Key question
How does an idea become a campaign told across multiple channels?
A campaign is more than just a poster: it carries a core idea across weeks and channels. Consistent elements ensure recognition, while tailoring to each channel delivers impact. A good campaign tells a story.
Learning objective: You will be able to develop a central theme with a key visual and claim, adapt it across various channels, and plan it as a story in phases.
One idea, many appearances.
7.1 / A strong central theme
The central idea holds everything together.
A campaign is built on a few constants:
01
Guiding principle
The core concept behind every execution.
02
Key Visual
The central image that visualises the key concept.
03
Slogan
A short, recurring phrase that sums up the idea.
04
Sender
The logo, colours and typography show who is speaking in every execution.
A good central idea is simple, surprising, and can be developed in many directions. How the sender and brand values emerge is covered in the Brand Strategy course. This course is all about bringing that idea to life.
A good central idea can be built upon.
7.2 / Transfer to channels
Same idea, suitable shape.
Each channel has its own rules: a billboard is read in passing, a story on a mobile phone in seconds, and a flyer at leisure. When adapting, you translate the key visual so that it has the greatest impact in each respective format.
The core concept, key visual, colours, font and sender remain constant. You may adjust the crop, amount of text, format and movement.
01
Poster
Impact from a distance: few words, large image, clear hierarchy.
02
Social media
Portrait format, easy to grasp quickly, often animated, and conceived as a series.
03
Flyer
Read from up close: room for programme, map and details.
Constant in idea, flexible in form.
7.3 / Stories in Phases
A campaign told over time.
Storytelling means the campaign unfolds like a story with a beginning, a climax, and an ending. A teaser sparks curiosity, the announcement provides all the details, reminders keep momentum going, and a review says thank you while building anticipation.
Not every channel suits every phase. Stories are ideal for quick teasers, posters for announcements, and newsletters for reminders. An overview helps you plan the effort and impact.
Every phase tells a new chapter.
Exercise
Draft a campaign
Task: Develop a campaign outline for Lichtspiel including a central idea, key visual, and three adaptations.
STEP 1
Formulate a guiding principle and a tagline.
STEP 2
Sketch a key visual that illustrates the core idea.
STEP 3
Apply it to posters, stories, and flyers.
STEP 4
Assign the adaptations to the teaser, announcement and reminder phases.
Evaluation: Can you immediately recognise the same campaign in every adaptation? What drives this recognition?