADVERTISING
CREATE IDEAS THAT CHALLENGE THE STATUS QUO

2. INTRODUCTION:
Sure, youʻre still young and just about to learn this profession. You may not fill the pages
of advertising annuals. And you have only little experience when it comes to working in
advertsing agencies and what it really means to handle big accounts.
But, you do know how to create ideas. You know how to use the web and new
technologies. Plus you have a special gift. Something that is desperately needed
in this industry: A fresh new perspective on everything!
„We canʻt solve problems using the same kind of thinking when we created them.“
This is a famous quote of Albert Einstein and it is at the core of this project. We believe
that it is time to rethink and redevine how advertising works in the 21th century.
Be part of a creative movement and help to transform an industry for the better.
VIVA LA REVOLUTION!

3. MISSION

4. THAT‘S YOUR MISSION:
„Challenge conventional thinking,
explore new creative possibilities
and redefine advertising in the
21st century.“
!

5. CHALLENGE

6. Transform OlD SCHOOL into NEW SCHOOL
OLD SCHOOL vs. NEW SCHOOL
The Process:
1) Pick a „old school“ campaign
2) Identify the problem
3) Create a new solution to it
Print ad for running shoes NIKE plus
Pick an „old school“ ad-campaign thatʻs currently running in the
US and transform it into something new. Your challenge is to
create a better and more meaningful solution to the same
problem the original campaing is trying to solve.
* the example of an old ad vs. nike plus is a little exaggerated to make the point

7. THE PROJECT MASTERPLAN
STEP ONE STEP TWO STEP THREE
Pick a campaign Research and Develop a proper
to transform identify potential strategy
HOMEWORK:
• Research all background- • Use your newly learned research • Consolidate your findings into a
methods to digg deeper and identify compelling strategy.
information about the campaign.
real customer or market insights.
(Media used / Target audience / • Use it as a guideline throughout
the brand & company etc.) the entire project.
• Put your findings into a short
presentation (max. 5 slides)

8. THE PROJECT MASTERPLAN
STEP FOUR STEP FIVE STEP SIX
Create Meaning Execution Pitch your idea
• Instead of an ordinary advertising • Execute your idea together. Reach • Craft your ideas into a pitch
campaign your challenge is to out for help and advice from fellow presentation. We will upload all
create something meaningful. students and experts from different results to slideshare.
disciplines (i.e. programmer)
An Idea that helps the brand to • Write a blogpost about your concept
and publish it on createmeaning.com
succeed and ads substantial value • Use all the possibilities out there
to peopleʻs lifes. from digital, mobile to classical
media - everything is allowed.
• Spread the word!

9. GUIDELINES

10. APPLY A PEOPLE CENTRIC MINDSET
• Start with the user
in mind
• Digg for insights
• Find out what really
matters to them
We can no longer buy attention, so understand what people
are interested in and work backwards from there. !
inspired by Gareth Kay

11. USE POST-DIGITAL STRATEGY:
OLD: NEW:
Messages Conversations
Static Dynamic
Saying Doing
Look & Feel Experience
Posing Authenticity
Simplicity Complexity
Touch Points Engagements
Audience Community
Transactions Relationships
Itʻs what we do, not what we say, that matters. So focus on
doing things for people instead of just saying things at them. !
inspired by Gareth Kay

12. EXPLORE NEW DIGITAL POSSIBILITIES
• Social Media
• Mobile / Apps
Technology
6
•
• Digital Media
• Games
Think digital first. Explore new ways to engage, inspire and
connect people and brands using the possibilities the internet
and new technologies have to offer.
!

13. TRY NEW WAYS TO WORK
•
1) Understand what people are interested in Collaborate and
and work backwards from there
share your ideas
2) Create don´t fill media space
• Apply Design Thinking
3)
• Appriciate everyone‘s
perspective
• Think like a Start-Up
The rules of advertising have changed. So why stick to the
old way of doing things? Try something new, get inspired by
different sectors and define your own creative process.
!

14. DELIVERY

15. DELIVERY
Pitch Presentation Blog Post
• Put together a presentation that contains all important • Tell the world about your concept and the process of
informations. From your insights and strategy to the ideas creating it. Share your key learnings about what worked
and the final execution. and what didnʻt.
• And last but not least, outline your vision for the future
of advertising.

16. CRITERIA

17. CREATE MEANING ASSESSMENT CRITERIA
• Does the idea create positive
momentum for the brand
• Does it connect the brand
to its customers and foster
a long lasting relationship
• Is the idea really relevant /
does it serve an unmet need
We donʻt focus on glossy execution or creative headlines.
Weʻre looking for new ideas that challenge the status quo and
redefine the category. So don´t create adʻs, create meaning.
!

18. TIMING

19. Project Phase Lesson Date
15.8
Briefing
TIMING
Warmup
Inspiration / Research
23.8
Kick Off + Homework
Week 1
Ideas + Feedback
25.05
Strategy / Ideation
30.8
Final Feedback
Execution
Week 2
1.9
Final Presentation
Due
Blogpost & concept
presentation

20. VIVA LA REVOLUTION!

21. ABOUT CREATE MEANING
CreateMeaning is an open initiative to rethink and actively redefine the role
of the creative industry in today´s business world.
Our goal is to connect like minded people from various backgrounds and start
a discussion about how we can do things differently. By sharing knowledge and
prototyping new ideas we want to explore innovative models to challenge the
status quo.
Want to get involved?
CreateMeaning is open to everybody. No matter if your a designer, writer,
planner, photographer or any other kind of creative thinker. And there are plenty
ways to contribute: from giving feedback to writing a blog post, or simply by
helping to spread the word. We are looking forward to collaborate and to change
the world with you!
Feel free to get in touch. Just send an Email to: hello@createmeaning.com
or visit our blog: www.createmeaning.com