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1、奥美广告公司1999年春季训练教材BIG IDEA大创意Prepared by： Richard FowlerWorldwide Creative Director- UnileverOgilvy &Mather， LondonDate ： April， 1999Just over a month ago I spent a week in Australia.During that visit Iwas asked to conduct a three-hourCreative Seminar with the senior managers of all Unilevercompanies
2、. Knowing that I was due to give a particularquestion in mind . The question was this: do the seniormanagers of Unilever companies (and I include theiragencies in this ) agree on what a big idea is? And can we articulate the difference -if any - between anadvertising property and an advertising idea
3、?几个月以前我在澳洲停留了一个礼拜。在那个礼拜中，他们要求我为所有Unilever旗下公司的资深经理人员举行三个小时的创意讲习会。因为我在一个月以前就知道要演讲，因此我以自己心中一个特别的问题做为着厂讲习会的架构。这个问题是：Unilever旗下公司的资深经理人员（也包括他们的广告代理商）是否对什么是大创意有所共识？而我们是否能清楚分辨广告资产及一个广告创意之间的差异 ？如果有差异的话。During that seminar I showed many campaignso Persil（going back as far as 1963）,Dove Soap U.S. (going back
4、ten years),Marlboro TV (going back 18 years), Hamletcigars U.K. (going back 20 years),Surf U.S.(going back 5 years), Brooke Bond P.G. Tips “Chimps” (going back 30years), and a number of others.在那场讲习中,我给他们看了许多系列广告活动：Persil（追溯到1963年），美国Dove香皂（追溯到10年前），万宝路电视广告（追溯到18年前），英国哈姆雷特雪茄（追溯到20年前），美国Surf洗衣粉（追溯到30
5、年前），还有许多其他的系列广告活动。Each time showed a campaign， I asked the members of the seminar to write down - so that we could discuss it later- what each defined as the “Big Idea” in the advertising，and the “advertising property”。每次我给他们看过一个，为了方便稍后的讨论，我要求在场的每一位人士写下来广告中的“大创意”是什 么，“广告资产”是什么。I have to tell you, th
6、ere was very little agreement about which was which when we came to discuss the campaigns.Moreover, there was considerable disagreement, campaignby campaign, about what the big idea was in each campaignand in many cases even what the property was.我必须告诉你们，当我们在讨论这些campaigns时，对于究竟何为“大创意”，何为“广告资产”这些问题很少
7、达成协议，尤有甚者，关于每个campaign中其大创意为何-在许多个案中，甚至连其广告资产为何-都有不少的歧见。The point of telling you this and conducting thatseminar the way I did was not to “catch someone out”,us to help you do here today.我之所以告诉大家这点，以及以这种方式来举行讲习会的原因，并不是为了要“逮住人们的错误”，而是要突显今天我们所要帮助各位了解的大创意其重要性。The declared aim of this conference is stat
8、ed thus, Iparaphrase:我将那次会议的目的摘录于下：“With the increased emphasis being given to the importance of creating and maintaining long -termbrand properties, it is felt right to ( have thisconference).formed around the concept of Creatingthe Big Idea , the purpose being to demonstrate that long-lived proper
9、ties of the sort we are seekingusually have within them a big idea and thatUnilever needs more.”“由于有愈来愈多的人强调创作并维持长期品牌资产的重要性，我们认为应当. . .（举行这项会议）. . .其主题环绕着创作大创意的概念，其目的为示范我们所寻求的长期资产中所包含的大创意以及示范出Unilever所更为需要的特质”。The request you mad to us - your agencies , and in thiscase specifically to Ogilvy & Mathe
10、r - was”. . .not onlyto bring examples of big ideas but also to cover suchareas as how to brief agencies to create big ideas, howto recognise them, and how to develop and sustain themboth internationally and over time.”Unilever 对我们的要求包括其广告代理商，在今天 这种情形特别是对奥美“不只是给大家看看大创意的范例，并且还要涉及在国际性及长期性方面，如何向广告代理商做简
11、报以便产生大创意，如何辨识大创意，以及如何发展并维持大创意等范围。”We will, over the next 60 minutes, address this subjectfrom a point-of-view that we think is virtuallyguaranteed to help Unilever companies improve their success rate in obtaining “Big Idea”.在接下来的60分钟内，我们要简述这项主题从我们认为对Unilever 公司改善其获得“大创意”的成功率有实际保证的观点来讲。Were going to
12、 start by asking you to examine the termsof your request:“How to brief agencies to create big ideas, how to recognise big ideas, etc.”我们要从检视Unilever 这项要求中的文字做开始：“如何对广告代理商做简报以便产生大创意，如何辨识大创意. . .等等。”Inherent in that is the assuption that big ideas comeinto this world as “big”-and we submit that that i
13、s avery dangerous assumption. We submit that “Big Ideas”come into this world merely as ideas - with the potentailto be big. Someone - you， your agency - then has to seethat it becomes a Big Idea.在这项要求中具有一项假设大创意在产出时就很“大”我们必须提出，这是一项很危险的假设。事实上，“大创意”在生出来的时候都只是“创意”而已然而却具有成为大创意的潜力。然后有一些人客户，代理商必须在旁小心看护，使其长
14、成一个大创意。For the next part of this presentation, we will show youa number of campaigns - capaigns acknowledged byeveryone as great campaigns. What we will illustrate toyou is not that these campaigns started out that way -rather that they were all ideas made big only by the manner in which they were d
15、evelopd, executed andsustained over time. For it is our contention that thereare no big ideas initially - there are only ideas - madebig by strong-minded, disciplined and adventurous clientsworking with strong-minded, disciplined and highlycreative people.这场演讲接下来的部分，我们要给大家看一些campaigns-众人公认的伟大campaig
16、ns。我们要为大家描述的并不是这些campaigns 的着手方式而是它们仅靠参与者发展，执行及长期持续的态度而变大。我们主张没有任何创意一开始就是大创意一开始都只是创意而已，经由具强烈心态，有纪律，不畏冒险的客户以及具强烈心态，有纪律，具高度创意能力的人加以哺育，才会变大。It is our contention that what we must learn to recogniseis the core idea. If this core idea has the potential to bea big idea, it will become so only after a number of advertisements have been done that bring that core ideato life.我们认为我们必须学习如何辨认核心创意。如果核心创意有潜力成为大创意，只有在做了许多广告赋予核心创意生命之后，才会实现。Further, we hope to show you that
