May 27, 2015
“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