HOW TO BUILD A CREATIVE CAMPAING?

BRIEFING CREATIVE CONCEPT DEFINITION

REALIZATION OF VISUAL AND COPY

CONTENT

The concept is the result of the analysis and the

communication strategy translated into emotional

values

Background

Objectives

Target

Project Abstract

Communication style

Budget

Timing

Benchmark analysis

Rough text andimages, bearing in mind that

the general approachis an updated Copy Strategy

Elaboration of 3 or 4proposals that address the

theme of the campaignfrom different angles

The most convincing proposal is joined by another

couple of proposals

Final products will follow the rule of 66, 22, 11

(66%: photo; 22%: headline; 11%: brand and payoff)

PROFESSIONALS INVOLVED

Author of advertising texts or advertising editor of a newspaper or magazine; sometimes abbreviated as copy

Professional who is entrusted with the graphic-visual setting of an advertising campaign

Art Director

Copywriters

EYESS CAMPAIGN – THE TONE

EYESS CAMPAIGN – MOODBOARDExample

EYESS CAMPAIGN – MOODBOARD

The Balloon Debate is one of Bansky's most well known artworks. Itwas painted in 2005 on the separation wall between Israel and West Bank, on the Palestinian side, close to city of Ramallah

EYESS CAMPAIGN

Visual Artist Copywriter

EYESS CAMPAIGN - PROPOSALS

EYESS CAMPAIGN

EYESSBy

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