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Den Gode Brief

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    Den Gode Brief Den Gode Brief Presentation Transcript

    • Uncovering the truth DEN GODE BRIEF DR Byen, DEN 1. FEBRUAR 2012
    • DEN NÆSTE HALVE TIMES TIDHvorfor er gode briefs vigtige?Hvad kendetegner den gode brief?Spørgsmål?
    • “Love is a human emotion.”3 SAATCHI & SAATCHI THE LOVEMARKS COMPANY
    • “Love is a human emotion.” “No, it’s a word. What matters is the connection the word implies.”4 SAATCHI & SAATCHI THE LOVEMARKS COMPANY
    • …Det handler om følelser fremfor form•  Paint the ceiling•  Paint the ceiling in bright colours•  Paint the ceiling so it’s better than other ceilings•  Paint the ceiling to the glory of God and the Heavens, so that generations to come will marvel at its wonder SAATCHI & SAATCHI THE LOVEMARKS COMPANY
    • SAATCHI & SAATCHITHE LOVEMARKS COMPANY
    • 7 SAATCHI & SAATCHI THE LOVEMARKS COMPANY
    • M ålgrup pe r r tningeMålsæ
    • Brand platform = Brandplatform 3.-5. år grundtema Markedsanalyse Kommunikationsstrategi Årligt -  Målsætning -  Målgrupper - Insight -  Proposition - Opbakning - Tonalitet -  Media Kreativ brief =variationer over grundtema Kreativ briefing: Ad hoc Idé Kreativt koncept Kreativt oplæg Færdiggørelse Indrykning Tracking
    • “The essence of a general’s job is to assist in developing a clear sense of purpose...to keep the junk from getting in the way of important things”
    • INSPIRERENDESINGLE-MINDEDINDSIGTSFULD
    • IDÉPROPOSITION INSIGHT 16
    • 17
    • Insight: ‘As a clueless young man, I have no idea what will make a girl fancy me.’ Proposition: ‘We’re your best first move.’18 SAATCHI & SAATCHI THE LOVEMARKS COMPANY THE LOVEMARKS COMPANY
    • Se Axe film her:19 SAATCHI & SAATCHI http://www.youtube.com/results?search=Search&resnum=0&oi=spell&search_query=axe+fit+girl+finder&spell=1&sa=X http://www.youtube.com/watch?v=Y3qYT60DSKQ THE LOVEMARKS COMPANY THE LOVEMARKS COMPANY
    • 20
    • INSTINKT Uncovering the truth
    • “THE FOUR Fs” •  Food •  Fight •  Flight •  Procreation
    • GODE BRIEFS TALER INDTIL EN KULTUREL SPÆNDING Virgin is an antidote to unpleasant flying experiences Apple brings humanity to computing Nike attacks gender and race limits
    • “Is it true what they say about girls in...”24 SAATCHI & SAATCHI THE LOVEMARKS COMPANY THE LOVEMARKS COMPANY
    • “Jeg kan se hvad du mener” 25
    • Rolle:Markedsanalyse HypoteserStrategi udvikling Planlægning Briefing Inspirere Udvikling Optimere Tracking Evaluere
    • OPSAMLING – DEN GODE BRIEF •  Formulerer opgaven – inspiration – sprog – enighed •  Afværger ikke-strategiske personlige idéer og smag •  Fokuserer den kreative arbejdsindsats og sikrer konsistens •  Dirigerer kommunikationen derhen, hvor den gør størst nytte •  Giver et grundlag at evaluere resultaterne op mod
    • CHECKLISTE FOR BRIEFEN •  Hænger den logisk og intuitivt sammen? •  Er den konkurrencedygtig vs. generisk? •  Er den eksekvérbar? •  Har den “mileage”? •  Hvad er den helt, helt centrale præmis? SAATCHI & SAATCHI THE LOVEMARKS COMPANY THE LOVEMARKS COMPANY
    • SPØRGSMÅL
    • TAK
    • KILDER BØGER: Dorte Nielsen, Katrine Granholm & Tine Kej: ‘Grundbog for Art Directors’ (Grafisk Litteratur 2010), der også rummer Martin Gjerløffs ’Insight Generator’-model. BLOGS: http://martingjerloeff.blogspot.com/ CASES: Quiksilver ’Dynamite Surfing’ http://www.youtube.com/watch?v=Fk8l4SqbBo0&list=UU2Jeq8AjLsVA_nQReQrCx5A&index=2&feature=plcp Andes Beer ’Teletransporter’ http://www.youtube.com/watch?v=zjMS5G_R1vU&feature=plcp&context=C3f52997UDOEgsToPDskL4BDRWFApvP1nlSz-63PJX Gatorade ’Replay’ http://www.youtube.com/watch?v=ov8boCYhkoM Old Spice ’The man your man could smell like’ http://www.youtube.com/watch?v=fD1WqPGn5Ag