Good Lifestyle

The panic burned wild in the spirit of the creations of the advertising company of PJ Pereira, Pereira & O'dell. The same brains offered with successful media campaigns for Skype, Lego, Corona, Fiat, the cheese plant, Scrabble and Reebok have now found boiling. They had been working for a month on something special for Intel and Toshiba, but customers continued to increase objections. A deadline was imminent. But instead of refining existing advertising, Pereira told the team to kill him.

"You must be comfortable that the same place that has generated this amazing idea is able to generate even more amazing ideas," he said. Released from obsolete materials, the team then developedBeauty inside, a video series on a man who wakes up every day in a different body. It was a viral shot, the fans launched in the role of the stars and this summer has won three major prices in the business industry version of the Oscars, Cannes. Here's how to follow Pereira's head and never settle for an idea that is simply good enough.

Pereira has a standard almost impossible: he wants to find anyone ideas has previously. "You have to cross this pain and write 10, 20, 100, 200 ideas. Then you can say," Okay, it's probably all shit that I had to get out of the way. "It may seem exhausting, but it's the only way to be really original," he says. "When you feel that you are directed to dryness, it's when you're really ready."

After rejecting all the ideas of his team for a recent project, Pereira asked if they had something else. A guy said, "Well, there's one thing, but I thought it was stupid." It's when Pereira is excited - because the best ideas sometimes seem crazy. And this one, in fact, turned out to be a winner. (He can not reveal it yet.) "You need a sense of security within your team, to say what you think is stupid," he says.

Pereira & O'dell has employees of at least 10 countries and it is not a coincidence: Pereira Brazilian believes that a diverse group brings various ideas. "The creative box of someone is usually their lives," he says. "What the inside of the box is outside the box for another." To develop your box, read. Pereira enjoys studying the mythology of West Africa, a culture that was the responsibility of thinking differently.

"When looking for a creative solution, it's important to think deeply for a long time," he says. "But it's just as important to let go for a few hours." So he practices Kung Fu for two hours a day. (It has a black belt.) This consummated mentally-drift and you will be cut in the face - and it often has its best ideas just after. "Your brain needs this break so that you can go back to cool work," he says.

To collect locations for a customer, Pereira challenged his team: "Twenty ideas by tomorrow. I could choose one." The challenge has pursued four cruel days, yes, but it made an important point: do not feel attached to your ideas, because the best will always come. "The creative process requires quantity, volume," he says. "Most of what you are proposing is horrible. It's part of the process."

Pereira reads the art of learning, by chess champion Josh Waitzkin. "In chess and martial arts, you plan your movements far in advance. But that means you trust your opponent to act in a predictable way, "he says. "If he makes a stupid movement, he can win the advantage." The lesson: be agile and do not be blocked in the mentality of your preliminary plan.