Adchor
CAMPAIGN CONCEPT

[Big idea / campaign line]

Summarize the core promise of the [Project Name] campaign in one or two sentences.

Client
[Client Name]
Product
[Project Name]
Campaign
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Objective
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Audience
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Language
[Language / locale]

Tension / The Challenge

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Big Idea / The Promise

[Core campaign promise]

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Tagline alternatives

  1. 01

    [Tagline alternative 1]

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  2. 02

    [Tagline alternative 2]

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  3. 03

    [Tagline alternative 3]

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Creative Direction / Client Direction

Creative direction

Visual approach
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Tone of voice
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Imagery and composition
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Client direction

Client priorities
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Mandatory inclusions
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Restrictions and exclusions
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Audiences

Audience 1

Who they are, what they need, and the message for them.

Audience 2

Who they are, what they need, and the message for them.

Audience 3

Who they are, what they need, and the message for them.

Messaging pillars

  1. 01[Pillar 1]
  2. 02[Pillar 2]
  3. 03[Pillar 3]
  4. 04[Pillar 4]
  5. 05[Pillar 5]

Key Decisions

Challenges / Reasons to Believe

[Challenge 1]

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Reason to believe
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Supporting evidence
[Supporting data, customer result, or documented product capability]Source: [Reference / document] · Verification: Pending

[Challenge 2]

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Reason to believe
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Supporting evidence
[Supporting data, customer result, or documented product capability]Source: [Reference / document] · Verification: Pending

[Challenge 3]

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Reason to believe
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Supporting evidence
[Supporting data, customer result, or documented product capability]Source: [Reference / document] · Verification: Pending

Evidence Gaps

Closing Statement

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Notes and reference files

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