More Awesome Integrated Campaigns

AD 216: Class 13, 11/18/14Gina Collura, Creative Director

The Case Study:https://www.youtube.com/watch?v=unTsjQDdNI0

The year was 2010.

Twitter was new-ish.Wheat Thins were not.

Agency: The Escape Pod

The Case Study:https://www.youtube.com/watch?v=ZDSc0V3AEnk&list=PLdCoF4q7-rylldV2aPQe5QsJ6XzrVKqyh&index=18

In 2013, a beloved cookie celebrated 100 years of deliciousness.

Agency: DraftFCB (now FCB Garfinkel) + 360i

The Case Study:https://www.youtube.com/watch?v=vZ2ZKmrerc8&index=12&list=PLdCoF4q7-rylldV2aPQe5QsJ6XzrVKqyh

In 2012, there was a blood bank shortage in a town called Bahia, Brazil. And millions of soccer fans.

Agency: Leo Burnett, Sao Paolo

Re-CapIntegrated Campaigns rely on a Big Idea

A Big Idea can: - Start online/digitally, but can extend and transcend other media channels- Start with a TV commercial extend and transcend other media channels

A Big Idea is:- Contagious + easy to explain

A Big Idea has a bite-sized, short name—like a tagline/rallying cry (eg, Think Small, I want my MTV, Dumb Ways to Die, Got milk? Climate Name Change, The Hoppa, Let’s Motor, TMIMITW, The Great Schlep, etc)

And it is awesome

Next Class/Last Class: 12/2Class 15

An 11x 17 multiple page PDF of your work from this semester (per handout)- On thumbdrive so you can give me a copy- Before + After of how you’ve evolved your concepts- Includes 4 out of your best 5 projects (you must

include the Integrated Campaign Project with 3 components)