The Umbrella

Today I learnt about the template used in advertising that i the umbrella. within the umbrella itself is the big idea for the campaign, then under that you are able to add all the different add ideas you are going to focus on. Usually between 4 and 6 ideas are used, they must all work individually but then come together as one larger campaign. These can be a mix of media and usually are. 


                               BIG IDEA
                  |             |             |           |
               AD1      AD2      AD3     AD4


We also spoke about the 'same add 3 times' idea. Where the 3 ideas although you think they are different they are in fact all the same. Stating that we want each idea to be a sibling, rather than an identical triplet. It should use the same concept but different ideas and visuals within these. I think that this was important for me to be told as the ideas I were creating were all very similar and would probably only have worked in one media (most likely a standard poster.)