Host a Collision - JWT Planning Tools Book

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What is the main purpose of this tool?

The main purpose of hosting a collision is to create ideas for things. In fact this is the only purpose of hosting a collision.

Where in the process should this tool be used?

This is the central bit of the Collision part of the process. If you are following the process in the conventional way Collision will happen after you have been through the Discover part of the process. However, the process is designed to be flexible, so you might be starting with a collision. This is OK. The only criteria for starting a collision is that you have a clear idea of the problem that you are trying to solve. You will need this to direct people’s imagination and ideas.

A collision can be used to develop brand ideas, campaign ideas or individual things that form part of an existing idea. The only thing you need to do is be clear about what you are looking for at the start.

How does this tool work?

Hosting a collision works a bit like a brainstorm works. However, a collision is a specific JWT way to approach the generation of ideas that we believe will help you create more interesting ideas.

How to use this tool?

This part of the process is about finding the spark of creativity from the interaction of international and technological skills. Because of this, one of the most important things to think about is the people that you invite to a collision. This is absolutely critical. They are the people that will be coming up with the ideas! When you are thinking about who should join you in collision, you should aim for as much diversity as possible. The more diversity of international and technological skills that you get in one place, the more likely you are to get some interesting new ideas. Remember, you can’t collide on your own!

To host a collision, there are 8 simple steps to follow:

Step 1. Identify the problem

This is the main focus point for the collision. It is important that this should be clearly defined and understood by all participants.

Step 2. Identify the people you need

These are the people who will collide — there should be a range of skills and experiences, and as diverse as possible. You should specifically consider the different international representation and different technological or experiential representation. The objective is to maximise diversity, but it is still possible to do it within your own office or team. You will also need to be clear on the team responsible for deciding on the output of the collision.

Host a Collision

Step 3. Find the right place

This is the place where the collision will happen. This should be a place where people are free to move and think, a place that encourages multiple and energetic interactions between people. A meeting room with table and chairs is unlikely to facilitate collision.

Step 4. What have we discovered from the world?

This is where our discoveries will be introduced. This should be inspiration from the world (via Question One and other tools) along with stimulus about brand, product, the market and the target participants. These can be introduced prior to the session or during, but ensure that all participants understand the key discoveries before or during colliding. If you are hosting a collision before you have been through the Discover part of the process, just include as much information as you can.

Step 5. Collision

This is how we will try to generate creative sparks. This will come from the interaction of people. You should try to maximise the diversity in who collides with whom. Put a shopper marketing expert with a young copywriter. Or an Asian Planner with a Brasilian creative technologist. You should try to keep the collisions short and intense. Even if they are only 5 minutes at a time. You might need a horn or a whistle to keep people moving. You should aim to have multiple collisions with as much variety as possible. You could even try colliding with non-language based outputs.

Step 6. Capture the sparks

This is where we capture the many and various ideas. You should not be afraid to capture all of them, even the most bizarre and curious. Try to think about the type of idea that you are capturing, and pay particular attention to the type of thing that the idea will lead to. You can use the Circle of Things tool to help organise how the ideas relate to the brand or campaign idea, the influence of the brand, the participants and each other.

Step 7. Edit for ideas that make real things

This is where we begin to make choices about what we want to make. We should pay specific attention to analysing what things the ideas will make, and we should value highly those ideas that will lead to making real things.

You should use the 1–10 scale to help judge the ideas. You should spend some time on this in the session, but this can also continue afterwards.

Step 8. The path to ‘go’

This is where we work out how to get things made. Always finish with a significant time spent on the path to ‘go’. You should begin to discuss feasibility and what you will need to do to get things made. You should identify and remove barriers. You should identify and recruit the people who will help you make things.

Do not end a collision without thinking specifically about how you are going to get things made.

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EXAMPLES OF THE OUTPUT FROM COLLISION

— The output from Collision can be virtually anything.

— It can be big platform ideas like The Nightlife Exchange Project for Smirnoff.

— It can be small activation ideas, like having a survival kit for hungover rugby fans after HSBC has helped them celebrate at the Hong Kong Sevens.

— It can be strategic ideas like how to approach marketing the brand of the USA by using tourists as ambassadors.

Host a Collision

NOTES

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JWT PLANNING TOOLS 80

In document JWT Planning Tools Book (Page 77-83)