This feels onstrategy —can wemake it moredistinctiveThe story isworking.Where canwe simplify?Let’s protectwhat’sdistinctivehere.This getsAttention, butit’s notConnectingemotionally.I can see theidea — Ican’t see therole for ourbrand.Let’s decideon onemessage andmake thatunforgettable.The benefitcomesthrough —let’s say itsooner.Feedback fromStakeholder wasx…How can we workon this to resolveit together?Let’s separatetaste fromconsumer —here’s what Ithink theconsumer needsThank you— this is astrong firstresponse toa tough brief.I get claims willcome later – butfor this idea canyou help me seehow this ideaconnects with ourkey messaging?I’m missing thiselement –butperhaps youcould show ussome fresh waysto approach it?Good, buttoo manymessagesfor 30seconds.What I likeabout thisroute is______. Let’sprotect that.This isbrave.Let’s testit, not kill it.Free!I’m not feelingas engagedwith this one.Is there a wayto dial that up?Strong insight— executionisn’t matchingthe tensionyet. I think we havesome strongroutes - but I’dlike to seemore of this…I’m not sure I fullyunderstand this –could you explainit more? How canwe bring moreclarity?This feels onstrategy —can wemake it moredistinctiveThe story isworking.Where canwe simplify?Let’s protectwhat’sdistinctivehere.This getsAttention, butit’s notConnectingemotionally.I can see theidea — Ican’t see therole for ourbrand.Let’s decideon onemessage andmake thatunforgettable.The benefitcomesthrough —let’s say itsooner.Feedback fromStakeholder wasx…How can we workon this to resolveit together?Let’s separatetaste fromconsumer —here’s what Ithink theconsumer needsThank you— this is astrong firstresponse toa tough brief.I get claims willcome later – butfor this idea canyou help me seehow this ideaconnects with ourkey messaging?I’m missing thiselement –butperhaps youcould show ussome fresh waysto approach it?Good, buttoo manymessagesfor 30seconds.What I likeabout thisroute is______. Let’sprotect that.This isbrave.Let’s testit, not kill it.Free!I’m not feelingas engagedwith this one.Is there a wayto dial that up?Strong insight— executionisn’t matchingthe tensionyet. I think we havesome strongroutes - but I’dlike to seemore of this…I’m not sure I fullyunderstand this –could you explainit more? How canwe bring moreclarity?

Creative Excellence: Card 02 - Call List

(Print) Use this randomly generated list as your call list when playing the game. There is no need to say the BINGO column name. Place some kind of mark (like an X, a checkmark, a dot, tally mark, etc) on each cell as you announce it, to keep track. You can also cut out each item, place them in a bag and pull words from the bag.


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  1. This feels on strategy — can we make it more distinctive
  2. The story is working. Where can we simplify?
  3. Let’s protect what’s distinctive here.
  4. This gets Attention, but it’s not Connecting emotionally.
  5. I can see the idea — I can’t see the role for our brand.
  6. Let’s decide on one message and make that unforgettable.
  7. The benefit comes through — let’s say it sooner.
  8. Feedback from Stakeholder was x… How can we work on this to resolve it together?
  9. Let’s separate taste from consumer — here’s what I think the consumer needs
  10. Thank you — this is a strong first response to a tough brief.
  11. I get claims will come later – but for this idea can you help me see how this idea connects with our key messaging?
  12. I’m missing this element –but perhaps you could show us some fresh ways to approach it?
  13. Good, but too many messages for 30 seconds.
  14. What I like about this route is ______. Let’s protect that.
  15. This is brave. Let’s test it, not kill it.
  16. Free!
  17. I’m not feeling as engaged with this one. Is there a way to dial that up?
  18. Strong insight — execution isn’t matching the tension yet.
  19. I think we have some strong routes - but I’d like to see more of this…
  20. I’m not sure I fully understand this – could you explain it more? How can we bring more clarity?