The document discusses the issue of parental control over teenagers' internet use. It presents the perspectives of both teenagers and parents. Teenagers want freedom to explore and learn independently online, while parents are concerned about potential bad influences and experiences. The document proposes organizing an online/offline crime-solving competition to educate teenagers about internet dangers in an engaging way, and show parents that prohibiting internet use is not necessary. The goal is to find a balanced approach between protection and allowing natural curiosity and growth.

2. S C H O O L o f A DV E R T I S I N G
2012
F I N A L R E V I E W

3. M A N I F E STO
I co u l d d i e fo r my f a m ily.
I b e li eve th at m o n ey d o e s n ’ t p ro m i s e h a p p i n e s s .
I b e li eve th at i n n e r b e a u t y i s m o re i m p o r t a nt th a n p hysi c a l b e a u t y.
I will a ll ow mys e lf to f a il a n d yet co nti n u e to th i n k i n g p o sitive .
I will e m b ra ce my i m p e r fe c ti o n s a n d s e e th e m a s my u n i q u e o p p o r tu n iti e s .
I will n eve r s to p b e li evi n g i n mys e lf, n o m at te r wh at h a p p e n s .
I wo n ’ t li e to oth e r s o r mys e lf.
I will co m p ro m i s e b u t I will n eve r l o s e my p o i nt of vi ew.
I will li s te n to oth e r s at te ntive ly b u t a l s o n eve r fo rg et to li s te n to my h e a r t .
I f I co u l d g et ri d of o n e fe e li n g i n th i s wo rl d , it wo u l d b e j e a l o u s y.

4. 1
INSTRUCTOR: C ra ig B u t ler
CLASS: Ad va n ced Ad ver ti si ng Concep t
D evelo p m en t
SEMESTER: Fa ll 201 1
PRODUCT: N o kia
C R E AT I V E S T R AT E G I S T : Th a nyava ra n Th o ng p ra d i st
ART DIRECTOR: Th a nyava ra n Th o ng p ra d i st
COPYWRITER: Th a nyava ra n Th o ng p ra d i st

5. Start questioning
What is the problem?
Wh at d o p e o p l e fe e l a b o u t N o k i a?
D o e s N o k i a h ave s o m e t h i n g t h a t o t h e r b ra n d s d o n ’ t h ave?
D o p e o p l e c a re a b o u t t h e i r p h o n e ’s f u n c t i o n s?
Do people care about their phone’s design?
What do people feel about their phone in general?
Why d o p e o p l e n e e d p h o n e s?
H ow i m p o r t a n t a re p h o n e s?
Wh a t d o t h ey l i ke to d o w i t h t h e i r p h o n e?
H ow wo u l d t h ey fe e l i f t h ey d i d n ’ t h ave a p h o n e?
H ow d o e s p e o p l e ’s b e h av i o r c h a n g e w h e n t h ey h ave p h o n e?
Wh at d i d p e o p l e d o b e fo re t h ey h a d p h o n e s?
Do phones make us feel connected or disconnected?
D o p e o p l e fe e l c l o s e r to t h e i r p h o n e t h a n to t h e i r f r i e n d s?

7. CONNECT CONNECT CONNECT
to EVERYONE

8. except ...

9. Th e re i s n o a rg u m e n t t h at s m a r t p h o n e s m a ke o u r lives more convenient and
e n h a n ce o u r q u a l i t y o f l i fe, b u t h ow a b o u t q u a l i t y t i m e?

