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

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