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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
Thanyavaran Thongpradist
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 :
C R E AT I V E S T R AT E G I S T :
Cameron Maddux
Claire Grinton
Creative thinking and Problem
solving
Summer 2012
Freedom of the Internet
Thanyavaran Thongpradist
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 ?
(OVER)PROTECTIONHelpfu l or Harmful ?
We teach little birds how to fly because we cannot fly for them.
www.protectivemindset.com
(OVER)PROTECTIONHelpfu l or Harmful ?
We teach little birds how to fly because we cannot fly for them.
www.protectivemindset.com
(OVER)PROTECTIONHelpfu l or Harmful ?
(OVER)PROTECTIONHelpfu l or Harmful ?
We teach little birds how to fly because we cannot fly for them.
www.protectivemindset.com
(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 :
C R E AT I V E S T R AT E G I S T :
Cameron Maddux
Matt Hermann
Creative thinking and Problem
solving
Summer 2012
Zombies/SmartAss Brain
Thanyavaran Thongpradist
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 .