The Big Idea

“Creative thinking is the ability to stretch beyond the ordinary, to be original, innovative, and flexible. People who think creatively recognize commonalities, visualize metaphorically, modify and elaborate imaginatively, and envision the unlikely.”

(Landa, Robin. Advertising by Design: Generating and Designing Creative Ideas Across Media, Pg. 32)

After a lot of creative thinking, and consulting of course we came up with the big idea. One that like in the quote above, people will recognize. When brainstorming what we wanted to demonstrate about the 2016 Chevrolet Camaro, we decided that the speed was what we wanted to bank on. This is something that a wide range of clients want, at least our target market.

“Meaning depends on context; by changing the context, you can imagine a different meaning. Basically, entertaining the as-if experiment allows for novel possibilities.”

(Landa, Robin. Advertising by Design: Generating and Designing Creative Ideas Across Media, Pg. 35)

The Context in which we used our slogan “ God Speed” is, one of an overall good feeling. Americans feel good when they hear that slogan. So we were going to pair that with a bit of comedy. Again, something a wide range of people can be captured with.

“Thinking about of the content you want to illuminate, select a typeface based on its classification, voice, qualities, and history. Each typeface has a visual “voice.”

(Landa, Robin. Advertising by Design: Generating and Designing Creative Ideas Across Media, Pg. 132)

We Used a light typeface. Something very dainty, to go along with the angelic feel of the campaign, but also, there was some movement with the Typeface that represented our overall feel of speed.

“In marketing, we use storytelling about a brand or group to communicate related messages that, over a period of time, will distinguish, differentiate, reflect positively, construct or contribute to its brand personality, be memorable (stick), resonate, and influence people. That is a really long list of tasks for a story to perform, which is why the storytelling has to be strategic and its premise sound, beneficial, and flexible.”

(Landa, Robin. Advertising by Design: Generating and Designing Creative Ideas Across Media, Pg. 192)

The story our two page ad is telling is one of first, an age old saying that everyone knows, don’t drive faster than your guardian angel can fly, but then tagging on some humor, that makes our ad memorable, the angel that is fallen behind the car, taken back by the car, cannot seem to catch up, your Camaro is indeed so fast, that it has indeed left your guardian angel behind.

“The style you determine should be appropriate for the brand and for the core ad idea; for the audience, differentiate the campaign from the competition and add freshness.”

(Landa, Robin. Advertising by Design: Generating and Designing Creative Ideas Across Media, Pg. 203)

The religious undertone supports the American wholesome feeling of the audience we are trying to capture.