Member lesson

The idea that survives every format

Lesson 2 of 10 in Campaign direction.

Lesson

An idea that only works at full page is not a campaign idea, because most of the campaign will not be a full page. It will be a small square on a phone, six seconds before a video, and a strip along the top of a page.

An ink drawing of an art director holding a phone at arm's length showing a tiny version of a large poster of a red balloon leaning on the wall behind. — Checking the idea still reads when shrunk to a tiny square on a phone.

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Members answer these 3 questions and keep the ticket for this lesson. Every lesson has one.

Question 1, locked
Which of these words means this? “A specific size and context: a billboard, a six-second pre-roll, a shelf wobbler.”
- Master
- Format
- Combinatorial blowup
- Brand metric
Question 2, locked
Which of these words means this? “Whether the idea still exists at the smallest, shortest format.”
- Wear-out
- Reduction test
- Variant generation
- One-off
Question 3, locked
Which of these words means this? “The repeatable mechanic that carries the idea across formats.”
- Device
- Campaign line
- Dwell time
- Asset matrix

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