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

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