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WORKINPROGRESS
Tuesday, January 26, 16
WORKINPROGRESS
is1.000ideas>10
?
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WORKINPROGRESS
YES.
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WORKINPROGRESS
isit
better?
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WORKINPROGRESS
?
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IBELIEVEYES.
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WORKINPROGRESS
THEFUTUREISHERE.
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WORKINPROGRESS
THEFUTUREISHERE.
IT’SJUSTNOTEVENLYDISTRIBUTED.
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WORKINPROGRESS
THEFUTUREISHERE.
IT’SJUSTNOTEVENLYDISTRIBUTED.PLEASE & WELCOME
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WORKINPROGRESS
ANYONECANHAVEANIDEA.
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WORKINPROGRESS
ANYONECANHAVEANIDEA.A STUPIDIDEA
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WORKINPROGRESS
ASAPLANNER
IHATEDSTUPIDIDEAS.
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WORKINPROGRESS
ASACREATIVEPLANNER
IHATEDBORINGIDEAS.
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ASACEO
IHATEDOTHERIDEAS.
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WORKINPROGRESS
ASANAGENCYOWNER
ISTARTEDHATINGMYOWNIDEAS.
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WORKINPROGRESS
ASASTUDIOOWNER
AMIPREDICTABLE?WHAT’SNEXT?
ARTISTS?CONTENT?
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WORKINPROGRESS
WHAT’SNEXT
ISWHATWASFIRST.
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THEIDEA
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THECONSUMER
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WORKINPROGRESS
MRS.VOMÁČKOVÁ
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PARDÁL
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SOYBAR
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BUZZ
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WORKINPROGRESS
YOUEATWHATYOUCOOK
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SEEDING
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REMOTENESS
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JOY
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MORE&DIFFERENT
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OBSERVEVSASK
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THEFUTUREBAKERY
ISHERE.
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WORKINPROGRESS
FUTUREBAKERY:
ANIDEAGENERATIONPLATFORM.
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WORKINPROGRESS
FUTUREBAKERY:
ANIDEAGENERATIONPLATFORM.
COMBININGRESEARCH,IDEASANDSEEDING.
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WORKINPROGRESS
FUTUREBAKERY:
ANIDEAGENERATIONPLATFORM.
COMBININGRESEARCH,IDEASANDSEEDING.
INANINTERNATIONALNETWORKOFLOCALCREATIVEHUBS.
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WORKINPROGRESS
FUTUREBAKING:
TOGETHERWITHTHOUSANDSOFCONSUMERS.
CREATINGINNOVATIONS,PRODUCTS,BUSINESSES,IDEASANDSOLUTIONS
THATMARKETTHEMSELVES.
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PROBLEM. SOLUTION.
WORKINPROGRESS
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PROBLEM. 7.000PEOPLE.
WORKINPROGRESS
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7.000PEOPLE. SOLUTION.
WORKINPROGRESS
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PROBLEM INSPIRATION VALIDATION SOLUTION
WORKINPROGRESS
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PROBLEM INSPIRATION VALIDATION SOLUTION
XMASCAMPAIGN.WORDPLAYSFOROUTDOOR.TVCAMPAIGNFORYOGHURT.
LAUNCHSTRATEGY.SMALLBUSINESSGROWTH.
CARACCESSORIES.MAGAZINENAME.
SLOGAN.CASHLESSPAYMENTCHIP.NATIONALTEAMCHANT.
INSIGHTS.IDEAS.
THEMES.STORIES.PICTURES.FILMS.
PREFERENCES.PATTERNS.
VALUEMAPS.REFERENCEMAPS.
STRATEGY.
TOPIDEASGET
SELECTED.
WORKINPROGRESS
Tuesday, January 26, 16
WORKINPROGRESSMETAXA
Aeuropeanbrandleaderinthebrandycategory.
THEPROBLEM: Howtofindout,whetherconsumerswilllikethenewglobalcampaignlineforHoneyShot?
ONEWAY: Conductaquantitativeresearchandaskpeoplehowthelikethenewline.
NEWWAY: Givethousandsofconsumerseveraloptionsandaskthemtocomeupwithotherideasontheirfavoriteone.
THEPROCESS:Wecreatedseverallinescommunicatingthebenefitsofthenewproduct.
Andaskedtheconsumerstocomeupwithcampaignideasaroundtheirfavoriteline.Insteadofjudgingandtearingdowntheoriginalline,theyputontheircreativehats.
Buildingonthefact,thatnaturallypeoplecomeupwithideasaroundareasandconceptstheyprefer.
THESOLUTION:Quantitativelywehaveproventotheclientthattheoriginallineisthestrongestone.Ontoptheclienthasreceivedcampaignideasonhowtotakethelaunchfurther.
Andlastnotleastthousandsofconsumersknewaboutthelaunchbeforethelaunch.
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WORKINPROGRESSFIAT500X
Aglobalcardesigniconlaunchinganurbancrossover.
THEPROBLEM: Howtolaunchanewfunctionalcrossoverinanovercrowdedmarkettothepracticaldesignlovers?
ONEWAY: UseTVandmassmarketingtogetthemessageacross.
NEWWAY: Askthousandsofconsumerstocomeupwithcaraccessoryideasblendingdesignandfunctionality.
THEPROCESS:Weaskedconsumerstocomeupwithcaraccessoryideas.
Onesthatwillsolvetheirpracticalproblems.Wehadfouryoungrenownproductdesignersselectfouroutofthehundredsthatarrived.
Theycraftedadesignstudyandaprototype.Aprofessionaljuryandapublicvotedecidedonthewinner.
THESOLUTION:Consumersgotfirsthandexperienceofthecaranditsconceptofblendingdesignandfunctionality.
Themediagotexcitedandprovidedfreecoverageabouttheprocess.Fiat500xgotahigheramountofrequestedtestdrivescomparedtopreviousmodellaunches.Thewinningdesignideaforababychangingtableisthelabforproductionconsideration.
Whichprovidesfurthermediaandpublicinterest.
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WORKINPROGRESSDAS
Aeuropeanleaderinthelegalinsurancecategory.
THEPROBLEM: Howtogrowabrandwithanewadvertisingcampaign?
ONEWAY: TelltheconsumerswhatIwantthemtoknowaboutthebrand.
NEWWAY: Askthousandsofconsumerswhatwouldtheyappreciatethebrandtobedoing.
THEPROCESS:Wedevelopedeightconceptareas.
Eachapproachingthebrandfromadifferentangleandpresentingdifferentbenefits.Theconsumerswereaskedtocomeupwithinsights,thoughtsandcampaignideas.
Eitheraroundoneoftheeight,orfindanotherareathattheyconsiderrobust.Theyintuitivelyselectedtheonethattheyfoundthemostinspiring.
THESOLUTION:Withoutconductingaresearch,werightawayspottedthestrongestconcept.
ThemajorityclearlydescribedthebrandasRobinHood.Positioningitasaserviceprotectingthefair,nottobeweakagainstalltheabuseofpowerandauthority.Themovieline,“I’llhavemylawyersgetintouchwithyou”hascreatedanareaforadvertingdevelopment.Theclientisintheprocessofproducingtheadcampaignandprovidingmediawithwayshowpeoplecan
protectthemselvesagainsteverydayabuse.
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WORKINPROGRESS
LASTNOTLEAST:
JOYFROMBAKERS.
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WORKINPROGRESS
LASTNOTLEAST:
CZECHIA.SLOVAKIA.HUNGARY.
UNITEDSTATES.GERMANY.
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WORKINPROGRESS
LASTNOTLEAST:
STILLNEEDPLANNERS:)
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WORKINPROGRESS
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