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Creating Visionaries by Candi Garrido, Lucas Momeñe & Almu Casadejust - #BHMASLife16 Slide 1

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Creating Visionaries by Candi Garrido, Lucas Momeñe & Almu Casadejust - #BHMASLife16 Slide 3 Creating Visionaries by Candi Garrido, Lucas Momeñe & Almu Casadejust - #BHMASLife16 Slide 4 Creating Visionaries by Candi Garrido, Lucas Momeñe & Almu Casadejust - #BHMASLife16 Slide 5 Creating Visionaries by Candi Garrido, Lucas Momeñe & Almu Casadejust - #BHMASLife16 Slide 6 Creating Visionaries by Candi Garrido, Lucas Momeñe & Almu Casadejust - #BHMASLife16 Slide 7 Creating Visionaries by Candi Garrido, Lucas Momeñe & Almu Casadejust - #BHMASLife16 Slide 8 Creating Visionaries by Candi Garrido, Lucas Momeñe & Almu Casadejust - #BHMASLife16 Slide 9 Creating Visionaries by Candi Garrido, Lucas Momeñe & Almu Casadejust - #BHMASLife16 Slide 10 Creating Visionaries by Candi Garrido, Lucas Momeñe & Almu Casadejust - #BHMASLife16 Slide 11 Creating Visionaries by Candi Garrido, Lucas Momeñe & Almu Casadejust - #BHMASLife16 Slide 12 Creating Visionaries by Candi Garrido, Lucas Momeñe & Almu Casadejust - #BHMASLife16 Slide 13 Creating Visionaries by Candi Garrido, Lucas Momeñe & Almu Casadejust - #BHMASLife16 Slide 14 Creating Visionaries by Candi Garrido, Lucas Momeñe & Almu Casadejust - #BHMASLife16 Slide 15 Creating Visionaries by Candi Garrido, Lucas Momeñe & Almu Casadejust - #BHMASLife16 Slide 16 Creating Visionaries by Candi Garrido, Lucas Momeñe & Almu Casadejust - #BHMASLife16 Slide 17 Creating Visionaries by Candi Garrido, Lucas Momeñe & Almu Casadejust - #BHMASLife16 Slide 18 Creating Visionaries by Candi Garrido, Lucas Momeñe & Almu Casadejust - #BHMASLife16 Slide 19 Creating Visionaries by Candi Garrido, Lucas Momeñe & Almu Casadejust - #BHMASLife16 Slide 20 Creating Visionaries by Candi Garrido, Lucas Momeñe & Almu Casadejust - #BHMASLife16 Slide 21 Creating Visionaries by Candi Garrido, Lucas Momeñe & Almu Casadejust - #BHMASLife16 Slide 22 Creating Visionaries by Candi Garrido, Lucas Momeñe & Almu Casadejust - #BHMASLife16 Slide 23 Creating Visionaries by Candi Garrido, Lucas Momeñe & Almu Casadejust - #BHMASLife16 Slide 24 Creating Visionaries by Candi Garrido, Lucas Momeñe & Almu Casadejust - #BHMASLife16 Slide 25 Creating Visionaries by Candi Garrido, Lucas Momeñe & Almu Casadejust - #BHMASLife16 Slide 26 Creating Visionaries by Candi Garrido, Lucas Momeñe & Almu Casadejust - #BHMASLife16 Slide 27 Creating Visionaries by Candi Garrido, Lucas Momeñe & Almu Casadejust - #BHMASLife16 Slide 28 Creating Visionaries by Candi Garrido, Lucas Momeñe & Almu Casadejust - #BHMASLife16 Slide 29 Creating Visionaries by Candi Garrido, Lucas Momeñe & Almu Casadejust - #BHMASLife16 Slide 30 Creating Visionaries by Candi Garrido, Lucas Momeñe & Almu Casadejust - #BHMASLife16 Slide 31 Creating Visionaries by Candi Garrido, Lucas Momeñe & Almu Casadejust - #BHMASLife16 Slide 32 Creating Visionaries by Candi Garrido, Lucas Momeñe & Almu Casadejust - #BHMASLife16 Slide 33 Creating Visionaries by Candi Garrido, Lucas Momeñe & Almu Casadejust - #BHMASLife16 Slide 34 Creating Visionaries by Candi Garrido, Lucas Momeñe & Almu Casadejust - #BHMASLife16 Slide 35

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Brandhome returned to the Miami Ad School to assist the students with one of the most challenging briefings of the entire quarter.

The students were asked to brand and campaign Wharton Business School’s latest book, Beyond Advertising. The book serves as the basis for the new Wharton Future of Advertising Program. Once again we reminded the students that there is nothing as important as a solid strategic foundation for channelling their big future of advertising ideas. The students tackled the briefing with our guidance – involvement is what it’s all about – and came up with some strong creative output.

