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For this campaign, I chose brief 3 to work with. This brief suggested the problem being that different people with different lifestyles have different snacking habits. My proposal is that we embrace different snacking habits and styles and use the tagline "whatever your snacking style we've got you".

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A prototype is the first Hi-Fidelity product which is created to show an original idea, which then becomes the basis of which other designs are created. It is also designed to show any problems or constraints which could be fixed before the final product is made. Lo-Fidelity prototypes are fast to create, low in cost and keep the focus of core concepts which often consist of scamps, sketches, and notes to show the idea of a product. However, they lack detail, have low functionality, and can be easily misinterpreted by clients. Hi-fidelity prototypes then are created to show the product in more detail, creative interactive content, or product, this also allows for effective user testing and can demonstrate to clients the functionality and value of the idea. However, they are time consuming, often expensive and can put constraints on experimenting with different ideas within the brief.

https://marvelapp.com/prototype/1108h58h

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Snoozing is vital to the creative process. Sleeping allows your mind to refresh itself and not become overwhelmed with information or ideas. Studies show that we have a short period of ideas and creativity that begins just as we start to fall asleep. Other studies also show that after a short nap, people are much more likely to solve problems therefore, being more creative. many famous geniuses and influential people such as Thomas Edison and Salvador Dalí had different variations of sleep, often consisting of many short naps rather than one large chunk of sleep during the night. Many believe this sparked their creative thinking and ideas; countless studies on sleep and creativity support this, suggesting that short breaks such as naps, fuel the creative process massively. Sleep deprivation is widely known for not being good for one’s health, as well as mental health, known for causing reduced focus, poor memory, and incapability to focus on complex tasks. This further supports my point of sleeping being vital to the creative process as without it, creativity and ideas fail and become weak.

https://www.scientificamerican.com/article/thomas-edisons-naps-inspire-a-way-to-spark-your-own-creativity/

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Thomas Edison was famously opposed to sleeping. In an 1889 interview published in Scientific American, the ever energetic inventor of the lightbulb claimed he never slept more than four hours a night. Sleep was, he thought, a waste of time.

Yet Edison may have relied on slumber to spur his creativity. The inventor is said to have napped while holding a ball in each hand, presuming that, as he fell asleep, the orbs would fall to the floor and wake him. This way he could remember the sorts of thoughts that come to us as we are nodding off, which we often do not recall.

Sleep researchers now suggest that Edison might have been on to something. A study published recently in Science Advances reports that we have a brief period of creativity and insight in the semilucid state that occurs just as we begin to drift into sleep, a sleep phase called N1, or nonrapid-eye-movement sleep stage 1. The findings imply that if we can harness that liminal haze between sleep and wakefulness-known as a hypnagogic state-we might recall our bright ideas more easily.

Inspired by Edison, Delphine Oudiette of the Paris Brain Institute and her colleagues presented 103 participants with mathematical problems that had a hidden rule that allowed them to be solved much faster. The 16 people who cracked the clue right away were then excluded from the study. The rest were given a 20-minute break period and asked to relax in a reclined position while holding a drinking glass in their right hand. If it fell, they were then asked to report what they had been thinking prior to letting go.

Throughout the break, subjects underwent polysomnography, a technology that monitors brain, eye and muscle activity to assess a person's state of wakefulness. This helped to determine which subjects were awake rather than in N1 or if they were in N2-the next, slightly deeper phase of our sleep.

After the break, the study subjects were presented with the math problems again. Those who had dozed into N1 were nearly three times more likely to crack the hidden rule as others who had stayed awake throughout the experiment-and nearly six times more likely to do so as people who had slipped into N2. This "eureka moment," as the authors call it, did not occur immediately. Rather it happened after many subsequent attempts to solve the math problem, which is consistent with previous research on insight and sleep.

It's less clear that Edison's technique of dropping objects to ward off deeper sleep works. Of the 63 subjects who dropped the glass as they drowsed, 26 did so after they had already passed through N1 sleep. Still, the findings suggest that we do have a creative window just before falling asleep.

Oudiette says that, like Edison, her personal experience with sleep inspired the study. "I've always had a lot of hypnagogic experiences, dreamlike experiences that have fascinated me for a long time," she says. "I was quite surprised that almost no scientists have studied this period in the past two decades."

A study published in 2018 found that a brief period of "awake quiescence," or quiet resting, increased the odds of discovering the same mathematical rule used in Oudiette's experiment. And psychologist Penny Lewis of Cardiff University in Wales suggests, that both rapid-eye-movement (REM) sleep-the phase in which our eyes dart back and forth and most dreams occur-and non-REM sleep work together to encourage problem-solving.

Yet for the most part, Oudiette is not aware of any other research specifically looking at the influence of sleep onset on creativity. She does, however, point to plenty of historical examples of this phenomenon.

