Exploding bombs create flashes of 600° C heat. The heat lasts only a few seconds – which is long enough to cook human skin. A soldier’s camo make-up often contains oil and wax – which adds to the cooking impact. So even when a soldier survives a bomb explosion, he or she can get seriously burned.
The University of Southern Mississippi came up with a solution that reflects the Fresh Ideas strategy “Think Both-And” as it helps soldiers avoid burns during explosions
The new camouflage make up …”not only guarded skin for the two seconds required to withstand a bomb’s heat blast, but protected naked hands and feet for 15 seconds before mild, first-degree burns appeared. This gives soldiers vital time to move away from burning areas.”
The New Scientist also reports that a colorless version of the formula is also being devised for fire fighters.
Where’s your opportunity to address two or more mission critical needs at once?
Asking questions like,
- Why should everyone have the same background?
- Why not encourage different kinds of poses?
- Why not take pictures of siblings together?
- What’s with pre-paying before you see the pictures?
they created a distinctive new approach. You can see their work here.
(Thanks to Swiss Miss for bringing them to my attention.)
“GrupoFourMidio observed that once drivers buy a parking ticket they often place it in their mouths while looking for a space. By infusing the tickets with an aroma or flavor related to the product advertised on the reverse, the scheme enables brands to immediately catch potential customers’ attention and draw their eyes towards the printed advertisement on the ticket.”
This example raises interesting questions, like
“What are some unusual ways you could link different senses to your goals?”
“What unconscious habits could you capitalize on to attract someone’s attention?”
“It has a tunnel in its handle that is meant to direct water from a faucet into a spout, so you can brush without using a cup or bending down to rinse your mouth. It also has a swappable head.”
Where else is there an opportunity to make an ingrained daily habit simpler or more efficient? Your time-starved friends will thank you!
The 2012 Superbowl debuted a commercial whose creation exemplified the Fresh Ideas strategy “Risk Failing Well.”
Bill Cochran and Patrick Murray had a shot at pitching an idea for the Superbowl commercial. Actually, everyone in their firm was given a chance to work on it, competing for opportunities to pitch their idea to the client. To get charged up, Cochran wrote a trash-talking email to Murray
“I started breaking it down by name–the teams that I thought were really gonna bring it, as well as some teams that I thought we didn’t have to present against.” (Put less euphemistically, teams that didn’t seem like real competition to Cochran.)’ It was pretty much unedited thoughts from my head,” a frank, uncensored email from one friend and close coworker to another.”
The problem? Instead of just sending his email to Murray, Cochran mistakenly sent it to the entire creative staff – who sent it on to the rest of the 600 employees. He quickly became a laughingstock, and worried about facing the creative teams in the next pitch meeting.
So what did he do? Pitched an idea called “Reply All” that set up a situation like the faux pas he’d created. The idea had legs, and the commercial that resulted was a success. You can read more of the story here , and watch the resultant commercial here:
Where are the lemons you could turning into lemonade?
“LED lights trickle down to make an obvious statement, regarding the time left for the lights to change. Easy and intuitive.”
While there may be some design details to work out, it reminds us to ask, “How could working with different images, colors or shapes help me develop or convey my ideas?”