The Big Idea

“An effective ad is driven by the underlying concept. An advertising idea— or concept—is the creative reasoning behind a solution. The concept determines the resulting message: what you say and how you design. Though your concept or idea may be broad, it is foundational.” (Chapter 5, pg. 68) With my campaign I plan on making Dove Chocolate more of an experience everyone around the entire world is waiting to endure. “The idea sets the framework for all your design decisions. An ad idea is visually and verbally expressed through the creation, selection, combination, manipulation, and arrangement of visual and verbal elements and the written copy.” (Chapter 5, pg. 68) I want to have our associates travel to different places all across the world to different countries visiting different cultures, and engage in the celebrations these cultures celebrate. Dove chocolate will be given out to all of these cultures to be a part of the celebration as well, to be a part of their experiences.” Finding a relevant insight into how people think what they need or desire, and how they act, termed a consumer insight, is paramount for idea generation.” (Chapter 5, pg. 68) Dove is famous for our little phrases on the inside of the wrapper, so I will have wrappers produced with the phrase “Make every moment timeless with Dove” on the inside of the wrapper printed in different languages to hand out to the different cultures we will be visiting. "A campaign must have visual impact, whether a visual surprise, graphic interest, visual drama, or a breakthrough appearance. A creative approach in advertising must be appropriate for the product or service, and it must communicate and enhance the client's message."(Chapter 10 pg. 204) Our goal is to reach out to the entire world to let them know Dove Chocolate wants to be a part of your life, your experiences, the special moments you carry with you for a lifetime, making every moment that much richer. In doing so this is how my campaign will be different from any other campaign, we want to reach out globally, worldwide, and in doing so this is how we will attract customers. "An advertising campaign is a series of coordinated ads, based on an overarching strategy and closely related ideas and connected by look and feel, voice, tone, style, imagery, and tagline, where each individual ad in the campaign also can stand on its own." (Chapter 10 pg. 192)