In the creative world, facts and incites can be used to develop strategy and make for a more successful final product. Although both are important components to creative decision making, they differ in the way that they are derived. A fact, defined by the dictionary as: a thing that is indisputably the case, is unique in that it doesn't change. It is what it is, and it will always be nothing but that.
An insight, on the other hand, is something that has to come about. An insight is earned, but can change as well. The combination of research and problem solving can give you an insight, but an insight is really the capacity to gain some intuitive understanding of some person or thing. However, in order for an understanding to become an insight, it must be accurate. It cannot just be a thought. It must be a fully planned out and accurate understanding.
Facts can even be used in the process of forming these insights. As a creative team collaborates to come up with certain insights, facts can be used to construct and support them. One commercial that I saw just this afternoon was a cheesy, catchy little nuisance of an ad, but a prime example of strategy that directly uses facts of life, as well as insights by the creative team.
Take a look at the ad below:
But the ad was not made on this fact alone. The ad screams that messes are okay. Crayola is introducing a marker that is completely washable. The ad demonstrates the marker being washed off the wall, a child's hand, and even clothing. No matter what the material is, Crayola says these markers can be washed right off. To me, the insight here was gained from the concerns of mothers, teachers, or anyone that is directly responsible for children that use Crayola markers.
For anyone who gives a child a marker, their major concern is that the child will miss the paper and in turn, ruin anything the marker makes contact with. This commercial did just what. Set to an annoying but lovable tune, they had children openly admitting that they're going to make a mess. Their creativity is flowing so heavily that they just have to let it go. This was Crayola's sneaky way of addressing these maternal concerns about markers.
But when selling any product, why would you want to highlight a major concern like this? When the product revolves around addressing that concern, and serves as the main selling point for that product, it just makes sense. To me, this was a great insight painted perfectly into an ad that makes the worst thing about Crayola markers, not a problem anymore.
Incase the video did not embed above correctly, see below for the YouTube link:
http://www.youtube.com/watch?v=Ff1JoN00yVY
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