MUMBAI: On the second day of Goafest 2024 a D&AD masterclass, presented by Lisa Evans and Paul Drake titled ‘Unlocking Award Winning Ideas’, gave insights into the art of visualising innovative ideas.
Drake kicked off the masterclass by highlighting their experience in the industry. He introduced the concept of ‘Win One, Teach One’, underscoring the importance of nurturing new talent. Drake elaborated on initiatives such as D&AD New Blood and D&AD Shift. These he explains aim to shape emerging talents and provide opportunities for self-taught creatives from underrepresented backgrounds to secure roles within advertising and design agencies, as well as brands. These programs are accessible both virtually and in person. He noted, “The aim is to open doors for new talent and help them shine in the creative industry.”
He also mentioned the Creative Leaders Programme, which collaborates with businesses like Adidas, Heinz and many more to foster innovation and leadership in the creative field.
Evans then took the stage to explain how creative excellence is categorized and nurtured. She emphasised the importance of the idea-execution-relevance triad in creating impactful work. Evans introduced the categorization of creative work using the D&AD pencils: Wood, Graphite, Yellow, White, and Black.
Evans went on to detailhow creative excellence is assessed, presenting a hierarchy from destructive to legendary:
1. Destructive: Leads to rejection or disgust.
2. Cliché: Easily understood but not memorable.
3. Fresh: Grabs attention positively and enhances the experience.
4. Contagious: Talked about online and at the water cooler.
5. Legendary: Iconic, famous work that defines a generation.
Unlocking the Idea – The Five P’s:
Evans and Drake then shared a structured approach to generating award-winning ideas, encapsulated in the Five P’s:
1. Understand the Problem: Begin with a clear understanding of the challenge.
2. Create Lots of Possibilities: Paul Drake led an activity with the Heinz Tomato Ketchup brand, where groups brainstormed ad ideas tailored for the Indian market.
3. Choose What to Push: Select the most promising ideas to develop further.
4. Build a Prototype: Create a tangible version of the idea.
5. Make Your Pitch: Teams presented their pitches, showcasing their creative solutions.
The session concluded with each team presenting their innovative pitches, demonstrating the power of collaboration and structured creativity in producing award-winning ideas.
