Project 1 – Concepting (Due Friday, Feb. 1, 2013 by 5:00 p.m. – 10% of final course grade)

  • Your assignment is to develop headline concepts based on the creative brief below. Develop a minimum of 10 different concepts per day for at least five different days. You should do more (25+), but you must come up with at least 10 per day for a grand total of at least 50 headlines. Chapters 3 & 4 in Whipple should be particularly helpful, along with An Inconvenient Truth For Copywriters (reading for Tuesday, Jan 29, 2013 – read online or download pdf). If your headline requires a visual, add a line or two describing that visual.
  • Once you have worked on this project for at least 5 separate days, go back through what you have written and choose the 2 that you think are best (in terms of both strategic fit and creativity).
  • What to turn in: You will submit a PDF to me via email. The first page should contain your name and the two best headlines (along with visual descriptions if needed). The remaining pages should contain all the headlines you wrote for the assignment. Your email must be time-stamped no later than 5:00 p.m. on Friday, Feb. 1, 2013). Make sure to include the PDF as an attachment (it’s a good idea to cc: yourself).
  • Remember, this is a copywriting/concepting assignment. You are not turning in any ads or artwork.
  • Primary grading criteria are strategic fit and creativity of the two best headlines, but overall number of headlines produced will also be considered.
  • Good luck and have fun!

    Creative Brief for Bananas (Y&R Creative Work Plan format)

    Key Fact: Research indicates that a diet high in potassium may reduce the risk of hypertension and stroke.

    Consumer Problem the Advertising Must Solve: Young men are not aware of the health benefit of the high potassium level in bananas. They may know that bananas are high in potassium, but they don’t know why that’s important.

    Advertising Objective: Convince young men to eat bananas as part of their diet to reduce the risk of high blood pressure.

    Creative Strategy:

    Prospect definition: Young men from ages 18 – 39, particularly those who have higher than normal blood pressure (whether they know it or not) and are at greater risk of dying from cardiovascular diseases such as heart attacks and strokes later in life.

    Principal competition: Other food/snack choices.

    Consumer benefit: Regular consumption of bananas now can reduce your risk of high blood pressure and resulting heart diseases.

    Reason why: A medium size banana contains 467 milligrams of potassium, providing 13% of the current recommended average daily intake of 3,500 milligrams, and bananas are free of sodium.

    Mandatories: Ad must contain this FDA-approved claim: “According to the FDA, diets containing foods that are good sources of potassium and low in sodium may reduce the risk of high blood pressure and stroke.”

Results – Some of the best concepts:

When is the right time to start lowering your risk of heart disease? Breakfast.

Keeps you from worrying about at least one kind of stroke. (golf visual)

Mario used them to win races, but they work for hypertension too.

Project 2 – 2013 Collegiate Effie Awards competition

Web site:

College Graduate program:



Twitter search: miniusa OR “mini cooper” lang:en



Project 2 Groups:

Dana Blohm
David Egan
Andrew Jones


Emily Halstenberg
Spencer Hill
Renee Montpetit
Jackie Reitz
Jenna Stout
Hatcher Williams
Kayla Alderson
Alex Serra
SaVona Smith
Molly Ball
Brittany Hobson
Brie Mittan
Nicole Bostock
Dylan McCue
Katherine Rankin



Word (.doc) versions of Survey Results:


Social Media Rockstar: @NissanUSA‘s director of interactive & social media marketing @emarxe

.@ProcterGamble on why emotional connections are the core of branding:

Stop Selling Ads and Do Something Useful

How Social Media Has Changed Car Buying




Project 3 – Beginning your book

Assignment: Create a campaign for your portfolio.

  • This assignment is worth 20% of your final grade.
  • This assignment is due at the beginning of class on Thursday, April 25.
  • Project must be available via URL.
  • Format is up to you (web page, video, PDF, slideshow, etc.).
  • It should not take more than 2 minutes for someone to review your work.

Some suggestions:

  • Quality of the concept is the most import thing. Re-read what Luke Sullivan says about BIG ideas.
  • You should not turn in a creative brief. However, you should probably develop a creative brief to help you focus your creativity.



Can I use artwork/photos from magazines, books, the Internet, etc.?

Yes, if 1) you provide a credit line for the source of the material and 2) you are only using the artwork/photo as an example in a student project.


What are some good sources of stock photography and artwork?

Here are a few sources to start with:

Note that often you will only be able to get a watermarked image for free. That’s perfectly acceptable for comp purposes.


Can I work with a partner?

Yes, under certain circumstances. In order to work with a partner on this project and still abide by the Honor Code in this class you must do the following:

  1. Work with someone in the class, not outside the class.
  2. Identify the partner and his/her contribution. For example:
    Concept: John Smith / Jane Doe
    CW: John Smith
    AD: Jane Doe
  3. Use the resulting work in only one person’s portfolio.


How will the work be evaluated?

Just like in the real world, the portfolio work that demonstrates the highest levels of strategic and creative thinking will receive the best evaluations. In addition, the level of professionalism and quality of presentation will be important factors.


How do I choose a client?

There are numerous schools of thought about this. Some ideas:

  • You should probably avoid any client that is currently doing great work, or that has historically had great work (VW, Apple, Nike, etc.).
  • Don’t choose a public service client—too easy.
  • Choose a product that has a certain degree of difficulty. Package goods are usually a good choice.
  • Avoid clients that rely on “image” advertising (fashion, perfume, etc.).
  • Choose a product that is targeted at someone very different from you. Most practically, don’t choose a product aimed at college students.
  • Choose a product that any CD would recognize and that could realistically afford to buy a national magazine ad. That leaves out most local businesses.




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