Download - Concepts II: Sports + Rec Assignment
![Page 1: Concepts II: Sports + Rec Assignment](https://reader035.vdocuments.net/reader035/viewer/2022081521/58ed44b01a28ab9e0e8b45c5/html5/thumbnails/1.jpg)
Big Ideas Radio + Billboards
AD 382: Class 1, 1/25/16Gina Collura, Creative Director
![Page 2: Concepts II: Sports + Rec Assignment](https://reader035.vdocuments.net/reader035/viewer/2022081521/58ed44b01a28ab9e0e8b45c5/html5/thumbnails/2.jpg)
- Writing Radio: one of the original storytelling art forms
- Writing Billboards: short + sweet, and sometimes purely visual
But…they both start with a Big Idea
![Page 3: Concepts II: Sports + Rec Assignment](https://reader035.vdocuments.net/reader035/viewer/2022081521/58ed44b01a28ab9e0e8b45c5/html5/thumbnails/3.jpg)
“Radio is visual.” – Luke Sullivan
![Page 4: Concepts II: Sports + Rec Assignment](https://reader035.vdocuments.net/reader035/viewer/2022081521/58ed44b01a28ab9e0e8b45c5/html5/thumbnails/4.jpg)
Culture
Company
Consumer
Category/Competition
Big Idea Case Study: RADIOAnheuser-BuschBUD LIGHT
Insight/Truth
Big Idea
![Page 5: Concepts II: Sports + Rec Assignment](https://reader035.vdocuments.net/reader035/viewer/2022081521/58ed44b01a28ab9e0e8b45c5/html5/thumbnails/5.jpg)
Company: Anheuser –Busch (Topline)
The #1 Beer Company in the world.
Makers of:- Budweiser- Bud Lite- Etc
![Page 6: Concepts II: Sports + Rec Assignment](https://reader035.vdocuments.net/reader035/viewer/2022081521/58ed44b01a28ab9e0e8b45c5/html5/thumbnails/6.jpg)
Bud LightCategory/Competition: (Topline)
- There are hundreds of beer brands in category.- In late 90’s/early 00’s, media spending neared the billion$.
![Page 7: Concepts II: Sports + Rec Assignment](https://reader035.vdocuments.net/reader035/viewer/2022081521/58ed44b01a28ab9e0e8b45c5/html5/thumbnails/7.jpg)
Consumer:
In the late 1990’s, they targeted 21- to 27-year-old drinkers, a segment of the population that consumed more beer per capita than other age groups and had not formed brand loyalty.
![Page 8: Concepts II: Sports + Rec Assignment](https://reader035.vdocuments.net/reader035/viewer/2022081521/58ed44b01a28ab9e0e8b45c5/html5/thumbnails/8.jpg)
Culture:
DDB’s creative team singled out ‘‘regular guys’’ in overlooked jobs or with comical foibles, ‘‘people who just need to be called out to take a bow for whatever reason.’’
![Page 9: Concepts II: Sports + Rec Assignment](https://reader035.vdocuments.net/reader035/viewer/2022081521/58ed44b01a28ab9e0e8b45c5/html5/thumbnails/9.jpg)
Culture
Company
Consumer
Category/Competition
Insight/Truth
“Real American Heroes”(re-named “Real Men of Genius”)
![Page 10: Concepts II: Sports + Rec Assignment](https://reader035.vdocuments.net/reader035/viewer/2022081521/58ed44b01a28ab9e0e8b45c5/html5/thumbnails/10.jpg)
Campaign Details:
DDB Worldwide, Chicago was the ad agency.
‘‘Real American Heroes,’’ parodied beer ads of previous decades.
‘‘Real American Heroes’’ made a bigger splash than many believed possible for a radio effort.
Over 100 radio spots were written.
![Page 11: Concepts II: Sports + Rec Assignment](https://reader035.vdocuments.net/reader035/viewer/2022081521/58ed44b01a28ab9e0e8b45c5/html5/thumbnails/11.jpg)
Campaign Details:
Renamed ‘‘Real Men of Genius’’ afterSeptember 11, 2001, the campaign ran for years, earning dozens of ad industry awards, while building a dedicated base of fans.
