D&AD Student Awards 2013
Introduce Ted Baker to a country of your choice.
Advertising Brief Brief set by: Ted Baker
Background Ted Baker launched 25 years ago in Glasgow as a humble shirting specialist, offering must-have designs full of attention to detail and quality fabrics. These designs have created strong brand awareness amongst loyal customers, keeping them engaged with Ted through inventive word of mouth marketing ever since.
Deadline Entries for this brief must be submitted by Wednesday 20 March 2013. #studentawards
Always inclusive and never a snob, Ted Baker’s products range from simple yet stylish accessories to high quality menswear and womenswear fashions. Ted Baker always brings a unique hallmark to each season – using distinctive twists, subverting trends, and most of all, never taking itself too seriously. Creative Challenge Ted Baker is continuing its plan for global growth, with new locations opening in China, Japan, the USA and the Middle East – each time taking a little bit of Britain with them. When opening a new location in another country, it’s not easy for a brand like Ted to translate its unique cultural flavour. It’s your job to bring its British sense of humour and unique approach to fashion to another country – which country is up to you. Your campaign will need to activate potential shoppers to visit Ted Baker stores and Ted Baker online; interact with the brand; and most importantly, to shop and share. Considerations • Ted stands out from the crowd, however great the crowd may be. • Consider multiple touch points in reaching the target audience. These could include advertising, social media, online, shop windows, in-store visuals and installations, etc. • How can you activate word of mouth? Target Audience Ted’s not one to ‘pigeonhole’ its customers. If pushed however, its core audience is supremely stylish, confident, down-to-earth men and women aged 2535… but always young at heart.
Mandatories • Ted Baker are looking for an integrated campaign, working across at least three different media. • All work must be submitted in English, whichever country you choose to take Ted to. Deliverables Main deliverable: Upload a presentation film of your work (max. 2 mins) or up to eight images showing your solution. Optional supporting material for presentation film: Up to four images; interactive work (websites, widgets, apps, HTML, etc.); physical material (prototypes, mockups, etc.); supporting information (up to 400 characters). Optional supporting material for images: Interactive work (websites, widgets, apps, HTML, etc.); physical material (prototypes, mockups, etc.); supporting information (up to 400 characters). Keep any text on images to a minimum; supporting information can be entered online. For full format specs and guidance, see ‘Formatting Your Entries’ on the next page. Work in formats other than those outlined will not be accepted.