Creative Challenge
What response/reaction will this advertising campaign create among our target audience?
Key Insight
What key insight is the springboard for our creative idea?
BIG IDEA
What is the core creative idea central to this campaign?
Bringing the Idea to Life
How will this creative idea be executed in/across media concepts? (Focus on a ‘hero’ medium.)
Image Board
Use the next page to create a visual ‘image board’ illustrating the creative concept.
(Often referred to as a ‘storyboard’ or ‘mock-up’, the visual can be a collage digital images or a rough hand-drawn sketch.)