Many young designers often spend a lot of time creating and crafting designs for their campaigns, but what truly attract consumers to a brand, and its product or service, are communications that actually connects with them - whether it is their personal interest, a life goal, or culture.

These information, also known as insights, are ingredients of a Big Idea.

In fact, behind every great campaign has a Big Idea. A Big Idea guides your work so that the campaign would look as 1 concerted effort.

In this talk, you will learn:

• What is a Big Idea?
• Ingredients of a Big Idea - Insights and Truths.
• How to create a Big Idea.
• Real campaign examples.

About the trainer:

Sean Lee, Director / MullenLowe Group

Sean is currently a Director with global creative agency MullenLowe Singapore, working on Unilever’s Dirt is Good in Southeast Asia. Graduated with a Diploma in Digital Media Design,Interactive Media & a BA in Visual Communications, Sean has more than 11 years of integrated marketing and thru-the-line advertising experience, previously with advertising big names like McCann Worldwide, OgilvyOne, JWT Worldwide, etc

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