FOOD…OR DRINK FOR THOUGHT? What is the key to be creative?
Recently the fashion brand Diesel started its campaign BE STUPID where they were praisingthe fact of being stupid, because “IF WE DIDN’T HAVE STUPID THOUGHTS, WE’D HAVE NO INTERESTING THOUGHTS AT ALL”. In this semester we are asked to come up with a strategic plan for a consumer brand and what I found really difficult is being creative, when developing a campaign. Looking at some previous campaigns, I noticed that the best creative ideas are actually the most stupid ones, the ones that we would never expect.
In the life of a Public Relations practitioner “creativity” is one of the most important things along with being strategic and organized in your ideas. Creativity is not something that we have in our genes, of course some people can be more creative than others, but I strictly believe that everybody can develop this skill, by learning how to be creative.
So, how can we learn to use our creativity at our best? This is a good question… I usually find easier for me to come up with craziest creative ideas when I am having a brainstorming with my friends or colleagues. Talking and sharing my ideas with others really helps my creativity to come out, because sometimes we didn’t think about a detail that may be important or we focus too much about something that could be easily overlooked. That is why I found individual projects so much harder than group ones.
There have been many studies about the factors that help people in being creative. One of the funniest ones is alcohol. It sounds ridiculous but many researches show that the ability in solving problems is higher in drunk individuals compared to sober ones (The Wall Street Journal, 2012). Well, I am not saying to get drunk when you are planning a campaign, but it is quite interesting the connection between creative benefits and relaxation. As Lehrer explain in his article, we always force ourselves to concentrate and being focus but this approach can inhibit our imagination, because “we might be focused, but we're probably focused on the wrong answer” (The Wall Street Journal, 2012).
In conclusion, if I need to suggest you how to be creative, I would say… think the unexpected, even if you find that stupid, share your ideas with someone and grab a glass of wine. Cheers!!!
References
Lehrer, J. (March, 2012) How To Be Creative. The Wall Street Journal. Available from: http://www.wsj.com/articles/SB10001424052970203370604577265632205015846
A light drizzle blurred the street ahead of Jennifer as she walked, hands in her pockets and eyes fixed towards a bar she noticed up the street. The street lamps gave the entire block an eerie glow, urging Jennifer to walk quicker. There were no people around, but Jennifer wasn't alone. There was an angry cat hiding underneath a stoop on the other side of the street, interrupted from his hunting by the rain. A dog inside the house she just walked by, eager to steal a steak off of her owner's plate. Mice in the gutter, carrying about their business as usual. Jennifer was glad to be out exploring the area. But right now she just wanted to be drunk. She couldn't quite put her finger on the reason. Maybe it was because she had isolated herself so severely while in Ireland. Or maybe it was because of the never ending drizzle. Either way, the bar was only steps away, and Jennifer would stay until they kicked her out.
The bar looked a little sketchy. It was the only bar in sight, surrounded by apartments and houses. The door complained about being opened, screeching slightly on it's hinges. Jennifer walked into the place and was met with dim lighting. Music played quietly from a radio behind the bar, a comforting sound. Jennifer pulled down the hood of her jacket, her hands feeling the wetness still clinging to the outside of the fabric. She looked around. There were a couple old men sitting in a corner, playing a card game and laughing among themselves. Besides them, there was only one other person sitting at the bar, drinking alone. Jennifer looked at the person curiously for a moment before realizing that they were in the cirque as well. She closed her eyes and leaned her head back, sighing. She had hoped to be alone here, but of course things hardly ever worked out like she planned anymore. Deciding that it would be more awkward to ignore this person, Jennifer walked over and sat in the stool next to them. "Didn't imagine I'd see anyone I knew here." She said as she sat. "What are you drinking?" she asked, eyeing the cup in the other person's hands.
