Fall 2017_ AD 216_Class 1
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Overview of the class, George Lois + Big Ideas, and posters to help you understand project #1: Create a Poster for CVS or Chipotle
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Fall 2017_ AD 216_Class 1
- 1. AD 216 ADVERTISING FOUNDATIONS GINA COLLURA, FREELANCE CREATIVE DIRECTOR/ADJUNCT CREATIVE BRIEFS / WRITING THE IDEA /SIMPLICITY
- 3. GINACOLLURAFORKAISERPERMANENTE WHAT WE’LL COVER TODAY GINACOLLURAFORKAISERPERMANENTE • WHAT IS ADVERTISING? • WHAT IS A CREATIVE BRIEF? • HOW TO WRITE IDEAS • WHY SIMPLICITY IS SO HARD TO DO YOU WILL HAVE A BETTER UNDERSTANDING OF WHAT IT’S LIKE TO BE A “CREATIVE” IN A CREATIVE DEPARTMENT
- 8. GINACOLLURAFORKAISERPERMANENTE WHAT IS A CREATIVE BRIEF? GINACOLLURAFORKAISERPERMANENTE
- 9. GINACOLLURAFORKAISERPERMANENTE THE CREATIVE BRIEF IS GINACOLLURAFORKAISERPERMANENTE • A CONCISE ARTICULATION OF THE BASIC DIRECTION OF THE ADVERTISING STRATEGY — It’s literally, “brief” • Everything you need to know about the assignment should fit on 1 page THE CREATIVE BRIEF IS “WHAT WE WANT TO DO.”
- 10. GINACOLLURAFORKAISERPERMANENTE WHO WRITES THE CREATIVE BRIEF? GINACOLLURAFORKAISERPERMANENTE • THE ACCOUNT PLANNER CRAFTS THE INSIGHT, FILLS IN THE BACKGROUND • THE CREATIVE DIRECTOR/EXEC. CREATIVE DIRECTOR APPROVES IT, TWEAKS IT • THE ACCOUNT TEAM PROVIDES GUIDANCE • THE CLIENT APPROVES THE BRIEF THE CREATIVE BRIEF IS THE NORTHSTAR FOR THE BUSINESS PROBLEM THAT WE’RE TRYING TO SOLVE.
- 11. GINACOLLURAFORKAISERPERMANENTEGINACOLLURAFORKAISERPERMANENTE EVERY AGENCY HAS THEIR OWN CREATIVE BRIEF THE TEMPLATE MAY VARY, BUT THE INFORMATION IN EVERY AGENCY’S BRIEF, IS ESSENTIALLY THE SAME
- 18. GINACOLLURAFORKAISERPERMANENTEGINACOLLURAFORKAISERPERMANENTE women buy almost all of the shower items that men use. let’s reinvent Old Spice and target men + women. —WIEDEN + KENNEDY
- 25. GINACOLLURAFORKAISERPERMANENTEGINACOLLURAFORKAISERPERMANENTE YOUR 1ST PROJECT WORK OFF A CREATIVE BRIEF TO CREATE A POSTER FOR CVS OR CHIPOTLE 3 SKETCHES/CONCEPTS DUE NEXT WEEK
- 26. GINACOLLURAFORKAISERPERMANENTE WHAT WE’LL COVER TODAY GINACOLLURAFORKAISERPERMANENTE • WHAT IS ADVERTISING? • WHAT IS A CREATIVE BRIEF? • HOW TO WRITE IDEAS • WHY SIMPLICITY IS SO HARD TO DO
- 28. GINACOLLURAFORKAISERPERMANENTE WRITING THE IDEA GINACOLLURAFORKAISERPERMANENTE • SHOOT FOR 50 IDEAS, WRITTEN AS TAGLINES OR HASHTAGS • WRITE THEM DOWN ON POST-ITS, SO THEY’RE SHORT + SWEET • DON’T EDIT YOURSELF • SWAP YOUR PAGE OF 50 WITH YOUR PARTNER AND REVIEW • STAR YOUR FAVES • BUILD ON FAVES • MAKE THEM BIGGER IDEAS