10. Smartphones Culture The end of the world
Brand promise

11. “The ability to be in the present moment is a
m a j o r co m p o n e n t o f m e n t a l we l l n e ss .”
Abraham Maslow

12. GET: People who are addicted to their smartphones. They feel as if they are
n a k e d w i t h o u t t h e m . P e o p l e w h o c o n s t a n t l y c h e c k t h e i r p h o n e s e ve n w h e n
they don’t hear any ringtone or feel any vibration. People who feel a n x i o u s
about their cell phones, especially when they are unable to use them. People
who have s m a r t p h o n e s with them at the dinner table and look at apps
rather than talk to family members over meals. People who have the fear
o f m i s s i n g s o m e t h i n g m o r e e x c i t i n g t h a n w h a t t h e y a r e d o i n g n o w.
TO: Remind people that the reason we have smartphones is to connect with
p e o p l e . To t a k e o n e s t e p b a c k a n d l o o k b a c k a t w h a t w e ’ r e m i s s i n g i n o u r
life because of overusing smart phones.
BY: O rg a n i z i n g a n eve n t c a l l e d “d ay w i t h o u t a p h o n e.”
BECAUSE: Nokia promises to connect people. Now that s m a r t p h o n e s have taken us
t o d i f f e r e n t d i r e c t i o n s , i n s t e a d o f c o n n e c t i n g u s t o g e t h e r, s m a r t p h o n e s
h a v e c r e a t e d a s p a c e b e t w e e n a l l o f u s . We w a n t t o l i n k p e o p l e b a c k t o
a re al human co n n e c ti o n : h avi n g f u n w i th f ri e n ds , fa m i l y a n d l oved ones,
experiencing new places and getting to know new people.

18. PureView technology with Optical Image Stabilization feature
and high-end Carl Zeiss lens team up to capture blur-free
videos even if the camera’s shaking or in low light.
Dark room for photobooth

20. The PureMotion HD+ display appears on the world’s brightest,
clearest, fastest touchscreen. It’s so sensitive, it can respond
to your fingertips, even when they’re covered up.
Games

21. With City Lens you can discover all your city has to offer by
l o o k i n g a t y o u r c a m e r a ’ s v i e w f i n d e r.
Maps

22. 2
INSTRUCTOR: C a m ero n M a d d ux
GUEST: C la ire G r in to n
CLASS: C reat ive t h in king a nd Prob l em
s o lv in g
SEMESTER: S u m m er 201 2
TOPIC: F reed o m o f t h e Internet
C R E AT I V E S T R AT E G I S T : Th a nyava ra n Th o ng p ra d i st

23. Start questioning
What do people think about the freedom of the Internet?
What are the pros and cons of this freedom?
What is the gap that needs to be closed?
Who could be possible victims of the Internet, and why?
What do parents feel about their teens using the Internet?
Should teens be prevented from using the Internet?
What do teens like to do on the Internet?
What do teens feel about the Internet in general?
What are teens’ attitudes toward the world?
What would make parents more comfortable about their teens using the Internet?
What do parents think is important for their teens in general?

24. TEENS
PARENTS
NO!!!!
INTERNET

25. My point of view
Te e n a g e r s w a n t t o e x p e r i e n c e l i f e t h e m s e l v e s , r a t h e r t h a n h a v e s o m e o n e t e l l t h e m
w h a t t o d o. T h ey a re i n t h e p e r i o d o f f i n d i n g w h o t h ey a re a n d g row i n g t h e i r s e l f -
e ste e m . The Internet is a safe place for them to express what they think and who
they want to be. It also lets them listen to other people’s opinions. The Internet
is the place where their curiosity could be satisfied and they don’t have to be shy
a b o u t i t . H o w e v e r, p a r e n t s m a y t r y t o l i m i t t h i s o n l i n e i n d e p e n d e n c e b e c a u s e
they don’t want their children to have bad experiences or come in contact with
b a d i n f l u e n c e s . H o w e v e r, b y p r o t e c t i n g t h e i r c h i l d r e n o n l i n e , p a r e n t s m i g h t b e
i n h i b i t i n g t h e i r n a t u r a l g r o w t h a n d c u r i o s i t y.

