Concepts II / Spring 2016

1. Big Ideas
Radio + Billboards
AD 382: Class 1, 1/25/16
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/
Competition
Big Idea Case Study: RADIO
Anheuser-Busch
BUD LIGHT
Insight/
Truth
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/
Competition
Insight/
Truth
“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. Consider how you listen to “radio”

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

23. Conceptual
Billboards

24. http://www.digitalbuzzblog.com/shadow-wifi-preventing-skin-cancer-on-beaches/

25. https://ajklijs.wordpress.com/2014/03/06/the-best-interactive-billboard-ive-seen/

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

41. The Brands

42. Due Next Week:
Class 2
Team up, pick your brand (see handout for details):
- Research! Research! Research! Answer the 3 C’s for your brand
- 50 big idea Taglines
We will have an in-class workshop to review. Bring print outs.
DUE CLASS 3: REFINED BIG IDEA TAGLINES
DUE CLASS 4: 3 RADIO SCRIPTS + 3 SKETCHES FOR OUTDOOR
CONCEPTS (Typed up scripts, sketches for outdoor)
DUE CLASS 5: FINAL CONCEPT PRESENTATION