Conceptual Thinking for Advertising Campaigns
Crafting Your Concept 1
A course by Keenon Daniels , Copywriter
Joined June 2021
About the video: Crafting Your Concept 1
Overview
“In this lesson, I'll teach you some additional techniques for creating work and you’ll also learn how to write scripts. We'll start by putting an idea onto a piece of paper and work backwards from that. I'll also show you a good example of why it's important not to spoon-feed the audience.”
In this video lesson Keenon Daniels addresses the topic: Crafting Your Concept 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
“Crafting Your Concept In this lesson, I'll show you how to craft some of your ideas. We'll go through how to put your ideas onto a piece of paper and then work on a dramatization that works towards that. Essentially, you're working backwards. I'll also show you why it's important to let your audience do some of the work and not just spoon-feed them the information that you want to convey. You want to make this engaging and interesting for them, so that means that you need to give them the space to think a bit about what you're trying to say and reward them for their time. Let's put an idea ...”
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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