Welcome to week numero tres of our student profile segment! I recently interviewed 4th quarter copywriter Bonnie Culhane. Bonnie’s a cool gal who’s always down to give advice to 2nd quarter youngins’ like me, so I thought – why not pay it forward by featuring her on the blog?
Bonnie and I talked a lot about the personality traits that make for a good copywriter. “Copywriters need to be inherently curious and always have an opinion on things, and I also think it’s important for them to be empathetic.”
Well said, Bonnie – especially, the inherently curious part. As a copywriter, art director or designer, you’re faced with a wide scope of projects. You could be working on anything from diapers, to light bulbs, to… funeral homes. So being a naturally curious person will go a long way.
Back to Bonnie - she chose to show us an integrated campaign for Fireball Cinnamon Whiskey that she completed with fellow copywriter Melanie Sims and art director Eric Pagsanjan.
Here’s one of their print ads for the campaign:
“It came from the insight that Fireball is something young people drink while partying. It’s not like other whiskies that old people sit down to drink by the fireplace. The tagline at the bottom is Put Some Fire on Your Chest, which obviously plays off of Put Some Hair on Your Chest… making it all about the idea that Fireball gets people at the bar pumped up and ready to make moves.”
And here’s a clever ambient ad idea:
If you would like to peruse Bonnie’s other work, her portfolio is at http://www.bonnie-cate.com (which was custom-designed by her friend!)
Thanks for tunin’ in.
Written by: Amanda Burger