The story isworking.Where canwe simplify?I think we havesome strongroutes - but I’dlike to seemore of this…The benefitcomesthrough —let’s say itsooner.Let’s decideon onemessage andmake thatunforgettable.I can see theidea — Ican’t see therole for ourbrand.What I likeabout thisroute is______. Let’sprotect that.Let’s separatetaste fromconsumer —here’s what Ithink theconsumer needsI’m missing thiselement –butperhaps youcould show ussome fresh waysto approach it?Feedback fromStakeholder wasx…How can we workon this to resolveit together?This getsAttention, butit’s notConnectingemotionally.I get claims willcome later – butfor this idea canyou help me seehow this ideaconnects with ourkey messaging?Let’s protectwhat’sdistinctivehere.Good, buttoo manymessagesfor 30seconds.Free!Strong insight— executionisn’t matchingthe tensionyet. Thank you— this is astrong firstresponse toa tough brief.I’m not feelingas engagedwith this one.Is there a wayto dial that up?This isbrave.Let’s testit, not kill it.This feels onstrategy —can wemake it moredistinctiveI’m not sure I fullyunderstand this –could you explainit more? How canwe bring moreclarity?The story isworking.Where canwe simplify?I think we havesome strongroutes - but I’dlike to seemore of this…The benefitcomesthrough —let’s say itsooner.Let’s decideon onemessage andmake thatunforgettable.I can see theidea — Ican’t see therole for ourbrand.What I likeabout thisroute is______. Let’sprotect that.Let’s separatetaste fromconsumer —here’s what Ithink theconsumer needsI’m missing thiselement –butperhaps youcould show ussome fresh waysto approach it?Feedback fromStakeholder wasx…How can we workon this to resolveit together?This getsAttention, butit’s notConnectingemotionally.I get claims willcome later – butfor this idea canyou help me seehow this ideaconnects with ourkey messaging?Let’s protectwhat’sdistinctivehere.Good, buttoo manymessagesfor 30seconds.Free!Strong insight— executionisn’t matchingthe tensionyet. Thank you— this is astrong firstresponse toa tough brief.I’m not feelingas engagedwith this one.Is there a wayto dial that up?This isbrave.Let’s testit, not kill it.This feels onstrategy —can wemake it moredistinctiveI’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. The story is working. Where can we simplify?
  2. I think we have some strong routes - but I’d like to see more of this…
  3. The benefit comes through — let’s say it sooner.
  4. Let’s decide on one message and make that unforgettable.
  5. I can see the idea — I can’t see the role for our brand.
  6. What I like about this route is ______. Let’s protect that.
  7. Let’s separate taste from consumer — here’s what I think the consumer needs
  8. I’m missing this element –but perhaps you could show us some fresh ways to approach it?
  9. Feedback from Stakeholder was x… How can we work on this to resolve it together?
  10. This gets Attention, but it’s not Connecting emotionally.
  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. Let’s protect what’s distinctive here.
  13. Good, but too many messages for 30 seconds.
  14. Free!
  15. Strong insight — execution isn’t matching the tension yet.
  16. Thank you — this is a strong first response to a tough brief.
  17. I’m not feeling as engaged with this one. Is there a way to dial that up?
  18. This is brave. Let’s test it, not kill it.
  19. This feels on strategy — can we make it more distinctive
  20. I’m not sure I fully understand this – could you explain it more? How can we bring more clarity?