Phew! 24 hours of continuous brainstorming later and Project 300 is over. Although the initial target of 300 ideas was not met in this instance, over 100 ideas have been scribbled down in an inch-thick book that could be applied to the brief in question (including one or two that are campaign-worthy).
The project even attracted the attention of Dave Trott himself whose input I’m very grateful for.
The experience has given me a deeper understanding of how valuable good ideas really are. Sitting at a desk trying to force them out gets you nowhere. This insight serves to strengthen my belief that creative agencies must hire ideas-driven people.
On method of thinking that served me well during the project would probably best be described by the diagram below - Universal thought beyond the ‘nth’ dimension, (rather than a linear chain of thought) to achieve a stream of consciousness.
By grouping relevant associations together a fuller picture can be achieved…which in turn can be grouped with another idea to form an even richer and/or multi-dimensional one. Similar to the model of the human brain, interconnecting ideas from any source can combine to create stronger networks. More importantly, are the ideas RELEVANT and useful to a Creative Director?
One last thought…during extensive brainstorming sessions keep plenty of plasters close to hand to apply to hand blisters…