‘‘Real Men of Genius’’ made the rare leap from radio to TV in 2003. Though the television commercials were well regarded, campaign returned exclusively to radio in 2004.
![Page 13: Concepts II: Sports + Rec Assignment](https://reader035.vdocuments.net/reader035/viewer/2022081521/58ed44b01a28ab9e0e8b45c5/html5/thumbnails/13.jpg)
Listen tomore awesome Radio Spots
http://heywhipple.com/my-favorite-radio-campaign/
http://heywhipple.com/radio/
![Page 14: Concepts II: Sports + Rec Assignment](https://reader035.vdocuments.net/reader035/viewer/2022081521/58ed44b01a28ab9e0e8b45c5/html5/thumbnails/14.jpg)
Great radio can be/should be: - Entertaining- Funny- Interesting- Whipsmart
Cut through the bad radio
![Page 15: Concepts II: Sports + Rec Assignment](https://reader035.vdocuments.net/reader035/viewer/2022081521/58ed44b01a28ab9e0e8b45c5/html5/thumbnails/15.jpg)
Consider how you listen to “radio”
![Page 16: Concepts II: Sports + Rec Assignment](https://reader035.vdocuments.net/reader035/viewer/2022081521/58ed44b01a28ab9e0e8b45c5/html5/thumbnails/16.jpg)
![Page 17: Concepts II: Sports + Rec Assignment](https://reader035.vdocuments.net/reader035/viewer/2022081521/58ed44b01a28ab9e0e8b45c5/html5/thumbnails/17.jpg)
![Page 18: Concepts II: Sports + Rec Assignment](https://reader035.vdocuments.net/reader035/viewer/2022081521/58ed44b01a28ab9e0e8b45c5/html5/thumbnails/18.jpg)
![Page 19: Concepts II: Sports + Rec Assignment](https://reader035.vdocuments.net/reader035/viewer/2022081521/58ed44b01a28ab9e0e8b45c5/html5/thumbnails/19.jpg)
![Page 20: Concepts II: Sports + Rec Assignment](https://reader035.vdocuments.net/reader035/viewer/2022081521/58ed44b01a28ab9e0e8b45c5/html5/thumbnails/20.jpg)
![Page 21: Concepts II: Sports + Rec Assignment](https://reader035.vdocuments.net/reader035/viewer/2022081521/58ed44b01a28ab9e0e8b45c5/html5/thumbnails/21.jpg)
![Page 22: Concepts II: Sports + Rec Assignment](https://reader035.vdocuments.net/reader035/viewer/2022081521/58ed44b01a28ab9e0e8b45c5/html5/thumbnails/22.jpg)
“An idea is big when it’s portable + can work on any media channel.”–– me
![Page 23: Concepts II: Sports + Rec Assignment](https://reader035.vdocuments.net/reader035/viewer/2022081521/58ed44b01a28ab9e0e8b45c5/html5/thumbnails/23.jpg)
Conceptual Billboards
![Page 24: Concepts II: Sports + Rec Assignment](https://reader035.vdocuments.net/reader035/viewer/2022081521/58ed44b01a28ab9e0e8b45c5/html5/thumbnails/24.jpg)
http://www.digitalbuzzblog.com/shadow-wifi-preventing-skin-cancer-on-beaches/
![Page 25: Concepts II: Sports + Rec Assignment](https://reader035.vdocuments.net/reader035/viewer/2022081521/58ed44b01a28ab9e0e8b45c5/html5/thumbnails/25.jpg)
https://ajklijs.wordpress.com/2014/03/06/the-best-interactive-billboard-ive-seen/
![Page 26: Concepts II: Sports + Rec Assignment](https://reader035.vdocuments.net/reader035/viewer/2022081521/58ed44b01a28ab9e0e8b45c5/html5/thumbnails/26.jpg)
