by Pablo Pérez

Above all else, creativity is about perspective. A way of looking, thinking, living, seeing and being. A set of skills, behaviors and attitudes. 

In other words, there is no such thing as a recipe for creativity beyond having the courage to let your mind fly, seeking collaboration and holding a slightly cynical way of seeing life and the things around you.

The challenge is how to get creative in your upcoming communication campaigns. What you can do first is to be smart by following all the rules we know about communication (defining your objective, knowing your audience, etc.) and then once you have mastered these, you can have fun breaking the rules.

This is easier said than done, so here are three lessons I learned from running creative campaigns and that I have applied in my chosen campaign success story (read at the bottom).