Assignment 1

Applying Creative Theory

Truong Hoang Tung - s3986286
Junia Kall - Friday 12.30pm
 WEEK 1 CONCEPT

1. Break down brief, mindmapping. 2. Break down brief, comming up 3. I focused on the product being able
(Image driven) ideas related to “tough”. to hold everything. I thought of this
scamp while looking at some games
and found kirby. (Image driven)

4. Break down brief, comming up ideas related to 5. Break down brief, comming up ideas related to
“tough”. (Image driven) “tough”. (Image driven)
 WEEK 1 CONCEPT

6. Break down brief, comming up 7. Break down brief, comming up 8. Break down brief, comming up
ideas related to “tough”. In this ideas related to “tough”. (Img + copy ideas related to “tough”. I looked
scamp: “hero”. (Image driven) driven). for references on Pinterest and was
amused by funny short headlines.
(Image driven)

9. I looked into other aspect of

“tough”, in this scamp is mental
health. Headline: “We can carry
everything. But you can’t be 10. Break down brief, comming up ideas related to
everyone. Jst pick one.” “tough”. In this scamp: “stretch + tough.
(Img + copy driven). (Image driven)
 WEEK 2 CONCEPT

13. Just a “dirty” scamp. I came up with this when a

random ads about condom showed up on facebook.
(Copy driven)
11. I looked into other aspect of “tough”, 12. I thought of this when looking at the
in this scamp is mental health. “Inside out 2” posters on Facebook.
(Img + copy driven). (Copy driven)

14. Really random scamp that I came up when doing 14. Just a “dirty” scamp. I came up with this when I
the “Kirby” scamp. This is more image-driven. was looking at memes on facebook.
(Copy driven)
 WEEK 2 CONCEPT

18. A funny scamp. I came up with this when I

16. A funny scamp. I came up with this when I walked through the all-you-can-eat buffet.
was looking at memes on facebook. Notice the (Image + copy driven)
17. Break down brief, comming up
blank square, that means the blank area around
ideas related to “tough”.
the pie chart is the trash bag.
(Image driven)

19. Break down brief, comming up ideas related 20. Break down brief, comming up ideas related
to “tough”. to “tough”.
(Image + copy driven) (Image + copy driven)
 WEEK 3 CONCEPT

21. Break down brief, comming up ideas related to 23. Just a funny scamp. I came across more cyber
“tough”. This one is more copy-driven. crime-related contents lately.
22. Break down brief, comming up
ideas related to “tough”. I came across
more war-related contents lately.

24. I looked back on the “Inside out” scamp and 25. Break down brief, comming up ideas relat-
work on the idea trash cannot be leaked. ed to “tough”. In this scamp: “can’t be ripped”. I
happened to be chewing gum when thinking of
this scamp.
 WEEK 3 CONCEPT

26. Just a funny scamp. I came up 27. I came up with this when I was 28. Small text: “Ever since people bought Tuff
with this when looking at dad jokes. looking at memes on facebook. Stuff, less accidents occured. There are less trash
Copy-driven scamp, fell on the street obviously, not because people
wear trash bag on their heads. But you can try
though, Tuff Stuff is tough.”

29. Break down brief, comming up ideas related to 30. Break down brief, comming up ideas related to
“tough”. “tough”.
 Reflection
My strongest concept is the Pacman scamp. The idea is that Pacman, equipped
with Tuff Stuff, chases the ghosts back, like in the game, when it eats the cherry.
This is supported by the headline “Beat every game with Tuff Stuff”. The scamp is
simple, yet easy to understand, reflecting the SMP of the brief, indicating that Tuff
Stuff can handle all kinds of trash. This concept is effective because the target
audience is 16-year-old household grocery buyers, a young generation who may
be more attracted to ads that are more related to their hobbies, like games. The
ad is expected to appear on a horizontal page of a magazine.

The ideation process for coming up with this started when I was looking for refer-
ences on several platforms, such as Pinterest, Behance, etc. But the idea actu-
ally sparked up when I was playing some games and looking at my mindmap
at the same time. Other than the word “tough,” I looked into other key words in
the brief and focused on the idea that the trash bag can carry everything. After a
while, I finalized my thoughts, trying to make the scamp more simple, and got the
Pacman scamp. The idea turned out to be more successful than I thought, and
I received feedback about making it more clear to better reflect the SMP. I add-
ed the headline “Beat every game with Tuff Stuff” to make the audience better
understand the concept of the advertisement. This scamp brought me a lot of joy
when working on it because the whole concept looks simple but still reflects the
single-minded proposition of the creative brief.

In this assignment, I realized that the creative process requires a lot of experimentation and failure to get to the big ideas. Sullivan (2022) states that creative
tests are necessary; trying to approach a brief in many different ways is crucial. It doesn’t matter whether the ideas are good or bad during the experimentation
process. The variety of ideas allowed my mind to be more insightful when breaking down the brief into different themes and keywords, making it easier to de-
cide which approach was appropriate. Moreover, it is important to do research about the target audiences, get to know the customers well, as stated by Sulli-
van (2022). During my creative process, I tried thinking of the interests and emotions of the target audience, which were 16-year-olds. This allowed me to look at
other aspects of the word “tough” in the SMP, such as mental health. By doing this, I believed the ideas might draw the customers’ attention more as they were
connected to the audience’s interests and emotions. Also, during my creative process, I found that ads with simple elements such as images and words but
effective messages appealed to me the most. I believe people would not want to waste too much time looking at an ad, and therefore simplicity is key. In future
practices, I expect to focus on how to make the ads more connected to customers and make them as easy to comprehend as possible, yet still captivating.

References
Sullivan, L. (2022). Hey whipple, squeeze this : The classic guide to creating great advertising. John Wiley & Sons, Incorporated.