MCAD 2009 - Copywriting :: Session 04, Sept 17

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Here's the presentation deck from session #04 of the Copywriting class for Fall 09 at the Minneapolis College of Art and Design. Today we presented our five top headlines (and submitted all 100) for the VW Jetta billboard assignment. Then we focused on the realm of "visual solutions." MANY OF THE WORDS AND IMAGES in this deck are clickable, so you can learn more about that item or see the work in a larger size elsewhere. This presentation is ©2009 by Tim Brunelle.

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MCAD 2009 - Copywriting :: Session 04, Sept 17

  1. 1. Copywriting Class #LS 3240 01 | Fall 2009 Thursdays 6:30pm–9:00pm | Room 434 Instructor: Tim Brunelle Session #4 | September 17, 2009
  2. 2. 2 Today’s agenda: Review VW Jetta assignment Discuss “visual solutions” Next reading assignment COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  3. 3. 3 VW Jetta assignment It’s 2005. The new Jetta is coming. We need lots of headlines. Go. COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  4. 4. 4 Show your top five, hand in all 100 +95 COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  5. 5. 5 VW Jetta assignment Here’s a few billboard examples from the actual VW Jetta “It’s all grown up. Sort of.” campaign from 2005. COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  6. 6. 6 Copywriter Mark Billows COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  7. 7. 7 Copywriter Mark Billows COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  8. 8. 8 More examples here (image is linked). COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  9. 9. 9 Visual solutions: A good challenge for ad writers is to figure out the fewest number of words needed to solve the problem. COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  10. 10. 10 COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  11. 11. 11 Photo by Matt McGrath via flickr COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  12. 12. 12 Visual solutions: Sometimes, words just get in the way. COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  13. 13. 13 COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  14. 14. 14 Art Director Adele Ellis, Copywriter Tim Gillingham COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  15. 15. 15 Art Director Adele Ellis, Copywriter Tim Gillingham COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  16. 16. 16 Copywriter Mike Lescarbeau, Art Director Tom Lichtenheld COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  17. 17. 17 COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  18. 18. 18 COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  19. 19. 19 COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  20. 20. 20 In-class assignment: How would you create a visual solution for the VW Jetta campaign? COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  21. 21. 21 Example from actual VW campaign: Magazine ads used a gatefold to reveal... COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  22. 22. 22 Example from actual VW campaign: COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  23. 23. 23 Example from actual VW campaign: “The new Jetta. It’s all grown up.” COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  24. 24. 24 Example from actual VW campaign: “The new Jetta. It’s all grown up. Sort of.” COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  25. 25. 25 Example from actual VW campaign: COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  26. 26. 26 Example from actual VW campaign: Art Director Mike Gatti, Copywriter Alex Russell COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  27. 27. 27 Third reading assignment: Text p12-127 p71-101 “Is There & Any Hope?” p150-155 p59-73 & 74-84 COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  28. 28. 28 Thursday, Sept. 24 Review reading assignment “Confronting the blank page” Exercise: your Top Ten Ads COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
  29. 29. 29 Thank you Office hours: Thursdays, 5:30-6:30pm, 2nd floor cafe Email: tim_brunelle@mcad.edu Blog: usefullunacy.typepad.com Twitter: @tbrunelle COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD

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