The Advertising CreativeBrief

Chappy

A creative brief is an authentic short story toinspire creative imagination. There is no perfectcreative brief, form or format although anagencyʼs creative brief must be consistent, if notthe work will not work.

Briefing of creatives is equally as important aswriting the brief; a great briefing sometimes ismore memorable and effective than the brief.The only authority the creative brief has is tomake the work better.

POV

Creative brief elementsTarget: who is the story about?

• Describe consumer, shopper, household target behavior, attitude

Challenge: what interesting problem or challenge is the target facing?• Every great story has tension; find the human conflict• Address business issue or marketing tactic

Motivation: what is the desired outcome the target hopes for?• The motive is what links attitude to behavior, culture to consumerism

Setting: where and when does the story take place?• Time, place, date, conditions, germane to the story

Obstacles: what things get in the way of the targetʼs goal?• Hurdles to go over, hoops to jump thru, obstacles to go around, mountains

to move, walls to climb over

Climax: how does the target confront the challenge or problem?• Consumer insight

Close: what is the idea or proposition of the story?

Test: Nike - Just do itTarget: humans who want to be super

Challenge: self confidence- Marketing: awareness campaign

Motivation: I want to win, achieve more

Setting: anywhere, anytime, right now

Obstacles: status quo

Climax: if I donʼt perform right now I probably wonʼt win

Proposition: lazy is a choice