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At Sunrise we believe that creative concepts should be based on thecommunication platform. This ensures that concepts are informed by a strong understanding of the situation, the audience, the channels that will be used, the objectives the campaign seeks to reach and the benefits the audience will respond to. At Sunrise the creative team often develop multiple creative concepts based on this information and then test them to determine which one resonates best with the audience.
We believe that a campaign concept ties together all elements of a campaign—it’s a hook or idea that convinces your audience that now is the time to take action. Concepts give your audiences something to care about and a message to get behind. Without them, audiences might not understand what action you’re asking them to take or why.
And remember Creative concepts are NOT final products. They are rough drafts that give an idea of how the campaign could take shape.
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