The fifteen ruls of Dream Team.

Copied from the book:"Creative Advertising, Ideas and techniques from the world’s best campaigns”, Thames&Hudson.

1. DreamTeam, A basis for every meeting
2. Your Brief creates space for a motivated team

Two kinds of information in the most briefs: the kind that restricts the team’s creative search-field, and the kind that enlarge the search-field for potential ideas and stimulates the imagination.

3. Switch on all five senses:

Great ideas come from direct, playful engagement with the product. The sulotion to the task is already there in the product. Your five senses are the tools you use to shape the idea.

4. Go into meetings with a clear goal

If you define the target group as everybody, you will end up addressing nobody. Emphasizing everything is emphasizing nothing. Working out a goal with a central statement, or single-minded proposition.

5. Always separate the ideas phase from the evaluation phase.

Make room for creative added value.

6. Avoid idea killers.

7. Use doodles to visualize your ideas.

8. Grab ideas and fun with them.

9. Look for the positive in other people’s ideas.

10. Make mistakes and have fun doing it.

11. Stick with it, the best ideas are yet to come.

12. Develop your sense of humour.

13. Wait before evaluating ideas

When you leave a successful meeting with a few good ideas and a feeling of euphoria, wait a while before assessing the ideas. Step back a little and don’t fall too much in love with the first….

14. Select ideas creatively

Develop new ideas from old…

15. Turing ideas into action