1.The concept boards included a visual representation of the "big idea" and a brief paragraph of copy to convey the central idea and tonality. 2.Headlines were later added as they were developed. 3.LBC felt the challenge was to communicate the bold image of the brand while promoting its fit with a youthful, party environment through the mixability concept. 4.Mixability was a somewhat controversial message in that it tended to compromise the strong, bold, "independent" image of Scotch and had the potential to alienate existing drinkers, who might disdain the idea of drinking Scotch with a mixer. 5.Given the past success of the Profiles campaign with current users. 谢谢罗^^ --

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