Ashley_Briefs_Portfolio

CLIENT/BRAND: Geneva Centre for Autism
- Geneva Centre for Autism was created in 1974 as a 3-1/2 week residential camp for 20 children with autism.
- 4 Core Values: Accountability, Collaboration, Compassion and Trust
- Geneva Centre for Autism is recognized as Canada’s leading service provider in the field of autism.
- Autism is a developmental spectrum disorder affecting about every 1/110 (US CHILDREN)
- Autism affects three main areas: social skills, communication skills (verbal/non-verbal) and repetitive/restricted
behaviours
- Affects more boys than girls
What is the problem the advertising needs to solve?
The general public has little to no awareness about Autism and how these individuals function within society. They
find these people strange and intimidating because they feel they have no way of relating to them. There is also a
negative stigma surrounding Autism and a popular false belief that all Autism is like “Rain Man”.
Whose heads and hearts are we trying to win?
THE GENERAL PUBLIC (AWARENESS)
Men and women 30+ living in both urban and suburban centres with school-aged children. They are middle class
and work full-time jobs. They know little to nothing about Autism.
What do know about them, their lives and their unmet needs that will help us win them over?
The target are ignorant in a way as they don’t feel the need to seek out information about something that doesn’t
concern them. They have likely interacted with someone with Autism before but may not have been aware of what
was “wrong” with the person at the time. They are curious and altruistic. They fear the unknown. They will likely
respond to advertising that creates a relationship between them and these ‘different’ people.
What do we want them to think, feel, or do as a result of our advertising?
Think: Autistic children are not hopeless, dangerous or retarded
- Think twice about ‘strange people’ they see in public
Feel: informed, empathy, connection, and confidence
Do: Seek out autism-related information in other sources (We want them to want to learn more)
What is the one thing we can say to achieve this?
AUTISM is not what you think it is.
What is the essence of our brand that grabs people’s hearts and what is its voice?
- In 1984, the Geneva Centre for Autism started to change from a small-scale residential camp into a full service
agency and resource centre.
- Their mission is to empower individuals with an Autism Spectrum Disorder, and their families, to fully participate in
their communities.
- Build capacity in those suffering from the illness; show leadership; raise awareness and understanding
Voice: professional, knowledgeable, caring, accepting

What gives our brand the right to claim the one thing we want to say?
- Highly professional and expert advisory council
- The Geneva Centre is the premiere organization that assists those dealing with Autism in their every day life
What executional mandatories are there (incl. media)?
- Transit/Print
- Guerilla
- Online
Any thought starters for inspiration?
- Be provocative!
“ There is no definitive cause or cure, but specialized interventions can give individuals affected by autism the tools
they need to lead full and productive lives.”
- Not overly sympathetic
- Explain it
- You might have to offend people

CLIENT/BRAND: Jolt Energy Drink
- Original energized beverage; “Espresso of Colas”
- 140 mg of Caffeine vs 120 mg (in most other energy drinks)
- Available at 7/11 and other convenience stores
- Kosher
- JOLT is irrelevant to the young target market.
- The market is saturated with energy drinks. Red Bull is currently dominating and the 5-Hour Energy Shot is
gaining momentum
Teens 13-18 that live in suburban neighbourhoods but dwell in urban centres. They live at home with their parents
and commute to school. They are technically savvy and own at least one video game console. They enjoy playing
games that fall into the following categories: Action-Adventure, RPG’s and Strategy.
The target own their own smart phones and have numerous gaming apps on them. They play 7-10 hours minimum
per week of video games and frequent movie theatres and malls when they are not gaming. They are engaged in
social media, whether it is online gaming worlds like World of Warcraft, or gaming apps on Facebook. They have
some disposable income and are likely starting or currently working at their first part-time jobs. They are strategic,
logical and tactical thinkers. They are determined, competitive and story-driven.
We essentially want them to think that JOLT will give them the most energy required to stomp their
competition in the online gaming world. We want them to feel more energized and more confident for
whatever is thrown at them in their favourite games. When they are planning a night of gaming, we want them
to think of JOLT first.
What is the one thing we can say to achieve this? (SMT)
JOLT Energy Drink gives you the maximum energy needed to have the best gaming experience.
Voice:
- Pop Culture Heavy (Jurassic Park, Beavis and Butthead, Looney Tunes, 30 Rock)
- Doesn’t take itself too seriously
- Crazy looking bottle
- Can reseal
- Aspirational
- High performance

- People remember drinking it as a kid
- Great tasting
- The original “energized” beverage
- Fueled growth of technology industry
- Shopper Marketing/Mall Marketing (BioShock Vending Machine in malls and 7/11; Calgary Stampede and CNE)
- Video Game Placement - BIOSHOCK
- Xbox Dashboard
- Limited edition gamer cans
- App integrated with social media to create interactive billboard (Timeplay?)
PBS: ¼ of children 11-16 identify an M rated game as one of their favourites.
83% of game purchases of M games are by parents of underage children.
http://www.pbs.org/kcts/videogamerevolution/impact/myths.html

