Week 9 Assignment

Please refine your big project based on feedback from this weeks class.

Week 8 Assignment

Please refine your big project based on feedback from this weeks class.

Week 7 Assignment

Please bring in your first pass at visual design and copy for the big project. I'll be inviting in some outside reviewers (either this week or next depending on their schedules), so be sure to be prepared for class.

Week 6 Assignment

Many of you have a head start on the big assignment, and we have all already discussed next steps. Next week, I'd like to review progress with the bigger group to get some collective input before you're too far into the details. Please bring some detailed sketches or a first rough pass at design. If you are jumping into design already, please worry less about the style or visual language and instead bring something uglier, more like wireframes. Whatever is quickest to get to a point where can give you feedback on how it works (not how it looks). Copywriters: please bring a tag line or description of the concept. It doesn't need to be customer facing yet, but it should succinctly communicate what the campaign is all about, sort of like a positioning statement or vision.

Week 5 Assignment

Please wrap up this second quick assignment with some visual design and final copy. Same drill as the last time - 5 or so screens showing how the campaign works, and if possible, showing it in context so it's easy to understand how being mobile is important to the concept.

Week 4 Assignment

Another quick two week project - create a mobile campaign for a brand in one of the following industries: Cosmetics, firearms, alcohol, or healthcare.

The objective can be anything from brand affinity to actual transactions selling the product, but please focus on how the campaign is essentially mobile. Does it matter where and when you interact with it? Is it social? Does it leverage mobile technology (cameras, video, GPS, touchscreen, etc)?

For this week, please bring concepts and sketches for review in class.

In addition, please do a little thinking about your client for the big project and make a final decision if you haven't already. I'll meet with each team individually to discuss your choice.

Class Schedule

Week 1 - July 5th - Hello
Week 2 - July 12th - Examples
Week 3 - July 19th - Automotive concepts
Week 4 - July 26th - Automotive executions
Week 5 - August 2nd - Cosmetics, Alcohol, Firearms, Healthcare concepts, Final big project briefs
Week 6 - August 9th - Cosmetics, Alcohol, Firearms, Healthcare executions
Week 7 - August 16th - Big project sketches
Week 8 - August 23th - Big project executions
Week 9 - August 30st - Refinement
Week 10 - September 6th - Final review

Week 3 Assignment

Write and design 5 or more screens to present the concepts we discussed in class last week. These screens should show key moments of the mobile device experience for your concept. While there may be additional aspects of your concept aside from mobile screens, please focus on mobile screens this week, so we have some interface design to look at and discuss as a class. Also, we talked a lot in class last week about the objectives for each concept and tried to pick one that made the most sense. While it's always important for portfolio pieces to have a strong concept, don't get hung up on it. Make sure you switch gears to production and have some art and copy ready for class.

We will move on to another assignment next week, so you need to have your idea wrapped up this week.

Week 2 Assignment

Sell Some Cars
Choose an automotive brand you want to work with - Don't assume that higher end brands are more likely to embrace technology - technology could be a way for a value brand to differentiate itself.

Audience: People who have decided to purchase a new car, but have not decided which brand or model to choose. You are targeting people who have not owned your brand of car - people who don't have any loyalty to your brand.

Objectives: Get people to purchase your client's brand.


There are a wide range of possibilities for this campaign across the traditional sales funnel:
Creating awareness of your brand (in a way that will drive immediate action to consider purchase)
Getting people to consider your brand as an option
Getting people to go to the dealership
Getting people to decide on a specific make/model and fork over the cash
Some more specific things that your campaign might focus on:
Driving awareness of a new model or model feature/benefit
Educating people about benefits (power, style, eco, safety, technology)
Comparing with competition
Guiding people through process - how do I finance? What are the monthly costs of ownership? For how long?
Establish the brand as a good fit
Sharing the consideration experience with othersYou should coordinate with existing branding and creative - just focus on mobile execution. If part of the concept includes other channels you should address them minimally, keeping the focus on mobile.

You can include any and all mobile devices. Think big, think a couple years out! Assume the client is going all out with a huge investment in technology, media, and creative spend by the agency for this campaign. Your idea should become THE new way to shop for cars in the next decade.

For Next Week
Please choose an automotive brand, come up with some ideas, and bring some sketches and preliminary copy. Next week I'm going to ask for finished design, so you need to have something solid to get feedback on this week.

