I want you to write a creative brief for your upcoming project. The creative brief includes questions that will help you develop an innovative, exciting and FANTASTIC campaign.
The following is taken from: Advertising By Design. I linked it up on the right hand side of the blog.
THE CREATIVE BRIEF:
"Ideas come from understanding how and why people use a product or service. That's why clients and ad agencies spend so much money on market research and focus groups. Market research is usually the first step in the process of developing advertising. Research might provide a jumping off point for an idea. After market research comes the strategic planning: the overall plan of how to position, market, and advertise a brand or social cause. After that, the creative brief is written, where answers to crucial questions are formulated.
A creative brief is the map of the agency's and client's prepartory mission. Most creative briefs consist of questions and answers aimed at understanding the brand, the objectives of the advertising, the context of the advertising, the audience, and the strategic plan for implementing the objectives.
Essentially, a creative brief is a strategic plan that both client and agency agree upon and from which the creative team works as a strategic springboard. A thoughful, clear brief can lead to creative and successful ads."
Usually a creative brief is written between the agency and the client, but since your client isn't accessible some fill in the blank work will be needed.
Answer the following questions. Add your own questions and answer them if needed.
1. Why are we advertising? (why does the client need a new campaign?)
2. Whom are we talking to? (target audience for your campaign)
3. What do they currently think? (what does the audience of your product currently think of it? make an educated guess)
4. What would we like them to think? (how will your campaign change their views?)
5. What is the single most persuasive idea we can convey?
6. Why should they believe it?
7. How do we execute this strategy?
Please add more questions or alter this as you see fit. What I want you to do for me by next class period (MONDAY, SEPTEMBER 24th) is to present your questions and answers to the class and then turn into me. Also, present your plan of action. This presentation should be smart, thoughtful, organized and proactive. Once you have completed your creative brief will have also created a map for your campaign.
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