Take a look at the three examples on the next couple of pages. They show how a single minded proposition is arrived at by first identifying the ‘issue’, secondly outling an ‘insight’ and third arriving at a ‘single minded proposition’ from which to develop a creative solution. You’ll also see some of the creative expression that bought the idea to life.
What we want you to do is follow the same structure of thinking Issue/Insight/Proposition for
FIVE products or services of your choice.
Once you have done this, choose
ONE of your ideas and then develop the advertising and creative marketing campaign that meets the proposition you have arrived at.
The choice of media is up to you. You may choose to present a TV scripts. Radio ads. A poster. Social media campaign. An event. Press ad.
But you must demonstrate how your campaign works in at least
THREE different media. And don’t feel obliged to stop there.
You must show your working! Your submission must clearly show the judges your thinking on the issue, the insight, the single minded proposition — and a creative campaign.
Don’t worry too much about the quality of finish on your campaign. Hand drawn scamps are fine — judges will be used to looking at rough work and ‘getting’ an idea.
But remember that the judges will give equal weighting to your thinking on the Issue/Insight/Proposition.
Do not send in an entry that doesn’t provide FIVE examples of your thinking and ONE creative campaign.