Campaign direction

Member lesson

Writing the campaign line

Lesson 3 of 10 in Campaign direction.

Lesson

A campaign line is not a tagline. A tagline sits under the logo for years and says who the brand is; a campaign line carries one idea for one period and can be sharper, stranger and more specific because it does not have to last.

voicewho the brand isthe sameeverywheretonehow it sounds in each momenta welcomean errora receiptbad newsseriousplayfulthe tone changes with the moment. the voice never does
A brand's voice stays the same everywhere, while its tone changes with the moment: playful for a welcome, serious for bad news.
Two billboards: on the first a triangle emblem slides into place at the end of a wavy ribbon, and on the second the ribbon's round notch will not take the triangle.
A hand tries a rival's emblem on two billboards. On one it fits just as well, and on the other it will not go in. A good campaign line works only for your own brand.
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Members answer these 3 questions and keep the ticket for this lesson. Every lesson has one.

  1. Question 1, locked

    Which of these words means this? “The sentence that carries the idea. Lives for one campaign, not forever.”

    • Variant
    • Campaign line
    • Attribution
    • Distinctive asset
  2. Question 2, locked

    Which of these words means this? “The line under the logo. Longer-lived, and a different job.”

    • Attention budget
    • Degradation
    • Endline
    • Teaser
  3. Question 3, locked

    Which of these words means this? “Something stated as true. Must be substantiable.”

    • Master frame
    • Claim
    • Executions
    • Channel-native

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