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Michael Robert's Crack the Case 2012 presentation: How to win in Cannes
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W H AT Y O U N E E D T O T H I N K A B O U T
Great idea…but damm it’s an ugly execution
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W H AT Y O U N E E D T O T H I N K A B O U T
W H AT Y O U N E E D T O T H I N K A B O U T
Case video A campaign, all its elements
and it’s results
W H AT Y O U N E E D T O T H I N K A B O U T
Filmed event A one off idea and it’s results
W H AT Y O U N E E D T O T H I N K A B O U T
Case video A campaign, all its elements
and it’s results
1) Why? The challenge or the mission/task 2) What/how? What did you do and how?3) Where? The main media4) Where else? Other media5) Results and PR6) Conclusion
The case made as a documentary
The case cleverly using the generated PR results
The case -classic structure -but fun story telling
The case – Shot as a long commercial
The Case made as a reality show
The case made as an event
The case made just as the idea
W H AT Y O U N E E D T O T H I N K A B O U T
1) …Is the idea really that good an idea?
2) Text or narrator? Or in a combination?
3) Music?
4) Plain explanation or story telling? (Challenge/Task)
5) Need of supporting graphics/visuals or filmed sequences?
6) Re-edit of TVC?
7) Who is going to make the case?
8) Who is going to produce it?
8) Who is going to pay for it?
TAK