CLIENT/BRAND: We-Vibe – The We-Vibe III (dual G-spot and clitoral vibrator)
Primary: Lack of awareness. The product, although popular to those frequenting adult stores, does not have
enough mainstream awareness to even make it a consideration to some couples. They simply wouldn’t think of
it.
Secondary: Many men are hesitant about using couples toys or vibrators with their partners. They feel
that a toy is a replacement to them or that by their partner suggesting to use a toy, they are inferior in their
lovemaking. Especially phallic-shaped adult toys can make men nervous because there is such a resemblance
to the real thing but more often than not, phallic shaped adult toys are made unnaturally larger than the real
thing.
Males, 30+ who are in long-term relationships or having regular sexual encounters with the same person. They live
in both urban and suburban dwellings and hold full-time jobs. They own their own vehicles. They are educated, live
a relatively healthy lifestyle and engage in regular ‘guys nights out’.
Their current partner owns or has used adult toys in the past. Although they consider themselves open-minded, the
discussion about adult toy usage makes them uncomfortable. They have some sexual insecurity. They consider
themselves sexually charged. They are open minded enough to have a discussion about a product before making
a final decision.
We want them to understand that the We-Vibe III is not replacing them in their partner’s sex life and that it can
enhance the experience for both of them. We want them to feel empowered and confident about buying and
using the product. We would ideally like them to grant their partner’s permission to buy the We-Vibe III; accept the
challenge to try it (or the less likely scenario of them buying it themselves).
What is the one thing we can say to achieve this? (SMT)
The We-Vibe III is an Innovative Couples Toy that enhances intimacy for you and your partner.
- Premiere Couples Toy
- Canadian
- Eco-Sex
- Not sleazy; (Ron Jeremy-free)
- Euro-Milano
- The I-Pod of sex toys; technologically innovative
- Sophisticated with an emphasis on shared pleasure
Created because: “The adult toy industry is full of products that were intimidating, poorly designed, and
cheaply made of potentially toxic materials. And nothing was specifically designed for shared use by couples.”

It was designed for couples, by a couple and is the first in it’s category
Mandatories:
- Print
- Transit
- Ambient
- TVC
- It is NOT a replacement to you; [it does not work without you] *pieces of a puzzle
- Works best as a couples toy
- Buzz
- Her Toy box = your toolbox
- Advertise guy-to-guy?
- Normalize it
INSIGHTS
Men receive more sexual gratification if they feel their partner has been completely satisfied
From women: “Up to 80% of women report faking it”
“Women were making conscious vocalizations in order to influence their partner rather than as a direct
expression of sexual arousal,”
“women reported using these vocalizations to ‘speed up’ their partner’s ejaculation due to boredom, fatigue,
discomfort, time limitations,”
Women who talk to their boyfriends/husbands about using adult toys can sometimes trigger the following:
“Many men are actually quite frightened by a woman who is fully sexually awakened. They may doubt their
own ability as a man to keep up, or to be able to perform adequately. They may fear that if she is too sexual
for him she may go elsewhere and find what she wants.”

CLIENT/BRAND: Midol (Extra Strength PMS Midol Complete)
OTC Medication for menstrual cramping, and other physical, mental and emotional symptoms related to
premenstrual syndrome and menstruation
Most women believe that a drug like Tylenol or Advil will cure their menstrual cramps so they do not buy Midol.
They are unaware of the other symptoms that Midol relieves. Therefore, we must prove that Midol offers something
more.
Women between 20-30 years old, living in urban dwellings. They have no children but are planning on it in the near
future. They are currently enrolled in post-secondary education or have recently graduated and moved into the full-
time work force. They are workaholics, whether it is in school, a part-time job or their new careers. They currently
use another OTC, like Tylenol or Advil to treat menstrual cramps and headaches. They are unaware that Midol also
treats bloating, mood swings, cravings etc.
- They became familiar with the brand of Midol while in high school and know it as the “cramp pill.” They have come
to terms with the other PMS related symptoms and have stopped looking for a quick fix. They need to be clearly
told that Midol has a real solution
- They are either single or dating and they don’t want their potential partners to see the “scary” side of them.
(Bloating, mood swings, etc.)
- On the go; too busy to take time off to deal with cramps or other symptoms
- They are active and care about their appearances
- They hold part or full time jobs and are concerned with being perceived as “bitchy” during their periods (and PMS)
MIDOL WORKS BETTER
Midol effectively relieves both the physical and emotional symptoms of PMS/MS.
- Open and honest: no sugar-coating
- People are comfortable taking it; they believe that it works
Reviews say that it actually works with mild to no side effects
Midol understands women because Midol is exclusively for women, unlike Tylenol etc.

