Understanding Briefs

Analysing Briefs.

Always try to get a variety of briefs in different areas.
Wheres the challenge? Is it worth your while?
Each brief has to be an own personal challenge?

You need a mixture of short quick briefs that will take up to one day of work & then also long briefs that can take up to 3 weeks...

You need to start looking at live & competition briefs.

If your doing a brief for someone else, need to make a brief. You can ask them to write it or you can sit down with them and write it together.

The briefs are quite vague and unsure of what they want due, thats why they are putting it out as a student competition as its new fresh ideas!

Always think what am I going to get out of it!

The only reason why these big companies are putting out these competitions out is because they don't want to pay a professional, to put it blunt! 


We had to have 5 briefs chosen for this session so we can work from. We had to do the following for why we chose the briefs we did etc...

So then we was split into groups of 4/5 and we was given a brief at random to question and analyse?

We got given a brief from the YCN website which was for Douwe Egberts coffee...

http://www.ycn.org/awards/ycn-student-awards/2012-2013/briefs/douwe-egberts

So we analysed it individually and then we answered the following questions:

Whats the problem?
They want to aim for a younger target audience & chose to drink coffee at home.

What is the brief asking you to do?
Vaguely to do a creative campaign to appeal to a younger consumers.

What is the brief trying to achieve?
To achieve more sales by broadening the audience.

Who will benefit?
Douwe Egberts, the company only, maybe the audience who does end up enjoying the coffee.

Whats the message needed to be delivered?
To tell young people that drinking instant coffee is a good idea & that there coffee is good!

Who is the audience?
25+ coffee lovers, Young Professionals

How is the message to be delivered?
Campaign, product, packaging or communication idea.

Can you see a problem with this?
It is very vague & don't know what they want us to do. The target audience is very confusing & also the distribution. But the problem they are trying to solve is possibly the wrong problem as the packaging will not keep a long term custom.