SD2863 Concept 1: Copywriting by Advertising Design – Year 2
A Print Ad Campaign for Lucozade: Students were required to develop a new creative platform for Lucozade based on its promise of providing instant energy to brains, and then address three selling points on such
a creative platform.
The copies are properly typeset and layout. However, the overall art direction of these campaigns was not the main focus. (It will be further developed in other appropriate courses.)
Students are requested to carry out the following tasks:
1. Advertising strategy development:
Students needed to identify the problems and opportunities, to define the advertising objectives, to study the brand essence, target
audience, competitors; and finally to come up with the proposition.
2. Creative idea development:
Students needed to deliver the proposition in a creative way, in order to effectively and efficiently engage readers. They also needed to creative a campaign with several versions that based on the same creative platform.
3. Copy craftsmanship:
Students needed to craft the copies with proper rhetoric, so that they carried the appropriate tone and manner.
Tutor: KC Tsang