翻譯/emma

編輯/ sciascia @頂尖文案topys

來(lái)自英國(guó)廣告公司Mother內(nèi)部創(chuàng)意測(cè)試小冊(cè)子，通過12個(gè)測(cè)試檢測(cè)一個(gè)創(chuàng)意是不是好創(chuàng)意，你的創(chuàng)意能一路通關(guān)嗎？

No 1.

The samurai intuition test
?Listen to your instant emotional reaction to an idea. Notice what your gut says before your brain starts rationally constructing an opinion. Intuition is extremely powerful and frequently our initial gut reactions to an idea are correct – so use them. After all, a positive, emotional gut reaction to our comms is precisely what we want from our audience. The samurai believed that every decision, no matter how important, should be made within three breaths. What did you think of the idea after three breaths?

將軍直覺測(cè)試
重視你聽到這個(gè)創(chuàng)意的時(shí)候你當(dāng)下的情感反應(yīng)是什么。在你腦子轉(zhuǎn)起來(lái)試圖捋順或組織這個(gè)創(chuàng)意之前，請(qǐng)先注意一下你肚子里的直覺。直覺有著強(qiáng)大的力量并且在大部分時(shí)候，第一反應(yīng)很正確，所以，好好利用你的直覺。一個(gè)積極的，富有情感的第一反應(yīng)對(duì)我們來(lái)說正是我們想要從觀眾那獲取的東西。將軍們相信他們的每一個(gè)決定，不論多重要的，都應(yīng)該在喘三口氣的時(shí)間內(nèi)做決定。

?No 2.
The Chinese meal test
?Conversely, also pay attention to what sticks in your brain long after the meeting. Some ideas can be like a Chinese meal – filling at the time, but you’re hungry half an hour later.

Which ideas give you indigestion? Which ones won’t leave you alone? When you tell someone about the ideas, which ones do you remember most clearly? The reason why many people need to “sleep on it” after a presentation of ideas is that some distance helps you to discover which ideas refuse to be forgotten, and they are exactly the ones you want.

中國(guó)菜測(cè)試
相反的，同樣注意一下會(huì)議結(jié)束后還一直停在你腦海中的東西。
有些創(chuàng)意就像中國(guó)菜一樣，當(dāng)時(shí)讓你覺得很飽，但你過一會(huì)就又餓了。
哪些創(chuàng)意會(huì)讓你消化不良？有哪些創(chuàng)意不總是揮之不去？當(dāng)你要告訴別人什么事情的時(shí)候，哪些在你腦海中印象最清晰？這也是有些人必須在陳述完創(chuàng)意后睡一覺起來(lái)后才來(lái)能決定這個(gè)創(chuàng)意好壞的原因，時(shí)間會(huì)幫助你發(fā)現(xiàn)那些過目不忘的創(chuàng)意，那些正是你要的創(chuàng)意。


No 3.
The irritation test
Does the idea piss you off?  Do you actively dislike it? Do you feel like there’s something wrong with it? Often it’s the ideas that at first make us really uncomfortable that are the true game changers. An idea that irritates, that rubs you up the wrong way, that seems like precisely the wrong way of answering the brief can be the most powerful and successful one you’ve got.??

刺激測(cè)試
有沒有哪些創(chuàng)意會(huì)激怒你？你是真的不喜歡嗎？你是不是感覺他哪不對(duì)勁？通常來(lái)說，那些一開始讓大家不舒服的創(chuàng)意才是真正改變游戲的。那個(gè)激怒你，從另一方面擦亮你的，那些看起來(lái)完全與brief背道而馳的創(chuàng)意，才是你那么多創(chuàng)意里最有力量最可能成功的。


?No 4.
The fore head slap test?
Truly great ideas can often be a “blinding glimpse of the obvious”. A simple truth, insight or observation delivered in an interesting way is always going to be more powerful than a complicated “clever” concept. Ideas like this invariably seem too obvious at first. But if everyone in the room is thinking “Surely someone must have done this before?” or “It’s been staring us in the face all along”, then you are onto something.

讓你拍腦門的測(cè)試
真正好的創(chuàng)意通常是瞎子都能看到的。一個(gè)簡(jiǎn)單的真理，觀點(diǎn)或者是通過一個(gè)有意思的表達(dá)來(lái)說明觀察到的東西，比一個(gè)復(fù)雜的所謂聰明的概念要好。像這樣的創(chuàng)意一開始總是被認(rèn)為太顯而易見，但是如果這屋里有人在想“以前肯定有人做過”，或者是“這創(chuàng)意似曾相識(shí)”，這也許是個(gè)好創(chuàng)意。


No 5.
The how are we going to cheat research to get this trough test?
In an increasingly research-heavy industry, it can be tempting to make the top priority finding an idea that will “sail through research”. The problem is that if an idea is easy to research, then it is probably fitting an existing formula, and formulaic advertising is well… formulaic (remember that Seinfeld, Star Wars and the Beatles all bombed in research). If, however, your reaction to an idea is “How the hell are we going to test this?” then you may have your hands on something genuinely new and exciting.

