After receiving the brief list these
where four that I found the most interesting-:
Douwe Egberts coffee.
The key point that struck me upon
reading the brief where, They wanted to get the people who drink
coffee at work, purchased from well known coffee chains where not
drinking coffee at home. They have a 250 years of expertise in making
coffee, tradition can be an advantage, it can also make them look old
and dated. They want to appeal to the 25+ age group ho fall into the
ABC1 category. Who love life, food and travel and will pay for
quality.
I ran through a few ideas and thought
about a video for a central charterer who had not so happy experience
getting coffee in the morning on the way to work, culminating in them
having some 'me time' at home drinking Douwe Egberts coffee in a nice
airy kitchen in a Victorian house.
Marriott Hotel & Resorts.
The key points to the brief where they
wanted to appeal to technically enabled young, who have a new mind
set about work life and travel. Who want to travel with a purpose.
Marriotts want touse the idea of traveling to events in Europe. They
suggest that their be a minimum of three events. For example a
concert in Manchester, An event in Munich, a cultural event in
Moscow.
My first thought was for a stylised
poster to promote the events in the style of poster from the 20's and
30's displayed in the underground and other trans port links. Also a
card which would be in the same style in hotels telling you of up and
coming events in other Marriott Hotels around Europe. I soon move on
to the idea of an ipod touch or similar device which arrived after
you booked your room with all the thing you might need for the city
where you where staying, ie maps, tour guide, compass, audio guide if
you going to see an exhibition. All pre loaded and the device would
act as your room key and control every thing in the room. At the end
you could have your photos down loaded after you hand back the
device.
Plan UK
The key point to the brief are that
Plan UK are a global
children’s charity who want to at
sponsorship and money for their
program “I am a girl”. Which promotes education for girls in
the third world. Their primary audience are women aged 25 to 34
demographic
classification of ABC1. Who give to charity but don't think that they
are campaigners. Girls have to be show in a positive light.
This
appealed to me for altruistic reasons, I though of post with cleaver
strap lines. “ because we worth it” and the idea that women in
the past help modern women to be what they are now.
The
Royal Court Theater
The
key points for the brief are to tell the story of the play before its
presented on stage, that results in raising interest, enthusiasm and
general awareness to their theater audience. The target audience are
their existing audience who regularly attend but don't know what else
goes on behind the scenes most people that come view themselves as
risk takers and want to be in on something at the start.
I
can see that The Royal court web site already has lots of information
and it the trigger for people to visit their site I think is key. I
thought about creating some thing the would stick in people memory so
they would think about The Royal Court. I have though of many visual
images to say that it take many things from many places before a
production is put on.
