Creative Bastards. The Creative Mindset, or How to Come Up with Everything and Not Burn Out

Why does one advertisement hit the heart right on target, while another you want to erase from memory? Who are the “creative bastards,” and what techniques do they use to make people fall in love with brands? And most importantly—how is the work organized for those who chose advertising as a life calling?

This book will show you how to come up with ideas, play with paradoxes, and create such moves that viewers and readers remember for a long time: “to Snickers” when you’re stuck, to open “grabby arms,” and to clearly explain how “unlimitedness” differs from a regular “unlimited.”

“Creative Bastards” was written by Dmitriy Nikolaev—a creative director at the largest agency BBDO, which has created campaigns for MTS, Mars, VISA, Wrigley’s, Metro, Mercedes, Haval, Pepsico, P, L’Oreal, PIK, Ozon. His book combines two formats. On the one hand, it’s essays about the backstage of a profession Dmitriy has devoted more than 20 years to. On the other, it’s a practical breakdown of how to make strong advertising creative. Inside—you’ll find answers to questions such as:
• How to generate ideas through paradoxes, insights, and other “nuances”?
• What is “engineering candy wrappers,” and how to apply it in your work?
• What do advertising and cartoons have in common?
• Why do you need a benefit in advertising, and how do you squeeze the maximum out of it?
• How not to burn out in a field where you’re constantly evaluated and criticized?