Concepts II / Spring 2016

1. Project 3
Eco-Friendly Brands // Integrated Campaigns
Dr. Bronner’s
Mrs. Meyers
JR Watkins

2. Thursday, May 12th
***There will be judges/industry creative directors/ACDs***
My First-Ever, Juried, “Eco-Friendly Integrated Campaigns”
- Best-in-Class Winning Team
- Runner-Up Winning Team
Final Presentation
// Final Class

3. You are creating Big Idea-driven, Integrated Campaigns
with 5 components
Your Inspiration:
Mini Cooper
DirectTV (Grey Advertising)
Dos Equis
Snickers, You’re not you when you’re hungry”
All Spice, “The Man your man can smell like”
Under Armour, I will what I want
Prudential, Day One Retirement
Puma, Forever Faster
Dove, Real Beauty
Pepsi Refresh
Volvo LifePaint
Spotify
Google //Re:brief
Crispin’s work for Burger King
BFG’s work for Ragu
Help I Cut Myself and I Want to Save a Life
Seven Deadly Sins / National Film Board of Canada: http://sins.nfb.ca/
Love Has No Labels

4. The Agencies that are doing Big Idea, Integrated work:
- Droga5
- BBDO
- Grey
- R/GA
- Deutsch
- McCann [just launched Lockheed Martin/VR mars bus +
Pandora campaign this week]

5. Does your BIG IDEA fall into one of these areas?
Can you use
human
emotions/behavior?
- Humor
- Drama
- Fear
OCD/clean freaks

6. Using Pecha Kucha, create a visually compelling
presentation for our judges and for your portfolio.
Use the 3’Cs
- Consider adding “Culture” and what might be
driving/influencing human behavior
- Have a big idea tagline
- Write a manifesto
- Create a print campaign, outdoor/billboard, digital,
radio script, in-store promotion, stunt, invent something
What’s the Insight? What’s the Big Idea? How does your idea
solve a problem for Gen X?

7. - Your 3 strongest Big Idea taglines
- Know all about your brand + the why behind it (3 or 4 C’s)
- Sketches // Ideas
- No fussy digital tactics // no coupons // no apps
Due next week: 4/28

8. - Rough draft of your final presentation
- Your final presentation should be 15 slides MAX
Due Thursday, 5/5

9. Thursday, May 12th
Arrive by 6:15 pm to load your file on computer
***There will be judges***
My First-Ever, Juried, “Eco-Friendly Integrated Campaigns”
- Best-in-Class Winning Team
- Runner-Up Winning Team
Final Presentation
// Final Class