REVIEWING BRIEFS_ By Iqra Bibi
PROJECT ASSIGNMENT I decided to select my brief from YCN National Student Competitions. I started of by going on the YCN website, went through all the briefs of 2014/15 and Reviewed Each brief and project pack (Guidelines, logo’s previous campaigns). After reading the briefs, I picked out 6 from 24 that I found interesting and I went onto doing in depth research on these 6 companies and considered 2 - 3 ideas by writing and sketching out my ideas for each brief before I made a final choice. The 6 briefs that I decided to look at are: Fedrigoni, Propercorn, J2O, Save the Children, MOO and Whistles.
2014/15 BRIEFS_
CHOSEN BRIEFS_
CREATIVE CHALLENGE We would like you to design a marketing tool that will promote the NEW Sirio Ultra Black. Sirio Ultra Black is a collection of pulp coloured papers and boards, with no carbon content. They are extremely light fast and available in 115, 185, 280, 370, 460, 680. The range also includes an embossed version: E/R65 Fiandra in 115gsm only. These papers are FSC certified. The tool will need to speak to the designer in a visual way which appeals to their high aesthetic standards. It should therefore be a creative piece which maintains awareness of the range. Your concepts can include creative pieces such as special prints, posters, booklets, direct mailers, promotional videos, electronic newsletters, advertising or even a launch event. Remember, while we appreciate that we are in a digital age, we are a paper manufacturer, part of the print and paper industry and wish to keep these mediums alive!
FEDRIGONI_
CREATIVE CHALLENGE As it stands, 40% of J2O consumption is by those aged 16 and under, but we’re wanting to change that. The current artwork design is not seen as ‘adult’ by many; the colours are viewed as bright and childish, and some consumers have even described it as cheap and ‘chavvy’. We’d therefore like you to redesign J2O to appeal to a target audience of 25-35-year-old men and women. The design should make them proud to be seen holding J2O in bars, restaurants and at home, and should bring through J2O’s expressive, unpretentious and playful personality. Designs must be created for both our Orange & Passion Fruit flavour and our Apple & Mango flavour. Please also come up with packaging designs for the 4pk packaging for each of these flavours. You’ll find cutter guide artwork in the Project Pack.
J2O_
CREATIVE CHALLENGE We’ve updated our brand with a new tagline – Design Works Wonders – but our tagline is so much more than just words: Design Works Wonders is our philosophy. It’s what drives us to keep innovating and producing beautifully designed products that both we, and our customers, can be truly proud of. In order to raise awareness of our philosophy, we’d like you to create a visual representation of Design Works Wonders, bringing it to life through any format you’d like – from graphic design and illustration to animation or photography. We’re looking for something visually striking, something that will directly appeal and speak to our design-loving customers, whilst building intrigue about MOO.
MOO_
CREATIVE CHALLENGE How can we creatively bring to life our ethos of ‘done properly’ to our customer? We want to consider the daily touch points of our customer’s life where they will be most receptive to engagement. How can we creatively connect with them in these moments and give them a memorable burst of our brand and beliefs. This could be in the form of a campaign or piece of communication in a more traditional sense, or it might be an altogether more radical physical engagement or experience. This is deliberately a very open brief, and we’re interested in your individual interpretation. If you are studying animation, you might want to think about how we could bring our illustrative world to life. As an illustrator, you might want to extend the narrative of our pack design. If you are interested in consumer experience, you may want to revolutionise the corner shops we are stocked in. As a brand we want to challenge the status quo, so welcome creatives from all disciplines.
PROPERCORN_
SAVE THE CHILDREN_
CREATIVE CHALLENGE Your brief is to deliver a creative resource that will inspire and motivate our target audience of dads to read to their children for just 10 minutes every day. The creative can take any form (for example print or online advertising, a video, infographic, an experiential movement etc), but it must leave audiences with an understanding of just how much of a difference 10 minutes a day reading with a child can make. Take a look online at a film we commissioned – ’10 Minutes A Day Could Change Everything’
CREATIVE CHALLENGE Design a concept and campaign for the first ever Whistles scent. The concept should take into consideration our brand positioning, mission and strategies. It should target the female and male Whistles customer as well as attract a new customer to the brand. There are many product opportunities and innovations in the scent industry, and we are very open-minded to the approach here. It could be focussed on one product area or a collection of products in this category. This is a totally new category for Whistles. We don’t currently offer any scented products but we want you to help us change that. We’re looking for ideas of what the scent should be, how it would be packaged and how we would bring the product to market via PR and marketing campaigns. You are free to demonstrate how you would communicate your concept in one or more campaign channels. You are free to consider potential brand partners that we could work with to develop the scent and also how your concepts would be displayed in store and online.
WHISTLES_