Campaign Guidelines

Out of context: Reply #4

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  • matski0

    @ Continuity

    You didn't mention what "guidelines" you were referring to, was it brand guidelines, or "campaign guidelines" for that one specific campaign?

    I would guess you were supplied brand guidelines (for Lufthansa), which generally includes mood, tone, headline styles, themes/subjects, shooting styles for photos and film etc.

    matski 0Permalink
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    • These were defined campaign guidelines from Kolle Rebbe for that specific campaign, separate from the brand/CI guildelines given to us by the client.Continuity
    • The brand/CI guidelines from Lufthansa didn't cover headlines, themes, shooting styles.Continuity
    • Every brand guides I've created over the years have always included all those things. I guess it unusual Lufthansa's didn't.matski
    • It might have changed since then, I don't know. But the campaign guidelines weren't a separate thing from general CI guidelines at the time.Continuity
    • a campaign guideline and a brand guideline are very separate beasts. while a brand guide might include tone/style/copy it cannot envision every ad pushGnash
    • each ad campaign can be a very different beast and a detailed guideline is crucial for a multi-agency pushGnash
    • *WERE a separate thing from general CI guidelines, I meant to type.Continuity
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