在一個(gè)調(diào)查研究扮演越來(lái)越重要角色的行業(yè)，最優(yōu)先找到創(chuàng)意的途徑可能會(huì)是在調(diào)查研究的沖浪中找到創(chuàng)意。問題是一個(gè)創(chuàng)意能簡(jiǎn)單的靠調(diào)查研究得出，他也很可能適合一個(gè)已經(jīng)存在的公式，大家都知道公式化的廣告...但如果，無(wú)論如何你對(duì)于一個(gè)創(chuàng)意的反應(yīng)是，我們竟然能他媽的測(cè)試這個(gè)？那么，也許你手上有一些巨新巨興奮的東西。


No 6.
The Chuck, Shag or Marry test
?Creatives are a promiscuous bunch and can be guilty of falling in love with ideas that, whilst fun for a single execution, are only ever going to be that. Brand managers on the other hand can often help by looking for the long term idea. Would you take the idea home to meet the parents or is it just a one-night-stand? The best ideas should be ones that you’d be happy for your brand to be married to for years and years, not just a fling – however seductive they might seem.

一時(shí)玩玩還是婚姻測(cè)試
創(chuàng)意人員是一群私生活混亂的人，會(huì)愛上一個(gè)創(chuàng)意，卻僅僅是愛上了這個(gè)創(chuàng)意中的一個(gè)有趣的一個(gè)小點(diǎn)而自責(zé)，他們永遠(yuǎn)都是會(huì)這樣。
從另一方面來(lái)說，有品牌經(jīng)理可以經(jīng)常在長(zhǎng)遠(yuǎn)創(chuàng)意上提供幫助。你愿意把這個(gè)創(chuàng)意帶回家見父母嗎？還是只跟他一夜情？最好的創(chuàng)意應(yīng)該是你愿意讓他嫁給這個(gè)品牌并一年又一年幸福的生活著，他一定是很有吸引力的，但并不只是一時(shí)調(diào)情。


No 7.
The is it telling the truth or just not lying? test?
Good ideas are honest and tell the truth in an unexpected and delightful way. The worst kind of marketing tells lies. In the middle, however, are all of the average ideas which, whilst not lying, often aren’t telling the truth either. Instead, they are just meaningless noise that will soon be forgotten. Remember that an ugly truth is often far more powerful than a beautiful lie. Is there an honest insight or truth at the heart of the idea? Is that truth being presented in a way that feels unexpected and surprising? If so, it could be great.

說的是真理還是僅僅是沒撒謊測(cè)試
好的創(chuàng)意總是用一種意想不到的令人愉悅的方法真誠(chéng)的說出真理的。
最差的市場(chǎng)營(yíng)銷是說謊；中等的都是一些一般的創(chuàng)意，不說謊，但通常也不說真相，這些通常都是沒什么意義的也很容易被人們忘記的。請(qǐng)記住，就算一個(gè)很丑陋的真理也比一個(gè)很美的謊話更強(qiáng)大。你這個(gè)創(chuàng)意的核心是不是一個(gè)很真誠(chéng)的觀點(diǎn)或真理？這個(gè)真理被用一種出人意料的方式表達(dá)出來(lái)了嗎？如果有，可能是個(gè)很好的創(chuàng)意。


No 8.
The Oh boy is Rover going to get it tonight test
?Do you just like the idea or are you just envious of it? Are you intimidated by or jealous of the people that came up with it? Do you find yourself thinking “Bloody hell, I should be working for them”? Creatives talk about the “Kick the Dog” ideas – the ones that, when you hear about them, you go home and kick the dog in frustration that you didn’t come up with them. Does the idea make you think, “Man, I wish I’d come up with that”? If so, it’s probably pretty good.