CLIENT/BRAND: Xtreme Couture
Xtreme Couture is a 33,000 sq ft (largest of it’s chain) gym in Etobicoke that caters to the competitive athlete.
Facilities include: cardio lounge, strength machine and free weight section, mini yoga studio, and the industrial
Crossfit area with tractor tires against the wall.
The gym offers 37 fitness classes and 40 MMA-inspired classes(each week): spinning, kettlebells, crossfit, Zumba,
MMA-inspired classes, yoga, Muay Thai, Krav Maga, wrestling, boxing, kickboxing and MMA ‘fighting’
1. Women view Xtreme Couture as a men’s gym.
2. Possible intimidation about working out next to real MMA fighters?
Women 25+, living in suburban dwellings in Etobicoke and earning an annual income between $35,000 and
$60,000. (North of Lakeshore Blvd W, South of Eglinton Ave W, East of Dixie Rd and West of Roncesvalles.)
These women are career women with limited time. They know what they want and they are not willing to settle. They
use a planner to stay organized but they dislike routine. They are somewhat feminist and believe that women can do
anything that men can do. They care about their appearances and are concerned with the idea of ‘getting fat’. They
feel their current exercise routine is not enough for them anymore. This being said, they do not always have time
to prepare healthy meals and eat fast food at least once a week. They are either seeking a gym to join or unhappy
with their current gym and looking for a change. To them, going to the gym is not a chore but waiting around to use
equipment and wasting time is a huge turn off for them. They are familiar with the Goodlife brand and are seeking
something more. These women are competitive, not afraid to sweat and push themselves to do more each time they
workout.
Xtreme Couture offers you more.
Xtreme Couture motivates you to fight for results.
- Driven
- Competitive
- Not your grandmother’s gym
- Sweaty
- Real athletes train at Xtreme Couture and it is the largest of its chain
- Started by an MMA fighter

CLIENT/BRAND: SCION
- Scion is a sub-brand of Toyota that was introduced to the North American market in 2003.
- Scion: means descendent of; it is said to be the ‘son of Toyota’.
- Price: $17,200-21,900 (base price)
The Scion is a relatively new car entering a saturated market. There is limited awareness and mass competition.
Men and women (60/40 split), aged 18-35, living in urban areas, making between $35,000 and $75,000. They
are young, successful graduates who commute to their jobs in the downtown core. They are considering their first
brand new car purchase.
The target likes things their way and value things that allow for personalization. They spend their Friday and
Saturday nights downtown at various bars or lounges, enjoying the nightlife. They drink Starbucks coffee and
consider themselves trendy, eco-conscious and artistic. They watch shows like 30 Rock, Community and Breaking
Bad. They want a car that speaks to them and says something about them to those around them.
Insights: Some of the target are hipsters. If you know anything about hipsters, they do not like to acknowledge
that they can be classified as so and if you are too direct when communicating with them, your product becomes
‘uncool’ and undesirable to your target.
We want them to become aware and interested in the brand. Ideally, this will lead to a purchase of a Scion.
A Scion is a blank canvas that allows the driver to express their unique personality through customization.
- It is a brand driven by community involvement; they help local artists gain recognition at Scion-sponsored events
throughout the city.
- “Night Brand”- about getting people out and experiencing the brand.
- Scion doesn’t want volume; strive for exclusivity. (175 “special series” model; number of 175 stamped on dash. It
glows when you start your car.)
- Every Scion comes fully loaded with tons of customizable features.
- They want to make it fun to own a car; your car is 100% you

- Sponsorship events (person-to-person; person-to-car interaction)
- Transit (billboard)
- Interactive (Social Media)
- ”a steel canvas for expression, using accessories to create a vehicle that is as unique as the person driving it.”

CLIENT/BRAND: www.clearlycontacts.ca
- Founded by Roger Hardy in 2000.
- They sell glasses and contact lenses at a much lower price that stores because they take out the middleman and
hidden costs associated with operating a store.
Many people have either not heard of the service or are unaware that the service offers more than contact lenses.
Middle class men and women aged 25-45, living in urban and suburban neighbourhoods. They suffer from some
type of vision impairment.
The target is busy and does not necessarily have time to go into a store and pick out/try on glasses. They are tech
savvy and online shoppers that frequent sites like E-Bay. They are comfortable with the concept of shopping online.
They attend frequent social engagements and often forget simple things like grocery shopping or to pick up dry-
cleaning. They are convenience shoppers who consider themselves fashionable and up-to-date with pop culture.
They occasionally splurge on event tickets.
Insight:
The target is the type of person that will wake up in the middle of the night and turn on the TV or go online
because they can’t sleep. They can surf ClearlyContacts.ca and get exactly what they want without worrying about
appearing presentable to go into a store.
We want them to think that www.clearlycontacts.ca offers them the solution to their vision needs should be an equal
consideration to a physical optical store
Shopping at ClearlyContacts.ca is the most convenient way to buy designer glasses and look great for less, risk-
free
- Canadian
- 100% satisfaction guarantee
- They want you to LOVE your glasses (not just like them)
- Free return shipping if you are not impressed with your glasses
- Virtual mirror
- Affordable
- Up-to-date styles and colours

- Transit
- Expansion of Virtual Mirror onto i-Pad

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