IDENTIFY THE PROBLEM...
C lie nt
Te lls You
You r o wn
Re se arch
Creative Brief & Design Brief
THE 4 W’S
CREATE A PROFILE, & MAKE IT PERSONAL
J O HN
BLU E C O LL A R WO R K E R 9- 5
WO R K S 4 0 H R S
M I DDL E C L A SS
M A S C U L IN, LIK E S K E E P IN G ACTI VE , E NJOYS WATCH I NG AND P LAYING FOOT BALL
EN J OYS W E E K E N D FR E E T I ME WI TH FRI E ND S & FAMI LY
FATHER O F 2 GIR LS
Observational Resaerch & Focus Groups
MASLOW’S HEIARCHY OF NEEDS
What are we appealing to?
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UNIVERSAL SELLING PROPOSITION
THE SELLING POINT
1 Product • 3 Brands
What Makes Them Diffrent?
L AU NDRY D ET ER G E N T
VISUALIZING & SORTING THE RESEARCH
CONCEPTING & MAKING THE TOUGH DECISIONS.
RESEARCH PROCESS SUMMERIZED ...
Research • Collect • Absorb
Catagorize • Visualize • Edit
Rest • Incubation • Let it soak!
Review • Analyze • Ideas will start to bubble/boil
Choose campaign , deconstruct, analyze & write their creative brief.
ANSWERING THE FOLLOWING :
Name the client give background info. their history, competitors, price range, what they sell or offer...etc.
What makes their product or service unique? What was the USP for your choosen campaign?
When did the campaign run? Did this make a diffrence in success of the campaign?
Where did the campaign run?
What media did they use? Why do you think they ran the campaign through choosen media.
Why are they advertising?
What was the problem tha they were trying to solve?
Give a speciﬁc/ personal proﬁle. Age, occupation, hobbies, gender...etc.