Creative Brief
Tabasco is a versatile hot sauce that enhances the flavor of any dish.
This project was assigned to me by Fede Botella (Creative Director at Ogilvy Social Lab, Amsterdam) who mentored me in February 2023
This advertising campaign was developed using the 'Key Questions' framework from Mario Pricken's book "Creative Advertising, New Edition."
Key question: how to demonstrate the benefits of a product without using words?
Key question: how to attract a target audience' attention by making a grammar mistake in the text?
Key question: how is it possible to demonstrate the benefits of the product by demonstrating it's certain attributes?
Key question: what can be combined with the product to make the main communication idea clearer?
Key question: how an optical effect could be used for a more expressive demonstration of the properties of the product?
Key question: how the text could be used in order to demonstrate the benefits of the product in the most effective way?
Key question: how to demonstrate the benefits of the product in a funny, playful, and provocative way?
Key question: what groups of clichés or behaviors can be parodied in connection with the product?
Key question: how the meaning or context in which a product is used could be changed so a target audience changes its perspective of this product?
Key question: how is it possible to show the benefits that the product brings with the help of symbols and signs?
Key question: what stories from everyday life are related to the product and how they could be demonstrated in a funny way?
Some ideas that emphasize on “Hot” properties of Tabasco sauce
Key question: how to show the properties of a product in a provocative way?
Key question: what has never been demonstrated in connection with the product?
Key question: how is it possible to emphasize the main advertising message with the help of text?
Key question: how to use a product in a way that demonstrates its advantage with the help of a metaphor?
Key question: how to demonstrate the properties of a product in stories ?
Key question: how a product could be changed in order to highlight its strengths?
Key question: how using a product can change the owner's things?
Key question: How to use macro or micro photography to tell something about a product? (in this case Thermo Camera view)
