Transcript
Creative Brief
• Reintroduce!Na.onal!Trust!as!the!powerful!connector!between!people!and!places!
• Speak!to!a!modern!audience!
• Re:establish!the!importance!of!nature!and!
heritage!in!our!lives!
• Re:establish!the!rela.onship!with!nature!and!beauty!
• Consider!all!communica.on!channels!
Answer What: This! campaign! has! been! created! with! the! aim! to! re:establish! a!profound!rela.onship!with! the!audience.! In! these!series!of!pictures! the! line!between!art,!body!art,!and!adver.sing! is!blurred,!as!well!as! the!human!and!natural!dimension.!
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How: A!series!of!outdoor!billboards,! located!in!urban!ci.es,!as!well!as!close!to!Na.onal!Trust! loca.ons.!Also,!a!documentary!of!the!actual!making!of!the!shoo.ng!in!NT!loca.ons!will!be!part!of!the!campaign,!to!spread!the!message!of!care!and!respect!towards!the!natural!and!cultural!heritage.!The!model,! is!body!painted!by!ar.st!wise!hands.!The!whole! troupe!will!physically! interact!with! the! cultural/natural! environment! while! they! will! show! the! maximum!respect!and!care,!that!is!what!Na.onal!Trust!does!from!more!then!100!years.!!
The! “making! of”! will! go! digital,! on! the! Na.onal! website,! and! on! YouTube.!Hopefully,! it! will! take! the! aKen.on! of! the! social! media! taking! advantages!from!the!body!pain.ng!social!interest.!
Creative Brief • There!is!too!much!to!see!at!the!Isle!of!Wight.!
• Develop!a!campaign!to!promote!the!Island!
• Target!Audience:!People!looking!for!a!lovely!short!break,!that!value!money!and!want!their!
expecta.ons!to!be!exceeded.!
• Media!choice:!outdoor,!press,!tv,!digital,!
mobile,!social!media.!
• Raise!awareness!of!the!Isle!of!Wight!!
Answer What: This!campaign!has!been!thought!according!to!the!selfie:mania!of!the!recent!period.!The!format!is!the!same,!but!in!the!background!there!are!the!amazing!Isle!of!Wight!des.na.ons.!
How: The!“Kisses”!pictures!will!be!collected!all!around!the!Uk,!during!the!first!period!of!the!campaign.!People!will!be!asked!to!kiss!for!the!“Isle!of!Wight!Kisses!Campaign”!and!to!leave!their!e:mail!address/social!network!contact.!
Later!on,!they!will!receive!a!postcard!with!their!picture!aKached!to!one!of!the!beau.ful!Isle!of!Wight!des.na.on,!all!at!the!same!moment.!
They!are!suggested!to!book!the!ferry!from!the!link!above!the!picture.!At!the!moment!of!the!.cket!collec.on!they!will!receive!a!printed!version!of!the!picture.!
The!first!100!people!booking!the!ferry!from!the!moment!the!pictures!go!on:line,!will!appear!in!one!of!the!“Kiss!Van”!that!will!go!around!England!promo.ng!the!lovely!short!break.!!!
!!
Engaging,!funny,!low!cost,!direct.!
Wpp
‘Wake up’
Thanks to: My model: Peter Symonds Official Photographer: Alessao Du Brasil Project Inspiration: Peter Symonds Creative Support: Ken Burtenshaw Location stores: Asda, Caffe’ Momento, Ikea, TGI Friday’s, Southampton
Call to Action
Most of the time, people do not realize how big is the impact of their actions on the environment. The extreme consumption of plastic, energy, waste and petrol has a dramatic effect on the climate and Earth’s health, in general. Wpp wants to turn knowledge into action, they want people to accept they have a problem and they want them to... Choose for Solutions!
Creative Brief • Call!to!ac.on:!Persuade!people!to!do!something!
prac.cal!about!environmental!issues!
• Make!it!personal!and!endurable,!involve!most!of!
the!people!that!consume!and!waste!everyday.!
• The!campaign!need!to!elicit!ac.on.!Is!not!about!
likes!on!Facebook!or!number!of!tweets.!
• The!campaign!idea!must!work!across!at!least!
three!different!media.!
Answer What: This!campaign!has!an!irreverent!tone!of!voice.!Is!directly!saying,!wake!up,!do!something,!before!is!too!late!!Is!not!about,!your!sons!or!grand!sons!any!more,!is!about!you.!Change!abtude!and!change!it!soon!!
How:!The!wake!up!video!commercial!(30,60,!120!seconds)!shows!a!common!person!doing!daily!ac.vi.es!(having!breakfast,!shopping,!relaxing,!surfing!the!Internet,!reading)!while!was.ng!power!(energy)!or!things!(food).!Let!people!realize!the!amount!of!energy!they!waste!without!even!imagine!is!the!aim!of!the!campaign.!!
The!series!of!billbords,!is!the!real!call!to!ac.on.!There!is!a!solu.on!to!plas.c!consump.on=use!of!glass.!Easy,!Simple,!do!it!!Problem:!Solu.on.!This!is!how!we!do!it.!Wpp.!Choose!for!Solu.ons.!
