Showing posts with label COPY BOOK. Show all posts
Showing posts with label COPY BOOK. Show all posts
3/3/11
Copy Book and Oxfam - JP LEROUX
For the copy book wanted to run the description of the website by everyone. I also included a potential voice over for whenever we can put a video description together, although if time allows, I might try and record tomorrow for a keynote presentation to submit. D&AD only accepts 4 static image submissions. Oxfam alternative descriptors for headlines are located towards the bottom of the post. (stuff in bold is what I'm liking at the moment.)
Website Description:
successwillfollow.dandad.org
This microsite acts as a place to purchase the book as well as continuing the experience that buyers have with D&AD. After buying the book you are given a few short tests that inevitably lead you to advertising limbo. Here is where you are given a countdown based around when you purchased the book that will determine when you will be allowed access to the rest of the site. A profile page allows you to submit work to be judged by fellow creatives. The incentive in doing this in addition to getting your work out there, is to remove time from the counter based on user critiques. People will have to continue to come back to see what happens when the counter reaches zero.
Voice Over:
Purchasing the Copy Book is only your first step. Now that you have the guide you can start along your journey. A few short tests will determine whether you are worthy of entering our unique flock. Short of owning your own agency the chances of you waltzing into the ad elites is slim. This however, does not mean you will never make it.
You have bought the Copy Book, so now what? You are not instantly going to be entitled to greatness, you are going to have to work for it. Owners of the book will be poked, prodded, and forced through the necessary tests to prove that they have absorbed all the information the Copy Book has to offer.
AdPurgatory is where you and your fellow creatives sweat it out together all aspiring to ascend to greatness. After purchasing the book and uploading your information to a profile you will be given the opportunity to submit work to be judged. Positive responses result in your time in limbo being cut, while undesirable critiques could end with your work being burned, forcing you to resubmit. As the countdown nears an end, users will have to check back to see if they will be allowed to soar through the gates of ad-heaven or plummet into the depths of advertising hell.
My uniqueness:
My work:
Judge me:
Oxfam
Feed a kid get a pickup line
Feed a kid for flirtations.
Make her hungry for you.
Mend your love life.
Mend any relationship
Remedy for a cold shoulder
Soothe any cold shoulder.
2/25/11
2/24/11
Copy Book copy
Here is where I’m at with the copy for the webpage and a rewrite on the cocktail napkin curious about what people think of the direction making them like advertising commandments.
Cocktail Napkin:
Ad commandment 12: When you see your first spot air in a bar, contain your 5th grade squeal.
Website Landing Page:
So you’re interested in advertising, or a little twisted, or both. A bit of a masochist or just a conflicted consumerist. Only creative hustlers, deadline devotees, and midnight oil burners will survive. We are a tortured group in need of a path. There is only one guide. (The Copy Book *fades into picture*)
Purchase Page:
BUY THE BOOK WRITTEN BY AD GODS.
Want to know what it’s like to be on the inside looking out? Atop your clouded tower peering at your loyal disciples below. These are 416 tales of ads that have risen to the heavens. Providing you with the commandments that you will need to become great yourself.
Ascend Now
After Purchase:
YOU MAY NOW RECEIVE CELESTIAL GUIDANCE ON ADVERTISING.
You’ve taken the first step on your path to the top, but no one said it would be an easy journey. To prove yourself worthy of being in the flock of greatness you must excel in the following tests.
Advertising test:
ARE YOU WORTHY?
Q:Who is the God of advertising?
a. Ogilvy stands atop the ad mountain.
b. Anyone who says so and has the book to back it up.
c. There are no Gods in advertising. Only devils.
d. The clients rule all. We must serve them.
If you have come this far, you have been exposed to truly superb headlines, but can you write one.
If you are selling a new brand of hot sauce that uses the Ghost chili, the hottest pepper known to man. What is you headline?
Ignorance would say: So hot it’ll blow your socks off.
Greatness would say: When your last meal is a hotdog.
Now you try.
Judging talent…This is going to take awhile.
Access Denied:
YOUR ACENSION HAS BEEN POSTPONED.
