Creative Brief for Fundamentals of Creative Development. Longer and more thorough then some briefs should be, but intended to get students to think about purpose, objectives and desired outcome of advertising or digital initiatives.

1. BUFCD / Creative Brief
Problem/Challenge Snapshot:
What is the problem you are trying to solve or the challenge you need to overcome. Describe in a few sentences. Need to
introduce a new product and get attention. Want to leverage a new feature to drive trial. Want to reposition a product so
that a new user will consider it. Want to get current users to consume more. Etc.
Role of communication:
Is it awareness, trial, to drive traffic? Is it to connect at the moment of purchase? Is it to earn market share, change
opinion, or capture data? What action are you striving to inspire?
Target audience/community:
With whom are you engaging? Demographic – age, sex, income, marital status. Psychographic – interests, aspirations,
lifestyle, habits, tech-savvy, other.
*Current beliefs:
What do they think about our brand now?
Desired beliefs (or outcome or action):
What do you want them to believe or to do? Do we need to change perception, opinion, frame of reference?
*Insight that reveals how we can motivate them:
What insight do you have that you believe will motivate them to take the action we desire? Is there a frustration,
aspiration, related life need, emotional connection or shared belief you can tap into and leverage?
*What category conventions can we challenge:
How can you use category style, language, standard approaches against them to garner attention and provoke?
*Driving brand idea (or catalytic idea):
What can you say or do that will achieve our objectives and affectively drive action?
This could be a message based campaign, a digital experience, utility, on-going “project,” or even a platform.
*What is the context:
Where will you engage and why is it the ideal place/media to connect with your audience/community?
*What is the press release that describes the outcome?
If you were to write a press release describing what happens after this advertising is seen and engaged with by our
target/community, what would it say?