Creative Brief for a culture movement.

1. Culture movement

2. Culture:
Texting over talking.

3. Facebook reminds us of our friends´ birthdays.
Texting has become one of the most popular
and efficient ways to communicate
It´s quick, short and to the point.

4. Birthday wishes have become less emotional.

5. We wish everyone on Facebook a happy
birthday whether it´s our best friend or
someone we met last night.
Instead of sharing the joy of birthday wishes,
it has become just a thing “to-do.”
It has even made people emotionally obsessive about
receiving birthday wishes on their Facebook wall.

6. The solution

7. Features
About:
video texting
Giving people a more
Live
convenient way to keep in
touch through video texting.
As soon as you begin
recording you can be
seen by your friends
A more expressive way to
Later
communicate through
video texting with
All messages are stored
on the cloud so you can
watch them anytime
families and friends.
Takes us back to
Faster than
messaging
Cooler
than texting
Send instant video messages Would you rather text about
with just a tap. No uploading going to the beach or show
or downloading!
yourself at the beach?
Easier than
video calling
No need to make sure friends
are available or wait until they
answer to start talking.
As seen traditional
on
communication using
our voices and
showing our faces.

8. Trends
+
Combining these two modern trends, we create a
movement on the rise.

9. The Brief

10. The Brief
The crux of the challenge?
Has texting made happy birthday wishes less emotional?

11. The Brief
The inciters who fan the flame?
Digital hipsters
The cultural tension?
Birthday wishes comes from the heart, not in total wall post.
The cultural arena?
Parties, festivals, Facebook, schools, among friends and families

12. The Brief
Spark
Say it, show it.
Talk value
It´s way cooler than plain
texting.
Glide is a new way to stay in
touch, combining the expressiveness
Would you rather text about
of live video chat with quick and
going to a party or show
convenient messaging.
yourself in the heart of it?
Hearing I love you is much
See the real smiles instead
of :)
better than reading it.