26. “ We c a n n o t l e a r n w i t h o u t p a i n ”
Abraham Maslow

27. GET: High school students who love new experiences and want to explore the
world. They want to learn and express who they are, but are also afraid of
the judgment of others.
TO: Express their opinions without fear of judgment, have the freedom to
make mistakes and tackle problems on their own and open their minds
t o o t h e r w a y s o f t h i n k i n g — w i t h o u t t h e i r p a r e n t s ’ i n t e r v e n t i o n . To h e l p
parents let their children use the Internet without worrying.
BY: Organizing a competition of online and offline games by adapting Internet
crimes that have h a p p e n e d and h av i n g high s c h o o l students team up to
s o l ve t h e m . E ve r y w e e k , w e w i l l p r o v i d e o n e c l u e o n l i n e t h a t w i l l l e a d t h e m
to the actual scene of a crime, where scientists and the police explain the
situation or give new evidence.
BECAUSE: H i g h school st u d e n t s are curious and like to participate in activities
outside of class, and t h e i r p a re n t s encourage them to do more offline
activities because they help develop social skills. This competition will
entertain and educate teens about the dangers of the Internet and show
t h e i r p a r e n t s t h a t t h e y d o n ’ t h a v e t o p ro h i b i t t h e m f r o m t h e c y b e r wo r l d .
N ow t h a t h i g h school students know that it is n o t a b o u t t h e g a m e b e i n g
o v e r, b u t i t m e a n s t h a t t h e i r l i v e s m i g h t b e i n d a n g e r.

29. We teach little birds how to fly because we cannot fly for them.
(OVER)PROTECTION (OVER)PROTECTION
Helpful or Harmful ? Helpful or Harmful ?
www.protectivemindset.com
We teach little birds how to fly because we cannot fly for them. We teach little birds how to fly because we cannot fly for them.
We teach little birds how to fly because we cannot fly for them.
(OVER)PROTECTION (OVER)PROTECTION
Helpful or Harmful ? Helpful or Harmful ?
www.protectivemindset.com www.protectivemindset.com
www.protectivemindset.com

30. 3
INSTRUCTOR: C a m ero n M a d d u x
GUEST: M at t H er m a n n
CLASS: C reat ive t h in kin g a nd Prob l em
s o lv in g
SEMESTER: S u m m er 201 2
TOPIC: Zo m b ies /S m a r t Ass B ra i n
C R E AT I V E S T R AT E G I S T : Th a nyava ra n Th o ng p ra d i st

31. Start questioning
Wh at wo u l d t h e wo r l d b e l i ke i f h u m a n s l i ve d w i t h zo m b i e s?
Co u l d t h e wo r l d b e ove rco m e by zo m b i e s?
How would zombies act and think?
H ow wo u l d h u m a n s a c t a n d t h i n k i f t h ey h a d to l i ve w i t h zo m b i e s?
Wh at a re h u m a n n e e d s a n d zo m b i e n e e d s?
Wh at p ro b l e m s co u l d o cc u r i n a wo r l d w i t h zo m b i e s?
H ow c a n o u r p ro d u c t h e l p?

32. Christine,
the world
& ZOMBIES

38. S E L F - A C T U A L I Z AT I O N
m o r a l i t y, c r e a t i v i t y,
s p o n t a n e i t y, p r o b l e m
solving, lack of
prejudice, acceptance
of facts
ESTEEM
self-esteem, confidence, achievement,
respect of others, respect by others
LOV E / B E LO N G I N G
f r i e n d s , f a m i l y, s e x u a l i n t i m a c y
SAFETY
HUMAN s e c u r i t y o f : b o d y, e m p l o y m e n t , r e s o u r c e s , m o r a l i t y, t h e
f a m i l y, h e a l t h , p r o p e r t y
P H YS I O LO G I C A L
b r e a t h i n g , f o o d , w a t e r, s e x , s l e e p , h o m e o s t a s i s , e x c r e t i o n ZOMBIES

