What makes a campaign work
A single idea, stated clearly enough that it survives being reduced to a poster, a fifteen second video and a line of copy. If the idea only works in one format, it is an execution rather than a campaign.
The most common failure is a campaign that describes the offer instead of making a point. Describing an offer is a listing. A campaign gives someone a reason to care before they are asked to act.
How we approach it
We start from what the audience currently believes and what we need them to believe instead. That gap becomes the idea. Everything after that is execution across whichever formats the campaign has to live in.
Campaign work runs on top of an existing brand system where one exists. Where it does not, we will flag that the campaign will be doing work the brand should be doing permanently.
What is included
Common questions
What does a campaign design project include?
A central idea, a key visual, and the adaptations needed for each format the campaign runs in, along with creative direction and copy direction so the message stays consistent.
Do we need a brand identity before running a campaign?
Not strictly, but campaigns perform better on top of a defined system. Without one, the campaign has to establish the brand and make its point at the same time, which weakens both.