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Creating Visionaries by Candi Garrido, Lucas Momeñe & Almu Casadejust - #BHMASLife16

  1. 1. Wharton University Creating Visionaries February 2016
  2. 2. BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved2 WHARTON UNIVERSITY Team
  3. 3. A M IA M I A D S C H O O L B R IEFIN BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved3 WHARTON UNIVERSITY Team Candi Garrido Art Director Lucas Momeñe Art Director Almu Casadejust Copywriter cgarridoerana@gmail.com almudenacasadejust@gmail.comlucmomene@gmail.com
  4. 4. BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved4 WHARTON UNIVERSITY Debriefing
  5. 5. A M IA M I A D S C H O O L B R IEFIN BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved5 WHARTON UNIVERSITY Debriefing Roadmap Redesign Represent the roadmap in a way that both explains and reflects their main principles. Video To explain and bring the roadmap model to life. Book Promotion Promote de book through a digital media, print and radio campaign. Website Refresh Bring the concepts to life, make them practicable on a daily basis, and enable interaction among members. An adition to the campaign Make enterprises want to join Wharton.
  6. 6. BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved6 WHARTON UNIVERSITY Strategic insights
  7. 7. A M IA M I A D S C H O O L B R IEFIN BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved7 WHARTON UNIVERSITY Strategic insights Most people are not used to think ahead or in long-term. Most People are used to work their way and it’s hard to get them to try something new. It’s very difficult to take someone out of their comfort zone. People are afraid to be overtaken by those who understand the forces of change. Nowadays is hard to achieve both high-tech and high-touch in brands activities.
  8. 8. A M IA M I A D S C H O O L B R IEFIN BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved8 WHARTON UNIVERSITY Strategic insights - KPI’s Awareness We want people to know the importance of thinking about the future by having a viable strategy for today’s challenges and tomorrow’s posibilities . Embrace the comunity We want people to become part of the Wharton movement. Want to read the book Make people eager to buy and read Beyond Advertising. Believe in Wharton Give people the best reasons and confidence to make a change and succeed
  9. 9. BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved9 WHARTON UNIVERSITY The BIG idea
  10. 10. A M IA M I A D S C H O O L B R IEFIN BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved10 WHARTON UNIVERSITY The BIG idea - Rationale Making the 2020 Visionaries As we read the brief and the Wharton program we realized one of the book´s purpose is to encourage people to take a chance in trusting the experts to face today´s challenges and tomorrow´s possibilities. Nobody likes changing, specially when things have been going your way for many years. Sometimes people have a hard time thinking ahead or in long term, but when you see those people who years ago where called crazy and now they have a successful business, it gets you thinking : “Maybe if I new what they knew I could have been them.” We believe that in order to be successful in the future you have to make some changes, starting by becoming part of this new way of seeing advertising and understanding that the world is in constant movement and we need to move with it . We came up with the concept of becoming visionaries to show people that with the right information they can become the visionaries for 2020. With this idea we want people to become interested about the future and with the question at the end of our tagline, we want them to question themselves to who and were they want to be in a couple of years .
  11. 11. A M IA M I A D S C H O O L B R IEFIN BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved11 WHARTON UNIVERSITY The BIG idea - Creative platform Tagline “There are two types of visionaries, the ones who are and the ones who think they are.” Platforms Website, Bussiness Magazines, Digital newspapers and Radio.
  12. 12. A M IA M I A D S C H O O L B R IEFIN BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved12 WHARTON UNIVERSITY Our Target People who manage a brand . CEO´s People who have their own bussiness .
  13. 13. BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved13 WHARTON UNIVERSITY Creative output
  14. 14. A M IA M I A D S C H O O L B R IEFIN BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved14 WHARTON UNIVERSITY Website
  15. 15. A M IA M I A D S C H O O L B R IEFIN BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved15 WHARTON UNIVERSITY Website Refresh the website. We want the new website to have all the information people need to join this new community, access to buy the book and to check the Wharton courses, plus a forum where people can ask, comment and express any thoughts about the book or the courses.
  16. 16. BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved16 WHARTON UNIVERSITY The Campaign
  17. 17. A M IA M I A D S C H O O L B R IEFIN BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved17 WHARTON UNIVERSITY Print, radio and digital. (Adapt this concept to each platform) Show the difference between this two kinds of visionaries by showing something that nowadays is sucessfull and someone who didn’t thought so, that way we can show that time and not having the facts and information necessary proved them wrong.
  18. 18. A M IA M I A D S C H O O L B R IEFIN BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved18 WHARTON UNIVERSITY Additional Print
