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

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