thektg has picked winning marketing copy entries

For $700 they received 78 writing concepts from 31 writers!

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Dates

Starts:5-Nov-12 10:58 p.m. GMT

Ends:12-Nov-12 10:58 p.m. GMT

Awards

Award 1: $500, was awarded to Running...

Award 2: $200, was awarded to gechoi

Formats

PDF, RTF

Contract

Preview: crowdSPRING Contract

Materials

File 1: POSTCARD_MASTER_1.jpg (106.3 KB)

Uploaded on 5-Nov-12 9:40 p.m. GMT

File 2: POSTCARD_MASTER_2.jpg (97.9 KB)

Uploaded on 5-Nov-12 9:41 p.m. GMT

File 3: POSTCARD_MASTER_3.jpg (104.0 KB)

Uploaded on 5-Nov-12 9:41 p.m. GMT

File 4: POSTCARD_MASTER_4.jpg (130.8 KB)

Uploaded on 5-Nov-12 9:41 p.m. GMT

File 5: Master_Coaster-BLK.jpg (124.9 KB)

Uploaded on 5-Nov-12 9:42 p.m. GMT

File 6: Pentagon_1-High.jpg (149.4 KB)

Uploaded on 8-Nov-12 1:22 a.m. GMT

File 7: ATBC_BAYS_FINAL.pdf (909.6 KB)

Uploaded on 8-Nov-12 1:23 a.m. GMT

Creative brief

The buyer added updates to the brief. Read them.

Business Name

Adroit Theory Brewing Company

What do you do?

We brew esoteric brews. Extreme beers that are not for the faint of heart. These are full-bodied, artisanal ales intended for the most discerning elements of the craft beer community. These beers are NOT for the general public, thus our marketing and branding focuses on the idea of an "INSIDERS CLUB" or "Us vs. Them" mentality.

What is your industry?

Food and Beverage

Describe your audience

25-45 aged men, educated with gourmet tastes. They have disposable income and prefer to purchase local goods and services whenever possible. They also have an anti-establishment mentality.

What 3 things would you like to communicate to your audience through these materials?

We do not want to use any of our slogans in the piece itself, but for reference, here are four of our slogans. The story/manifesto should communicate themes consistent with the message of our slogans, but be a separate piece that could stand on its own.

1. Consume Life / Drink Art
2. Revoke the Status Quo
3. Crafting the Revolution
4. Pinky Finger Out. Middle Finger Up.

How do you intend to use these marketing materials (print, web, etc.)

Printed as a small card (2" x 4") attached via a leather cord to each bottle of beer. On one side of the piece will be our logo/name, and on the back side the Manifesto. Basically, our mission statement / outlook on life.

What do you need done?

A short story of 100 - 200 words written in the style of either a personal or group Manifesto.

What content must be included?

We are open ended on the content, and encourage the following:

1. Cleverness
2. Enigmatic Qualities
3. Minimalism Writing Style

We DO NOT want anything corporate, generic, or in any way a simplistic overview of who we are or what we do. We want a story, a manifesto, that is succinct, but has nothing to do with beer or even our Company. We are looking for a lifestyle or an outlook on life that can be conveyed in a short and sweet paragraph.

What character, tenor or spirit do you want to convey?

I don't want to give too much direction, as I think designers have a great ideas if they are given free reign. The winning piece will be the one that is the most original and clever piece that distills some of our ideas, and then creates something new.

That said, here are some general ideas that are consistent with the style or spirit we are going for:

Authors - Minimalists like Tom Spanbauer, Chuck Palahniuk, Amy Hempel, JG Ballard
Literary References - Dantes Inferno, Faust
Revolutionaries - Che Guevara
Bands - Nine Inch Nails, Rage Against the Machine

What is your required length in words or pages for these marketing materials?

No less than 100 words, no more than 200 words. It has to fit in a reasonable font size on a card slightly larger than a business card, but smaller than an index card.

Do you want to include additional info?

Do not copy these, but here are some inspirational quotes or themes that are in line with the general message we are going for.

"This is your life, and it is ending one second at a time" Chuck Palahniuk Fight Club
"Head Like a Hole, Black as your Soul, I'd rather die, than give you control" Nine Inch Nails
"Products of the Revolution" - Obey Propaganda

Brief updates

8-Nov-12 1:35 a.m. GMT
I wanted to mention a couple of points that apply to the project:

1. I will often mull over an entry before scoring. I find if I give a score to early, without reading it, and then coming back to it, I often miss nuances in the entry. I will try to post feedback everyday, but there could be a lag.

2. I think the Crowdspring rating scale of 1-5 is unfair. I wish it was 1-10, so I can show the progression of a creative. If I give an entry a 3, and then give you a 3 on a subsequent entry, this does not mean it is NOT an improvement. It is merely a limitation of the rating scale. I try to be fair with my scores, but I will not give out a 5 star rating until I feel the entry is worthy of consideration in the final selection.

3. I have mentioned two sources in the feedback for one creative, and want to make sure all participants are aware of the reference:

a. CHOOSE LIFE - a scene in the movie Trainspotting where the main character (Ewen McGregor) rants about all of the "choices" in life that his generation is forced to make (before he makes his own selection)
b. GO BACK TO BED AMERICA - a bit from satirist Bill Hicks where he rants about all of the ridiculous, consumer things that distract us and keep our lives shallow.

I think both of these are good examples of the style we are shooting for. Very important qualities are the pacing or cadence/staccato we want. The piece should SOUND as good as it reads. It should have a clip pace in a similar way that Dennis Leary or Dennis Miller would rattle off a tongue twisting rant that flowed from one word to the next.

More importantly, it should sound COOL. We are looking for something that has great "one liners" that could be quoted in the same way young men quote lines from movies like Fight Club and Reservoir Dogs.

Finally, I have uploaded some of our recent artwork. Our vibe is dark and intense. We want language that supports that.

Good luck.
8-Nov-12 11:14 p.m. GMT
Instead of using this example with each of the entries, I thought I would post it here.

The quality of the entries to date have been very good, but one thing in general I want to emphasize is how briefly the RIGHT words can convey the message we want. For instance, here is a line from a Rage Against the Machine song:

"Rollin' Down Rodeo with a Shotgun"

6 words and you know EXACTLY what he is talking about

1. Revolution is in the air
2. Anti-Consumer excess
3. Violence is the solution

Good luck.
11-Nov-12 4:05 p.m. GMT
I'm working on the reviews now and will have feedback within the next few hours. There are really some good entries, so I'm trying to take appropriate time to give good feedback.
11-Nov-12 5:16 p.m. GMT
Two suggestions as creatives make revisions:

1. List your total word count

2. Use a font that is readable (unless you really are good at design/layout)