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2012S C H O O L o f ADV E RT I S I NG

F I N A L R E V I E W

MANIFESTO

I could die for my family.

I bel ieve that money doesn’t promise happiness .

I bel ieve that inner beauty is more important than physical beauty.

I wil l a l low myself to fai l and yet continue to thinking positive.

I wil l embrace my imperfections and see them as my unique opportunities .

I wil l never stop believing in myself, no matter what happens .

I won’t l ie to others or myself.

I wil l compromise but I wil l never lose my point of view.

I wil l l isten to others attentively but also never forget to l isten to my heart .

I f I could get r id of one feeling in this world , it would be jealousy.

1I N S T R U C T O R :

C L A S S :

S E M E S T E R :

P R O D U C T :

C R E AT I V E S T R AT E G I S T :

A R T D I R E C T O R :

C O P Y W R I T E R :

Craig Butler

Advanced Advertising Concept

Development

Fal l 2011

Nokia

Thanyavaran Thongpradist



Start questioning

What i s t h e p rob le m?

What do pe op le fe e l abou t Nok ia?

D oes Nok ia h ave s ome t h in g t ha t o the r b rands don ’ t have?

D o p eop le c a re abou t t h e i r phone ’s f unc t ions?

D o p eop le c a re abou t t h e i r phone ’s des ign?

What do pe op le fe e l abou t t h e i r phone i n gene ra l ?

Why do peop le n e e d ph on es?

How impor t an t a re ph on e s?

What do t h ey l i ke to do w i t h the i r phone?

How wou ld t h ey fee l i f t h ey d idn ’ t have a phone?

How doe s peop le ’s beh av io r c hange when they have phone?

What d id pe op le do be fo re t h ey had phones?

D o p h on e s make u s fe e l con n ec ted o r d i sconnec ted?

D o p eop le fee l c los e r to t h e i r phone than to the i r f r i ends?

CONNECT CONNECT CONNECT

to EVERYONE

except ...

Th e re i s n o a rg u m e n t t h a t s m a r t p h o n e s m a ke o u r l i ves more conven ien t and

enh an ce ou r qu a l i t y o f l i f e , bu t how about qua l i t y t ime?

Brand promise

Smartphones Culture The end of the world

“Th e ab i l i t y to be i n the p resen t moment i s a

m a jo r com p on ent o f menta l we l l ness .”

Abraham M as low

GET: P e o p l e w h o a re a d d i c t e d t o t h e i r s m a r t p h o n e s . T h ey f e e l a s i f t h ey a re

naked wi thout them. People who constant ly check the i r phones even when

they don ’ t hear any r ingtone or fee l any v ib rat ion . Peop le who fee l a n x i o u s

about the i r ce l l phones , especial ly when they are unable to use them. People

w h o h ave s m a r t p h o n e s w i t h t h e m a t t h e d i n n e r t a b l e a n d l o o k a t a p p s

ra t h e r t h a n t a l k to fa m i l y m e m b e r s ove r m e a l s . P e o p l e w h o h ave t h e f e a r

o f m i s s i n g s o m e t h i n g m o re exc i t i n g t h a n w h a t t h ey a re d o i n g n ow.

TO: Re m i n d p e o p l e t h a t t h e re a s o n we h ave s m a r t p h o n e s i s to co n n e c t w i t h

people . To take one step back and look back at what we ’ re m i ss i ng i n ou r

l i f e be c au s e o f ove rus ing smar t phones .

BY: Organ i z i n g an even t ca l l ed “day w i thout a phone .”

BECAUSE: Nok ia promises to connect peop le . Now that s m a r t p h o n e s have taken us

to d i f fe rent d i rect ions , i nstead o f connect ing us together, smar tphones

h ave c re a ted a space b e t we e n a l l o f u s . We want to l i nk peop le back to

a rea l human connect ion : hav ing fun wi th f r iends , fami ly and loved ones ,

ex pe r i en c in g new p laces and ge t t i ng to know new peop le .

P u r e V i e w t e c h n o l o g y w i t h O p t i c a l I m a g e S t a b i l i z a t i o n f e a t u r e

a n d h i g h - e n d C a r l Z e i s s l e n s t e a m u p t o c a p t u r e b l u r - f r e e

v i d e o s e ve n i f t h e c a m e r a ’ s s h a k i n g o r i n l o w l i g h t .

Dark room for photobooth

T h e P u r e M o t i o n H D + d i s p l a y a p p e a r s o n t h e w o r l d ’ s b r i g h t e s t ,

c l e a r e s t , f a s t e s t t o u c h s c r e e n . I t ’ s s o s e n s i t i v e , i t c a n r e s p o n d

t o yo u r f i n g e r t i p s , e ve n w h e n t h e y ’ r e c ov e r e d u p .

Games

W i t h C i t y L e n s yo u c a n d i s c ov e r a l l y o u r c i t y h a s t o o f f e r b y

l o o k i n g a t yo u r c a m e r a ’ s v i e w f i n d e r.

