ABOUT

Example of copywriting (& graphic design) for a printed advert within an integrated marketing campaign - e.g. for use on a London Underground poster or similar. Part of a series demonstrating integrated campaign writing.
- I established a concept for the advert & content based on a set of BaByliss clippers I own.
- This started with aspirational values, asked questions about who would use the product, created characters, incorporated current themes (e.g. undoing masculine stereotypes); then developed into a core product description and a set of brand-specific and advert-specific straplines.
- Next I developed conceptual social media posts, packaging copy, YouTube video & TV advert treatments/scripts to illustrate continuity of concept & messaging across media.