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Crispin Porter in-class video

Crispin Porter in-class video - The company believes the...

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Crispin Porter + Bogusky TRUTH company Crispin Porter + Bogusky has been working overtime to prove that it is the most innovative firm at truly integrating marketing promotions. Crispin has worked miracles for companies like Virgin Atlantic Airways and BMW’s MINI by executing non- traditional campaigns designed to work within limited budgets. Crispin’s unique capability to balance strategy with creativity is what produced such groundbreaking efforts as the “Truth” campaign. Crisping landed this campaign in the late 1990s after the state of Florida successfully sued tobacco companies and set up a foundation to fund anti- tobacco advertising targeted toward youth. What followed was a campaign that shaped the agency and changed the nature of social advertising forever. CP+B believes its success is based in part on its unusual view of what it means to be an advertising agency.
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Unformatted text preview: The company believes the best ideas can come from anywhere. Discussion Questions 1. CP+B’s “Truth” campaign targeted the youth market. What conflicts face this market? Why would the conflicts common to youth make it difficult to produce an influential social marketing campaign? 10 Points Rewrite- the view of young peoples life changes. Young people are practical, rebellious, they like groups, have to find what they want. And even they don’t know what they want. 2. Explain the concept of connexity and how it relates to CP+B’s discovery of multi-media usage among teens. 5 Points Rewrite- young people want freedom, yet guidance. Unintentional advertising Understand the problems, then look at the media Best ideas don’t always come from the top...
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