Maps

2I N S T R U C T O R :

G U E S T :

C L A S S :

S E M E S T E R :

T O P I C :


Cameron Maddux

Claire Grinton

Creative thinking and Problem

solving

Summer 2012

Freedom of the Internet


Start questioning

What d o peop le t h in k abou t t h e f reedom o f the I n te rne t?

What a re t h e p ros an d con s o f t h i s f reedom?

What i s t he gap t h a t n eeds to be c losed?

Who co u ld be poss ib l e v i c t ims o f the I n te rne t , and why?

What d o pa ren t s fee l abou t t h e i r teens us ing the I n te rne t?

Shou l d teen s be p reven te d f rom u s ing the I n te rne t?

What d o te e n s l i ke to do on t h e I n te rne t?

What d o te e n s fe e l abou t t h e I n te rne t i n gene ra l ?

What a re te e n s ’ a t t i t u des toward the wor ld?

What wou ld make pa ren t s more comfor tab le about the i r teens us ing the I n te rne t?

What d o pa ren t s t h in k i s impor t an t fo r the i r teens i n gene ra l ?

My point of view

TEENS

PARENTS

INTERNET

NO!!!!

My point of view

Teenagers want to exper ience l i fe themse lves , ra ther than have someone te l l them

what to do. They are in t h e p e r iod o f f i nd ing who they are and growing their se l f -

e s te e m . Th e I n te rn e t i s a s a fe p l ace fo r them to express what they th ink and who

they want to be . I t a l so l e t s them l i s ten to other peop le ’s op in ions . The In te rnet

i s the p lace where the i r cur ios i ty cou ld be sat i s f i ed and they don ’ t have to be shy

a b out i t . Howeve r, pa re n t s may t ry to l im i t t h i s on l i ne i ndependence because

t h ey d o n ’ t wa n t t h e i r c h i l d re n to h ave b a d ex p e r i e n ce s o r co m e i n co n t a c t w i t h

b ad i n f l u e n ces . Howeve r, by p ro tec t i ng the i r ch i l d ren on l i ne , pa ren t s m igh t be

i nh i b i t i n g t h e i r n a t u ra l g rowt h and cu r ios i t y.

“We cannot l e a rn w i th ou t p a in ”

Abraham M as low

GET:

TO:

High s c h oo l s t u den t s who love new exper i ences and want to exp lo re the

wor ld . Th ey wan t to l ea rn and express who they a re , bu t a re a l so a f ra id o f

t h e j u dgmen t o f o t h e r s .

Ex pre ss t h e i r op in ion s w i thout fea r o f j udgment , have the f reedom to

make m i s t ake s an d t ack le p rob lems on the i r own and open the i r m inds

to o t h e r ways o f t h i n k ing—wi thout the i r pa ren t s ’ i n te rven t ion . To he lp

pa ren t s l e t t h e i r c h i l d ren use the I n te rne t w i thout wor ry ing .

BY: Organ iz ing a compet i t ion o f on l ine and o f f l i ne games by adapt ing In te rnet

c r i m e s t h a t h ave h a p p e n e d a n d h av i n g h i g h s c h o o l s t u d e n t s te a m u p to

so lve them. Every week , we wi l l prov ide one c lue on l ine that wi l l lead them

to the actua l scene o f a c r ime, where sc ient i s t s and the po l i ce exp la in the

s i t u a t ion o r g i ve n ew ev idence .

BECAUSE: H i g h s c h o o l s t u d e n t s a re c u r i o u s a n d l i ke t o p a r t i c i p a t e i n a c t i v i t i e s

o u t s i d e o f c l a s s , an d t h e i r p a r e n t s encourage them to do more o f f l i ne

act iv i t ies be c au s e t h ey he lp deve lop soc i a l s k i l l s . Th i s compet i t i on w i l l

enter ta in and educate teens about the dangers o f the In te rnet and show

the i r parents that they don ’ t have to prohibit them f rom the cyber wor ld .

Now t h a t h igh school students know that i t i s no t about the game be ing

ove r, bu t i t me an s t h a t the i r l i ves m igh t be i n danger.

(OVER)PROTECTIONHelpfu l or Harmful ?


We teach little birds how to fly because we cannot fly for them.

www.protectivemindset.com











3 I N S T R U C T O R :

G U E S T :

C L A S S :

S E M E S T E R :

T O P I C :


Cameron Maddux

Matt Hermann

Creative thinking and Problem

solving

Summer 2012

Zombies/SmartAss Brain


Start questioning

What wou l d t h e wor ld be l i ke i f h u mans l i ved w i th zomb ies?

Cou l d the wor ld be ove rcome by zomb ies?

How wo u l d zomb ie s ac t an d t h in k?

How wo u l d h u man s ac t an d t h in k i f t hey had to l i ve w i th zomb ies?

What a re hu man n e e ds an d zomb ie needs?

What p rob lems cou ld occ u r i n a wor ld w i th zomb ies?

How can ou r p rodu c t h e lp?