你是真的喜歡這個(gè)創(chuàng)意還是只是嫉妒他？
你會(huì)感覺到威脅或者是嫉妒想到這個(gè)創(chuàng)意的人嗎？你有沒有發(fā)現(xiàn)你會(huì)想“去他媽的，我真應(yīng)該想到這個(gè)的”？創(chuàng)意人員有時(shí)候會(huì)稱之為“踢狗”創(chuàng)意，意思就是聽到這個(gè)創(chuàng)意回家后會(huì)很生氣的踢狗一腳，生氣為什么不是自己想到那個(gè)創(chuàng)意，如果有這種情況，這個(gè)創(chuàng)意很可能很棒。


No 9.
The Delete of forward test?
If you were sent the ad by a friend would you e-mail it to your other friends??Or would you not want to be the guy that sends round the average forwards? And if you wouldn’t forward the idea on, why should anyone else? Remember that “viral” isn’t a noun, it’s an adjective, and any truly good idea should be powerful enough to be passed around by it’s audience. If it isn’t, then it isn’t that good an idea,

到你這里停止還是轉(zhuǎn)發(fā)下去測(cè)試
如果這個(gè)創(chuàng)意是你朋友發(fā)給你的，你愿意轉(zhuǎn)發(fā)給別人嗎？
一般人不愿意去傳播一個(gè)一般的東西，如果你不愿意把這個(gè)創(chuàng)意傳播出去，別人也不會(huì)這么做。記住“病毒”不是一個(gè)名詞，而是個(gè)動(dòng)詞，并且一個(gè)真正好的創(chuàng)意是應(yīng)該有足夠的力量吸引看到的人傳播出去的。如果不會(huì)，那他不是一個(gè)夠好的創(chuàng)意。



No 10.
The Camden market t-shirt test
?Is it culture or is it just an ad? The best campaigns cross over from the world of marketing and become part of culture. Can you see the knock-off T-shirts that reference your campaign being sold at market stalls, the catchphrase being repeated in school yards or in the football stands, the conversations in bars, or the YouTube parodies? If not, then the ad is just an ad, and thus wallpaper.

小攤上的T恤衫測(cè)試
是一種文化還是僅僅是一個(gè)廣告？
最成功的廣告能在世界各地傳播并且成為文化的一部分。你能看到賣的T恤上有引用你的廣告的部分嗎？你的標(biāo)語(yǔ)有被不斷的重復(fù)嗎？可能是學(xué)?；蛘咦闱驁?chǎng)上，酒吧聊天的談話中或者youtube上？如果沒有，這個(gè)廣告就只是個(gè)廣告，一張糊墻紙。


No 11.
The did it scare the straight man? test?
If everyone in the room is comfortable with the idea, then it can’t be very good. If it doesn’t make the boss raise an eyebrow, doesn’t make your palms sweat at the prospect of presenting it on, or is too respectful of your product or brand, then it probably isn’t a good idea. The best ideas are scary, disrespectful and irreverent. They are honest about the relationship real consumers have with your brand, say something dangerous or provocative. This is what makes them famous and effective. If everyone’s comfortable, then the idea doesn’t have any edge.

如果房間里的每個(gè)人都覺得這個(gè)創(chuàng)意很舒服，這創(chuàng)意肯定不怎么樣。
如果不能讓老板眉頭皺起來(lái)，不能讓你在陳述的時(shí)候手心出汗，或者太是那個(gè)品牌或者產(chǎn)品期待的東西，不是好創(chuàng)意。最好的創(chuàng)意總是很嚇人，出人意料的，天馬行空的。敢于坦誠(chéng)于你的產(chǎn)品（或品牌）和他的消費(fèi)者的關(guān)系，可能是危險(xiǎn)的或者是挑釁的。這樣才會(huì)讓這個(gè)品牌很有效快速的出名。如果對(duì)于這個(gè)創(chuàng)意，每個(gè)人都感覺舒服，那這個(gè)創(chuàng)意沒什么意思。


No 12.

The Bill Hicks was wrong test
?Will your wife and kids be proud of you for making the idea happen??Will you be proud of yourself? Will you tell your friends that you’re responsible for the idea happening? If not, don’t buy it. The best ideas (marketing or not) enrich the world in some way. Does this? Bill Hicks once said that everyone who works in advertising or marketing should kill themselves as they are only making the world worse. 90% of advertising seems to prove him right. Does this idea prove him wrong?

比爾漢克斯錯(cuò)了測(cè)試
你老婆孩子會(huì)為你做了這個(gè)創(chuàng)意而驕傲嗎？
你會(huì)為自己驕傲嗎？你為向朋友炫耀你是這個(gè)創(chuàng)意的負(fù)責(zé)人嗎？如果不會(huì)，扔掉把。最好的創(chuàng)意會(huì)把世界變得豐富。比爾漢克斯曾經(jīng)說過每個(gè)做廣告的或者做市場(chǎng)營(yíng)銷的人都應(yīng)該去自殺，應(yīng)為他們把世界變得更糟糕，90%的廣告證明他說的是對(duì)的，你這個(gè)創(chuàng)意能證明他說的是錯(cuò)的嗎？


THE FINAL TEST??WOULD IT MAKE MY MOTHER PROUD?
最終測(cè)試，這個(gè)創(chuàng)意會(huì)讓我媽媽覺得驕傲嗎？

文中插圖來(lái)自插畫家JESúS DEVIA。