Crack the Case - Simon Wooller/JWT

“I think case studies have become a distraction in our industry that average work hides behind and brilliant work shouldn’t need. It concerns me when the case studies are better than the work.”SuSan Credle, leo Burnett Ceo

Your idea

Your ideaas aCase study

Case study

Case study

ConSider + ColleCt + Create

CONSIDER

Consider a case study

Don’t start a case study unless you’re passionate

about the idea

ADvice

CONSIDER

CONSIDERFOR CREATIVELIKENESS

CONSIDER

Don’t waste time on ideas that are similar to others

ADvice

CONSIDER

ConSider your Brand

CONSIDERYOUR

BRANDCONSIDER

CONSIDER

SUPERSONIC CANON

it’s much harder to win with an unknown brand

ADvice

CONSIDER

CONSIDER

CONSIDERYOUR

BRANDING

CONSIDERYOUR

BRANDING

CONSIDERYOUR

BRANDING

Do not signal your agency or country anywhere in

the case study

ADvice

CONSIDER

Consider HoW innovative YoUr idea reaLLY is

CONSIDER

Only Focus on ideas where ‘innovation’ is

crystal clear

ADvice

CONSIDER

CONSIDER

Consider the cost

Don’t start your case study unless everybody in the

agency agrees - to the time& money it’s going to take

ADvice

CONSIDER

Consider your client

CONSIDER

case studies are more difficult without client

support

ADvice

CONSIDER

Winning Idea

Winning Brand

Winning client

Winning Plan (Money & Time & Production)

ConsIder:

CONSIDER

Start writing your case study as soon as your

idea is approved

ADvice

CONSIDER

Hold a group meeting with everyone involved (Management/Account service/creative/production) outlining your plan

ADvice

CONSIDER

COLLECTCONSIDER

ColleCt Before + During + After

Before + During + After

COLLECTCONSIDER

COLLECTCONSIDER

before. Category knowledge

Knowing the category is knowing how to win

ADvice

COLLECTCONSIDER

everything

COLLECTCONSIDER

COLLeCt

Don't rely on your parents and friends to collect

stuff for your case study

ADvice

COLLECTCONSIDER

COLLECTCONSIDER

DURING

Unique scenes can benefit your case study

ADvice

COLLECTCONSIDER

COLLECTCONSIDER

AFTER

Keep track of the data. No data. No Lion

ADvice

COLLECTCONSIDER

COLLECT CREATECONSIDER

CREATE

COLLECT CREATECONSIDER

CREATESimple Story (problem/solution/result)

+ Category Argument + Humour/Humility + Wow

creatives need to understand that creative work often plays a small part in a case study

ADvice

COLLECT CREATECONSIDER

Simple Story

ByProblemSolution& Result

COLLECT CREATECONSIDER

COLLECT CREATECONSIDER

SAVE A LIFE

Get the basic 3 min. version to work

before you go fancy

ADvice

COLLECT CREATECONSIDER

COLLECT CREATECONSIDER

CREATE THE LOOKCREATE THE LOOK

Create the look

Don’t let the case study technique get in the way

of the idea

ADvice

COLLECT CREATECONSIDER

180 seconds = approx. 350 words

COLLECT CREATECONSIDER

Show your case to people outside of the advertising industry. Then ask them to

explain the idea back

ADvice

COLLECT CREATECONSIDER

Professional VoiceVs

Word GraPhics

COLLECT CREATECONSIDER

Don’t try and save money by using

cheap voice overs

ADvice

COLLECT CREATECONSIDER

COLLECT CREATECONSIDER

Stay away from the cliché ADvice

COLLECT CREATECONSIDER

The wow effecT

COLLECT CREATECONSIDER

COLLECT CREATECONSIDER

BING JAY Z

Thank You