Campaign Guidelines
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- wagshaft
All,
Looking for samples of nicely done guideline documents / pdfs for campaign launches.
Thanks ya'll
- Hayoth-1
what do you mean? Like a strategy roll out?
- matski1
Campaign guidelines?
There are brand guidelines, so when different agencies work on a brand there is consistancy throughout. However, campaigns are normally run by one agency and any other agencies working on that campaign reports to the lead agency, so there's no need to have guidelines for a single campaign - makes no sense!
- Continuity0
@matski
Well, not having campaign guidelines isn't always necessarily the case.
Consider Lufthansa. Their lead agency is Kolle Rebbe, an advertising agency out of Hamburg. I was working with them at another agency a few years ago, doing digital campaigns, and one of the first things they gave us was a who set of guidelines about things like mood, tone, headline styles, themes/subjects, shooting styles for photos and film, the lot. Everything was laid out and well-documented, based on the overarching campaign strategy and the Big Idea. Everything we did had to match up to this.
Having said that, the design of the campaign had to adhere (mostly) for the corporate identity guide given to both KR and the agency where I was by the client, in terms of logo usage, typography, colour palette, and so on.
- Now that I think of it, it was also the case with Swiss International Airlines when Publicis Zürich had the account at that time.Continuity
- Back when I used to pretend to be a designer we had a huge tome dictating the samesuch brand 'feeling' provided to us by Orange (now defunct telcom)Nairn
- .. I learned so much from that, given I didn't have a formal education in design!Nairn
- Wish I'd stolen one, thinking about it. d'oh.Nairn
- Yes... looking for samples of this.wagshaft
- 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.
- 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
- wagshaft1
thanks for QBN for helping to clarify my request... especially regarding the difference between brand guidelines and guidelines specific to an ad campaign, the latter of which I am seeking examples of.
- wagshaft0
bump...
- fate2
I think separate campaign guidelines are fairly rare. issuu.com has a few if you dig around.
This is a good one, covers both brand and campaign for Sony
https://issuu.com/createweb/docs…
I think that's what you'll typically find, campaign guidelines contained within brand guidelines. Just search for a big company and you can find some good stuff
https://issuu.com/search?q=adida…
https://issuu.com/search?q=nike
- notype0
Here ya are
https://atlassian.design
- spot130
I'm not sure if this is helpful but here is a campaign launch plan from a public sector project earlier this year: https://drive.google.com/file/d/…
- fate0
https://www.scribd.com/document/…
(free account required)
- wagshaft1
- These are just selected pages. This is specific to the beer launch campaign.wagshaft
- Nice work. Always good to see some design work being postedIanbolton
- yep, nicely doneFax_Benson