Transcript Creative Strategy

Creating Original Ideas
Irony
Creating Original Ideas
Analogy
Creating Original Ideas
Familiar vs. Strange
Creating Original Ideas
Stunning Images
Creating Original Ideas
Catchy Phrasing
Creating Original Ideas
Unexpected twist
D’Arcy’s Universal Advertising
Standards
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3.
Does this ad position the product simply and with clarity?
Does this ad bolt the brand to a clinching benefit?
Does this ad contain a Power Idea?
Simple statement without reference to a final execution
Attract attention
Revolve around clinching benefit
Vivid experience
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Does this ad design in Brand Personality?
Is this ad unexpected?
Is this ad single-minded?
Does this ad reward the prospect?
Is this ad visually arresting?
Does this ad exhibit painstaking craftsmanship?
Developing a Campaign:
The Copy Platform/Creative Brief
1
Basic problem or issue the advertising must
address.
2
Advertising and communications objectives.
3
Target audience.
4
Major selling idea or key benefits to
communicate.
5
Creative strategy statement (campaign theme,
appeal, execution technique).
Campaign Theme: central, unifying idea (Just do it;
You’re in good hands,…)
6
Supporting information and requirements.
Successful Long-Run Campaigns
Nike
 Just do it
Allstate Insurance
 You’re in good hands with Allstate
Hallmark cards
 When you care enough to send the very best
De Beers
 A diamond is forever
Intel
 Intel inside
State Farm Insurance
 Like a good neighbor, State Farm is there
Timex watches
 It takes a licking and keeps on ticking
Dial soap
 Aren’t you glad you use Dial?