Concepting for the Hive Mind

The T-Shaped Ad PersonAcct. Service Creative Media Planning /

BuyingResearch / Acct.

Planning

The T-Shaped Ad Person

Art Direction

Acct. Service Creative Media Planning / Buying

Research / Acct. Planning

The T-Shaped Ad Person

Art Direction

Typograpy

Design

Software

Photography

Video/Film

Code (HTML, CSS, Javascript)

Acct. Service Creative Media Planning / Buying

Research / Acct. Planning

Required Reading

If You Only Read One Book

Read the Classics

Anything by

David Ogilvy

Read for Your AreaExample: Art Direction

cargocollective.com

OR

Your own site

Learn to code

Get Involved

StorytellingARG• Audi: Art of the H3ist

– http://mckinney.com/work/clients/audi/art-of-the-h3ist

• Why So Serious? - An Overview of 42 Entertainment's Viral Campaign– https://www.youtube.com/watch?v=1pd74It-yVo

Social– https://twitter.com/RoamingGnome/status/468411117950492673

ClairolDoes She … or Doesn’t She?

1957

Brief

• 1950s: most women didn’t dye their hair • reserved for women overly fixated on their

looks (or of ill repute)• only in a salon (hours)

• needed to convince women they could dye their hair without anyone being the wiser.

Reimagine the Campaignfor Today

In-Class Group Exercise

Does She … or Doesn’t She?

• empower women through choice • create awareness about hair dying becoming

acceptable • help women learn more about how to get

started when curiosity strikes • drive product trials, advocacy and sales

Considerations

• Shareable / Participatory• Visual• Interactive• Downloadable• E-Commerce• Paid, Earned, Owned channels