Creative Brief

Client / Client contact information:
Name, phone number and email address of the person or people on the client side. The 'client' being whoever pays for
or approves the work.
Project: Crouching Text Hidden Meaning
Prepared by: Nick & Mike
Approved by: D&J Waste Treatment Plant Inc
Client / Date: May 28, 2009
Agency / Date: May 28, 2009
1) Background / Overview:

What's the big picture?
The big picture is to bring our message to as many people as we can in a internet based kind humorous fashion.

What's going on in the market?
The market for our product is huge and continually growing.

Anything happening on the client side that the creative team should know about?
On the client side we want it to act as a PSA but to be humorous and as effect as a commercial.

This is where you introduce the project to the creative team. This section distills the Client Brief into a short few sentences.

For an overview, answer the question, "Who are we talking to, and what is the main thing we want to say?"
We are talking to any and all internet users about thinking before they send a message in any digital text format.
Think before you type.

2) What is the objective, the purpose of the ad?

A concise statement of the effect your solution should have on users. Typically expressed as an action. And frequently focused either on what you want them to think, to feel, or to do.

We want our users to be affected with laughter and happiness but when they go to send a digital message we want them to stop and think back to our message.

The Creative Brief is the basis on which your ideas will be based. It is used by the creative team to focus and control the scope of work pertaining to a project.

As you work through drafting the brief (there will be a few drafts) keep these questions in mind:
Does your brief provide the team with a new and inspiring perspective on the project?
Does it’s focus contain one clear strategic plan/message, which places a single thought in the center?
Does the form of this idea inspire you to several other surprising thoughts and ideas? In other words - does it give your team energy?
Is the Creative Brief a binding and approved work platform, that everybody responsible for the idea
(team members) knows and has a Shared Understanding of?
Does your Creative Brief offer a precise and secure basis for the evaluation of the idea later as to whether it’s on strategy?

IM 279 Creative Brief - Drafting the Creative Brief
3) Target audience: who are we talking to?

The more precise and detailed the better. Be sure to explain how the audience currently thinks or feels about the device you’re creating a how-to for. Be sure to include how they currently behave.

We are talking to a variety of people and walks of life. We want the main people that should be affected to be people that work at corporations that use email as a main method of communication, people who send emails on a regular basis, young teens who text or instant message, bloggers, tweeters, myspacers, facebookers, etc.

4) What's the single most important thing we want to say?

What's the most persuasive or most important thing we can say to achieve the objective?
This should be a simple sentence. No more than a few sentences if absolutely necessary. (single-minded idea)

Think before you type. (in a humorous tone)

Avoid generalities because they result in ambiguous communications.

5) What are the supporting rational and emotional 'reasons to act or believe?'

List the rational and emotional reasons for the target audience to believe what we want them to believe, and do what we want them to do.
Include all the major copy points, in order of relative importance to the consumer. In other words, 'What else can we say to achieve the objective?'

The rational and emotional reasons to believe us are we are conveying a message using embarrassing humor that could potentially happen to our audience. This is why we believe our message will effect our audience on an emotional level that will cause them to react in a positive fashion to the message.



6) Mandatory elements, helpful information & insights:

Here's where you put all other details a lot of this information comes directly from the Client Brief. Any mandatory elements such as the client's logo, address, phone number, any specific product demand and so forth.

Project Title: Crouching Text Hidden Meaning
Project Type: PSA
Job/Purchase No.: 1.27
Brand: D&J Waste Treatment Plant Inc.
Company: Mhcc
Agency(s): D&J Waste Treatment Plant Inc.
Briefing Date: June 4

Marketing Strategy
We plan to achieve our objective(s) by: Conveying our ten word statement in a humorous fashion.

Campaign Strategy
Key Messages: Wise persons are those who think twice before typing once young grasshopper
Key Media: Internet based product
Tonal/Brand Values: Be courteous and protect yourself from possible unwanted incidents
WHO DO WE NEED TO TALK TO?

Definition of target group: Anyone and everyone with messaging capabilities. Corporations that use email as a main method of communication, people who send emails on a regular basis, young teens who text or instant message, bloggers, tweeters, myspacers, facebookers, etc
Insights into this target group: A basic knowledge of socially acceptable morals and issues. Persons which use any sort of messaging medium.

7) Schedule: What do we need from the creative team? When do we need it?

These milestones are often set by the Creative Team - We will talk about these at a later date. You DON’T need to include this in the rough drafts of the brief, but will be included when you pitch your 3 concepts.

We do not understand this question or what you want could you please expand on this. We will start working on rough ideas, reviews, creative presentation, client presentation and material delivery date. We did not understand if we needed to have it on this paper.

1) initial creative review of rough sketch ideas,
2) review revised creative,
3) final internal creative presentation,
4) client presentation,
5) material delivery date.