Dorset Cereals
‘Everyone has an healthy side’
Thanks to: My model: Dan Williams Official Photographer: Leonardo Monterola Photographer Assistant: Alessio PhotoShooting Assistant: Kirsty Johns Creative Support: Ken Burtenshaw Post-Production: Alessio
Advertising campaign
Creative Brief • How!do!get!18:25!year!olds!to!eat!Muesli!for!
breakfast?!!
• Not!enough!youngsters!are!ea.ng!nourishing!muesli!for!breakfast.!They!would!rather!have!
corn!flakes!or!coco!pops!!!
• Create!a!debate.!Get!people!together!!• An!integrated!campaign!that!clearly!targets!
this!younger!audience.!Go,!where!they!go.!!
Answer What:!The!young!dimension!is!a!controversial!one.!They!are!interested!in!
everything!as!well!as!in!nothing!!One!thing,!is!for!sure.!They!care!about!their!
appearance,!body,!and!health.!Here,!is!where!I!catch!them.!
How: ‘Everyone!has!an!healthy!side’!plays!on!the!young’s!abtude!towards!
sport!and!ac.vity.!If!you!care!about!your!body’s!health,!Dorset!is!what!you!
want.!Do!you!love!jogging!rather!then!Yoga?!Dorset!link!your!healthy!trait!to!
one!of!its!huge!range!of!cereal’s!flavour.!Whatever!you!like,!in!the!way!you!
like!it.!Whoever!you!are,!whatever!you!do. The!campaign!commercial!and!
billboards!will!drive!traffic!to!the!web!site,!and!engage!with!the!target!
audience.!They!are!pushed!to!!create!an!online!profile!of!their!healthy!side!
and!to!share!their!.ps!to!keep!healthy!with!the!community!!The!tone!of!voice!
of!the!campaign!is!fresh,!catchy!and!personalised!upon!the!real!sport:lovers.!
Creative Brief • Tell!the!commuter!about!the!world!famous!Brompton!fold:up!bike!–!just!in!case!they!have!forgoKen.!Make!a!case!for!commuters!inves.ng!in!this!great!form!of!personal!transport.!
• Target!Audience:!Primarily!male!commuters!across!the!UK.!
• Brompton!bike!is!“The!commuter’s!best!friend”!!
• Brompton!is!a!brand!you!can!trust!in!–!there!are!plenty!of!copy!cats!that!just!don’t!make!the!grade!!
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Answer What: Brompton!bike!is!a!revision!of!the!tradi.onal!way!of!riding!bikes.!Its!simple!and!established!design!make!it!very!recognisable!within!the!Target!Audience.!
Who: With!this!campaign!I!want!to!engage!people!at!a!basic!level.!Everybody!can!have!its!own!interpreta.on!about!“Where!the!name!of!all!the!things!originallly!come!from”.!This!solu.on!can!fit!with!anybody!and!generate!sympathy!with!the!brand.!Using!the!Eden!as!context!and!the!Cris.an!Icons!as!characters!reinforce!the!idea!that!Brompton!is!for!everyone,!well:know,!established!and!has!been!sended!from!the!heaven!!Ever!body!agrees!is!a!Brompton.!For!sure!it!is.!
Answer What: Based!on!the!previous!Domino’s!crea.ve!briefing,!in!this!campaign!I!want!to!appeal!the!target!audience!crea.ng!engagement!with!the!characters,!in!par.cular!with!the!song!they!sing.!
How: For!a!live!interpreta.on!of!the!jingle,!please!contact!me!at!alessia.acciari@yahoo.com.!All!the!rights!are!reserved!!
TV!commercial,!radio!script!and!viral!video.!The!pizzas!are!computer!animated,!very!funny!and!appealing!to!the!audience.!They!reflect!the!girly!style!of!friendship!seen!by!boys.!They!are!shown!in!everyday!funny!situa.on!in!their!work!environment:!the!studio!of!the!Two!For!One!Tuesday!Show!!The!TV!commercial!can!take!the!shape!of!a!liKle!Carosello!showing!their!adventures!and!misadventurse!in!the!studio!while!performing!their!jingle.!Entertaining,!social,!engaging.!
#Tagyourthink
Promote awareness and visibility in an engaging way
Target audience engagement with the Social Cause
I think so I tag I tag so I think
Graffiti
Self expression Art expression Visibility to art Visibility to the cause Social benefit and social involvement Social improvement and embellishment Engagement
Do it cleverly Government Initiative • Promote!awareness!to!the!road!dangers!!
Social Investment • Create!social!embellishment!!
Gain Social Respect • Focus!on!people!that!want!to!Tag!and!they!do!it!for!hobby!!
Create impact • Translate!the”!visibility”!concept!through!art!visibility!!
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‘The audience would rather be part of the campaign than be marketed to.’
FeedCo. How: Allow!and!involve!people!to!Tag!their!Think!in!designated!urban!areas,!where!all!the!tools!to!tag!are!provided!by!Think!!People!will!directly!engage!with!the!core!
value!of!the!campaign.!Ar.sts,!groups!of!friends,!families,!couples!and!singles!can!take!
part!and!Tag!their!Think!on!the!designed!area!(wall,!building,!private!shop..everything!
agreed!with!the!governement!and!in!respect!of!the!social!community!!)!!
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