  19. 19. A M IA M I A D S C H O O L B R IEFIN BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved19 WHARTON UNIVERSITY Audience 16,300,000 Median age 50 Audience 4,725,000 Median age 50 Audience 53,295,558 monthtly Median age 49 18-34 50 % WEB Audience 1,264,733 Median age 18-54 college educated or higher WEB Audience 11,210,796
  20. 20. A M IA M I A D S C H O O L B R IEFIN BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved20 WHARTON UNIVERSITY
  21. 21. A M IA M I A D S C H O O L B R IEFIN BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved21 WHARTON UNIVERSITY
  22. 22. A M IA M I A D S C H O O L B R IEFIN BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved22 WHARTON UNIVERSITY Digital
  23. 23. A M IA M I A D S C H O O L B R IEFIN BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved23 WHARTON UNIVERSITY
  24. 24. A M IA M I A D S C H O O L B R IEFIN BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved24 WHARTON UNIVERSITY Radio
  25. 25. A M IA M I A D S C H O O L B R IEFIN BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved25 WHARTON UNIVERSITY Additional
  26. 26. A M IA M I A D S C H O O L B R IEFIN BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved26 WHARTON UNIVERSITY The visionary stamp Wharton analyzes which enterprises are following their model and give them a visionary stamp to show that they will succeed in the future. That way we award the people who believe in change and more enterprises learn about it and join.
  27. 27. A M IA M I A D S C H O O L B R IEFIN BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved27 WHARTON UNIVERSITY Roadmap
  28. 28. A M IA M I A D S C H O O L B R IEFIN BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved28 WHARTON UNIVERSITY WHY DO WE NEED TO CHANGE? TAKE CONTROL OF THE 5 FORCES OF CHANGE CHALLENGE WHAT IS ESTABLISHED AND GO BEYOND IT A PLAN TO OVERCOME ALL THE IMPORTANT THINGS THAT OFFER VALUE TO YOUR ENTERPRISE People in your network . People you want to reach and serve. The society and culture around you. Arrange Objectives for a Multi-Win Outcomes with short and long term Impact. Compelling Unifying Brand Purpose Analitical Brilliance Operational Billiance Creative Brilliance Design Brilliance . Brand Administration Network Pourpuse Autenticity Trust-Building Lifes Aspirations Comunities Posible Relevant Responsable People Culture , Society and the World. Plan a Strategy across all Touchpoints Create Value Creation for all Touchpoints Aquire a Culture of Adaptive Experimentation Use this new organization in your advantage to change or start fresh Expand your Barriers for the new era WHO NOW FUTURE WHAT WHEN WHERE WHY HOW Continous advances in Science and Technology. Evolution of the media world. The importance of meeting customers expectations. Understand the rapid changes on the cultural, social and geo-political environments. New business and revenue models . Touchpoints solutions through different marketers and agencies Ads as we know them Continuously As many touchpoints as you can Marketing for Customers Ad Campaigns Total Touchpoint coverage collaborators. Different value creation platforms for each sector. When Needed Wanted Appreciated . Decide strategically which ones to use . Marketing for People New ways and initiatives to engage people Multisensory Audience Delivery Mechanism Enviroment Synergy Relevant and Respectful Accionable Valuable & valuable -generating Exeptional Experience Shareworthy stories 1 WHY DO WE NEED TO CHANGE? WHAT SHOULD/ COULD BE CHANGED? 2 DEVELOP YOUR OWN: ALL TOUCHPOINT RECREATIONAL MODEL 3 IMPROVE AND EXPAND YOUR MINDSETS AND CAPABILITIES 4 THE ADVERTISING ROADMAP TO BECOME A 2020 VISIONARY
  29. 29. A M IA M I A D S C H O O L B R IEFIN BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved29 WHARTON UNIVERSITY Roadmap Video
  30. 30. A M IA M I A D S C H O O L B R IEFIN BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved30 WHARTON UNIVERSITY What we learned from this case It is important to understand where the forces of change are going in order to go with them and not be overtaken. As much as you think you know you never know enough. This is a very interesting matter and more people should know about it. At first this book looked boring and the infographic was unclear but after understanding what it was about actually we wanted to red it so it’s very important not just to have a good plan but to know how to communicate it.
  31. 31. A M IA M I A D S C H O O L B R IEFIN BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved31 WHARTON UNIVERSITY Suggestions for Wharton. We believe the promotion of the book could go one step further by advertising not only the book but the content as well. Getting people interested in finding out more about this new model so it doesn´t look like just another advertising book .
  32. 32. identity driven brand building® strategy | communication | implementation | falconplein 30 | 2000 antwerpen | belgium | +32 (0)3 237 05 95 | brandhome.com

Brandhome returned to the Miami Ad School to assist the students with one of the most challenging briefings of the entire quarter. The students were asked to brand and campaign Wharton Business School’s latest book, Beyond Advertising. The book serves as the basis for the new Wharton Future of Advertising Program. Once again we reminded the students that there is nothing as important as a solid strategic foundation for channelling their big future of advertising ideas. The students tackled the briefing with our guidance – involvement is what it’s all about – and came up with some strong creative output.

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