BeLive was a final one-week long creative pitch that involved our entire class worked together as an advertising agency. We received instruction to create an advertising public service announcement that would inform and engage the general public about not using cellphones carelessly and to instead live in the moment.

1. DM622 Creative Pitch

3. Strategy
& Research

4. What are we here to do?
Focus on interpersonal connections and
provide a platform that encourages face to
face engagement as the most effective form
of communication.
STRATEGY

6. The Problem
The invention of portable, internet accessible
devices such as smartphones and other
technology has connected us like never
before. Together, these products have
slowly been entwining into the very fabric of
our lives.
STRATEGY

7. The Problem - Cont.
According to the Daily Mail, the average
smartphone user spends over two hours a day
on their mobile device. Most sleep with their
smart phone right next to them. We are
becoming increasingly attached to these
products while shutting off the immediate world
around us.
STRATEGY

8. Creative Brief
STRATEGY
Who are we talking to?
Young professionals with mobile devices who over indulge in
technologies, often in inappropriate settings or social situations.
They have let technology replace human interaction as their main
form of communication.
What do they think/feel/do now?
I love my smartphone and tablet. I would be lost without it. When I
do not have it, I feel out of touch. I need my cellphone with me at all
times and places.

9. Creative Brief - Cont.
What do we want them to think/feel/do in the
future?
Maybe I do spend too much time on my phone/tablet. Sometimes I
should turn it off or put it in my pocket during social situations and be
present in the moment.
Insight:
People are dependent on their mobile devices because they are
afraid of becoming disconnected and irrelevant without them.
STRATEGY

10. The fear of missing out has lead to an over
reliance on communication devices. This has
created a disconnect in being a part of
meaningful engagement with ones’
surroundings and each other. The following
suggested campaign will ideally create
awareness on maintaining balance.
Campaign Overview
STRATEGY

11. TV, Print &
Ambient
Advertising

12. Strategy
TRADITIONAL ADS

13. TV Spot
Start with an urban
scene of a car parked in
front of an apartment
building in a nice
neighborhood.
Hear ambient noise of
city, music playing loudly
from a passing car.
Zoom in to front seat of
the car, where a man
and a woman in their
early to mid-twenties are
making out.
Loud music fades, and
you can hear a slower
song playing softly from
the car stereo.
TRADITIONAL ADS

14. Medium shot from within
the car as the girl pulls
away from the kiss and
glances at her
smartphone.
A cell phone bings. The
guy is surprised and
says, “Come on.”
Pan to back seat, where
the girl’s mother
appears, representing a
text message from her to
her daughter.
Mother speaks contents
of text, “Hope your
date is a gentleman.
Have fun!”
Hope your date is a
gentleman. Have fun!
TRADITIONAL ADS

15. Girl holds up her index
finger to tell guy to wait
and types a response to
her mother, who
disappears.
Hear music still playing
softly and cell phone
keyboard noise.
Couple is about to go
back to making out,
when his phone beeps.
A louder, different cell
phone ping sounds.
TRADITIONAL ADS

16. Two of his friends
appear in the back seat,
dressed in football
jerseys, as he looks at
his phone screen. Girl
shakes her head,
annoyed.
Guy’s friend says,
“You’re missing a great
game, man!” While his
other friend cheers.
The mother pops in
again, seated next to the
guy’s friends in the back
seat. Guy and girl are
getting distressed.
Girl’s phone pings again
and mother says,
“Sounds like a keeper.”
Guy’s friends are still
cheering and yelling
things about the game.
You’re missing
a great game,
man!
Sounds like
a keeper
TRADITIONAL ADS

17. Three of the girl’s
friends, dressed to go
out, appear in the
backseat with the rest of
the crowd.
Another ping sounds
and girl’s friend shouts,
“Hey, pick up. We’re at
that bar you like!”
Mother and guy’s
friends are still talking.
Another ping. Boss (over
din): “I want to run over
those numbers with you
tomorrow morning.”
Hey, pick up.
We’re at that
bar you like!
I want to run over
those numbers
with you tomorrow
morning.Guy’s boss, in a suit and
tie, pops into back seat,
which is getting
ridiculously crowded.
TRADITIONAL ADS

18. Close up on girl and guy,
who look horrified as
more people keep
appearing behind them.
Chatter of people talking
over each other in the
back seat and phones
pinging rapidly.
Cut to outside of car and
zoom out as scene fades
to a blank screen.
Pratt logo and hashtag
appear.
Chatter fades. Voice
over: “Who’s tagging
along with you? Leave
your phone at home next
time.”
#BeLive
Who’s tagging along with you?
TRADITIONAL ADS

19. These ads will be
featured in niche
publications such as
Fast Company and
Wired.
Print

21. We plan to
use image
mapping to
apply
visuals
across W14
Station -
7th Ave.
Ambient
TRADITIONAL ADS

23. The flaming phone is
just the beginning.

24. Digital
Advertising &
Social Media

25. How does digital support
a campaign about getting
away from digital?
DIGITAL ADS

26. The Phone-Check Kiosk
DIGITAL ADS

27. The App
DIGITAL ADS
By tracking one’s
daily mobile usage,
the app encourages
better time
management. Also,
events are
suggested based on
user preferences.

28. Digital Ads
DIGITAL ADS

29. Gertritude will
provide a
humorous
slant on
experiencing
how different
life was before
technology.
DIGITAL ADS
Twitter

30. Business &
Commerce

31. BUSINESS/ COMMERCIAL
TV Spot
5%
Print
5%
Digital
15%
Ambient
30%
Cost Estimates

32. Profits are measured in dollars. How do you measure
quality of life?
The Mission of Pratt is to educate artists and creative
professionals to be responsible contributors to
society.
This campaign is about the relevance of social
connection. It is about education, equity, and access to
people, well-being, and quality of life. It is also about
getting back to basics without compromising
technology.
BUSINESS/
COMMERCIAL
Relevance

33. BUSINESS/
COMMERCIAL
Lets start a deliberate
conversation...
What is Pratt all about?
Relevance

34. We believe this campaign
will create awareness
about better digital device
usage and meaningful human
interaction. Thank you