You aren’t great yet. You might be good, but good won’t get you that far. This site is for the advertising elite only. Please kindly wait in purgatory until you are deemed worthy to enter.
Purgatory:
WELCOME TO THE MIDDLEGROUND.
Unfortunately you can’t transcend to the heavens yet, but at least you haven’t plummeted to normality. While you wait you should try honing your craft it may help you along your journey upwards.
2/23/11
Copy Book Landing Page - JP LEROUX
So this is going to be the animated intro for the landing page, wanted to get some feedback and see if it's sounding better.
So you are interested in advertising. You must be twisted. A little bit of a masochist or a sadist. This site is for: the creative hustlers, the deadline devotees, and midnight oil burners. We are a tortured group in need of a path. There is only one guide. (The Copy Book *fades into picture*)
D&AD: The Copy Book – Creative Brief
| Brand: D&AD: The Copy Book | Project: The Copy Book | Version: 04 | Prepared By: Jeet Desai | Date: 02/23/2011 |
ADVERTISING OBJECTIVE:
The objective of the communication is to successfully promote The Copy Book’s ‘refreshed’ edition as a source of learning and inspiration.
TARGET AUDIENCE:
Creative hustlers (small business owners) and advertising students between the ages of 21 and 40.
TARGET PROFILE & INSIGHTS:
Creative Hustler -
John is a 35 year old residing in Chicago. He completed his MBA in entrepreneurship and marketing, and currently owns a small business. He is trying to expand his business and increase overall brand awareness. He knows that he needs to advertise more and create better ads that engage his customers. However, he doesn’t have the financial resources to hire the services of a top advertising agency. So, he currently is searching for resources that can help him craft better ads.
Even though he is faced with a tough competitive global climate, he is motivated to make a mark in the world. He also wants to be a part of the new creative industry, which has emerged thanks to Web 2.0.
Technology is an integral part of his life. An android phone, an Apple laptop, and a flat-screen HDTV are some of his priced possessions. He takes the time out to maintain a virtual life as well. He uses social media sites (Facebook, Twitter, Linkedin) for his personal and professional use. He also has a Facebook and Twitter page for his business, which he uses to reach and engage his customers. He stays informed through industry journals, newspapers, blogs, and lifestyle magazines. He also stays up-to-date with pop culture.
In his free time, he enjoys reading literature, grabbing drinks with his friends at a local bar, and traveling. His favorite travel experience was his backpacking adventure across Europe when he was 30. He likes dressing in what he feels comfortable. He especially likes wearing wordy ironic t-shirts.
Advertising Student -
Kate is a 24-year-old graduate advertising student at VCU Brandcenter. She is an aspiring art director. She is trying to improve her copywriting skills because she often has to write copy for a lot of her assignments. Her professors also constantly tell her that art directors should know how to write good copy.
Like most of her peers getting recognition for her work is extremely important to her. She also seeks to want to share her art with the rest of the world. She stays informed through blogs, journals, design magazines, and advertising textbooks. She also follows fashion trends and celebrity gossip.
Technology is integral to her way of life. An iphone, an Apple laptop, and a SLR camera are some of her priced possessions. She takes time out to maintain her virtual life as well. She primarily uses Flickr, Facebook, and Tumblr.
In her free time, she visits museums, boutiques, parks, cafes, and restaurants. She likes wearing clothes that express her individual style and taste.
STRATEGIC IDEA:
The Copy Book is The Word of the Gods (of Copy)
SUPPORT:
Along with a great selection of work, the book also contains divine insights (about the work and the process of creation). This unique quality of the book will lead to enlightenment, which will result in success.
MANDATORY REQUIREMENTS:
- Logo: The D&AD Logo
- Call-to-action: dandad.org
2/22/11
COPYBOOK AD - JESS THOMAS
The top 3 are what I have started of the website. I'm currently working on the landing page, which I will post as soon as I finish. I changed the Ogilvy poster to white, as suggested. Yet, I'm thinking about taking the posters in the direction of the Bill Bernbach one.
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