2.1 Exercise: Working to a brief

Brief 1

Create packaging for Quaker’s new ‘Chilled Creamy Oats’ product for young women looking for a truly delicious healthy snack. The target audience is young women juggling many jobs and priorities everyday. They like to eat well but also love treats and hate feeling hungry. They like the idea of oats for their natural goodness but find the idea of eating them bland and unappealing.

What am I being asked to do? Create packaging for Quaker’s new ‘Chilled Creamy Oats’ product.

The target audience are young busy women whom are looking for a truly delicious healthy snack

How will the client will judge a successful outcome to the brief?

if young busy women would be more appealed to buy the product

What are the keywords?

delicious, healthy, young, women, busy

Brief 2

Most of us have experienced a long rail journey – we witness the dramatic contrasts of the changing landscape, the inter-connections at various points along the way; various people embark and disembark; the dynamic is ever- changing... finally we reach our destination.

This brief challenges you to take a metaphorical journey on the theme of connections. Explore the theme as broadly as possible and take us on a journey that might link, amongst other things – people, events, philosophies, theories, objects, movements, inventions, history, literature, etc. Your journey is only limited by your own imagination and the quality of your research – surprise us with the juxtaposition of your selected themes but be sure to communicate to the viewer the ‘connectedness’ of the thinking within your design. Define your market, and how you will target it.

What am I being asked to do? design a metaphorical journey on the theme of connections.

How will the client will judge a successful outcome to the brief?

weather the design is creative and appealing for the targeted market that has been set up by me.

What are the keywords?

metaphorical journey, connections, link, people, events, philosophies, theories, objects, movements, inventions, history, literature

Brief 3

To raise awareness of the risks of underage drinking and contribute towards a cultural change in society’s attitude towards alcohol. The purpose of the Department for Children, Schools and Families is to make this the best place in the world for children and young people to grow up... to make children and young people happy and healthy and help them stay on track.

With a core proposition of ‘Alcohol leaves you (or your children) vulnerable’, the campaign will urge parents to talk to their children before they consider drinking, to help avoid vulnerable situations. The messages to young people will get them to think about the effects of drinking.

Creative ideas should use the campaign identity ‘Why let drink decide?’ to extend the campaign’s reach and specifically target young people aged between 13 and 16. We are open to ideas about the media or format you think is most appropriate to reach the target audience.

What am I being asked to do? to create a campaign for parents and young people (age 13-16) in order to rise their awareness about the effects of alcohol.

How will the client will judge a successful outcome to the brief?

If more parents will talk with their children about alcohol and its effects before they consider drinking.

What are the keywords?

underage drinking, cultural change, make young people happy and healthy, vulnerable, parents for kids age 13 and 16.

Having analysed the briefs which one do you think you would most like to tackle?Is it the one with the most restrictions or the one that is most open to interpretation?

I think that the brief that has been the most appealing to me is the Quaker one, most of all because I’m passionate about healthy food and how to show the world its appealing, but also because I could relate the most to be one of their costumers and target market. I also like that fact that the client explain exactly what they want for the project, I love being creative and improvise but at the end of the day, when there is a client and a job that needs to be done, it is better to know exactly what are the restrictions and improvise inside these “walls”.

What do you think your chosen brief would offer you? In what way do you think it would stretch your skills and abilities?

Make notes in your learning log.

It will offer me the ability to learn how to be creative within restrictions and not only show my creativity according to my own point of view. Also it will give me an opportunity to learn better how to work with a client as an optional customer and target market. It will focus me on the aim of the client rather then on a much broader creativity which I tend to go to.

Reflection

I understand a lot better now how to read a breif and analyse it to get started with my work. It is easier to break down what I need to do in order to not miss any points and make everything more clear and easy.