Sports/Rec Lecture1_jan25

Big Ideas Radio + Billboards

AD 382: Class 1, 1/25/16Gina Collura, Creative Director

- Writing Radio: one of the original storytelling art forms

- Writing Billboards: short + sweet, and sometimes purely visual

But…they both start with a Big Idea

“Radio is visual.” – Luke Sullivan

Culture

Company

Consumer

Category/Competition

Big Idea Case Study: RADIOAnheuser-BuschBUD LIGHT

Insight/Truth

Big Idea

Company: Anheuser –Busch (Topline)

The #1 Beer Company in the world.

Makers of:- Budweiser- Bud Lite- Etc

Bud LightCategory/Competition: (Topline)

- There are hundreds of beer brands in category.- In late 90’s/early 00’s, media spending neared the billion$.

Consumer:

In the late 1990’s, they targeted 21- to 27-year-old drinkers, a segment of the population that consumed more beer per capita than other age groups and had not formed brand loyalty.

Culture:

DDB’s creative team singled out ‘‘regular guys’’ in overlooked jobs or with comical foibles, ‘‘people who just need to be called out to take a bow for whatever reason.’’

Culture

Company

Consumer

Category/Competition

Insight/Truth

“Real American Heroes”(re-named “Real Men of Genius”)

Campaign Details:

DDB Worldwide, Chicago was the ad agency.

‘‘Real American Heroes,’’ parodied beer ads of previous decades.

‘‘Real American Heroes’’ made a bigger splash than many believed possible for a radio effort.

Over 100 radio spots were written.

Campaign Details:

Renamed ‘‘Real Men of Genius’’ afterSeptember 11, 2001, the campaign ran for years, earning dozens of ad industry awards, while building a dedicated base of fans.

‘‘Real Men of Genius’’ made the rare leap from radio to TV in 2003. Though the television commercials were well regarded, campaign returned exclusively to radio in 2004.

https://www.youtube.com/watch?v=wkPhSbMJxy8

Listen tomore awesome Radio Spots

http://heywhipple.com/my-favorite-radio-campaign/

http://heywhipple.com/radio/

Great radio can be/should be: - Entertaining- Funny- Interesting- Whipsmart

Cut through the bad radio

Consider how you listen to “radio”

“An idea is big when it’s portable + can work on any media channel.”–– me

Conceptual Billboards

http://www.digitalbuzzblog.com/shadow-wifi-preventing-skin-cancer-on-beaches/

https://ajklijs.wordpress.com/2014/03/06/the-best-interactive-billboard-ive-seen/

Project 1: Radio + Billboard

Sports/Recreation/Leisure

The Brands

Due Next Week: Class 2

Team up, pick your brand (see handout for details): - Research! Research! Research! Answer the 3 C’s for your brand- 50 big idea Taglines

We will have an in-class workshop to review. Bring print outs.

DUE CLASS 3: REFINED BIG IDEA TAGLINESDUE CLASS 4: 3 RADIO SCRIPTS + 3 SKETCHES FOR OUTDOOR CONCEPTS (Typed up scripts, sketches for outdoor)DUE CLASS 5: FINAL CONCEPT PRESENTATION