This document provides information about presenting an advertising campaign, including logos, advertisements, and storyboards. It discusses: - Understanding the logo manual, advertisements, and storyboard thoroughly before pitching the campaign. - Details about an example logo for Idea Cellular, including the shape inspired by SIM cards, colors symbolizing innovation, and typography choices. - Recommendations for differentiating advertisements by color or layout and providing examples of press, print, and outdoor ads. - Instructions for creating a storyboard in a table with key frames, descriptions, dialogues, sounds, visual effects, and voiceovers. - An overview of various agency departments involved in the campaign including creative, production

1. Campaign Presentation

2. Know Your Presentation WELL before Pitching :
• Logo Manual
• Advertisements
• Storyboard

3. Logo Manual :
Idea Cellular Logo
• Background : Idea is a Cell Phone Service Company
• Name : The name IDEA stands for innovation and the company has adapted this name
because this wireless means of communication is fresh. INSPIRATION of the name is
based on the fresh communication means.
• Shape : Shape of the logo unit is inspired from the shape of the Sim Card. The company
is in wireless telephone communication which needs a Sim for the service identification
and as frequency assigning device.

4. • Color of the Shape : Color adapted stands for novelty and innovation. Yellow is the color of
creativity and that implies idea.
• Typography : The typeface selected is Sans Serif because the communication today is a straight
forward and direct reachability.
• Posture : The typeface is slant or italic in posture. Italics or forward inclination indicates speed
and little aggression which are the characteristics of direct communication.
• Weight : Font is heavy or bold in nature that supports the characteristics of the
communication, ie; the comm. is direct and straightforward.

5. • Glyph Modification : The first letter ‘I’ appears as upside down lowercase ‘i’. This also resembles
an exclamation mark (!) The communication is verbal and by a spoken word.
• Color of Type : The letters idea are in black. Black color itself is bold and consolidates the nature
of the logo company wants to establish.
• Color of i : The color of i is blue. Blue indicates electricity or electronics and the wireless
communication of idea is electronic.
• Proportions : The proportion between the size of idea and the shape of SIM card is maintained in
such a way that there is enough breathing space around the letters. The space indicates freedom
which is an essential part of today’s youth and also the space indicates a freedom to express.

6. Advertisements
• Differentiate your ads in colors or layout shapes
• Press Ads : A Colour
• Print Ads : B Colour
• Outdoor Ads : C Colour
• This exercise will help you to pull out the set of advertisements when
demanded by the examiner.
• Example : Outdoor advertisement of Idea presented on yellow
Hoarding : w 6’ x h 4’
OUTDOOR

7. Storyboard
• Can be made in Microsoft Word processor by inserting a table
with columns and rows.
• Place Key-frames pictures in one cell and use cell below to write
the description about the key frame.
• - Activity (Intro of the happening)
• - OSD – On screen dialogues if any
• - SFX – Sound Effects or background music
• - VFX – Visual Effects or animations
• - MVO / FVO – Male/Female Voice Over if any

8. Scene : One
Duration : 4 sec
Description :
A small kid is washing
hands for long SFX:
sound of running tap
and washing.
Scene : Two
Duration : 5 sec
Description :
One elder girl observes
him, wonders why he is
taking so much time.
She interrupts him.
Scene : Three
Duration : 5 sec
Description :
Kid : Mommy kehti hai
poorey ek minute tak
haath dhone chahiye.

9. Agency Departments
Accounts Dept.
Account Director
Account Planner
Account Executive
Creative Dept.
Creative Director
Copy Writer
Art Director
Illustrator
Graphic Designer
Production Dept.
Production Manager
Creative Brief Comprehensive
Media Dept.
Media Research
Media Planning
Media Buying
Ready
material
to
be
placed
Repeat
Production
Research
Analysis
Billing
&
Buying

10. Creative Brief
ABN Amro Bank Credit Card
Market :
- 1. Visa — 323M Cardholders
- 2. MasterCard — 191M Cardholders
- 3. American Express — 58M Cardholders
- 4. Citibank — 48M Cardholders
All the popular features are offered by existing credit cards.
What to offer as unique for ABN Amro?

11. SWOT :
- According to SWOT analysis, the weakness of the bank is that it has no
history in India that is so critical for customers to buy any financial product.
- Has very low base of customers.

12. Opportunity :
- One of the fastest growing card markets with a growth rate of 25%.
- Prospects are either wary of getting cards or are not feeling eligible enough to
get one.

13. Challenge :
- Despite being the late entrant ABN must make its presence feel and come out
with a noticeable and impactful difference.
Campaign Objective :
- To sell 35000 ABN Amro credit cards in first year of its launch.
- Target Audience – Young Gen – 20-35 years – Living in Metro or Cities

14. Concern :
- The real concern is a fear of overspending. Instead people choose not to buy any card.
Creative Strategy :
- Flexi-limit
- Active Alerts
- Control over your money
- ABN Amro Freedom Credit Card
- Creative Idea – “Live Without Fear”

15. Media Strategy :
- Television – To dramatize the fear of overspending.
- Print – Launch impact. Also serves as a reminder medium.
Other Communication :
- Prelaunch public relation program
- Direct Mailers
- Point of Purchase

16. A creative brief is like a road map
a. Client / Client Contact Info.
b. Project
c. Prepared by
1. Background/Overview
2. Objective-the purpose of the ad?
3. Target audience who are we talking to?
4. What’s the single most important thing to say?
5. What are the supporting rational & emotional ‘reasons to believe & buy?’
6. What else will assist creative development?
7. Schedule: What do we need from the creative team? When do we need it?

17. Questions based on your campaign and
in general :
GRAPHIC DESIGN:
1. What is Rhythm? Mention any two or three types of Rhythm. Have you used
rhythm in your advertisement?
2. Comment on diff Harmonies. Which Harmony you have used in your campaign?
3. Types of Balance. Which one you have adapted?
4. Proximity, Visual Path, Emphasis etc. Point out any one of these principles in
your advertisement.
5. What is Unity? How did you achieve it in your design?

18. LAYOUT :
1. Different types of Layout. Name the type of layout you have used in your
particular ad.
2. Different stages of Layout. Show all stages of layout drawn for your
design.(Sketch book)
3. Focal Point?
4. What made you choose this layout?
5. Why do you think that all the ads must have similar layout. (Synergy)

19. GENERAL :
1. What is the role of Art Director?
2. Departments in an agency.
3. Ad execution techniques.
4. Which strategy you have planned in your campaign?
5. What is a Mascot? Advantages & Disadvantages.

20. TYPOGRAPHY :
1. What is the difference in Typeface and Font?
2. Attributes of typeface.
3. Display fonts.
4. What is stress? What is a bracket & wedge?
5. Point, Pica, Agate?
6. Leading, Kerning, Tracking

21. DESIGN LOGIC :
1. Difference in design between Newspaper & Magazine.
2. Factors to consider while designing for Outdoor.
3. Various design formats and Aspect ratio.
COLOR / SHAPE / TONE :
1. Color significance and meaning.
2. Shape and meanings.

22. THANK YOU!