-  Challenge

I am a student of the Administration career, I studied Advertising in which my  teacher asked us to carry out an advertising campaign. My team consisted of 10  members and we had to come up with a creative idea for the Aurecon brand  campaign. We conducted an investigation of the history of the brand, as well as the  market it was aimed at and the advertising it handled at that time. We had to  choose between the tools and options to generate an advertising campaign that we  were taught on the subject and apply them creatively, it was at that moment that  we were challenged since we could not find the creative idea on which to base our  campaign.

-  Selection

We needed creativity for our work so we decided to use the visualization tool  because it would allow the team members to speak non-verbally, creatively and  express our thoughts through drawings, colors, symbols and images that could  clarify the others the ideas that each one had for the project and each one had a  different idea for the realization of the campaign that also included posters, TV  commercials, radio commercials, etc.

-  Application

Each member was asked for a sketch of her campaign idea and presented the next  day. Some presented videos, other posters, also photographs and drawings, each  member let their imagination explode, and by visualizing all the ideas we were able  to have a clearer idea of what others were thinking, in this way we began to  complement each idea and created a campaign creative.

-  Insight

At the beginning the team met and we used the usual technique to generalize an  idea, which is to speak and enter into debate, but it did not work since no point was  reached because we did not understand the ideas that others had regarding the  campaign. so we opted for the visualization tool so that we could see those  creative ideas that each of us had. The design thinking in this case allowed us to  integrate and get to know each other as a team taking into account all the ideas  that had been generated thanks to the tool, achieving the main objective that was  creativity.

-  Approach

Next time I would like to apply the metal mapping tool with a school team since in  this way we could also share our ideas and find an innovative idea for a project  together and in less time.

