As many of my projects include campaigns and concepts i've looked at this book so I approach them and execute them effectively. It's been really helpful in how to start looking at the brief and the ways in which it can be approached to get some good ideas.
- What do you want to say
- sell one benefit eg. it's fast
- Who are you talking to?
- focus
- How do you want to say it?
- not what you say but how you say it
- Keep Is Simple, Stupid
- get to the point
- SLIP IT
- smile, laugh, informs, provokes, involves, think
- Don't reveal, imply
- give them just enough information
- leave something to the imagination
- Turn a negative to a positive
- opposite tool - if something is normally serious - make it funny
- Symbols - visual metaphors
- eg. dog-loyal, cheetah-speed
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