1. THIÊN AN – HOÀNG LÂN

2. BRAND COMMUNICATION BIG
IDEA
Communication brand idea is the translation of BRAND IDEA into CONSUMER
Brand big
Idea
Creative brief
Consists of:
BRAND COM. BIG IDEA
LANGUAGE. Communication brand Idea is the platform for all advertising Idea.
in provocative
that which the customer
must realize in order for you
to achieve a specific
behavior that is favorable
to your brand.
NAKED IDEA
It’s the creative
concept that defines
each execution
regardless of the
medium.
KEY COPY WORDS
a sort of post it note
that links the brand
name and benefit
CUSTOMER
LANGUAGE in
the brand’s
communication
CORE DRAMATIZATION
to strike a responsive
chord

3. MASTERCARD
BRAND COMMUNICATION BIG IDEA
“PRICELESS”
NAKED IDEA
The contrast
between everything
you can buy with
MasterCard with
that one priceless
moment that money
cannot buy
KEY COPY WORDS
“There are some
things money can’t
buy, for everything
else there’s
MasterCard,” which
were recently
changed to “That’s
MasterCard. That’s
Priceless.”
CORE DRAMATIZATION
Shows the contrast
of a purchase with
the priceless
moment

4. ADVERTISING BIG IDEA
This is
PRICELESS TVTM
for a
specific
execution
TEE BOX
THE TURN
Four regular golfers are
so thrilled to be playing
TPC Sawgrass they
actually envision
themselves as Tom
Watson, Ian Poulter,
Graeme McDowell and
Brandt Snedeker.
After 9 holes at TPC
Sawgrass, four regular
golfers feel so special
they literally imagine
themselves as Tom
Watson, Ian Poulter,
Graeme McDowell
and Brandt Snedeker
A TASTING OF
NEW YORK CITY
Experience the magic
of New York City on a
night like no other.
From The Modern, to
Jimmy and Center
Bar, enjoy wonderful
food ...
WINING AND
DINING AT
LE BERNARDIN
BOULEY TEST
KITCHEN
Eric Ripert's Le
Bernardin is one of
New York City's most
honored
establishments. But
the chef's food isn't the
only star in this video...
One of New York's
most celebrated
chefs, David Bouley
delights diners at his
namesake TriBeCa
restaurant. Get a
rare peek inside...

5. A CREATIVE
BRIEF is an authentic short story to INSPIRE creative imagination.
A CAMPAIGN CREATIVE BRIEF is an authentic short story to INSPIRE creative
imagination to translate communication brand Idea in to Advertising Idea.
A
GOOD BRIEF
should BE BRIEF, NOT LONG
Informative
Effective
Creative
Brief
Insightful
Well
Argued
Background
Marketing objective
Campaign / advertising
objective
Target Audience
Brand positioning
Competitor
Key message/Desire response
Tone/Manner
KPI
Budget
Timing
Mandatories

6. Background
The South Australian Fishermans Co-Operative Limited (S.A.F.C.O.L.) was founded in 1945 by a group of South Australian Fishermen to sell their catch; the first of its
kind in Australia. This connection with the craft and the catch has been constant throughout our history. Today, Safcol continues to manage the thriving South
Australian Fish Market and is a diversified consumer products group, marketing its products across the Australian Retail Market in supermarkets and other
speciality stores.
Safcol is one of the world’s major suppliers of fresh, packaged and frozen seafood. We are respected for our philosophy of sustainability and our guarantee of
quality. We have over 50 years experience, from traditional beginnings to the operation of fleets and plants around the world. We can supply virtually every type of
seafood, fresh or frozen.
Safcol services a wider market than most other suppliers of quality seafood: Australia, New Zealand, Singapore, Hong Kong, China, Thailand, Malaysia, Greece, the
Middle East, Slovenia, Chile, Canada and the USA. Safcol has built a loyal following of discerning customers. We continually develop new products and meet
government standards in all markets.
Marketing objective:
Increase sales of SAFCOL canned tuna product by 11% during caoang period
Increase SAFCOL’s market share in canned tuna category by 4%
Campaign / advertising
objective:
Increase perception of SAFCO canned tuna as the healthiest choice for my famaly by 35% in the target audience.
Increase perception that SAFCOL canned tuna is the best quality product in its category by 25% in thee target audience
Target Audience
Female grocery buyers, 25-45, in metropolitan Sydney
Brand positioning:
To female grocery buyers we offer the best quality and healthiest product as we are the sea food expert and SAFCOL is the only tuna canned fresh and never frozen.
Competitor
Greenseas, John West, Seakist
Key message
SAFCO Tuna serve flavor straight from the sea
Tone/Manner
Informative, bright, contemporary, ennticing
Desire Mediums
TVC, Print (Magazine), radio, online banner, electronic direct mail
Budget
$2.000.000
Timing
Jan-Mar 2014
Mandatories
SAFCOL logo, online links (company website & social media), package shot, product shot.