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TASK:
Build a Creative Brief for a selected brand (Glossier), then develop a headline for the chosen brand that addresses 10 of the common headline practice directions.
Headline directions
will be listed beside each advertisement.
CREATIVE BRIEF
A creative brief for Glossier's launch of the Universal
Pro-Retinol, mainly focusing on integrated communications
YEAR
2021
CLASS
Writing for Advertising
SOFTWARE:
Id
Ps
Adobe InDesign
Adobe Photoshop
Headline that uses a cliché, to draw the reader in
with familiarity then surprises them with
a witty altercation of expected language.
10 HEADLINE ADVERTISEMENTS
Headline that emphasizes a true fact of the product through specific details and/or scenario
Headline that use rhyme
or parallelism to make the reader continue reading the rest of the advertisement
Headline that uses a pun - a figure of speech in which a word means more than one thing
Headline that builds long-term memory by skillful use of repetitions
Headline that leads
the reader one way
and unexpectedly flips
position of brand/service
to be top choice
Headline that highlights omission and makes the reader do some work
Headline that runs contrary to one's expectation and gets words to collide
Headline that rewards the reader and makes them
feel good
Headline that causes consumers to substitute one thought or impression about the product with another by drawing distinctions between words.
Television Spot Storyboard
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