The 48-Hour Drill

Hi geniuses,

Here's the deal. Since a lot of you were polishing your first campaign/still trying to figure out your second campaign, Kiran and I decided it would be appropriate to give you a couple days' rest.

Now we get to see how well you do in a quick-turnaround situation. Whoopee! It's just like what happens at agencies all the time.

So those of you who just had Quikrete, your new product is Arrowhead Mills All Natural Cereal:

www.arrowheadmills.com

Those of you who had Lactaid, your new product is Sigg aluminum water bottles:

www.sigg.ch

I realize you have only 48 hours. That's why we're calling this the 48-hour drill." Just do your best, have fun, and be smart about it. If an idea doesn't clearly communicate a single, compelling benefit, don't waste time with it. Move on. This will be a good learning experience for you.

Come on! Isn't this fun? You get to see how quickly you can think on your feet. See how much you can do in this short of a time period. Surprise yourself. Impress Kiran. Make me smile instead of groan.

Thanks. You're going to be okay. Trust me.

7 ideas, 21 comps.

Go.