a bluffer’s guide to writing an awards paper
TRANSCRIPT
1WRITING AN AWARDS PAPER
Onperspectives
2On structure
3Onresults
4Oncraft
(helpful tips)
ON PERSPECTIVES
MICHAEL / ME
BEING INSPIRING AND INFLUENTIAL IN WHAT
NEEDS TO BE DONE
BEING CREDIBLE AND CONVINCING IN THE
ACHIEVEMENTS THAT HAVE COME TO PASS
WHAT’S YOUR PERSPECTIVE OF THE PAST?
DIFFERENT VIEWS
RudgeThere is a randomness and
spontaneity to historical events
MacaulayKey events can set us on a path
that cannot be changed
HegelHistory is the clash of opposing
forces and ideas that are eventually synthesised.
A series of imaginative
leaps
One key decision changed
everything
A tension that was reconciled
WHAT’S YOUR PERSPECTIVE?
Easyjet
A series of imaginative leaps
A single key decision that made all the difference
A tension that was reconciled
What if we framed torture trading in the form of local politics, instead of global politics? / What would a trade campaign look like for an arms fair selling torture equipment?
Being a very old brand, can be refreshingly new
We would position easyJet as a genuine middle way between the flag carriers and ultra low cost fliers.
ON STRUCTURE
THE 5 ACT ROADMAP OF CHANGE
The Inciting Incident Complications The Mid-point Climax Resolution
ACT 1 ACT 2 ACT 3 ACT 4 ACT 5
Ordinary World
Call to adventure
Obstacles and
barriersEncouragemen
t
Further tests The
Supreme Revelation
Experimenting post knowledge
Acting on knowledge
Achievement
Resurrection
Total Mastery
THE GODFATHER
The Inciting Incident Complications The Mid-point Climax Resolution
ACT 1 ACT 2 ACT 3 ACT 4 ACT 5
Ordinary World
Call to adventure
Obstacles and
barriersEncourageme
nt
Further tests The
Supreme Revelation
Experimenting post knowledge
Acting on knowledge
Achievement
Resurrection
Total Mastery
APPLYING THIS TO WRITING A PAPER
The Inciting Incident Complications The Mid-point Climax Resolution
ACT 1 ACT 2 ACT 3 ACT 4 ACT 5
Ordinary World
Call to adventure
Obstacles and
barriersEncourageme
nt
Further tests The
Supreme Revelation
Experimenting post knowledge
Acting on knowledge
Achievement
Resurrection
Total Mastery
THE PROBLEM AND OPPORTUNITY
THE MAJOR CHALLENGES THE STRATEGY
THE CREATIVE IDEA & CAMPAIGN
IMPLEMENTATIONTHE RESULTS
HOW AMNESTY INTERNATIONAL TOOK ON THE UK GOVERNEMENT AND WON
The Inciting Incident Complications The Mid-point Climax Resolution
ACT 1 ACT 2 ACT 3 ACT 4 ACT 5
Ordinary World
Call to adventure
Obstacles and
barriersEncourageme
nt
Further tests The
Supreme Revelation
Experimenting post knowledge
Acting on knowledge
Achievement
Resurrection
Total Mastery
All Hushed UpNo one knew an arms fair trading in illegal torture equipment was
happening at the London ExCel. – and had happened in previous
years…
…The UK government had never come out against it, nor closed the legal loophole that allowed
this – we had to provoke a reaction from them…
More problems than you can shake a sting
baton at…We had a shoestring budget but that was the least of our worries… there were countless other things
to be concerned about…
…BUT we knew social media could be a way to overcome
them…
Torture on your doorstep
However social media is hard now, with greater emphasis on
paid, we had to be super relevant to gain organic traction…
…The revelation came in not focusing on those affected like
previous campaigns, but on how it affected us - that it was torture
on our doorstep.
Launching the ad campaign they never
wanted…Therefore we decided to give
the arms fair and UK government the campaign they never wanted, taking inspiration from the trade
show category we did a spoof campaign..
…All of which got great publicity and traction on social media.
Torture TackledGreat as social results were, this
importantly translated into actual action, with increased petition signings, and greater efficiency compared to previous non-profit
marketing society winners.
…And prompted a response from the UK government and closed
the loophole.
ROYAL LONDON, 150 YEARS IN THE MAKING
The Inciting Incident Complications The Mid-point Climax Resolution
ACT 1 ACT 2 ACT 3 ACT 4 ACT 5
Ordinary World
Call to adventure
Obstacles and
barriersEncourageme
nt
Further tests The
Supreme Revelation
Experimenting post knowledge
Acting on knowledge
Achievement
Resurrection
Total Mastery
The Humble GiantDespite being the UK’s largest mutual for life ,pensions , and
ivnestments– no one knew about us…
…this had to change if we were to continue to grow
A once in a 150 year opportunity
…Financial services were the least trusted category in the wake of
the 2008 crisis…
…but we had a genuine organisational difference and
integrity that could set us apart
You’re only as old as you feel
Our old school commitment to enduring values was endearing –
but could be quite dull as a story…
…so we would position ourselves as a brand new 150 year old
brand…
Our story would be our enduring values, but behave in q quirky
tone…
“We’re so yesterday”We gave our branding a new
lease of life, and developed our creative idea “We’re so
Yesterday”
We then launched it in advertising, internal comms,
customer comms, sponsorship..
…it even translated to bespoke D2C and Intermediary comms…
The best start to the next 150 years
Our advertising cut through…
Our brand became know…
We achieved record business results.
ON RESULTS
WHERE TO BEGIN?
Top - downWrite a wish list of the
results you’d like to see
Bottom – up
Look at all the data and find the best results
EVERY RESULTS STORY TENDS TO FOLLOW A SIMILAR PATTERN
The advertising cut through
The brand became more
powerful
People acted upon the
advertising
The business became more
successful
(+ advertising was without doubt, the
contributor of this success)
SOFT INTERMEDIATE HARD
MAKE USEFUL COMPARISONS
DIRECT COMPETITORS PREVIOUS WINNERS PREVIOUS CAMPAIGNS
FIND AN UNCONVENTIONAL MEASURE OF SUCCESS
FIND AN UNCONVENTIONAL MEASURE OF SUCCESS
FIND AN UNCONVENTIONAL MEASURE OF SUCCESS
ON CRAFT
“THE FIRST DRAFT OF ANYTHING IS SHIT”
ERNEST HEMINGWAY
WRITE A ONE PAGER BEFORE YOU BEGIN
START FILLING IN THE RESULTS BIT FIRST
WRITE FAST AND WRITE SLOW
More instinctive
More thoughtful
JACK KEROUAC: FAST NICK HORNBY: SLOW
TRY TO DEFINE THE PROBLEM IN MORE HUMAN TERMS
ROYAL LONDON WAS THE LARGEST AND OLDEST
BRAND YOU HAD NEVER HEARD OF
WE HAD TO BUILD A BRAND WHILST CUTTING COSTS
A GLOBAL CHARITY FACED A LOCAL ISSUE
INCLUDE SLIDES, BRIEFS, AND STIMULUS THAT YOU USED
A slide used in a strategic deck A brief Stimulus for the creative team
QUOTES CAN BE USEFUL IN FILLING IN THE GAPS
SHOW THE CHANGE IN APPROACH
STRIKE A GOOD BALANCE OF RHETORIC AND RIGOUR
BE AWARE OF HOW THE AWARD SCHEMES POSITION THEMSELVES
Advertising can deliver a radical change in fortune
Planners are amazing
A celebration of marketing’s power
Social is more than just Facebook posts and tweets
BE YOU.