proposition pdf

Download Proposition PDF

Post on 30-Oct-2014




1 download

Embed Size (px)


Musings on proposition


Only one adjective. Only one verb. No conjunctions.

(Hegarty) looked for a very simple, single-minded idea, expressed in the proposition. He said it was his habit to take that one sentence and write it on a piece of paper, below a picture of the product, almost as if it were a headline. Then he would ask himself first whether the juxtaposition of that line and that product made some rational sense, and second, whether it also started to suggest something interesting on an emotional level. If the answer was yes? Theres the first ad in the campaign. Its my job to create something better.

Red Bull has created three new flavour variants cranberry, blueberry and lime.

Now there are three new flavours of Red Bull.

If the brief is flat, chances are the creative will be flat too.