40. GET: Christine is in middle school. She has not only gone through the usual
p h y s i c a l , m e n t a l a n d e m o t i o n a l c h a n g e s o f p u b e r t y, b u t a l s o a m a j o r
change in the world. It ’s 50 years now since the human race has been
living with zombies. One by one, her friends have become zombies. H e r
o l d f r i e n d s g e t m a d m o r e e a s i l y w h e n t h e y ’ r e h u n g r y, w h i c h m a k e s h e r
feel insecure. As much as she cares about academics and school activities,
she has a difficult time expressing what she thinks in the classroom
because she feels unsafe around her zombie friends. She thinks the risk
of speaking her mind is not worth losing her life. Instead of spending
t i m e f i n d i n g o u t a b o u t h e r s e l f, l i ke n o r m a l te e n s wo u l d d o 5 0 ye a r s a g o,
s h e ’ s m o r e c o n c e r n e d a b o u t h e r s a f e t y. S h e w a n t s t o p r o t e c t h e r s e l f
without harming her zombie friends.

41. TO: Learn how to handle and build trust in her zombie friends when they are
hungry and cannot control themselves so she can feel more comfortable
a n d s a fe i n t h e c l a ss ro o m . To b e a b l e to d eve l o p h e r t h i n k i n g a n d j u d g m e n t
t o t h e n e x t l e v e l w i t h o u t h a v i n g t o w o r r y a b o u t h e r s a f e t y.
BY: Re a c h i n g o u t to h u m a n te e n s t h ro u g h TV co m m e rc i a l s , s o c i a l n e t w o r k s , c e l l
phones and apps. Cell phones in particular provide a portable comfort
zone. With an app that can measure their zombie friends’ temperature
a n d t e m p e r, t h e y w i l l b e a l e r t e d b y m e s s a g e s o r s o u n d s t o b e p r e p a r e d
for a zombie attack. The app recognizes the barcode of the product
w i t h o u t s c a n n i n g . I n a n e m e r g e n c y, i t w i l l c o n n e c t t o t h e s m a r t a s s b r a i n
and be ready to serve hungry zombie friends.

42. BECAUSE: All animals need food, and zombies eat humans. This instinct takes control
o v e r t h e i r r a t i o n a l s e l v e s w h e n t h e y ’ r e h u n g r y. T h e h u m a n i n s t i n c t i s t o
p ro t e c t a g a i n s t d a n g e r ; h u m a n s n e e d s a f e t y i n o r d e r t o d e v e l o p a r a t i o n a l
brain and grow up, while zombies require food in order to gain more
c o n t r o l ove r t h e i r i n s t i n c t s . We w a n t t o p r o v i d e t h e s e f u n d a m e n t a l n e e d s s o
h u m a n s a n d z o m b i e s c a n l i v e t o g e t h e r p e a c e f u l l y.
O u r h u m a n b r a i n p r o d u c t c a n b e a c t i v a t e d i n r e a l t i m e b y t h e u s e r. T h e
hypothalamus re l e a s e s a n d i n h i b i t s h o r m o n e s t h a t a f f e c t a n d co n t ro l
t e m p e ra t u re , m o o d , h u n g e r, a n d t h i r s t . T h e f r o n t a l l o b e r e l e a s e s d o p a m i n e ,
w h i c h c o n t r o l s a t t e n t i o n , b e h a v i o r, a b s t r a c t t h i n k i n g , p r o b l e m s o l v i n g ,
e m o t i o n , i n t e l l e c t , j u d g m e n t , m u s c l e m o v e m e n t s , s m e l l , a n d p e r s o n a l i t y.
S o o u r p ro d u c t n o t o n l y k e e p s o u r z o m b i e f r i e n d s f e d a n d s a ve s h u m a n s ’
lives, it also provides the hormones zombies need to develop and control
t h e m s e l ve s . T h e p r o d u c t w i l l b e s e r ve d a t a h u m a n t e m p e r a t u r e a t 9 8 . 6 ° F.

43. FACT: The crime rate between humans and zombies is continually increasing by
2 0 % Most cases are committed by teen zombies, who are still in the process of
learning how to control their instincts. Laws only put the zombie or human
who committed the crime in jail, without solving the larger problem, and heavy
punishment will not encourage trust between the two species.