Our friend and client, Kate Tykocki, teaches "Intro to Advertising" at Lansing Community College. She recently asked us if a Redhead would be willing to guest lecture on the subject of creativity. I said sure, and then promptly freaked out. Number one, Kate's a pretty creative gal in her own right. Number two, I had a strong suspicion the budding young professionals in the class would look at me with the abject boredom I often see on my nine-year-old's face when I am lecturing him about picking up his dirty socks.
Parenting insecurities aside, the lecture went well. I explained that creativity did not only belong to "creatives," and that deep down, it's really just problem solving. I gave 'em some tactics for thinking creatively. And told them that, frankly, creativity is not something you have to be born with—you can cultivate and practice creative thinking.
But! I forgot one really important thing! Really, really important! Creativity flourishes under utter lack of resources.
The story goes that Caesar Cardini invented the caesar salad during a busy weekend in 1924 when his restaurant was short on supplies. He didn't want to disappoint his customers, so he concocted the now famous salad from what he had on hand. Few resources—famous invention.
In our biz, it's all too easy to download a stock photo of almost anything for almost no cost. Fonts are unlimited, color printing is inexpensive, and social media often becomes an instant stand-in for a media budget. Quick and easy resources are everywhere. So this means there are often few reasons not to use the whole creative tool box to solve a problem.
Easy? Sure. The recipe for the most creative solution? Probably not.
So the piece of advice I should have given the class: Put away a tool or two. For one project, force yourself to work in fewer colors or with fewer fonts and still communicate effectively. How about no photography? No type at all? Not only do you have to get creative to solve your problem, but it's likely your solution will be more thought- out and targeted.
And the piece of advise I would give myself? Instead of droning about the dirty socks, find better methods. Like... stashing his dirty socks next to his pillow, in his backpack or... in his caesar salad. (Yes, gross! But potentially effective.)
