Conceptual Thinking for Advertising Campaigns

A course by Keenon Daniels , Copywriter

Copywriter. Stockholm, Sweden.
Joined June 2021

Develop a powerful campaign from start to finish by learning how to think strategically and write captivating copy

100% positive reviews (65)
2,316 students
Audio: English
English, Spanish, Portuguese, German, French, Italian, Polish, Dutch

Develop a powerful campaign from start to finish by learning how to think strategically and write captivating copy

Captivating an audience and maintaining their attention is extremely difficult but conceptual thinking offers different alternatives that go beyond traditional media. Copywriter Keenon Daniels specializes in coming up with unconventional ideas that help brands to cut through the clutter and make their messaging interesting. He has won multiple creative awards and worked with clients including Kia Motors and adidas.

In this course, he teaches you how to develop innovative concepts for advertising campaigns. Learn how to think strategically and apply expert tactics to develop campaigns from the initial idea to the final execution. Are you ready to break barriers through conceptual thinking?

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What will you learn in this online course?

15 lessons & 29 downloads

The Basics of Advertising
13 minutes, 30 seconds
Rules and Brief 1
14 minutes, 37 seconds
Rules and Brief 2
14 minutes, 1 second
Research
15 minutes, 48 seconds
Brainstorming and Mind Maps
17 minutes, 48 seconds
New Ideas and Opposite Thinking
6 minutes, 52 seconds
  • 100% positive reviews (65)
  • 2,316 students
  • 15 lessons (2h 54m)
  • 29 additional resources (16 files)
  • Online and at your own pace
  • Available on the app
  • Audio: English
  • English, Spanish, Portuguese, German, French, Italian, Polish, Dutch
  • Level: Beginner
  • Unlimited access forever

What is this course's project?

Learn how to think strategically and develop an advertising campaign with multiple touchpoints from the initial brief to the final execution.

Projects by course students

Who is this online course for?

This course is for anyone who wants to learn to generate powerful ideas for advertising or work in creative communications.

Requirements and materials

No previous knowledge is required but experience with a design program like Indesign or Adobe Photoshop would be beneficial.

You will need some basic materials like a notepad and pen, and a device with a word processor.


Reviews

2,316 Students
65 Reviews
100% Positive ratings

Keenon Daniels

A course by Keenon Daniels

Teacher Plus
Copywriter

Keenon Daniels is a South African copywriter and conceptual thinker based in Sweden. As a child, he always enjoyed watching creative adverts on TV and went on to study copywriting at the AAA School of Advertising in Capetown. After graduating, he worked as an intern at one of South Africa's leading agencies at the time, The Jupiter Drawing Room. There he had the opportunity to work on real-world projects, one of which he won an award for.

Since then, Keenon has won multiple other creative awards, been a judge for the D&AD Awards, and worked in both local and global advertising agencies across two different continents. He currently works as part of an in-house creative team in a tech company. Throughout his career, he’s collaborated with well-known brands including Kia Motors, J&B Whiskey, Hyundai, adidas, Listerine, Schick razors, and more, helping them to communicate creative solutions that improve people’s daily lives.


Content

  • U1

    Introduction

    • About Me
    • Influences
  • U2

    Before Starting Your Project

    • The Basics of Advertising
    • Rules and Brief 1
    • Rules and Brief 2
    • Research
    • Brainstorming and Mind Maps
  • U3

    Building Your Advertisement

    • New Ideas and Opposite Thinking
    • Crafting Your Concept 1
    • Crafting Your Concept 2
    • Editing Yourself
    • Your Proposal
  • U4

    Releasing Your Campaign

    • Convincing the Audience
    • How to Keep Going
    • Final Outcome
  • FP

    Final project

    • Conceptual Thinking for Advertising Campaigns

What to expect from a Domestika course

  • Learn at your own pace

    Enjoy learning from home without a set schedule and with an easy-to-follow method. You set your own pace.

  • Learn from the best professionals

    Learn valuable methods and techniques explained by top experts in the creative sector.

  • Meet expert teachers

    Each expert teaches what they do best, with clear guidelines, true passion, and professional insight in every lesson.

  • Certificates
    Plus

    If you're a Plus member, get a custom certificate signed by your teacher for every course. Share it on your portfolio, social media, or wherever you like.

  • Get front-row seats

    Videos of the highest quality, so you don't miss a single detail. With unlimited access, you can watch them as many times as you need to perfect your technique.

  • Share knowledge and ideas

    Ask questions, request feedback, or offer solutions. Share your learning experience with other students in the community who are as passionate about creativity as you are.

  • Connect with a global creative community

    The community is home to millions of people from around the world who are curious and passionate about exploring and expressing their creativity.

  • Watch professionally produced courses

    Domestika curates its teacher roster and produces every course in-house to ensure a high-quality online learning experience.


FAQs

Domestika's courses are online classes that provide you with the tools and skills you need to complete a specific project. Every step of the project combines video lessons with complementary instructional material, so you can learn by doing. Domestika's courses also allow you to share your own projects with the teacher and with other students, creating a dynamic course community.

All courses are 100% online, so once they're published, courses start and finish whenever you want. You set the pace of the class. You can go back to review what interests you most and skip what you already know, ask questions, answer questions, share your projects, and more.

The courses are divided into different units. Each one includes lessons, informational text, tasks, and practice exercises to help you carry out your project step by step, with additional complementary resources and downloads. You'll also have access to an exclusive forum where you can interact with the teacher and with other students, as well as share your work and your course project, creating a community around the course.

You can redeem the course you received by accessing the redeeming page and entering your gift code.

If you're a Plus member, when you complete a course you've purchased, you'll instantly get your personalized certificate. You can see all your certificates in the Certificates section of your profile. You can download your certificates as PDFs and share the link online. Learn more about certificates.
Conceptual Thinking for Advertising Campaigns. Marketing, and Business course by Keenon Daniels

Conceptual Thinking for Advertising Campaigns

A course by Keenon Daniels
Copywriter. Stockholm, Sweden.
Joined June 2021
  • 100% positive reviews (65)
  • 2,316 students