“If you're going to test the boundaries then sometimes
you'll fail. But that's OK. It's not trying that's not OK. You
don't achieve extraordinary results through ordinary
~Matt Fallows, W+K London
To do that, you need to feel comfortable stumbling around.
the re:brief template
client: project: date: job no.:
Why are we doing this and how is it connected to solving the client’s business problems?
Who are the communities of consumers whose behavior/attitude we are trying to change
What do they need, want or believe? What is the currency that drives them?
The Useful Idea(s)
What is the most useful ide(s) that can facilitate their participation and sharing? (info.,
content, experiences, stories, etc.)
How will this effort break away from the category?
What is the psychological, social or cultural tension associated with this idea and how
can we release it?
Why should they believe this?
What specific action can we reasonably expect a consumer to do as a result of
acct dir: creative dir: planner: