10 EXAMPLES OF CREATIVE BRIEFS
10 EXAMPLES OF CREATIVE BRIEFS
OVERVIEW
OVERVIEW
There’s not to many examples of creative briefs on the internet. We decided to retrofit a couple from recent campaigns. We didn’t work on them just admiring!
Enjoy,
Julian Cole
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MORE DECKS
MORE DECKS
GET / TO / BY
BRIEF FORMAT IS SIMPLE
GET - Target consumer
WHO - Consumer problem standing in their way
TO - Desired mindset or behavior
BY - Message/action the brand can communicate
INSIGHT
In relation to the brief, an insight is a surprising/new way to look at the problem that unlocks a creative opportunity.
OPEN INVITATION
SWEDEN
Get: Travellers who are feeling like the world is becoming more divided
To: Look into Stockholm for their next trip
By: Showing them that everyone is welcome in Stockholm
Insight: In new places, we think we can’t be ourselves if we want to blend in
MORE DECKS
CAMPAIGN LINK
COLOUR YOURSELF LOYAL
STEINLAGER
Get: New Zealanders rugby fans who are trying to feel a part of something bigger this World Cup
To: Show loyalty by drinking Steinlager during the competition
By: Showing that loyalty for All Blacks comes down to just one colour
Insight: In sports, the first proof of loyalty is what you wear
MORE DECKS
CAMPAIGN LINK
DON’T JUST TAKE, GIVE
FUJIFILM INSTAX
Get: Gen Zers who are struggling to find ways to celebrate the important moments
To: See Instax film as a way to capture and gift important moments
By: Showing that those moments deserve more than an Instagram post
Insight: Printed photos have become so rare today, giving one brings a joy that a digital photo can’t
MORE DECKS
CAMPAIGN LINK
HEY ROOKIE
CARHARTT
Get: Skilled labor workers who feel like their hard work is not recognized
To: See Carhartt as the go-to brand who respects the hard work
By: Showing that the hardest worker is the rookie they all have been at some point
Insight: The ones most in need of praise and encouragement are the rookies who have the courage to follow in veterans' footsteps
MORE DECKS
CAMPAIGN LINK
SOLAR ELECTRICITY BEER
VB
Get: Beer drinkers who are becoming conscious about their impact on the environment
To: See VB as the beer that does right by the environment
By: Showing the sun that works up their thirst is also what powers their drink
Insight: What adds to your thirst now helps quench your thirst
MORE DECKS
CAMPAIGN LINK
CHANGING THE GAME
MICROSOFT
Get: Parents who see Microsoft as a big brand just out to help corporations
To: Get them to see Microsoft as helping in a wider range of people and situations
By: Showing them how they invented the Adaptive Controller to allow more gamers to feel included
Insight: For disabled children gaming helps them feel included even with the issues they have with the controller
MORE DECKS
CAMPAIGN LINK
EXPERIENCES
AIRBNB
Get: Travelers who are underwhelmed with hotel packaged experiences
To: See Airbnb Adventures as a way to turn every destination into a local raw experience
By: Showing that local experts give way to unusual adventures and communities.
Insight: Travelers want to feel like a local—the stay is only half the journey.
MORE DECKS
CAMPAIGN LINK
DESIGNED TO BE DELETED
HINGE
Get: Singles who see dating apps as a single merry-go-round
To: Download the Hinge App with hope for a partner
By: Showing that hinge was made to be deleted
Insight: Many think dating apps/platforms are created to make money, not to help them find their dream partner
MORE DECKS
CAMPAIGN LINK
THE HOLIDAY CHILL
EBAY
Get: Gen Yers who are bombarded with holiday messages
To: See Ebay as a shop that they can use on their terms
By: Showing them that retailers push the holiday season sooner and sooner, trying to make you spend more on their terms
Insight: Every year, retailers push the holiday season sooner and sooner, trying to make you spend more and more
MORE DECKS
CAMPAIGN LINK
9-HOUR CHANGE
BEATS
Get: Music lovers who’re sick of headphones dying on them
To: Know that Beats last for 9 hours
By: Showing that Beats headphones rise up to the task even in long haul flights
Insight: For some jet setters, the only thing that can make a long flight less unpleasant is music in their headphones
MORE DECKS
CAMPAIGN LINK
JULIAN COLE
is a strategy consultant who works with brands and agencies to create world class integrated campaigns.
CREATED BY
BRIAN KELLY
is a strategist focused on human behavior and social impact, who also explores New York as a documentary photographer and DJ.
DAVIS BALLARD
is a LA-based freelance strategist who moonlights as a music man at Rainbow Jeremy FM and Parang Recordings.
ALEX PETRESCU
is a strategy & creative director at FRACTAL Communications who regrets being dead when man’s space exploration outside our solar system begins.
END
END
9. CHEETOS
CHEETOS have launched popcorn with no interest shown by the targeted Gen Z
PROBLEM IS culture has told Gen Z to optimize every minute (including snack time)
HOWEVER in an efficiency-driven, multitasking world, having Cheetos dust forces you to do nothing but enjoy the snack.
WE NEED TO let Gen Z know that Cheetos dust is the perfect alibi for doing
nothing else
SO THAT Gen Z can feel relaxed in a life full of worry
HELPING TO increase the sales of Cheetos Popcorn by 5% by 2020
CHEETOS STRATEGY
CHEETOS CREATIVE BRIEF
Get Snackers
Who feel pressure to optimize every minute
To feel relaxed in a life full of requests
By showing that Cheetos dust is the perfect alibi for doing nothing
In an efficiency-driven, multitasking world, having Cheetos dust forces you to do nothing but enjoy the snack.
Consumer
Consumer Problem
Consumer Goal
Message
Insight
STRATEGY FOR
CHEETOS
YOU CAN’T TOUCH THIS
CHEETOS CREATIVE BRIEF
Get
Who
To
By
Consumer
Consumer Problem
Consumer Goal
Message
Insight
CHEETOS CREATIVE BRIEF
Get Snack Lovers
Who
To
By
Consumer
Consumer Problem
Consumer Goal
Message
Insight
CHEETOS CREATIVE BRIEF
Get Snack Lovers
Who feel pressure to optimize every minute
To
By
Consumer
Consumer Problem
Consumer Goal
Message
Insight
CHEETOS CREATIVE BRIEF
Get Snack Lovers
Who feel pressure to optimize every minute
To
By
Consumer
Consumer Problem
Consumer Goal
Message
Insight
In an efficiency-driven, multitasking world, having Cheetos dust forces you to do nothing but enjoy the snack.
CHEETOS CREATIVE BRIEF
Get Snack Lovers
Who feel pressure to optimize every minute
To feel relaxed in a life full of requests
By
Consumer
Consumer Problem
Consumer Goal
Message
Insight
In an efficiency-driven, multitasking world, having Cheetos dust forces you to do nothing but enjoy the snack.
CHEETOS CREATIVE BRIEF
Get Snack Lovers
Who feel pressure to optimize every minute
To feel relaxed in a life full of requests
By showing that Cheetos dust is the perfect alibi for doing nothing
Consumer
Consumer Problem
Consumer Goal
Message
Insight
In an efficiency-driven, multitasking world, having Cheetos dust forces you to do nothing but enjoy the snack.