Karen Corrigan & Niek Eijsbouts/Happiness: Livingroom/meetingroom

1. FROM MEETINGROOM
TO LIVINGROOM
Karen Corrigan/Co-founder CEO Happiness Brussels
Niek Eijsbouts/Creative Director Happiness Brussels
SOME PEOPLE SPEND A LIFETIME LOOKING FOR HAPPINESS. YOU FOUND IT.

3. VW

4. Tabasco

5. Alka Seltzer

6. MEETING ROOM
THE RIGHT
STRATEGY
A STRONG
CREATIVE IDEA
LIVING ROOM

7. MEETING ROOM
Client Briefing
Laddering exercises
Creative briefing
THE RIGHT
STRATEGY
A STRONG
CREATIVE IDEA
LIVING ROOM
Good execution
of the idea in
“everything is media”

8. Qualified Closeness
Stature Expertise Attributes Benefits Territory Value/
THE NAME = THE
DRIVER OF THE
BRAND&COMM
UNICATION
OPERATIONAL
THE REAL OR
IMAGINED WORLD
THE BRAND CREATED
AROUND ITSELF
AREA THE ROLE IN
PEOPLE’S
LIFE
TANGIBLE
CARACTERISTICS/
FACTS
CONSUMER
BENEFITS
(FUNCTIONAL/
EMOTIONAL)
Role
Emotional vs
Functional
CENTRAAL BEHEER
(F)
(E)

9. SNCF

10. Levi’s

11. Levi’s

12. Levi’s/ Pharmacy

13. Diesel creates a whole new world around it’s brand.
No problem jeans for no problem people.
For successful living.

14. Diesel/breath

15. HamletPhotoboot

16. Hamlet Football

17. The independent

18. The Guardian/89

19. The Guardian 2013

20. Nike play

21. Nike Sunshine
NIKE

22. Apple MacIntosh 1984
APPLE

23. EXAMPLES OF CAMPAIGNS
WITH THE SAME STRATEGY
YET
VERY DIFFERENT CREATIVE
APPROACHES

24. STRATEGY 1:
REFRESHING

25. SPRITE/REFRESHING

26. Heineken/refreshing

27. Heineken/refreshing

28. STRATEGY 2:
FOR MEN

29. Jupiler/ Mannen weten waarom

30. The launch of the Budlight Institute

31. Budlight Institute lab

32. SAME INDUSTRY
WITH OR WITHOUT IDEA

33. Verzekeringen – BNP Paribas

34. Even Apeldoorn bellen

35. Even Apeldoorn bellen

36. Even Apeldoorn bellen

37. Even Apeldoorn bellen

38. SAME STRATEGY
DIFFERENT CREATIVE IDEAS

39. Toyota iQFont

40. Toyota iQ Streetview

41. WE DO EVERYTHING TO MAKE PEOPLE HAPPY.
BECAUSE HAPPY PEOPLE MAKE GREAT WORK.
AND GREAT WORK IS WHAT MAKES PEOPLE HAPPY.
: )