The Creative Process This activity is important because great creativity typically goes through several stages or steps according to Roger Von Oech. In this activity you will read about an advertising creative named Gene. Gene is tasked with coming up with a great concept for an ad campaign. As you read about Gene's approach to this challenge, apply your knowledge of the creative process and Von Oech's roles to the activities described. The goal of this exercise is to demonstrate your understanding of the creative process and to correctly apply what you've read to a scenario about creating ads. Read the description of objectives, strategies, and tactics from the text. Then, drag the relevant example to the concepts listed below. Gene is the creative director for a small agency representing an insurance company called Safety Net Insurance. Safety Net wants a new campaign that will differ from other insurance promotions. Gene interviews everyone at the company, pores over secondary information, and tries to find a point of differentiation. He discovers that Safety Net settles claims faster than 95 percent of its competitors. The speed of settling claims strikes Gene as an important benefit that advertising should communicate. In his mind, he runs through different possible metaphors for speed: lightning, rockets, speedboats, and fast cars. He next begins sketching out some of the ideas, before settling on a commercial in which someone who has had a fender-bender is calling his insurance company. A second after hanging up, a race car drives up and gives the man a check to repair his car. Gene likes the idea a lot, because it connects speed and auto insurance. It is also funny. When Gene meets with the client, the client is unsure about the idea. We've never done anything humorous before, Gene," he tells the ad executive. "I'm not sure about this." Gene refuses to give up on the idea. "People will love it," he tells his client. "The humor will make the accident scenario less frightening. That will give people the chance to understand how important fast claims are." Gene's firmness helps the client believe the ad can be successful. The client relents and the ad is produced. Metaphors for speed Overcomes client resistance Judge Artist Chooses race car concept Warrior Learn about the brand Explorer Gene's Creative Activities Goal Stage in Von Oech's Process Gene interviews many company individuals. Gene generates a variety of different ways of symbolizing fast claim settlement. Gene decides the "race car" metaphor is the most effective. Gene fights for the value of his idea when meeting the client