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

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