Emojis as the instant, everyday language of feelings

The early stages of the creative process require us to suspend judgement, think ‘wishfully’, and let our minds make surprising connections in the divergent pursuit of originality.

There comes a point for divergence to become convergence, to start evaluating our ideas, and strengthening them.

There a few simple tools that can help – like Heineken’s ‘ladder’.

We also use our own ‘emojitional reaction’ scale.

The Creative Brief – or even the client’s initial brief for a creative campaign – will often have the objective of causing an emotional response in the audience.

But which emotion? And how strong should that response be?

Memorable, attention-grabbing, ‘stop-the-scroll’ work comes from reaching to the intense level.

Try this simple tool as a way – on your own, or as a team – to challenge the strength of your ideas.