This is my tool, ('model' sounds too serious for something so simple), for developing totally integrated campaign ideas for brands. The point is that so often still, creative teams develop ideas that live in print or on TV but they seem to stop there.
So, the point of this is to encourage thinking in other dimensions. So a great creative idea might well be expressed in the written word and as
Action: Let's get people doing something that expresses the idea. It could be as simple as a field force handing out samples, or as engaged as a flashmob dancing to the ipod beat. This one could also be called Person. Think Celebrity operating as brand platform. What Kate Moss does says a a lot about your brand
Music/Sound: This isn't new, but music and radio/podcasting is underused in taking a creative idea forward. From the Lynx single to a branded MP£ story.
Object/Place: Brands creating experience. What a great way to make an idea real. From 4x4 driving days to corporate sculpture. It's a sure way to get noticed, be involving and become a hot-topic.
Interaction: Yeah yeah. We're all doing it right? But the best thing about the co-creative world is that we can leave our idea unfinished and invite others to complete, alter and enhance it. So let's leave them some room. Wasn't that what great communications was always all about?
The proof of the pudding is in the eating though, so watch this space.
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