Looking at a variety of creative briefs and then choosing the ones that best reflect the interest of practice and informed by our own professional ambitions.
Main Brief
DN&AD - 22/03/2017
Overview
Fur for animals - Respect for animals educational trust
Why?
I believe strongly in this campaigns motivations in the ethical treatment of animals and I think I can represent what the campaign is asking for.
Brief
Create a piece of online content (video or image) at the heart of a shareable social anti fur campaign for the current age.
Drive awareness of and followers for Fur for Animals, and spark a conversation.
How can people be convinced that this is a serious issue? and theres no such thing as ethical fur? once the audience is engaged what can they do to make a difference?
Audience
Anyone who has bought fur or is thinking of buying fur, Persuade this audience to think, change their minds. The general public, anyone that will listen.
Module considerations
- How do you balance what you want to do, design produce with what the brief requires?
- Do the briefs offer enough breadth and scope for the development of a range of responses whilst at the same time allowing you to focus on your practice?
- What are the realistic timescales for completing the brief? Are you working to these?
- Have you clearly identified what the problem is before you start?
- Where is the challenge in the brief and what will you get out of doing?
- What do you need to present and how will you present it?
Considerations
- How can an an online audience be engaged to an issue without high production. Make a large impact with a small budget.
- Audience behavior
- What makes content shareable?
- How can the Internet become aware of an issue "break the internet"?
- Give an audience something to take away from experience
- Make content to share or something that they can make themselves?
- Consider the problem - audience is far removed from your audiences day to day lives how to make the issue relevant?
- Communication - sharing, shocking, or education are different ways of communicating with an audience. Look at whats effective in challenging change.
- Shame or shock? not just being offensive for the sake of it, resonate not alienate
- Graphic images of suffering are often easily ignored, creating something that people want to watch
- Social platforms - social media and using video formats, taking into consideration formats the content can be seen.
- Grabbing attention, 3 second window to grab attention
- does it work without audio? social media feed often plays automatically and the audience chooses whether to watch more with audio.
- Translating - consider if the campaign is able to communicate to a global audience, look where the fur trade is thriving. How does the content need to adapt? (if it needs to in terms of translation.
- consider how different social channels are and whats available culturally.
Research - other campaigns
Be informed of other animal rights campaigns and the methods used.
Main brief
YCN - 23/03/2017
Overview
Quorn
Why?
Ethically, creating a campaign for something of this nature and having a connection to the material, can make the outcome a lot stronger, this could be within approach such as the tone of voice
Brief (the creative challenge)
"Create a campaign to encourage the world to participate in World Meat Free Day"
How can the problem be explained and be reached across the world?
How can the problem be explained and be reached across the world?
Audience
The aim is to "engage with the whole world" meaning there is no limit to an audience. Reaching as many people as possible is the nature of this task and a big consideration.
Considerations
- Empathetic techniques
- Broad target audience - how can an audience be reached in the best way?
- Consider the facts - the impact of the issue and what can be done - presenting an easy solution
- Accessibility
- How can a long term impact be made with information and design?
- Click-through rate – How will your campaign make sure people visit the website?
- Participation – How will your campaign encourage people to participate and support World Meat Free Day.
Module considerations
Deadline - time management - meeting the deadline and a
Budjet consideration - distribution consideration
Informed by research of accurate facts and other campaigns in which contain the same subject type or in the same nature
How have other campaigns been successful and how and what platform where they put on?
Overview
Secret 7 - (no date specified)
Overview
(still not specified on dates)
Secret 7 provides creatives the opportunity to create a piece of artwork around the cover of an album.
Penguin Publishing - 07/03/2017
Adult non fiction cover award
Overview
The Brief:
A cover that "breaks boundaries in the same way that the book did" Should be bold, Shocking, yet remaining true to the content.
The content:
In Cold Blood: A True Account of a Multiple Murder and Its Consequences - by Truman Capote
A startling, gruesome crime novel, startling, gruesome crime, and skillfully researched, a gripping thriller
Considerations
- Have an imaginative concept and original interpretation of the brief
- Be competently executed with strong use of typography
- Appeal to a contemporary readership
- Show a good understanding of the marketplace
- Have a point of difference from the many other book covers it is competing against
- Target audience
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