Conceptual Thinking for Advertising Campaigns
Rules and Brief 1
A course by Keenon Daniels , Copywriter
Joined June 2021
About the video: Rules and Brief 1
Overview
“What we’ll cover in this next lesson is how to interrogate the brief. This means asking more questions in order to fully understand the task at hand. But first, let’s go through the dos and don’ts (mostly don’ts) of advertising alcohol. We’ll also deep-dive into who our target audience is and talk about the importance of being culturally in-tune.”
In this video lesson Keenon Daniels addresses the topic: Rules and Brief 1, which is part of the Domestika online course: Conceptual Thinking for Advertising Campaigns. Develop a powerful campaign from start to finish by learning how to think strategically and write captivating copy.
Partial transcription of the video
“Rules and Brief In this lesson, we'll go through a creative brief that we'll be asking to create an advertising concept for J&B Whiskey. Now, with us selling a whiskey and alcoholic product there are some dos and don'ts, which are important to know when advertising an alcoholic beverage. We're all aware of what excessive alcohol can do and we all understand the effects of alcohol on the human body. When you are advertising alcohol, it's important not to encourage the excessive consumption of alcohol. The most important rule to follow is you're never supposed to market alcohol to underag...”
This transcript is automatically generated, so it may contain mistakes.
Course summary for: Conceptual Thinking for Advertising Campaigns
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Category
Marketing & Business -
Areas
Advertising, Communication, Content Writing, Copywriting, Creativity, Marketing
Keenon Daniels
A course by Keenon Daniels
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.
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