Conceptual Thinking for Advertising Campaigns
A course by Keenon Daniels , Copywriter
Joined June 2021
Develop a powerful campaign from start to finish by learning how to think strategically and write captivating copy
Captivating an audience and maintaining their attention is extremely difficult but conceptual thinking offers different alternatives that go beyond traditional media. Copywriter Keenon Daniels specializes in coming up with unconventional ideas that help brands to cut through the clutter and make their messaging interesting. He has won multiple creative awards and worked with clients including Kia Motors and adidas.
In this course, he teaches you how to develop innovative concepts for advertising campaigns. Learn how to think strategically and apply expert tactics to develop campaigns from the initial idea to the final execution. Are you ready to break barriers through conceptual thinking?
What will you learn in this online course?
15 lessons & 29 downloads
- 100% positive reviews (71)
- 2,721 students
- 15 lessons (2h 54m)
- 29 additional resources (16 files)
- Online and at your own pace
- Available on the app
- Audio: English, Spanish
- English · Spanish · Portuguese · German · French · Italian · Polish · Dutch · Turkish
- Level: Beginner
- Unlimited access forever
What is this course's project?
Learn how to think strategically and develop an advertising campaign with multiple touchpoints from the initial brief to the final execution.
Projects by course students
Who is this online course for?
This course is for anyone who wants to learn to generate powerful ideas for advertising or work in creative communications.
Requirements and materials
No previous knowledge is required but experience with a design program like Indesign or Adobe Photoshop would be beneficial.
You will need some basic materials like a notepad and pen, and a device with a word processor.
Reviews
Keenon Daniels
A course by Keenon Daniels
Keenon Daniels is a South African copywriter and conceptual thinker based in Sweden. As a child, he always enjoyed watching creative adverts on TV and went on to study copywriting at the AAA School of Advertising in Capetown. After graduating, he worked as an intern at one of South Africa's leading agencies at the time, The Jupiter Drawing Room. There he had the opportunity to work on real-world projects, one of which he won an award for.
Since then, Keenon has won multiple other creative awards, been a judge for the D&AD Awards, and worked in both local and global advertising agencies across two different continents. He currently works as part of an in-house creative team in a tech company. Throughout his career, he’s collaborated with well-known brands including Kia Motors, J&B Whiskey, Hyundai, adidas, Listerine, Schick razors, and more, helping them to communicate creative solutions that improve people’s daily lives.
Content
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U1
Introduction
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About Me
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Influences
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U2
Before Starting Your Project
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The Basics of Advertising
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Rules and Brief 1
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Rules and Brief 2
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Research
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Brainstorming and Mind Maps
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U3
Building Your Advertisement
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New Ideas and Opposite Thinking
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Crafting Your Concept 1
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Crafting Your Concept 2
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Editing Yourself
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Your Proposal
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U4
Releasing Your Campaign
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Convincing the Audience
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How to Keep Going
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Final Outcome
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FP
Final project
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Conceptual Thinking for Advertising Campaigns
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Keenon shares a lot of valuable insights into the conceptual as well as visual process of building an advertising campaign. A useful course to come back and reference each time!
Keenon demuestra su gran experiencia y transmite una emoción muy positiva y tranquila. Sus referencias son muy buenas y crea/sugiere mucho material para consultar.
Ha sido un buen curso.
Excelente curso. Referências ótimas.
Conteúdo rico com um professor experiente.
me llamó mucho la atención los conceptos que dio en el curso. como en el caso de diversificar el publico objetivo con un pensamiento no tan convencional