Project Brief
What kind of document can you use to define the objectives, scope, constraints and deliverables of a design project?
The design brief
You have a 30 second commercial for a sneaker brand. What type of plan can you create to outline the scenes, shots, and sequence of events?
A storyboard (or production plan)
What makes an ad "Loud"?
What brand makes medicine affordable?
Familiares Similares
Design = ? and Systems = ?
Design = Destination and Systems = Journey
What is the first thing a project manager should clarify before planning project activities?
The project goals and objectives
Your commercial is due in 1 week. You have to write a script, film, and edit. What project management tool would help you organize these tasks and deadlines?
A schedule or timeline.
The Camper Roku
A guerilla campaign was originally planned for one located but the client now wants five location for the same budget. What project managment challenge does this create?
Change in scope.
What are articulated vs unarticulated needs?
Articulated = requirements, desires, or problems that users or customers clearly express and put into words.
Unarticulated = a customer’s desires, pain points, or aspirations that are not explicitly stated.
Why is it important for Eco Bici to identify the audience or stakeholder at the beginning of their guerilla marketing campaign?
To know who they influence, who to target and who is affected most.
What agency created a commercial about Tarot cards and what was the core message?
The Universe Agency and "Tarot is not a prediction; it is guidance."
An ad campaign includes designers, writers, photographers, editors. What project management skill helps ensure everyone is working toward the same goal?
Communication.
Your guerilla marketing campaign gets attention but people misunderstand the message. Did the campaign succeed?
Yes and No. (explain why)
Who is featured in Nikes first ever add from 1988?
Walt Stack, 80 years old.
What is the risk of starting design work BEFORE the brief is agreed upon?
Sccope confusion, rework, misalignment
What brand was featured through a short animation commercial highlighting the unique options?
Ben & Frank
Which ad featured the a river disguised as a shoe with __________.
A Camper Ad, with the Roku shoe as the river and a raft with people down the river.
Zero Hunger, No Poverty, Clean Water and Sanitation, Sustainable Cities and Communities, Responsible Consumption and Production.
Coca Cola has a _______ machine that _____________.
If a client says, "Let's just figure this out as we go"... What risk does this carry?
Unclear project requirements
What commercial focused on the concept of "it grows with you"? What was the product and agency?
Los Monkeys, Kipling
A teammate keeps creating visuals while another rewrites copy for the same ad with coordination. What project management problem is occuring?
Unclear roles and responsibilities.
Which BRAND is the guerilla marketing slogan, "Si te importa, ¿lo cuidas?” about?
Topo Chico
Fill in the blanks: To reach ________________, this commercial/ad/campaign uses __________________ to communicate_____________________, by focusing ______________________ that resonates with___________________________________-.
To reach [the new target market - the WHO], this commercial/ad/campaign uses [the WHAT - visual, tone, narrative elements] to communicate [the WHY - your core message and value proposition], by focusing [what is the central focus of the AD?] that resonates with [the target market's values or lifestyle].