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<p> 1. S C H O O L o f A DV E R T I S I N G2012 F I N A L R E V I E W 2. M A N I F E STOI co u l d d i e fo r my f a m ily.I b e li eve th at m o n ey d o e s n t p ro m i s e h a p p i n e s s .I b e li eve th at i n n e r b e a u t y i s m o re i m p o r t a nt th a n p hysi c a l b e a u t y.I will a ll ow mys e lf to f a il a n d yet co nti n u e to th i n k i n g p o sitive .I will e m b ra ce my i m p e r fe c ti o n s a n d s e e th e m a s my u n i q u e o p p o r tu n iti e s .I will n eve r s to p b e li evi n g i n mys e lf, n o m at te r wh at h a p p e n s .I wo n t li e to oth e r s o r mys e lf.I will co m p ro m i s e b u t I will n eve r l o s e my p o i nt of vi ew.I will li s te n to oth e r s at te ntive ly b u t a l s o n eve r fo rg et to li s te n to my h e a r t .I f I co u l d g et ri d of o n e fe e li n g i n th i s wo rl d , it wo u l d b e j e a l o u s y. 3. 1 INSTRUCTOR:C ra ig B u t lerCLASS:Ad va n ced Ad ver ti si ng Concep tD evelo p m en tSEMESTER: Fa ll 201 1PRODUCT:N o kiaC R E AT I V E S T R AT E G I S T : Th a nyava ra n Th o ng p ra d i st ART DIRECTOR:Th a nyava ra n Th o ng p ra d i stCOPYWRITER: Th a nyava ra n Th o ng p ra d i st 4. Start questioningWhat is the problem?Wh at d o p e o p l e fe e l a b o u t N o k i a?D o e s N o k i a h ave s o m e t h i n g t h a t o t h e r b ra n d s d o n t h ave?D o p e o p l e c a re a b o u t t h e i r p h o n e s f u n c t i o n s?Do people care about their phones design?What do people feel about their phone in general?Why d o p e o p l e n e e d p h o n e s?H ow i m p o r t a n t a re p h o n e s?Wh a t d o t h ey l i ke to d o w i t h t h e i r p h o n e?H ow wo u l d t h ey fe e l i f t h ey d i d n t h ave a p h o n e?H ow d o e s p e o p l e s b e h av i o r c h a n g e w h e n t h ey h ave p h o n e?Wh at d i d p e o p l e d o b e fo re t h ey h a d p h o n e s?Do phones make us feel connected or disconnected?D o p e o p l e fe e l c l o s e r to t h e i r p h o n e t h a n to t h e i r f r i e n d s? 5. CONNECT CONNECT CONNECT to EVERYONE 6. except ... 7. Th e re i s n o a rg u m e n t t h at s m a r t p h o n e s m a ke o u r lives more convenient ande n h a n ce o u r q u a l i t y o f l i fe, b u t h ow a b o u t q u a l i t y t i m e? 8. Smartphones Culture The end of the worldBrand promise 9. The ability to be in the present moment is am a j o r co m p o n e n t o f m e n t a l we l l n e ss . Abraham Maslow 10. GET: People who are addicted to their smartphones. They feel as if they are n a k e d w i t h o u t t h e m . P e o p l e w h o c o n s t a n t l y c h e c k t h e i r p h o n e s e ve n w h e n they dont hear any ringtone or feel any vibration. People who feel a n x i o u s about their cell phones, especially when they are unable to use them. People who have s m a r t p h o n e s with them at the dinner table and look at apps rather than talk to family members over meals. People who have the fear o f m i s s i n g s o m e t h i n g m o r e e x c i t i n g t h a n w h a t t h e y a r e d o i n g n o w. TO: Remind people that the reason we have smartphones is to connect with p e o p l e . To t a k e o n e s t e p b a c k a n d l o o k b a c k a t w h a t w e r e m i s s i n g i n o u r life because of overusing smart phones. BY: O rg a n i z i n g a n eve n t c a l l e d d ay w i t h o u t a p h o n e.BECAUSE: Nokia promises to connect people. Now that s m a r t p h o n e s have taken us t o d i f f e r e n t d i r e c t i o n s , i n s t e a d o f c o n n e c t i n g u s t o g e t h e r, s m a r t p h o n e s h a v e c r e a t e d a s p a c e b e t w e e n a l l o f u s . We w a n t t o l i n k p e o p l e b a c k t o a re al human co n n e c ti o n : h avi n g f u n w i th f ri e n ds , fa m i l y a n d l oved ones, experiencing new places and getting to know new people. 11. PureView technology with Optical Image Stabilization featureand high-end Carl Zeiss lens team up to capture blur-freevideos even if the cameras shaking or in low light.Dark room for photobooth 12. The PureMotion HD+ display appears on the worlds brightest,clearest, fastest touchscreen. Its so sensitive, it can respondto your fingertips, even when theyre covered up.Games 13. With City Lens you can discover all your city has to offer byl o o k i n g a t y o u r c a m e r a s v i e w f i n d e r. Maps 14. 