Category: Course Activities (Page 7 of 12)

TL;DR:

• Recap | Design Principles in Advertising
• Case study: Spotify
• Taglines and Headlines Feedback
• Project #2 Reminder: 10/17/2023 Final Projects Due
• No classes next Tuesday 10/10/2023

Class Info

• Date: Friday 10/06/2023
• Meeting Info: P-112
• Topic: Design Principles in Advertising
• Activities: Finalize Tagline and Headlines, begin mood boards and thumbnail sketches
• Lab Due Date: 10/13/2023

To-Do Before Class

• Finalize Headlines and Taglines for Project #2

Topics

• Let’s take a look at the following Spotify OOH campaign: (click video to view casestudy)
  
• 
• 
  
•  
• 
• Click here for a deep dive into the psychology of each color
• Brand Exercise: can you spot the brand on just color and font alone?
• 
• 
•   
• 
• 
• Let’s take a look at how composition affects how we read this poster:
• 
• 
• Casper had the unique opportunity to leverage illustrator Tomi Umi style across multiple campaigns:
• 
• Photography style guides allow for multiple photographers to shoot in the same tone and style as the brand or campaign, example here: Vice City Guides
• 

Assignment for Next Class 10/13:

1. Select 1 Tagline and 3-4 Headlines as Needed (per deliverable) (Group)

2. Select top 3 thumbnails for ad visuals (Individual)

3. Create campaign mood board (Group or Individual)

TL;DR:

• Recap | Copywriting Elements in Advertising: Headlines, Taglines, Call to Actions
• Case study: Casper
• Insight Feedback

Class Info

• Date: Tuesday 10/03/2023
• Meeting Info: P-112
• Topic: Recap Copywriting in Advertising & Insights Feedback
• Activities: Individually write 12 Headlines/Taglines for Project #2
• Lab Due Date: 10/07/2023

To-Do Before Class

• Finalize Insight, begin writing Headlines and Taglines for Project #2

Topics

• Recap: Copywriting in Advertising
  
• 
• 
  
•  
• 
• Let’s breakdown this Casper campaign:
• 
• 
•   
• 
• The tension Casper was breaking for the market was disruptive of the mattress industry: from the consumer experience shopping for a mattress to the universal benefit of a mattress you can try for 90 days. The creative team created a campaign that spoke exactly to this:
• 
• Here’s a link to the agency that created this campaign: Red Antler
• 
  
  Assignment for Next Class 10/06:

1. Select top 3 headlines and top 3 taglines to work with

2. Begin working on thumbnails 

TL;DR:

• Recap of Insights
• Case study: Airbnb
• Copywriting in Ads: Headlines, Taglines, and Call to Actions.
  
• Zoom Recording Here.

Class Info

• Date: Friday 09/29/2023
• Meeting Info: Virtual / Classes Cancelled due to Severe Weather
• Topic: Copywriting in Advertising
• Activities: Individually write 12 Headlines/Taglines for Project #2
• Lab Due Date: 10/03/2023

To-Do Before Class

• Share Insights for feedback

Topics

• Recap: Insights for Advertising Campaigns
  Insights serve as the foundation for creative strategies and can be the difference between an advertisement that resonates with its target audience and one that doesn’t.
• Let’s take a look at this Airbnb campaign: Click Here
• 
• 
  
•  
• Some OOH examples of the campaign:
• 
• Let’s try to uncover the insight
• 
• 
• Or an even more simplified insight could read:
•   
• And the creative execution of the insight might look something like this: 
  
• Copywriting in advertising can be broken down into two main components: Headlines & Taglines
• 
• How taglines and headlines relate to the insight:
• 
• 
•    
• The most popular taglines are ones we can probably identify without even having to see the brands logo:
• 
• 
• 
• 
• 
• One last component of copywriting can often be seen for performance-related marketing (trying to get consumers to take direct action, “buy now”, “click to_”. 
• 
• Airbnb does this in a subtle way by featuring their “book now” button from the UI of their product:
• 
• 
• 

Assignment for Next Class:

1. Come prepared to share your Insight.

2. Be prepared to individually share your working headlines and taglines.