If you think your brightest idea will come while you’re confined to a desk, then this might be the time for you to think again. Creative sparks do not just happen like switching a light on and off. They come from the unlikeliest places, while taking a walk, swimming, cooking, having a totally unrelated conversation, exercising, in the bathroom or literally anywhere! You would be surprised at where ideas for some of the greatest campaigns where cracked from.
While research is key, creating sparks in the creative process doesn’t have a set formula, you can never predict when, where or how you will crack the idea but doing what works for you as the source of inspiration is the ultimate answer. Most times, it is a chaotic process that tends to uncover the unique spark of creative genius leading to the “aha!” moment but no one complains because a great idea has been born, even though it came to life through chaos.
However, over the years, we have discovered a formula that works for us. You can always increase the chances of getting it right by immersing yourself deep in all the info you can get, going on a truth hunting process to uncover the truth that lies beneath the surface and by being guided by the mantra of helping brands play a meaningful role in people’s lives.
After all is said and done, there really is no set-in stone process to coming up with great campaigns, sometimes you work backwards starting from the bottom working upwards toward a big idea, sometimes the big idea starts, whatever suits the moment and creativity at hand.
