The creative brief outlines a marketing campaign for a new low-cost athletic shoe. The objective is to bring awareness to the shoe and position it in the market. The target audience are people who are not serious athletes but enjoy recreational sports. The single most important thing is providing a quality, affordable shoe. The rational reason is the low cost, while the emotional reason is that the shoe will increase happiness and feel like "walking on air". The desired tone is that the shoe will make people feel happier and able to play the sports they want. Additional key attributes are comfort, style, performance, and technology.