2 INSTRUCTOR:C a m ero n M a d d uxGUEST:C la ire G r in to nCLASS:C reat ive t h in king a nd Prob l ems o lv in gSEMESTER: S u m m er 201 2 TOPIC: F reed o m o f t h e InternetC R E AT I V E S T R AT E G I S T : Th a nyava ra n Th o ng p ra d i st 15. Start questioningWhat do people think about the freedom of the Internet?What are the pros and cons of this freedom?What is the gap that needs to be closed?Who could be possible victims of the Internet, and why?What do parents feel about their teens using the Internet?Should teens be prevented from using the Internet?What do teens like to do on the Internet?What do teens feel about the Internet in general?What are teens attitudes toward the world?What would make parents more comfortable about their teens using the Internet?What do parents think is important for their teens in general? 16. TEENSPARENTSNO!!!!INTERNET 17. My point of viewTe e n a g e r s w a n t t o e x p e r i e n c e l i f e t h e m s e l v e s , r a t h e r t h a n h a v e s o m e o n e t e l l t h e mw h a t t o d o. T h ey a re i n t h e p e r i o d o f f i n d i n g w h o t h ey a re a n d g row i n g t h e i r s e l f -e ste e m . The Internet is a safe place for them to express what they think and whothey want to be. It also lets them listen to other peoples opinions. The Internetis the place where their curiosity could be satisfied and they dont have to be shya b o u t i t . H o w e v e r, p a r e n t s m a y t r y t o l i m i t t h i s o n l i n e i n d e p e n d e n c e b e c a u s ethey dont want their children to have bad experiences or come in contact withb a d i n f l u e n c e s . H o w e v e r, b y p r o t e c t i n g t h e i r c h i l d r e n o n l i n e , p a r e n t s m i g h t b ei n h i b i t i n g t h e i r n a t u r a l g r o w t h a n d c u r i o s i t y. 18. We c a n n o t l e a r n w i t h o u t p a i n Abraham Maslow 19. GET: High school students who love new experiences and want to explore the world. They want to learn and express who they are, but are also afraid of the judgment of others. TO: Express their opinions without fear of judgment, have the freedom to make mistakes and tackle problems on their own and open their minds t o o t h e r w a y s o f t h i n k i n g w i t h o u t t h e i r p a r e n t s i n t e r v e n t i o n . To h e l p parents let their children use the Internet without worrying. BY: Organizing a competition of online and offline games by adapting Internet crimes that have h a p p e n e d and h av i n g high s c h o o l students team up to s o l ve t h e m . E ve r y w e e k , w e w i l l p r o v i d e o n e c l u e o n l i n e t h a t w i l l l e a d t h e m to the actual scene of a crime, where scientists and the police explain the situation or give new evidence.BECAUSE: H i g h school st u d e n t s are curious and like to participate in activities outside of class, and t h e i r p a re n t s encourage them to do more offline activities because they help develop social skills. This competition will entertain and educate teens about the dangers of the Internet and show t h e i r p a r e n t s t h a t t h e y d o n t h a v e t o p ro h i b i t t h e m f r o m t h e c y b e r wo r l d . N ow t h a t h i g h school students know that it is n o t a b o u t t h e g a m e b e i n g o v e r, b u t i t m e a n s t h a t t h e i r l i v e s m i g h t b e i n d a n g e r. 20. We teach little birds how to y because we cannot y for them. (OVER)PROTECTION (OVER)PROTECTION Helpful or Harmful ? Helpful or Harmful ? www.protectivemindset.comWe teach little birds how to y because we cannot y for them. We teach little birds how to y because we cannot y for them. We teach little birds how to y because we cannot y for them.(OVER)PROTECTION(OVER)PROTECTIONHelpful or Harmful ?Helpful or Harmful ? www.protectivemindset.comwww.protectivemindset.comwww.protectivemindset.com 21. 