- 29. GINACOLLURAFORKAISERPERMANENTEGINACOLLURAFORKAISERPERMANENTE the formula for great advertising, is the words come first, then the visual. —GEORGE LOIS
- 31. GINACOLLURAFORKAISERPERMANENTE GEORGE LOIS, O.G. MADMAN GINACOLLURAFORKAISERPERMANENTE • BORN AND RAISED, BRONX, NY • ART DIRECTOR + DESIGNER • CREDITED FOR, “THE BIG IDEA” • WORKED AT WORLD-FAMOUS AGENCY, DDB [DOYLE, DANE, BERNBACH] DURING THE CREATIVE REVOLUTION IN THE SIXTIES STRAIGHT-TALKING, WHIP-SMART, CREATIVE PROBLEM-SOLVER
- 36. GINACOLLURAFORKAISERPERMANENTE HOW DO YOU KNOW IF IT’S A BIG IDEA? GINACOLLURAFORKAISERPERMANENTE • IT HAS ”LEGS” THAT GO ON AND ON. — The print can be this, then the Web site can have this, and the digital campaign can do this, etc. • IT’S SIMPLE. UNIQUE. DIFFERENT. • YOU’RE EXCITED TO TALK ABOUT IT. • YOU’RE EXCITED TO PRESENT IT.
- 39. GINACOLLURAFORKAISERPERMANENTEGINACOLLURAFORKAISERPERMANENTE great creative teams have writers who think visually and art directors who can write. —GEORGE LOIS
- 40. GINACOLLURAFORKAISERPERMANENTEGINACOLLURAFORKAISERPERMANENTE Visual idea One Show Silver Leo Burnett, London Canned Pasta, Heinz
- 41. GINACOLLURAFORKAISERPERMANENTEGINACOLLURAFORKAISERPERMANENTE Verbal idea One Show Silver Arnold, Boston ESPN
- 42. GINACOLLURAFORKAISERPERMANENTEGINACOLLURAFORKAISERPERMANENTE Visual + Verbal idea One Show Merit “It’s what you would want” TBWA, NY Masterfoods, Snickers
- 43. GINACOLLURAFORKAISERPERMANENTEGINACOLLURAFORKAISERPERMANENTE GEORGE LOIS COME UP WITH BIG IDEAS WRITE YOUR IDEAS, FIRST
- 44. GINACOLLURAFORKAISERPERMANENTE WHAT WE’LL COVER TODAY GINACOLLURAFORKAISERPERMANENTE • WHAT IS ADVERTISING? • WHAT IS A CREATIVE BRIEF? • HOW TO WRITE IDEAS • WHY SIMPLICITY IS SO HARD TO DO
- 47. GINACOLLURAFORKAISERPERMANENTE KEY TAKEAWAYS FROM “HEY WHIPPLE, SQUEEZE THIS” GINACOLLURAFORKAISERPERMANENTE • SIMPLE IS ALWAYS BETTER • IF YOUR IDEA CAN FIT ON A POST-IT, IT’S A BIG IDEA • IT TAKES WORK TO GET TO SIMPLE
- 49. GINACOLLURAFORKAISERPERMANENTE SIMPLE IS BIGGER GINACOLLURAFORKAISERPERMANENTE • SIMPLE IS EASY TO REMEMBER • SIMPLE BREAKS THROUGH THE CLUTTER
- 64. GINACOLLURAFORKAISERPERMANENTEGINACOLLURAFORKAISERPERMANENTE POSTERS + PRINT ADS CAN BE GRAPHIC, SIMPLE, SMART, AWESOME, BEAUTIFUL, SNARKY, ETC
- 65. GINACOLLURAFORKAISERPERMANENTEGINACOLLURAFORKAISERPERMANENTE YOUR 1ST PROJECT WORK OFF CREATIVE BRIEF TO CREATE A POSTER FOR CVS OR CHIPOTLE 3 SKETCHES/CONCEPTS DUE: NEXT WEEK FINAL PROJECT DUE: CLASS 4: 9/20