Overview of the class, George Lois + Big Ideas, and posters to help you understand project #1: Create a Poster for CVS or Chipotle

1. AD 216 ADVERTISING FOUNDATIONS
GINA COLLURA, FREELANCE CREATIVE DIRECTOR/ADJUNCT
CREATIVE BRIEFS / WRITING THE IDEA /SIMPLICITY

2. GINACOLLURAFORKAISERPERMANENTEGINACOLLURAFORKAISERPERMANENTE
WELCOME TO
ADVERTISING
FOUNDATIONS

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

4. GINACOLLURAFORKAISERPERMANENTE
WHAT IS ADVERTISING?
GINACOLLURAFORKAISERPERMANENTE

6. GINACOLLURAFORKAISERPERMANENTEGINACOLLURAFORKAISERPERMANENTE

7. GINACOLLURAFORKAISERPERMANENTEGINACOLLURAFORKAISERPERMANENTE

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

12. GINACOLLURAFORKAISERPERMANENTEGINACOLLURAFORKAISERPERMANENTE

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18. GINACOLLURAFORKAISERPERMANENTEGINACOLLURAFORKAISERPERMANENTE
women buy almost all of the
shower items that men use.
let’s reinvent Old Spice and
target men + women.
—WIEDEN + KENNEDY

19. GINACOLLURAFORKAISERPERMANENTEGINACOLLURAFORKAISERPERMANENTE

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24. GINACOLLURAFORKAISERPERMANENTEGINACOLLURAFORKAISERPERMANENTE
QUESTIONS?
COMMENTS?

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

27. GINACOLLURAFORKAISERPERMANENTE
WRITING THE IDEA
GINACOLLURAFORKAISERPERMANENTE

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

30. GINACOLLURAFORKAISERPERMANENTEGINACOLLURAFORKAISERPERMANENTE

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

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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.

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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

45. GINACOLLURAFORKAISERPERMANENTEGINACOLLURAFORKAISERPERMANENTE
SIMPLICITY

46. GINACOLLURAFORKAISERPERMANENTE
SIMPLE = GOOD
GINACOLLURAFORKAISERPERMANENTE

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

48. GINACOLLURAFORKAISERPERMANENTEGINACOLLURAFORKAISERPERMANENTE

49. GINACOLLURAFORKAISERPERMANENTE
SIMPLE IS BIGGER
GINACOLLURAFORKAISERPERMANENTE
• SIMPLE IS EASY TO REMEMBER
• SIMPLE BREAKS THROUGH THE CLUTTER

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AWESOME, SIMPLE IDEAS
GINACOLLURAFORKAISERPERMANENTE

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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