Is creativity like math?

People love shortcuts. We look for them everywhere we can. We want to save time, be more efficient, be “there” faster than anybody else. These shortcuts are often perceived as a formula for success. Just like you do with the mathematics.

Such formula is the Holy Grail for brand managers and admen in general. What if we would be able to create ads that sell always? That create buzz and gain reach organically? How it would be to create viral videos one after another? (that one that actually works) Of course there is a lot guides or publications that are trying to answer such questions, like this for example.

But formula needs to be math. If math, you have to lean to big data. So does big data can be creative? (should be if there is Creative Data category in Cannes). Here you got some example:

The idea of the “Next Rembrandt” is very neat and spreadable, but let’s focus on the actual outcome — the painting. Technically it is next Rembrandt’s painting, but does it, how would Dan Wieden say it, move you? Nope, no emotions.

So “technically” you can have formula for creativity, for great movies and ads, but it’s still nothing without human touch. Emotions. Story.

And most of them are very simple, yet powerful. Like this one:

or

Treat data as an inspiration and starting point…

…but don’t take the shortcuts. Make your creative heads work.