Christine, the world & ZOMBIES

PHYS IOLOGICAL

bre at h in g , food , wate r, sex , s l eep , homeostas i s , exc re t ion

ESTEEM

s e l f - e s te em , con f idence , ach ievement ,

re s pec t o f o the r s , re spec t by o the r s

LOVE/BELONGING

f r i e n ds , fam i l y, sexua l i n t imacy

SAFETY

s e c u r i t y o f : body, emp loyment , re sou rces , mora l i t y, t he

fam i l y, hea l th , p roper ty

SELF-ACTUAL IZAT ION

mora l i t y, c rea t i v i t y,

spontane i ty, p rob lem

so lv i ng , l ack o f

p re jud i ce , acceptance

o f fac t s

HUMAN

ZOMBIES

GET: C h r i s t i n e i s i n m i d d l e s c h o o l . S h e h a s n o t o n l y g o n e t h ro u g h t h e u s u a l

p h ys i c a l , m e n t a l an d e mot iona l changes o f puber ty, bu t a l so a ma jo r

c h a n g e i n t h e wo r l d . I t ’ s 5 0 ye a r s n ow s i n ce t h e h u m a n ra ce h a s b e e n

l i v i n g w i t h zo m b i e s . O n e by o n e , h e r f r i e n d s h ave b e co m e zo m b i e s . H e r

o ld f r i e n ds ge t mad more eas i l y when they ’ re hungry, wh ich makes he r

fee l insecure . As much as she cares about academics and school act iv i t ies ,

s h e h a s a d i f f i c u l t t i m e ex p re ss i n g w h a t s h e t h i n k s i n t h e c l a s s ro o m

be c au s e s h e fe e l s u n s a fe a round he r zomb ie f r i ends . She th inks the r i s k

o f s pe ak in g h e r m in d i s no t wor th l o s i ng he r l i f e . I n s tead o f spend ing

t ime f i n d in g ou t abou t h e r se l f , l i ke no rma l teens wou ld do 50 yea r s ago ,

s h e ’s m o re co n ce r n e d a b o u t h e r s a fe t y. S h e wa n t s to p ro te c t h e r s e l f

w i t h ou t h a rm in g h e r zomb ie f r i ends .

TO: Learn how to hand le and bu i ld t rust in her zombie f r i ends when they a re

hungry and cannot cont ro l themse lves so she can fee l more comfor tab le

and safe in the classroom. To be able to develop her thinking and judgment

to the next l eve l w i thout hav ing to wor ry about her sa fe ty.

BY: Reaching out to human teens through TV com mercials , social networks , ce l l

phones and apps . Ce l l phones in par t i cu la r p rov ide a por tab le comfor t

zo n e . Wi t h a n a p p t h a t c a n m e a s u re t h e i r zo m b i e f r i e n d s ’ te m p e ra t u re

and temper, they wi l l be a ler ted by messages or sounds to be prepared

fo r a zomb ie a t t ac k . Th e app recogn i zes the ba rcode o f the p roduc t

wi thout scann ing . I n an emergency, i t w i l l connec t to the smar tass bra in

and be ready to se rve hungry zombie f r i ends .

BECAUSE: Al l an ima l s n e e d food , and zomb ies ea t humans . Th i s i n s t i nc t t akes con t ro l

ove r t h e i r ra t i o n a l s e l ve s w h e n t h ey ’ re h u n g r y. Th e h u m a n i n s t i n c t i s to

protect a g a i n s t d a n g e r ; h u m a n s n e e d s a fe t y i n o rd e r to d eve l o p a ra t i o n a l

b ra i n a n d g row u p , w h i l e z o m b i e s re q u i re f o o d i n o rd e r t o g a i n m o re

contro l over the i r inst incts . We want to prov ide these fundamenta l needs so

h u man s an d zomb ies can l i ve toge the r peace fu l l y.

Ou r h u man b ra in product can be ac t i va ted i n rea l t ime by the user. The

hypotha lamus re l e a s e s a n d i n h i b i t s h o r m o n e s t h a t a f f e c t a n d co n t ro l

temperature, mood, hunger, and th i rst . The f ronta l lobe re leases dopamine,

wh ich cont ro l s a t tent ion , behav ior, abst ract th ink ing , p rob lem so lv ing ,

e m o t i o n , i n te l l e c t , j u d g m e n t , m u s c l e m ove m e n t s , s m e l l , a n d p e r s o n a l i t y.

So our product not on ly keeps our zombie f r iends fed and saves humans’

l i ve s , i t a l s o p rov ides the ho rmones zomb ies need to deve lop and cont ro l

themselves . The product wi l l be served at a human temperature at 98 .6°F.

FACT: T h e c r i m e ra t e b e t we e n h u m a n s a n d z o m b i e s i s c o n t i n u a l l y i n c re a s i n g by

20% Most cases are committed by teen zombies , who are st i l l in the process of

l e a rn in g h ow to con t ro l t he i r i n s t i nc t s . Laws on ly pu t the zomb ie o r human

who committed the cr ime in ja i l , w i thout so lv ing the larger problem, and heavy

pu n i s h men t w i l l n o t encourage t rus t be tween the two spec ies .

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