1WRITING AN AWARDS PAPER

Onperspectives

2On structure

3Onresults

4Oncraft

(helpful tips)

ON PERSPECTIVES

MICHAEL / ME

BEING INSPIRING AND INFLUENTIAL IN WHAT

NEEDS TO BE DONE

BEING CREDIBLE AND CONVINCING IN THE

ACHIEVEMENTS THAT HAVE COME TO PASS

WHAT’S YOUR PERSPECTIVE OF THE PAST?

DIFFERENT VIEWS

RudgeThere is a randomness and

spontaneity to historical events

MacaulayKey events can set us on a path

that cannot be changed

HegelHistory is the clash of opposing

forces and ideas that are eventually synthesised.

A series of imaginative

leaps

One key decision changed

everything

A tension that was reconciled

WHAT’S YOUR PERSPECTIVE?

Easyjet

A series of imaginative leaps

A single key decision that made all the difference

A tension that was reconciled

What if we framed torture trading in the form of local politics, instead of global politics? / What would a trade campaign look like for an arms fair selling torture equipment?

Being a very old brand, can be refreshingly new

We would position easyJet as a genuine middle way between the flag carriers and ultra low cost fliers.

ON STRUCTURE

THE 5 ACT ROADMAP OF CHANGE

The Inciting Incident Complications The Mid-point Climax Resolution

ACT 1 ACT 2 ACT 3 ACT 4 ACT 5

Ordinary World

Call to adventure

Obstacles and

barriersEncouragemen

t

Further tests The

Supreme Revelation

Experimenting post knowledge

Acting on knowledge

Achievement

Resurrection

Total Mastery

THE GODFATHER

The Inciting Incident Complications The Mid-point Climax Resolution

ACT 1 ACT 2 ACT 3 ACT 4 ACT 5

Ordinary World

Call to adventure

Obstacles and

barriersEncourageme

nt

Further tests The

Supreme Revelation

Experimenting post knowledge

Acting on knowledge

Achievement

Resurrection

Total Mastery

APPLYING THIS TO WRITING A PAPER

The Inciting Incident Complications The Mid-point Climax Resolution

ACT 1 ACT 2 ACT 3 ACT 4 ACT 5

Ordinary World

Call to adventure

Obstacles and

barriersEncourageme

nt

Further tests The

Supreme Revelation

Experimenting post knowledge

Acting on knowledge

Achievement

Resurrection

Total Mastery

THE PROBLEM AND OPPORTUNITY

THE MAJOR CHALLENGES THE STRATEGY

THE CREATIVE IDEA & CAMPAIGN

IMPLEMENTATIONTHE RESULTS

HOW AMNESTY INTERNATIONAL TOOK ON THE UK GOVERNEMENT AND WON

The Inciting Incident Complications The Mid-point Climax Resolution

ACT 1 ACT 2 ACT 3 ACT 4 ACT 5

Ordinary World

Call to adventure

Obstacles and

barriersEncourageme

nt

Further tests The

Supreme Revelation

Experimenting post knowledge

Acting on knowledge

Achievement

Resurrection

Total Mastery

All Hushed UpNo one knew an arms fair trading in illegal torture equipment was

happening at the London ExCel. – and had happened in previous

years…

…The UK government had never come out against it, nor closed the legal loophole that allowed

this – we had to provoke a reaction from them…

More problems than you can shake a sting

baton at…We had a shoestring budget but that was the least of our worries… there were countless other things

to be concerned about…

…BUT we knew social media could be a way to overcome

them…

Torture on your doorstep

However social media is hard now, with greater emphasis on

paid, we had to be super relevant to gain organic traction…

…The revelation came in not focusing on those affected like

previous campaigns, but on how it affected us - that it was torture

on our doorstep.

Launching the ad campaign they never

wanted…Therefore we decided to give

the arms fair and UK government the campaign they never wanted, taking inspiration from the trade

show category we did a spoof campaign..

…All of which got great publicity and traction on social media.

Torture TackledGreat as social results were, this

importantly translated into actual action, with increased petition signings, and greater efficiency compared to previous non-profit

marketing society winners.

…And prompted a response from the UK government and closed

the loophole.

ROYAL LONDON, 150 YEARS IN THE MAKING

The Inciting Incident Complications The Mid-point Climax Resolution

ACT 1 ACT 2 ACT 3 ACT 4 ACT 5

Ordinary World

Call to adventure

Obstacles and

barriersEncourageme

nt

Further tests The

Supreme Revelation

Experimenting post knowledge

Acting on knowledge

Achievement

Resurrection

Total Mastery

The Humble GiantDespite being the UK’s largest mutual for life ,pensions , and

ivnestments– no one knew about us…

…this had to change if we were to continue to grow

A once in a 150 year opportunity

…Financial services were the least trusted category in the wake of

the 2008 crisis…

…but we had a genuine organisational difference and

integrity that could set us apart

You’re only as old as you feel

Our old school commitment to enduring values was endearing –

but could be quite dull as a story…

…so we would position ourselves as a brand new 150 year old

brand…

Our story would be our enduring values, but behave in q quirky

tone…

“We’re so yesterday”We gave our branding a new

lease of life, and developed our creative idea “We’re so

Yesterday”

We then launched it in advertising, internal comms,

customer comms, sponsorship..

…it even translated to bespoke D2C and Intermediary comms…

The best start to the next 150 years

Our advertising cut through…

Our brand became know…

We achieved record business results.

ON RESULTS

WHERE TO BEGIN?

Top - downWrite a wish list of the

results you’d like to see

Bottom – up

Look at all the data and find the best results

EVERY RESULTS STORY TENDS TO FOLLOW A SIMILAR PATTERN

The advertising cut through

The brand became more

powerful

People acted upon the

advertising

The business became more

successful

(+ advertising was without doubt, the

contributor of this success)

SOFT INTERMEDIATE HARD

MAKE USEFUL COMPARISONS

DIRECT COMPETITORS PREVIOUS WINNERS PREVIOUS CAMPAIGNS

FIND AN UNCONVENTIONAL MEASURE OF SUCCESS

FIND AN UNCONVENTIONAL MEASURE OF SUCCESS

FIND AN UNCONVENTIONAL MEASURE OF SUCCESS

ON CRAFT

“THE FIRST DRAFT OF ANYTHING IS SHIT”

ERNEST HEMINGWAY

WRITE A ONE PAGER BEFORE YOU BEGIN

START FILLING IN THE RESULTS BIT FIRST

WRITE FAST AND WRITE SLOW

More instinctive

More thoughtful

JACK KEROUAC: FAST NICK HORNBY: SLOW

TRY TO DEFINE THE PROBLEM IN MORE HUMAN TERMS

ROYAL LONDON WAS THE LARGEST AND OLDEST

BRAND YOU HAD NEVER HEARD OF

WE HAD TO BUILD A BRAND WHILST CUTTING COSTS

A GLOBAL CHARITY FACED A LOCAL ISSUE

INCLUDE SLIDES, BRIEFS, AND STIMULUS THAT YOU USED

A slide used in a strategic deck A brief Stimulus for the creative team

QUOTES CAN BE USEFUL IN FILLING IN THE GAPS

SHOW THE CHANGE IN APPROACH

STRIKE A GOOD BALANCE OF RHETORIC AND RIGOUR

BE AWARE OF HOW THE AWARD SCHEMES POSITION THEMSELVES

Advertising can deliver a radical change in fortune

Planners are amazing

A celebration of marketing’s power

Social is more than just Facebook posts and tweets

BE YOU.