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