This exercise is designed to help you see the synergy between copy and art/words and visuals.

• As a group brainstorm a list of emotions or feelings that you could experience from consuming a brand new energy drink.
• Now, split into two teams with a captain for each team. • Discuss what will be more effective in communications . . . communicating with visuals or with words.
• One team will defend words and other visuals.
• Each team reviews the list of emotions and feelings, and independently selects the two emotions that feel the most marketable.
• The "words" team write a headline for each of their two emotions. The "visuals" team sketch out two simple visuals expressing the two emotions they chose.
• Now each team tries to guess the other team's pair of emotions. See if any of the headlines and visuals match-up.
• Finish with a discussion of the power of words and visuals and the importance of the synergy between headlines and visuals.

Adapted from an exercise shared by Mike Cissne, Group Leader, Production, Bader Rutter.