Category Archives: idea book

Idea Book #10 – Chocolate Coke

Your team is on the Coca-Cola account at Leo Burnett.  You are all gathered in the conference room for a major announcement.  The client is ready to introduce a new product and wants to hear some campaign ideas to consider.  … Continue reading

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Idea Book #9 – Consumer Packaged Goods

Review the creative brief for Q-Tips on page 53. Develop five taglines (look at pages 162-165 for tips). Pick one tagline and develop a print ad: headline, a visual, and 75-100 words of body copy.

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Idea Book #8 – Celebrity Fonts

List 20 celebrities you know. Using a computer application, typeset their names, choosing the fonts and colors that work appropriately with that celebrity’s present image.

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Special Idea Book #7 Assignment

For tomorrow (June 30), please complete the Idea Book assignment that Chris introduced at the end of his lecture (“The Fall of Rome”).

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Idea Book #6 – Repeatabilty & Extendability

Choose a current or recent brand’s campaign.  Find an ad from that campaign, or an image from a campaign ad. In your mind, think of what the Creative Brief for that campaign would have said. Working on the idea of … Continue reading

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Idea Book #5 – Looking Back; Recreating the Brief

Find a print ad that you think is particularly creative (it could even be one you find in the textbook).  Cut-out, copy, or print the ad and include it in your Idea Book. What is the SMIT?  How and why … Continue reading

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Idea Book #4 – Competing Voices

Sometimes it’s hard to determine the brand voice–a way to articulate a brand’s personality. Here’s one way to help understand how one brand’s voice might stack up to its competition. Pick two competing brands–for example: Apple and Dell. Draw two … Continue reading

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