3 INSTRUCTOR:C a m ero n M a d d u xGUEST:M at t H er m a n nCLASS:C reat ive t h in kin g a nd Prob l ems o lv in gSEMESTER: S u m m er 201 2 TOPIC: Zo m b ies /S m a r t Ass B ra i nC R E AT I V E S T R AT E G I S T : Th a nyava ra n Th o ng p ra d i st 22. Start questioningWh at wo u l d t h e wo r l d b e l i ke i f h u m a n s l i ve d w i t h zo m b i e s?Co u l d t h e wo r l d b e ove rco m e by zo m b i e s?How would zombies act and think?H ow wo u l d h u m a n s a c t a n d t h i n k i f t h ey h a d to l i ve w i t h zo m b i e s?Wh at a re h u m a n n e e d s a n d zo m b i e n e e d s?Wh at p ro b l e m s co u l d o cc u r i n a wo r l d w i t h zo m b i e s?H ow c a n o u r p ro d u c t h e l p? 23. Christine,the world&amp; ZOMBIES 24. S E L F - A C T U A L I Z AT I O N m o r a l i t y, c r e a t i v i t y,s p o n t a n e i t y, p r o b l e m solving, lack of prejudice, acceptanceof factsESTEEM self-esteem, confidence, achievement, respect of others, respect by others LOV E / B E LO N G I N Gf r i e n d s , f a m i l y, s e x u a l i n t i m a c ySAFETYHUMANs e c u r i t y o f : b o d y, e m p l o y m e n t , r e s o u r c e s , m o r a l i t y, t h ef a m i l y, h e a l t h , p r o p e r t yP H YS I O LO G I C A Lb r e a t h i n g , f o o d , w a t e r, s e x , s l e e p , h o m e o s t a s i s , e x c r e t i o n ZOMBIES 25. GET:Christine is in middle school. She has not only gone through the usual p h y s i c a l , m e n t a l a n d e m o t i o n a l c h a n g e s o f p u b e r t y, b u t a l s o a m a j o r change in the world. It s 50 years now since the human race has been living with zombies. One by one, her friends have become zombies. H e r o l d f r i e n d s g e t m a d m o r e e a s i l y w h e n t h e y r e h u n g r y, w h i c h m a k e s h e r feel insecure. As much as she cares about academics and school activities, she has a difficult time expressing what she thinks in the classroom because she feels unsafe around her zombie friends. She thinks the risk of speaking her mind is not worth losing her life. Instead of spending t i m e f i n d i n g o u t a b o u t h e r s e l f, l i ke n o r m a l te e n s wo u l d d o 5 0 ye a r s a g o, s h e s m o r e c o n c e r n e d a b o u t h e r s a f e t y. S h e w a n t s t o p r o t e c t h e r s e l f without harming her zombie friends. 26. TO: Learn how to handle and build trust in her zombie friends when they arehungry and cannot control themselves so she can feel more comfortablea n d s a fe i n t h e c l a ss ro o m . To b e a b l e to d eve l o p h e r t h i n k i n g a n d j u d g m e n tt o t h e n e x t l e v e l w i t h o u t h a v i n g t o w o r r y a b o u t h e r s a f e t y.BY: Re a c h i n g o u t to h u m a n te e n s t h ro u g h TV co m m e rc i a l s , s o c i a l n e t w o r k s , c e l lphones and apps. Cell phones in particular provide a portable comfortzone. With an app that can measure their zombie friends temperaturea n d t e m p e r, t h e y w i l l b e a l e r t e d b y m e s s a g e s o r s o u n d s t o b e p r e p a r e dfor a zombie attack. The app recognizes the barcode of the productw i t h o u t s c a n n i n g . I n a n e m e r g e n c y, i t w i l l c o n n e c t t o t h e s m a r t a s s b r a i nand be ready to serve hungry zombie friends. 27. BECAUSE: All animals need food, and zombies eat humans. This instinct takes control o v e r t h e i r r a t i o n a l s e l v e s w h e n t h e y r e h u n g r y. T h e h u m a n i n s t i n c t i s t o p ro t e c t 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 f e t y i n o r d e r t o d e v e l o p a r a t i o n a l brain and grow up, while zombies require food in order to gain more c o n t r o l ove r t h e i r i n s t i n c t s . We w a n t t o p r o v i d e t h e s e f u n d a m e n t a l n e e d s s o h u m a n s a n d z o m b i e s c a n l i v e t o g e t h e r p e a c e f u l l y. O u r h u m a n b r a i n p r o d u c t c a n b e a c t i v a t e d i n r e a l t i m e b y t h e u s e r. T h e hypothalamus 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 t e m p e ra t u re , m o o d , h u n g e r, a n d t h i r s t . T h e f r o n t a l l o b e r e l e a s e s d o p a m i n e , w h i c h c o n t r o l s a t t e n t i o n , b e h a v i o r, a b s t r a c t t h i n k i n g , p r o b l e m s o l v i n g , e m o t i o n , i n t e l l e c t , j u d g m e n t , m u s c l e m o v e m e n t s , s m e l l , a n d p e r s o n a l i t y. S o o u r p ro d u c t n o t o n l y k e e p s o u r z o m b i e f r i e n d s f e d a n d s a ve s h u m a n s lives, it also provides the hormones zombies need to develop and control t h e m s e l ve s . T h e p r o d u c t w i l l b e s e r ve d a t a h u m a n t e m p e r a t u r e a t 9 8 . 6 F. 28. FACT: The crime rate between humans and zombies is continually increasing by2 0 % Most cases are committed by teen zombies, who are still in the process oflearning how to control their instincts. Laws only put the zombie or humanwho committed the crime in jail, without solving the larger problem, and heavypunishment will not encourage trust between the two species.</p>