Creative leadership: People who burn to ingnite others.

Managed to squeeze in as the last person to a workshop today on creative leadership by the school of Creativity in Berlin. To manage creative quality they use a list to judge weather the idea is:
1. a cliché that’s been seen before
2. not competitive with others
3. destructive or will tear down the image
4. appauling, not desirable
5. an innovative strategy
6. a fresh idea
7. excellence in craft, is about the details
8. a new standard
9. a new brand communication, brand carisma
10. the most inspiring in the world and totally leaves the norm.
The higher score the more creative obviously. We looked at a number of ads and gave our points. It became clear that main stream ideas doesn’t reach in to you. Not at all. After 30 sec. they’are out of our system. The fabolous Sony Bravia colourful jumping balls in LA is an example of a simple idea, with an excellence in craftmanship. A personal ad for Disney totally leaves the norm of an entertainment brand, where a couple remeniss about their younger days and his Donald duck voice lovetalk.
So, this list can be used to judge the work we do. It’s really all about the work. What level we want to deliver on, what’s our strategy. So now Identity works will set new creative standards and do even better work!!! We can do it. Out clients deserve it!
Tonight is the Grand Opening gala!