Our 1st project is to create a radio spot + billboard for a Sports/Recreation brand. Creative briefs were written and in teams, students can choose from Tough Mudder, Sweaty Betty, or KT Tape.

1. Big Ideas
Radio + Billboards
AD 382: Class 1, 1/28/15
Gina Collura, Creative Director

2. - Writing Radio: one of the original
storytelling art forms
- Writing Billboards: short + sweet,
and sometimes purely visual
But…they both start with a Big Idea

3. “Radio is visual.”
– Luke Sullivan

4. Culture
Company
Consumer
Category/Co
mpetition
Big Idea Case Study: RADIO
Anheuser-Busch
BUD LIGHT
Insight/T
ruth
Big Idea

5. Company: Anheuser –Busch (Topline)
The #1 Beer Company in the world.
Makers of:
- Budweiser
- Bud Lite
- Etc

6. Bud Light
Category/Competition: (Topline)
- There are hundreds of beer brands in category.
- In late 90’s/early 00’s, media spending neared
the billion$.

7. Consumer:
In the late 1990’s, they targeted 21- to 27-year-old
drinkers, a segment of the population that
consumed more beer per capita than other age
groups and had not formed brand loyalty.

8. Culture:
DDB’s creative team singled out ‘‘regular guys’’
in overlooked jobs or with comical foibles,
‘‘people who just need to be called out to take
a bow for whatever reason.’’

9. Culture
Company
Consumer
Category/Co
mpetition
Insight/T
ruth
“Real American Heroes”
(re-named “Real Men of Genius”)

10. Campaign Details:
DDB Worldwide, Chicago was the ad agency.
‘‘Real American Heroes,’’ parodied beer ads of
previous decades.
‘‘Real American Heroes’’ made a bigger splash than
many believed possible for a radio effort.
Over 100 radio spots were written.

11. Campaign Details:
Renamed ‘‘Real Men of Genius’’ after
September 11, 2001, the campaign ran for years,
earning dozens of ad industry awards, while building
a dedicated base of fans.
‘‘Real Men of Genius’’ made the rare leap from radio
to TV in 2003. Though the television commercials
were well regarded, campaign returned exclusively to
radio in 2004.

12. https://www.youtube.com/watch?v=wkPhSbMJxy8

13. Listen to
more awesome
Radio Spots
http://heywhipple.com/my-favorite-radio-campaign/
http://heywhipple.com/radio/

14. Great radio can be/should be:
- Entertaining
- Funny
- Interesting
- Whipsmart
Cut through the bad radio

15. “An idea is big when it’s
portable + can work on any
media channel.”
–– me

16. Conceptual
Billboards

29. Project 1: Radio + Billboard
Sports/Recreation/Leisure

30. The Brands

31. The Brief:
Create awareness for JackRabbit Sports Store, a NYC-based sporting
goods store. With 4 locations around the city, JackRabbit appeals to a a
range of athletes—from the devoted CrossFitter to the 1st time
marathoner.
How can radio get the attention of a 1st time marathoner to get their
marathon sneakers at JackRabbit? How can a billboard persuade them?
Store

32. The Brief:
Create awareness for ClassPass, a two-year old reservation-based “gym
membership.” For $99/month, you can take 30-31 classes at various
gyms around major cities (that’s 1 class every day).
Most ClassPass members are young professionals, digital natives, who
are cash-strapped andlooking to mix up their workout routine and try new
things: like Bootcamp and Parkour.
How can radio get the attention to attract new members to sign up?
How can a billboard persuade them to try ClassPass?
Membership Web site

33. The Brief:
Create awareness for ToughMudder, a 10-12 mile muddy obstacle course
challenge. With events taking place in 3 continents, and 50+ worldwide,
TM appeals to different levels of athletes and novices. How can we appeal
to those who have never done a ToughMudder (TM)?
How can radio get the attention of a potential 1st timer to sign up for TM?
How can a billboard persuade them to take the TM challenge?
Fitness Event/Obstacle

34. The Brief:
Product
Create awareness for the new fitness brand, KT Tape, an elastic tape
designed for muscle, ligament and tendon pain relief and support.
KT Tape is used by a variety of athletes and everyday people who like to
stay fit.
How can radio get the attention of the “every day athlete” who is trying to
stay fit, by fighting through pain? How can a billboard persuade them to
try KT Tape?

35. The Brief:
Company
Create awareness for SpaceX, a company that designs, manufactures,
and launches advanced rockets and spacecraft. They work with NASA
and their ultimate goal is to enable people to live on other planets.
How can radio get the
? How can a billboard?

36. The Brief:
Women’s Fitness
Clothing
Create awareness for the new SweatyBetty store in NYC. Born in the
heart of London's Notting Hill, Sweaty Betty has been ensuring style
meets performance in women's fitness clothing for over 15 years.
But SweatBetty is different than LuLuLemon and Athleta.
How can radio get upper west side fitness mommies to come check out
the SweatyBetty store and shop? How can a billboard persuade them?

37. www.jackrabbitsports.com
www.toughmudder.com
www.classpass.com
www.kttape.com
www.sweatybetty.com
www.kttape.com

38. Due Next Week:
Class 2
Team up, pick your brand (see handout for details):
- Research! Research! Research!
- Answer the brief/What’s the insight/truth for your brand?
- Write 50 taglines for your Big Idea
Each team will be presenting to the class.