The Chicken Rules

Long time readers, (hang on a mo…are there even readers for this blog anymore?) will know of my fascination with the word, technique and magnificence that is the FLIP.

A simple method that opens up a world of ideas for the starved writer.
The flip can be used in two main ways

• On a problem – Flip your problem around, flip the brief, flip the before in the before and after, flip a case study, flip the time lines, flip the servicing guy. Apply the flip on the problem or the message you need to communicate to see if you can get that idea. Look at the whole thing upside down and right to left (left to right in the arabian countries). Flip popular perceptions, flip research findings, flip social taboos
• On the solution – Flip your idea, turn it upside down, flip the headline, flip the visual, play with the order of the words, take the logo up and the headline down, flip a previous ad, spoof, spoof yourself, does the ad work better with an after, before the before? Flip.

Some recent campaigns that Flipped

– Surf Excel: Daag achcha hai / Stains are good (Flipped a perception) – Adidas: Impossible is nothing (Flipped a line, flipped a positive line and made it more powerful)