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