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

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