Conceptual Thinking for Advertising Campaigns
Crafting Your Concept 2
A course by Keenon Daniels , Copywriter
Joined June 2021
About the video: Crafting Your Concept 2
Overview
“We'll see here other ways of approaching creative work, such as adding tension for effective results. We’ll also talk about what to do when you have a creative block and why simplicity is key.”
In this video lesson Keenon Daniels addresses the topic: Crafting Your Concept 2, 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 Another way of approaching your creative work is to put tension into your work. What do I mean by tension? Sometimes a heading or a phrase could be jarring and arresting. It makes you look up from whatever it is you're doing and you want to find out where you are going with this. I don't mean that you should be upsetting or you should shock people. I'm saying you should use language to good effect here, to arrest people's attention as it's extremely difficult to do that in today's world where people are on their phones, they're always engaged with something else. An ad...”
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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