There was one brief, three separate Copywriting in Action masterclasses and completely unique outcomes as you will see in the scroll down. The brief was for Kiva, a microfinance website. The strategy was to raise awareness of Kiva.org and show how we can all make a difference in the world, without saying "we can all make a difference in the world". "Show don't tell" was the copywriting challenge, as described on pages 114, 163 and 178 of the book Copywriting in Action. Here are the three interpretations of that same brief. Command + or Ctl + to enlarge copy for readability.

 

The picture in the above hypothetical is courtesy of Benetton. We just relocated them into a boardroom.

The photography and art direction is by your's truly.

We purposely used the "mug shots" from the website to give it a lo-fi look.

 

EXHIBITS FROM THE 2006-2009 COPYWRITING IN ACTION MASTERCLASSES:

The story of how this Oxfam Shop ad was conceived, developed and written is described blow-by-blow (and word-by-word) on pages 1 - 56 of the book Copywriting in Action.

Interesting facts make for interesting copy. Participants in this Group Project were also challenged to write a list of benefits that didn't read like a list.

This Group Project was all about writing to a mainstream youth market straight and true without the smell of a political agenda.

This is an Individual work-based Project by participant, Larene Sullivan. Her greatest challenge was to express accurately the "essence" of the benefit.

This is a case study of an In-House Masterclass program in which we built credible and universal meaning into their existing slogan Infinite Possibilities.