The document provides feedback on advertising campaigns in the form of questions to help assess and improve ideas. It touches on many aspects of an effective ad such as having a clear call to action, translating well to different executions and media, being consistent with the brand's voice, and being understood by the target market. The feedback emphasizes the importance of thorough research, simplicity, and focusing on ideas that will still be relevant years later.

1. L O V I N G LY C R A F T E D
BY T H E B RA I N S O F
AWESOME
ERIN EBY
&
SEE YOU
NEISHA TWEED
AT C A N N E S ! M O R E AT
W W W. A W E S O M E - O R - A W F U L . C O M
I want two of whatever you’re selling.
If your idea can work for
cookies or cars then you’re
not doing it right.
do your ads have a You’re on a roll! is it a complete Look at you, yes Is it Ground-
yes
call to action? yes COULD THIS yes
thought? being a creative genius! breaking?
Keep going.
Does it tell me what to do after I read it? IDEA WORK FOR Does it answer who, what, NO Or at least interesting?
(While you’re at it, make sure there is a ANOTHER PRODUCT? If it’s not new or
NO
No one will ever buy your client’s when, where and most
NO
logo, website and address if necessary.) NO
importantly, why? interesting, then it’s does THE CAMPAIGN yes
product if they can’t figure out not worth saying.
what it is or where to get it. LOOK POLISHED
Start over. If people will know it’s not real, and won’t sue or
AND PROFESSIONAL? NO
ARE YOU READY yes
boycott you, then you’re good to go.
TO DO THIS ALL How will people know what Perfect. An original,
OVER AGAIN? NO to do? Where to do it? honest, interesting idea
I adore you. that the target gets. is it a creative yes
Maybe it’s time to revisit some
You’re on your way to
yes
There’s no gray area Is it TRUE?
Awesome City. Your client worked hard to get that Then it’s a lie.
exaggeration? in truth. Start over.
MEH
(Don’t lie to me. I’ll know.) Adobe tutorials or design class.
equity, changing it drastically now Stick to the facts. NO You know... like hyperbole, NO
would really confuse people. sarcasm or satire? Need an example?
Start over.
Is the copy spelled yes yes
If you’ve made it this far, I’m with you on that. correctly, with DID YOU EDIT IT?
NO
Send it to a Creative Director ASAP . correct grammar? NO
IS THIS A FEASIBLE Is it an idea?
yes
yes ARE YOU SURE? yes
NO
Push it further. Think more.
Is THIS YOUR Did you do any research to be Go edit it again.
“NEXT STEP” FOR As in not a thought, MEH
Keep it as simple
one liner or cool picture. Even if the line/ visual
idea? NO sure that someone in 1982 or
Don’t settle. Start over
NO
Japan didn’t do it already?
NO and strong as possible.
THE BRAND? YES
is awesome. Stop it.
and make it great. Start over.
Grab a dictionary and
start over. Bad spelling or
You’re probably going to get sued The Internet is your friend.
Good. Check again grammar can turn a great Get started.
(or publicly humiliated). Start over Do your research now to save
to make sure. campaign into a failed one. As Frank Chimero said:
and do something original. yourself disappointment later.
“Take things away
NO
Start over. yes DOES YOUR IDEA until you cry.”
DO YOU THINK MEH Let the product REL ON BORROWED
Y S TA R T
IT’S GREAT? yes be the hero. INTEREST?
yes IS THE TYPE
NO (Like a celebrity or icon. Example:
NO LEGIBLE? Superman or the Eiffel Tower)
AWESOME
yes
Unless you’re advertising
WILL YOUR AD BE GREAT
If you need more than
to ants, keep it 6pts or larger. 30 seconds or 2 sentences 5 YEARS FROM NOW? NO
Get some feedback
to explain an idea, it’s too
OR AWFUL
from folks in the biz Fantastic. Great copy can make a great
and see what they say. complicated. Keep it simple.
idea 502 billionty times better. It’s a fact. does your yes DOES IT FIT WITH yes
Careful. Nobody wants Way to go coming up with
campaign have a THE BRAND’S their brand to become the a timeless and solid idea.
consistent voice? NO CURRENT VOICE? NO Macarena of the ad world.
Good job, superstar! Making someone say DOES YOUR CAMPAIGN yes
DOES YOUR IDEA NO
A S E L F - C R I T I Q U E TO O L
“I wish I thought of that!” is a jewel in your crown. SOUND GOOD? MEH Rewrite, reword TRANSLATE WELL MEH F O R Y O U N G C R E AT I V E S
Is the copy clear, concise and creative? NO and make that
copy shine! INTO AN AD? yes
See if you can condense it Each piece should be able Stay on brand, buddy. NO
into a clear print ad. If that Awesome. Now get it to work in print, to stand alone but work You’ll thank me later. WILL YOUR AD,
Figure out what you want to say, doesn’t work, try a case TV, radio, OOH, banners, mobile... well together. Start over MEH LAYOUT OR COPY
yes WILL IT MAKE OTHER then find the best way to say it. study video. from your original ad.
OFFEND ANYONE?
yes
PEOPLE PROUD... Well done.
NO AND/OR JEALOUS? Keep exploring. There are millions of beautiful does it translate yes does it translate yes yes
typefaces out there that people haven’t seen a into 3 or 4 different DO YOUR ADS work
million times on DIY wedding invitations and
into OTHER MEDIA? as a campaign? Go on with your
executions? NO (TV/banners, apps, web, events, etc.) NO NO Unless that one execution is epic, bad self! Good luck dealing with the angry
strip mall store signs. try to find an idea that is big enough protestors. And unemployment.
to run in multiple installments and
Maybe you need to try harder. across various media.
Sounds like you have a good idea, yes IS IT COMIC SANS, Maybe always
so take a step back and see what Maybe it’s just a one-off, or maybe A big idea lends itself to tons of means yes in this case.
you can do to put this over the edge.
PAPYRUS, HELVETICA OR you need to start over and iterations and spinoffs.
Cool. You can be smart
NO ANOTHER SUPER-POPULAR FONT? and surprising without
think of something new. Start over and think bigger. being offensive.
does THE TARGET yes
MARKET GET IT? They all can’t be wrong.
(”No, but they’re all idiots” is not an answer.) NO NO Start over.
yes DID YOU PICK THE BEST What if you took away just yes CAN YOU GIVE ME A yes
Does your campaign yes does your DO OTHER PEOPLE
TYPEFACE FOR THIS one thing? Just give it a try. For me. REASON WHY EVERY campaign have a If you have to explain
MEH
look good? GET IT? MEH
NO CLIENT AND CAMPAIGN? Take something out and only use NO GRAPHIC ELEMENT IS THERE? NO consistent look? (Not just your mom.) it or if they have to stare
NO yes at it until they’re cross-eyed
what is necessary. Sometimes less is more. to get it, you should probably
start over.
yes If you don’t know what a “good typeface” is,
DO YOU KNOW WHO THE get some books on the subject. Learn about You know what I’m going to say. People should be able to look at each piece
separately and know they belong together.
TARGET MARKET IS? NO
the history of type. Read interviews with type Take a look at what elements you can take away Try to carry your branding and visual
designers. Explore font foundries online. Then or improve. Taking a break to look through some elements across all your pieces.
decide which is right for your campaign. award annuals or portfolios of designers you admire can
help you put a finger on what’s rubbing you the wrong way.
You’re an amazing person, you know. Amazing.
Womp womp wooomp. You were so close!
Do some research to find out who
AWFU L
you’re talking to, what they like and dislike
and craft something specifically for them.
WA L
MART IS
A LW
AY S H
IRING