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

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