01 / 09

ADVERTISING BEHIND THE SCENES / 01.09

Create advertising campaigns inside an Advertising Agency’s Prototype

 

This three days workshop was created to share knowledge about communication, advertising and marketing for people that, for some reason, need to give a step further on this topic: those who have their own business, those who want to have and/or those who want to be prepared for a near future. You don’t need to be a creative, a graphic designer neither a copywriter. Good sense is enough.

By working inside a real Advertising Agency structure you will learn by doing how to identify opportunities inside the briefing, how to find the best media and the best usage of it for your target and how to create strong advertising concepts for a brand, a product or a service.

In the end, the aim of the workshop is to deliver a real advertising campaign created by you to a real client and make it really happen.

 

Day 01 – The Understanding (03 hours – Thursday from 17h to 20h30)

     100% Theory – 10 individuals

 

–        Team Introduction

–        An Overview About Communication

–        An Overview About Advertising Agency

–        How the information flows from the brand until your eyes?

–        An Overview About Advertising

–        What is an Advertising Concept?

–        Conclusion and Discussion

 

Day 02 – The Practice (4 hours – Friday from 17h to 21h30)

     20% Theory x 80% Practice – 05 teams of 02 people

 

–        Squeezing the Briefing: everything starts with a clear problem

–        Finding the best media – and the best usage of it

–        Solving one real briefing together

–        Solving three real briefings as a team

–        Practice Campaign Presentation

–        Conclusion and Discussion

 

Day 03 – The Real Client (5 hours – Saturday from 14h to 19h30)

     100% Practice – 05 teams of 02 people

 

–        Receiving the briefing from the real client

–        Solving the briefing as a team

–        Presenting the campaigns to the client

–        Feedback and Approval

–        Conclusion and Discussion

 

Materials provided:

 

– One A4 notebook per person

– One Pencil Faber-Castell TK9400 2B per person

– One Eraser Faber-Castell per person

 

*Lap tops for research are welcome. Bring yours.

 

ABOUT LUTER FILHO:

 

With 12 years of experience in advertising agencies around Rio de Janeiro, São Paulo, Budapest and Berlin, Luter is an Art Director with heavy concept background and planner skills. He created for brands like AUDI, Adidas, Amnesty International, Banco do Brasil, Burger King, Coca-Cola, FOX Film, McDonalds, Telekom, Volkswagen and many others. Awarded internationally, he also represented Brazil in the Young Lion Competition during the Cannes Lions Festival, in 2010 – which means to have 01 of the best 10 portfolios as a professional under 28th.

luterfilho@gmail.comLinkedIn

 

Today, Luter is:

 

Creative Director at NAME Communication.

Head of Communication at Agora Collective.

Brand Consultant at Give Something Back to Berlin

 

Awards:

 

2015: Arany Penge Festival: 01 Silver (agency: DDB Budapest)

2015: Hypnosis Festival: Gold (agency: DDB Budapest)

2015: Hypnosis Festival: Silver (agency: DDB Budapest)

2014: Cannes Lions: Diploma (agency: DDB Budapest)

2014: Golden Drum International Advertising Festival: Gold (agency: DDB Budapest)

2014: Golden Drum International Advertising Festival: Silver (agency: DDB Budapest)

2014: Prague International Advertising Festival: 02 Finalists (agency: DDB Budapest)

2014: Arany Penge Festival: 02 Silvers (agency: DDB Budapest)

2013: Grand Prix Prêmio Abril Rio de Janeiro – agency: DPZ

2013: Grand Prix Prêmio Colunistas – agency: Grupo Artplan

2012: Finalist Prêmio Abril Nacional – agency: Grupo Artplan

2012: Grand Prix Prêmio Abril Rio de Janeiro – agency: Grupo Artplan

2012: Gold ABP (Brazilian Association of Advertising) – agency: DPZ

2012: Gold ABP (Brazilian Association of Advertising) – agency: Grupo Artplan

2012: Gold Prêmio Colunistas Brasil – agency: DPZ

2012: Gold Prêmio Colunistas Brasil – agency: Grupo Artplan

2010: Young Lion 2010 – agency: Santa Clara

2010: Gold ABP (Brazilian Association of Advertising) – agency: Santa Clara
2009: Gold El Ojo de Iberoamérica – agency: Santa Clara

2009: 02 Silvers El Ojo de Iberoamérica – agency: Santa Clara

2009: Finalist Prêmio Abril Nacional – agency: MPM Propaganda

2009: Bronze CCSP (Clube de Criação de São Paulo) – agency: MPM Propaganda

2009: Finalist CCSP (Clube de Criação de São Paulo) – agency: MPM Propaganda

2008: Cannes Finalist – agency: MPM Propaganda

2007: Grand Prix New Ad – agency: age

2007: Gold GPR (Radio Group) – agency: age

2006: Finalist CCRJ (Clube de Criação do Rio de Janeiro) – agency: VS

2006: Finalist CCRJ (Clube de Criação do Rio de Janeiro) – agency: VS

2006: Finalist ANJ (National Association of Newspaper) – agency: VS

 

Timming:

 

Day 01 – The Understanding (Thursday from 17h to 20h30)

–        3h Speech

–        15min Brake

Total: 3h + 15min Break

 

Day 02 – The Practice (Friday from 17h to 21h30)

–        1h Solving Briefing Together (30min I explain, 30min we solve)

–        1h50min Briefing One (1h to think and solve, 10min each to present)

–        1h10min Briefing Two (40min to think and solve, 6min each to present)

Total: 4h + 30min Break

 

Day 03 – The Real Client (Saturday from 14h to 19h30)

–        1h Receiving Briefing from the Client (30min the client explain his business, 20min questions and discussions, 10min to approve the briefing)

–        1h40min to create

–        1h40min of Presentations (20min each to present)

–        40min Client Feedback

Total: 5h + 30min Break

Venue: AGORA Mittelweg

Address: Mittelweg 50

Time: 17:00

Price: 90€

Places available: 6