Twitter Facebook Vimeo

How I won the Mindshare Huddle brief

3 min, 3 sec read
12:45 PM | 18 December 2014
by Lars Bjornbakk
   •       •    Read later
Become an FR Writer

This is the story of how I came to win Mindshare’s Huddle University brief and having the opportunity to present in front of industry professionals. I will share how I approached the brief and my thoughts on success factors for creating ideas.

It all started with a brief posted here on FutureRising with the title “Mindshare: Huddle competition”. I did not really know what a Huddle was, but being up for any challenge I was intrigued.

Huddle is a Mindshare event where they close their central London office for a day, to celebrate innovative thoughts. Getting people together discussing, creating, and just inspire one another.

What really sold me was the sentence “There’s no PowerPoint and no boring panels – just a mix of leading media, cultural and tech players, entrepreneurs, academics and interested amateurs...”. I loved the thought of having a diverse crowd of people coming together and presenting an individual and unique perspective to any topic.

My main source of inspiration is people. It is not as much about meeting the right people, as it is about having the right conversations. Since the theme of the Mindshare Huddle 2014 was “Inspire & Invent”, it was clear that I had to be a part of this. Determined and inspired I started working on the brief.

Once a solid foundation was laid with strategy and insights, I started coming up with ideas. I prefer starting with some of the techniques in the kickstart catalogue (Mario Pricken), to start the flow of ideas and to let go of anything that is rooted in reason and reality. When I have enough ideas to cover the whole wall in post-its, I pick out no more than ten ideas to feed into other ideas. Then I look into the brief and my research to see if I have come a cross anything interesting that sparks new ideas. This is the point where you really examine the insights you have found, to look for what you think the target audience really wants and will engage with.

With all my ideas, I then kill anything that is less then good and focus those with most potential. This is when the magic happens; when you have three or four really good ideas, but you can only choose one. I cannot understate this: BE RUTHLESS! In this process I find the six thinking hats (Edward de Bono) to be a effective way to develop great ideas and which ones to settle on.

When working on my ideas for Huddle 2014, I came across the thought of using contrafactual thinking to inspire alternative ways of thinking. This was based on the insight that Mindshare’s Huddle events is oriented around raising questions that inspires new thoughts. My idea was: by using contrafactual thinking we can explore alternative reality.

On the day I did not quite know what to expect. I jumped in with both feet making the best of it. My Huddle was fully booked, and the attendees represented a large variety from clients to creatives. There where a lot of interactions and we came up with many interesting alternatives to scenarios from the past. As soon I was done, I ran off to get inspired by companies such as Spotify and Grand Visuals, enjoying the creative and inspiring atmosphere that made up the event.

Winning a brief is about working hard and working smart. Creating a solid foundation to understand the target audience, then coming up with lots of ideas and picking out those that are most interesting.

The process ends with developing them and putting pressure on the chosen ideas; making the lump of cole in to a shining diamond.

Please log in or sign up before participating in the conversation.

More stories

  1. How can I put my CV onto one page?

    Employers look for one page CVs so we have compiled top tips to help you easily shorten your CV.

  2. FutureRising's Playlist: Friday Office Feeling

    For this week's playlist in our Spotify series, we're the soundtrack to your office fun with the 'Friday Office Feeling' playlist.

  3. Building music the Lego way

    Art Director, Brad Clymer, combines the beauty of music with the playful fun of Lego to create an in-store experience called Lego Song Builder.

  4. Minimalist portfolio packs a sweet treat

    Some portfolios go to extreme lengths to impress. Graphic Designer, Hayley Aroha, has raised the bar again.

  5. Siri recorder to help abuse victims

    The main issue that stops gender violence from reporting is fear. Miami Ad students Rodrigo Dominguez and Elena Hernandez want to stop this.

  6. Realities of post-university for an international student

    Recent graduate Bunga Runtunuwu reflects on the troubles international students may have after graduating of landing a job immediately.