"Alexander the Great and [Albert] Einstein potentially used Edison's technique, or so the legend goes," she says. "And some of the dreams that have inspired great discoveries could be hypnagogic experiences rather than night dreams. One famous example is the chemist August Kekulé finding the ring structure of benzene after seeing a snake biting its own tail in a 'half-sleep' period when he was up working late." Surrealist painter Salvador Dalí also used a variation of Edison's method: he held a key over a metal plate as he went to sleep, which clanged to wake him as he dropped it, supposedly inspiring his artistic imagery.

"This study gives us simultaneous insight into consciousness and creativity," says Adam Haar Horowitz of the M.I.T. Media Lab, who has devised technology to interact with hypnagogic states but did not collaborate with Oudiette's team. "Importantly," he adds, "it's the kind of study that you can go ahead and try at home yourself. Grab a metal object, lie down, focus hard on a creative problem, and see what sort of eureka moments you can encounter."

For University of California, Santa Barbara, psychologist Jonathan Schooler, who also was not involved with the project, the study does not necessarily prove that just anyone will be able to mine their creativity during this early phase of somnolence. As he points out, "residing in the 'sweet zone' might have also simply refreshed the study participants, making it easier for them to solve the problem later." But Schooler acknowledges there may be something very solid in the study's findings. "The new results suggest there is a creative sleep sweet spot during which individuals are asleep enough to access otherwise inaccessible elements but not so far gone the material is lost," he says.

Despite its reputation as the brain's period of "shutting off," sleep is, neurologically speaking, an incredibly active process. Brain cells fire by the billions, help to reactivate and store memories, and, it seems, allow us to conjure our mental creations.

Oudiette hopes not only to confirm her findings in future research but also to determine if focusing on our hypnagogic state might help solve real-world tasks and problems by harnessing the creative potential of that liminal period between sleep and wakefulness. Additionally, she and her group are considering the potential of brain-computer interfaces to precisely identify brain-wave patterns associated with the onset of sleep, allowing the precise identification of when people should be woken up during their moments of putative insight.

"We could even teach people how to reach this creative state at will," Oudiette envisions. "Imagine playing sounds when people are reaching the right state and other sounds when they are going too far into sleep. Such a method could teach them how to recognize the creative state and how to reach it."

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Spark Creativity with Thomas Edison’s Napping Technique

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Thomas Edison was famously opposed to sleeping. In an 1889 interview published in Scientific American, the ever energetic inventor of the lightbulb claimed he never slept more than four hours a night. Sleep was, he thought, a waste of time. Yet Edison may have relied on slumber to spur his creativity.

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The idea for this app is that it has simple mini games similar to games like Candy Crush and puzzle games as they are popular among the middle-aged population. The app includes a scan function where you can scan the QR code on each packet to unlock achievements or hints for the games, influencing buyers to buy more to improve their game score. It also includes a shop where you can order Hippeas as well as a recipe book where they can see different food to eat with the snack and other chickpea alternatives to try.

P.s. I had difficulty getting to grips and navigating Marvel without it losing my progress so the app only has the ability to click the menu, then shop and scan.

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Remixing involves taking existing ideas or materials and combining them in fresh ways, to creative inventive ideas to help solve problems or to promote ideas. Whereas creative constraints means setting specific limits, like rules or themes, to help spark innovative thinking. The restrictions push creators to find unique solutions; examples of these restrictions could be 'using no words, only pictures' or 'use influencers only'. These both greatly impact creativity by allowing fresh ideas to be created, so remixing and constraints can allow for new ideas to be innovative without the need to be completely original.

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10 scamps on brief 1: problem/insight - who see snacks as rewards

message/action/proposal - by showing how snacks get them through life challenges big + small

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Snack Masters Diary

For our method we chose a short survey we could send out to family (to reach our middle-aged target audience) with both closed and open-ended questions. This ensured that we were able to collect both qualitative and quantitative data from our results after 5 days.

I personally found that Thursday was the most common day for snacking.

An unexpected trend of late night snacking with the most common snacking time being 23:00.

All the snacks were store bought along with the majority being craving driven and savoury, such as cashews and chips.

These insights suggest that snacking is influenced by how readily available the snacks are, not that they necessarily are hungry or having cravings. The common trend in snacking appearing to be that their average snacking habits are based on want rather than hunger. However, I received a piece of feedback from the questionnaire I used which stated that there seems to be an assumption that snacking is due to cravings and pleasure and not hunger. Due to this, for future projects I will review the language used in the questions and answers to make sure it doesn’t include or imply any bias.

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Divergent thinking is a specific line of thought that creatives use to construct eccentric and unboring solutions. This way of thinking makes space for completely new ideas without arbitrary constraints. They often do this by creating “bad” ideas, random metaphors, and oxymorons which they can find ideas or solutions within. within divergent thinking, they do not use convergent thinking until the process is almost over, as this will create constraints on their ideas which hinders creativity. Without divergent thinking, new ideas and solutions are not possible to create or be able to be executed, this way of thinking prevents ideas from being constricted by literal or convergent thinking.

Source: Interaction Design Foundation - IxDF. (2016, June 5). What is Divergent Thinking?. Interaction Design Foundation - IxDF. https://www.interaction-design.org/literature/topics/divergent-thinking