![Page 27: Concepts II: Sports + Rec Assignment](https://reader035.vdocuments.net/reader035/viewer/2022081521/58ed44b01a28ab9e0e8b45c5/html5/thumbnails/27.jpg)
![Page 28: Concepts II: Sports + Rec Assignment](https://reader035.vdocuments.net/reader035/viewer/2022081521/58ed44b01a28ab9e0e8b45c5/html5/thumbnails/28.jpg)
![Page 29: Concepts II: Sports + Rec Assignment](https://reader035.vdocuments.net/reader035/viewer/2022081521/58ed44b01a28ab9e0e8b45c5/html5/thumbnails/29.jpg)
![Page 30: Concepts II: Sports + Rec Assignment](https://reader035.vdocuments.net/reader035/viewer/2022081521/58ed44b01a28ab9e0e8b45c5/html5/thumbnails/30.jpg)
![Page 31: Concepts II: Sports + Rec Assignment](https://reader035.vdocuments.net/reader035/viewer/2022081521/58ed44b01a28ab9e0e8b45c5/html5/thumbnails/31.jpg)
![Page 32: Concepts II: Sports + Rec Assignment](https://reader035.vdocuments.net/reader035/viewer/2022081521/58ed44b01a28ab9e0e8b45c5/html5/thumbnails/32.jpg)
![Page 33: Concepts II: Sports + Rec Assignment](https://reader035.vdocuments.net/reader035/viewer/2022081521/58ed44b01a28ab9e0e8b45c5/html5/thumbnails/33.jpg)
![Page 34: Concepts II: Sports + Rec Assignment](https://reader035.vdocuments.net/reader035/viewer/2022081521/58ed44b01a28ab9e0e8b45c5/html5/thumbnails/34.jpg)
![Page 35: Concepts II: Sports + Rec Assignment](https://reader035.vdocuments.net/reader035/viewer/2022081521/58ed44b01a28ab9e0e8b45c5/html5/thumbnails/35.jpg)
![Page 36: Concepts II: Sports + Rec Assignment](https://reader035.vdocuments.net/reader035/viewer/2022081521/58ed44b01a28ab9e0e8b45c5/html5/thumbnails/36.jpg)
![Page 37: Concepts II: Sports + Rec Assignment](https://reader035.vdocuments.net/reader035/viewer/2022081521/58ed44b01a28ab9e0e8b45c5/html5/thumbnails/37.jpg)
![Page 38: Concepts II: Sports + Rec Assignment](https://reader035.vdocuments.net/reader035/viewer/2022081521/58ed44b01a28ab9e0e8b45c5/html5/thumbnails/38.jpg)
![Page 39: Concepts II: Sports + Rec Assignment](https://reader035.vdocuments.net/reader035/viewer/2022081521/58ed44b01a28ab9e0e8b45c5/html5/thumbnails/39.jpg)
![Page 40: Concepts II: Sports + Rec Assignment](https://reader035.vdocuments.net/reader035/viewer/2022081521/58ed44b01a28ab9e0e8b45c5/html5/thumbnails/40.jpg)
Project 1: Radio + Billboard
Sports/Recreation/Leisure
![Page 41: Concepts II: Sports + Rec Assignment](https://reader035.vdocuments.net/reader035/viewer/2022081521/58ed44b01a28ab9e0e8b45c5/html5/thumbnails/41.jpg)
The Brands
![Page 42: Concepts II: Sports + Rec Assignment](https://reader035.vdocuments.net/reader035/viewer/2022081521/58ed44b01a28ab9e0e8b45c5/html5/thumbnails/42.jpg)
Due Next Week: Class 2
Team up, pick your brand (see handout for details): - Research! Research! Research! Answer the 3 C’s for your brand- 50 big idea Taglines
We will have an in-class workshop to review. Bring print outs.
DUE CLASS 3: REFINED BIG IDEA TAGLINESDUE CLASS 4: 3 RADIO SCRIPTS + 3 SKETCHES FOR OUTDOOR CONCEPTS (Typed up scripts, sketches for outdoor)DUE CLASS 5: FINAL CONCEPT PRESENTATION