executions for community/ street activation – could be street posters, prints ad

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executions for community/ street activation –
could be street posters, prints ads, or ‘street’
events/ performances/ stunts, which could
integrate with other activities using mobile
marketing.
Articulate the three executional ideas and explain how each execution delivers to
the campaign idea. Explain how the creative elements in the executions work
together to deliver a coherent campaign that works in the context of street/
community marketing activities.
Length: Individual submission of relevant creative mock-up(s) for the component of the
group creative ecosystem selected & 750 word rationale
THINKING ABOUT REFINEMENT
• The key creative question is HOW will you express the idea for the format you are developing it
for .
• What will be the common creative elements which are in each of the three executions you are
developing (and what elements will they share with other creative asset types) ?
• What will make each of the executions distinctive, so it is clearly a different advertisement in the
same campaign ?
• Reflect on the strengths and weaknesses of the advertising direction you presented and how it
can be optimized:
– For the creative format
– For the media channel context
How will the executions link to other creative asset types within the context of the campaign
ecosystem presented ?
CONSIDERATIONS
• Every word counts – what is the language you will use in each execution ?
• Imagery and design – how will it look ? (or sound for radio) – every detail counts.
• Executional consistencies – brand codes and other design elements
• What will make it stand out and impactful in its context ?

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