Бакалавриат
2025/2026
Креативные техники в коммуникациях
Статус:
Курс обязательный (Стратегия и продюсирование в коммуникациях)
Кто читает:
Школа коммуникаций
Где читается:
Факультет креативных индустрий
Когда читается:
2-й курс, 4 модуль
Охват аудитории:
для всех кампусов НИУ ВШЭ
Преподаватели:
Гибсон Майкл Филип Батлер
Язык:
английский
Кредиты:
3
Контактные часы:
32
Course Syllabus
Abstract
Students will learn that creativity manifests itself in all walks of life and that it is not just the reserve of the ’traditional’ creative disciplines such as art, music, drama, design. This module is practical in essence and aims to give the students a solid creative approach, including creative methodology, creative thinking tools and creative appraisal, to firmly establish a total creative mindset. This will include:- Creative techniques and models for advertising and communication formats.- Familiarization with the most common techniques used in the development of creative solutions and further implementation in advertising and communication formats.- Knowledge and use of the techniques to organize the process of developing creative ideas and increase the variability of solutions for the same task.- techniques used to develop ideas for multiple communications formats (classic approaches such as “absurd alternative”, “metaphor”, “extreme consequences”, “inversion”, etc.), as well as techniques for developing ideas in multi-media communication campaigns, Digital, SMM (such as “dynamic connections”, “Self validation”, “creative use of problem”, “new tasking”, “relocation” and others ... more than 20).- techniques for group creative sessions, including a methodology to generate insights collectively and work them through to campaign ideas in an environment of mutual idea building and positive reinforcement.- Examining a large number of creative campaign cases, involving the analysis and understanding of each of the techniques for brands in different categories (fashion, FMCG, food&beverage, ....)
Learning Objectives
- Students should see the process of Creativity as an essentail part of any working process and that being creative is important in all works of life and for solving any kind of problem. Being creative sets a frame work for asking better questions that challenege the status quo and break with structural rigidness. Ultimatly a ceative thinking mind. Creativity is not just assigned to the traiditonal arts where something is made (art, sculpture, literatues, architecture) or performed (musics theatre dance song) – creativity should be seen as a way of life that see problems as challenges.
Expected Learning Outcomes
- - to understand creative with a new broad perspective.
- - to approcah problems and situations with creative thinking.
- - to utilise a selection of tools and instruments that help break up a problem into smaller parts.
- - to ask better questions as the start of any creative solution is asking the right questions.
Course Contents
- Introduction to Creativivity:
- The Power of Story telling – part 1
- The Power of Story telling–part 2
- Tools & techniques & patterns for creative : PART 1
- Tools & techniques & patterns for creative PART 2
- Part 1 : Different methods for Assessing Creative. How to sell Creative Ideas & Tips
- Part 2 : Prepare for workshop : Creativivity – co-creating with clients & benefit of mutual ownership of creative
- How Technology has always been changing creative. The ‘new’ game in town and the potential of AI, VR, AR … drones
- Personal Communicating, Presenting and Standup. Bouncing Forward with a Smiles. Being & creating in the space.
Assessment Elements
- Task 2: CREATE A PURPOSE CAMPAIGNBrand purpose is becoming increasingly important, particularly to Gen Z, who are no longer satisfied with naked consumption, but wish to engage in socially responsible consumption and expect brands to take a lead. Think #realbeauty (Dove)A Purpose Campaign … think #shedrives (Nissan) … or IKEA recycled furniture. This will be a presentation made in the final workshop session of lesson 8. The best purpose driven campaigns match the purpose and the brand very closely. For example DOVE, a beauty brand, has a purpose platform of #Realbeauty which fits Dove’s brands values (= engaging women with beauty products that deliver superior care) Work in teams of 4-5. This is a collaborative project 1 – select a brand 2 – select a cause or purpose that is a good ‘match’ for the chosen brand 3 – Create a creative platform that champions this cause for the brand 4 – Create a campaign to communicate this 5 – Create a presentation 6 – Present in class
- Task 1: WHATS IS YOUR IDEA ESSAYIndividual task Why this task: this is to get people to think out of the box AND to explore new ways to communicate your idea. It is encouraged not to present your idea in an essay but to explore new avenues …. By stretching you imagination … you might discover a new path. In the commercial world you will have to sell your ideas not with essays i/ Present, via whatever medium it takes (written description, film, booklet, presentaion) In English about an interesting creative solution to a problem of your choice that you recognize in the world. This is not a ‘classic’ academic essay that is full of words for words sake. This is short (500-700 word) essay and the approach should be creative. First identify something in the world around you that needs to be "fixed", and then describe the creative solution they propose for this. The solution does not have to be realistic... it may be a fantasy, but then they have to determine how it might become a reality in the future. (It is important to understand you can fantasize here – remember every invention, before it was invented, eas a dream that seemed impossible!) Your aim is to engage and sell your idea to people so make the essays lively. Include as much imagery as possible. Think big and be a little crazy…
- CLASS ACTIVITYEach lesson has a task. These tasks are marked 0/1/2
Interim Assessment
- 2025/2026 4th module0.3 * Task 1: WHATS IS YOUR IDEA ESSAY + 0.3 * CLASS ACTIVITY + 0.4 * Task 2: CREATE A PURPOSE CAMPAIGN
Bibliography
Recommended Core Bibliography
- Ogilvy, D. (1985). Ogilvy on Advertising (Vol. First Vintage Books edition). New York: Vintage. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=782238
Recommended Additional Bibliography
- Hegarty on advertising : turning intelligence into magic, Hegarty, J., 2011