creative brief

The Portfolio 1 Task is called a ‘Back Translation’ exercise: we take a finished piece of marketing communications work e.g. an advertisement and ‘work backwards’ i.e. imagine the creative brief that was the basis of the creative work.
So:
1. Study the completed creative briefs in the Week 3 Lecture material (Slides 19-26)
2. Study the advice on completing a creative brief in the document the ‘Naked Brief’ link here

Naked briefs


3. Study the ‘Reality Sucks’ advertisement for Utopolis cinemas, which you will find at overleaf.
4. Complete ‘the back translation’ by answering the following questions (include them in the format of a professional creative brief like that shown in the completed examples):

1 Who are we talking to – the target audience?

2 What, if any, behaviour of the target audience do we need to challenge e.g. what is their current relationship to or belief about the brand?

3 What is the challenge for this campaign – the objectives?

4 What is the brand truth? (the rock upon which the brand is built, the “essence”- in one or a few words)

5 What is the (brand) personality? (How the communication needs to feel – the tone)

6 What is the brand purpose? (the unique role it will play in consumers’ lives)

7 What is the proposition? (A one-sentence idea about the brand that will make a difference to the audience’s knowledge, feeling or “actions” about the brand)

8 How will the brand break through (the communications “clutter”) and differentiate itself?

9 What are the must-haves? (Anything that has to be in the communication e.g. logo)