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

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