Nominated 2014 Word Design Capital, it’s no wonder Austrian Creative Guru, Mario Pricken, would find himself in the Mother City last weekend to present his widely acclaimed ‘Creative Techniques‘ workshop.
Proudly hosted by Friends of Design, the intensive two-day workshop saw the synergy of an eclectic group of 20 creatives from all four corners of the globe gather together for a once-in-a-life time opportunity to meet the ‘Godfather of Adversing’ himself, and learn the secret behind his successful advertising career.
From identifying innovative creative thinking techniques to understanding how pre-conditioned socio-economic and political structures shape and limit our thought processes, the workshop introduced a new culture of creative thinking that hopes to remodel, rethink and redesign the creative industry as we know it today.
“The most surprising fact for me was the importance of an agreed creative playing field where no idea is stupid, and that even seemingly weak material can be developed.” – Participant
Pricken’sunconventional approach to creative thinking applies the theory of random visual and lingual stimuli used to draw upon inspiration from seemingly unrelated raw material. This, coupled with hon briefing brought forward by the participants themselves, the workshop aimed to reinvent creative strategies and systematically manage raw thoughts in order to arrive at the ‘big idea‘ faster.
“Everyone can be creative when using the right methods.” – Participant
Art Director for brands like RedBull, Endemol and Nike (to name a few) as well as author of four books, including bestseller, ‘Creative Advertising‘ (sold over 130,000 copies in six different languages), Pricken hopes that this will be the first of many pioneering workshops and collaborations on South African soil.