Assignment 1 Andrew, Sara, and Alex

Tron Live Cycle
CP+B
http://www.youtube.com/watch?v=sozl5eQLsFY

Mini Getaway
Jung Von Mat Stockholm
http://www.youtube.com/watch?v=WMWu1h_6OfE

Fiat Street Evo
Leo Burnett Iberia
http://www.youtube.com/watch?v=FdkV_eU1B3c

Nike+ GPS
R/GA
http://www.youtube.com/watch?v=0FTSK66v2cQ

Batman the Dark Knight Alternate Reality Game
42 Entertainment Pasadena, California.
http://www.youtube.com/watch?v=7iti8Ivy--s

Mobile Concept - Edi & Zocci

WEEK 1 ASSIGNMENT

1. SXSW - Social Media Hell

2. Telekom - Angry Birds

3. Toyota - Glass of Water

4. World of FourCraft

5. Heineken Star Player

5 Examples from Karen Bueno, Manuel Urbanke & Bob Tallman

NOKIA OWN VOICE
http://www.dandad.org/awards/professional/2011/categories/diga/digital-advertising/17370/own-voice

Buffalo Wild Wings SCVNGR
http://mashable.com/2011/06/01/scvngr-buffalo-wild-wings-campaign/

Heineken Star Player
http://www.simplyzesty.com/mobile/5-stunning-mobile-marketing-campaigns/

Andes Teletransporter
http://www.youtube.com/watch?v=iKDgYKSEN6M
&
Andes Friend Recovery
http://www.youtube.com/watch?v=O5gD8WIk0es

Tesco in South Korea
http://www.youtube.com/watch?v=fGaVFRzTTP4

Jacklyn Franklin / Alejandro Castro

Nokias Biggest Sign post
http://www.youtube.com/watch?v=a7rrpwAQVLs

Fiat Street Evo
http://www.youtube.com/watch?v=FdkV_eU1B3c

Samsung Shakedown
http://www.youtube.com/watch?v=778xWRF4vAc

OVK Let it Ring
http://www.youtube.com/watch?v=AoE4suaywPE

Airwalk Pop Up Store
http://www.youtube.com/watch?v=4erNe_NpdyE

Jesús Reig / Daniel Gurrea

WEEK 1 ASSIGNMENT: PART 1

Mini - Getaway Stockholm

Grill Mates - Grill Mayor

Fiat - Fiat street Evo

Showtime - The Franchise

Heineken - Star player

Easter egg

Martin Pou / Josh Chua

WEEK 1 ASSIGNMENT: PART 1
Cassius - I Love You So iPhone app campaign
http://www.youtube.com/watch?v=E6nrdCDG-zo

Samsung Shakedown contest
http://www.youtube.com/watch?v=xH-ciUL12XQ

Unilever Turkey Cornetto Ice Cream
http://vimeo.com/22629252

BabyCarrots.com
http://www.youtube.com/watch?v=1cPOqgWaZ38

Mini Getaway Stockholm
http://www.minigetawaystockholm.com/

BONUS CAMPAIGN: Scrabble Multiplayer
http://itunes.apple.com/us/app/scrabble-free/id408492483?mt=8&ign-mpt=uo%3D2

Week 1 Assignment

Part 1: Five Examples of Awesome Mobile Campaigns
Each team should provide five examples of campaigns or products made for or by a brand. So, what's awesome? Projects that harness key aspects of mobile, that do something that wouldn't be effective or interesting if it wasn't mobile. Maybe an interesting use of technology, maybe just great creative that works particularly well on a mobile device. The examples can definitely be part of a bigger campaign across multiple channels (TV, out of home, web, etc), but they should include some part that has specifically been designed for mobile (a mobile version of a website, an app, mobile advertising, etc).

Part 2: Write a Brief for the Last Project
I'll be assigning a couple projects before the big one at the end of the quarter, but I want you to get started on the big one now. I don't need any concepts, ideas, or sketches, all I need for now, is for you to pick a client and write a brief.

How to Pick a Client
Decide with your team on what type of client you want in your portfolio. If you want to expand on an existing project, that's fine - but it must be one collaborative project for the team. Please bring two - a favorite, and a back-up.

How to Write a Brief
It's simple - just answer these questions:
Who is our audience?
Where are we now in the minds of our audience?
Where are our competitors in the minds of our audience?
Where do we want to be in the minds of our audience? What's the objective?
What is the consumer promise? (What does the brand promise to it's customers?)
What is the supporting evidence? (Usually product features)
What is the tone of voice?