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Essay text:
Of an ad idea.
For print ads, a concept is the headline and main visual, usually a photograph or illustration. And that’s what you want to scribble down on paper. Just the main idea of the ad, the headline and picture.
Sure, you can toss in some lines to indicate body copy. And the time will come to take a close look at the layout, images, subheads and body copy.
But to start, keep it simple.
Your initial concepts should look more like posters or billboards than ads.
They should deliver on the "promise" or "reason why" or the “what we want to say” part of the creative brief.
They should get the main selling idea across...
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