Davy Qian

MEZZANINE LEVEL, 65 YORK ST., SYDNEY, NSW 2000 WWW.AWARDSCHOOL.COM.AU

PO BOX Q1389, QVB POST OFFICE, SYDNEY, NSW 1230 WWW.COMMUNICATIONSCOUNCIL.ORG.AU

PH. 02 8297 3877 FAX. 02 8297 3801

ABN 84 140 893 152

Brief 1 2014

To be issued at Tutorial 1

Client: SMART cars

Product: Smart Fortwo

Media: Poster

Target Audience: urban professionals

Single-minded proposition: The easiest car you’ll ever park

Background/

proof of proposition: No other car is designed for city life like the Smart

fortwo. Sitting at just 2.7m long and 1.5 wide, it

can park in places other cars can’t come close

to.

Mandatories: Smart logo and endline.

For more information: www.smart.com



PH. 02 8297 3877 FAX. 02 8297 3801

ABN 84 140 893 152

Brief 2 2014


Client: Logitech

Product UE Boom Bluetooth Speaker

Media: Print: One ad is fine – but if you can do a campaign of 3

that would be great

Target Audience: Those who live wirelessly.

Single-minded proposition: The only Bluetooth speaker with 360° quality sound.

Background: It’s the unique cylindrical shape that delivers bold,

immersive sound in every direction that makes

Logitech's UE Boom stand out from a very crowded

market.

Mandatories: Product/Logo

For more information: http://www.ultimateears.com/en-au/boom

http://www.ultimateears.com/en-au/boom



PH. 02 8297 3877 FAX. 02 8297 3801

ABN 84 140 893 152

Brief 3

To be issued at Tutorial Three

Client: Carsales.com.au

Product: Carsales.com.au

Media: Outdoor (Adshel, street furniture

special build, ambient)

Target Audience: Anyone selling a car.

Single-minded proposition: The fastest way to sell your car.

Background/

proof of proposition: On Carsales, there’s a car sold every minute.

Specifically, one car is sold on the Carsales

Network every 45 seconds or less.

Mandatories: Carsales logo



PH. 02 8297 3877 FAX. 02 8297 3801

ABN 84 140 893 152

Brief 4


Client: Google

Product: Google Drive

Media/ Deliverables: A digital/social idea.

Target Audience: 25- 50 year old computer users.

Single-minded proposition: The safest place to store your data.

Background: Using Google Drive is a great way to store your

files safely in secure data centres, where your files

won't go missing. Even if your computer, phone

or tablet breaks, the files you store in Google

Drive are safe.

Notes

Your executions can use time, context and technology to bring the proposition

to life. We connect to the digital world via our phones, our computers at work,

our iPads in the evening. When and where can your message be to make it

relevant and interactive?

If your idea requires a written description, try and keep it short and simple.

Remember, the idea should be able to be expressed in a sentence.



PH. 02 8297 3877 FAX. 02 8297 3801

ABN 84 140 893 152

Brief 5


Client: Auskick

Product: Auskick

Media/ Deliverables: A digital/social idea.

Target Audience: Schoolchildren and their parents

Single-minded proposition: Aussie rules, it’s our football.

Background: Auskick is a national program that encourages

school age children to play Aussie Rules Football.

The Soccer World Cup rolls around every four years

and steals would-be young Aussie Rules players

from AusKick. We need an idea to remind kids and

parents on the verge of converting to soccer to

stay loyal to our national game.

Mandatories: AusKick Logo.



PH. 02 8297 3877 FAX. 02 8297 3801

ABN 84 140 893 152

Notes

Your executions can use time, context and technology to bring the proposition

to life. We connect to the digital world via our phones, our computers at work,

our iPads in the evening. When and where can your message be to make it

relevant and interactive?

If your idea requires a written description, try and keep it short and simple.

Remember, the idea should be able to be expressed in a sentence.



PH. 02 8297 3877 FAX. 02 8297 3801

ABN 84 140 893 152

Brief 6


Client: LYNX

Product: Legend Bodyspray

Media: Radio (30 seconds)

Target Audience: Guys wanting to attract girls.

Single-minded proposition: Become irresistible to women.

Background/

proof of proposition: Made up of a complex and alluring blend of

fragrances, ladies don’t just love guys who wear

Legend, they find them completely irresistible.

The more you spray, the more girls you’ll attract.

Mandatories: None, other than the product name.

For more information:

http://www.lynxeffect.com.au/product/detail/466354/legend



PH. 02 8297 3877 FAX. 02 8297 3801

ABN 84 140 893 152

Brief 7 2014


Client: Brownes

Product: Choc Chill

Media: TV (1x30)

Target Audience: Male and Female weekly athletes.

Single-minded proposition: Chock Chill Milk – For fast recovery after a workout.

Background/Proof: Protein helps repair and rebuild

muscles. Brown’s low fat Choc Chill has

double the carbohydrate and protein content of

a regular sports drink, making it the ideal post

workout recovery drink.

MANDATORIES: Pack shot

http://brownesdairy.com.au/products/chill/choc-chill/

NOTE:

When presenting initial script ideas to your tutors, a few sentences of

explanation is fine to get the idea across.

http://brownesdairy.com.au/products/chill/choc-chill/



PH. 02 8297 3877 FAX. 02 8297 3801

ABN 84 140 893 152

If it’s an idea that’s dependent on dialogue, remember to write the dialogue

(don’t just say it’ll be ‘funny’, ‘humorous’, ‘thought-provoking’ or ‘sad’. Write it.)

Then, when you have an idea you’re happy with, draw 3 – 4 key frames to help

support the script (stick figures are fine). Google ‘tv storyboard’ to see how it’s

done AND get some ready-made templates.



PH. 02 8297 3877 FAX. 02 8297 3801

ABN 84 140 893 152

Brief 8 2014


Client: You decide

Product: You decide

Media: You decide

Target Audience: You decide

Single-minded proposition: You decide

Background/

proof of proposition: You decide

Mandatories: You decide

The purpose of this brief is that you choose a brand, product or service and

communicate something new about it in an interesting way.

The only ask is that your idea is topical. Pick something that’s been prominent in

the media over the past couple of months. It could be related to sports (FIFA

World Cup this year, sporting personalities behaving badly etc), news (political,

celebrity, human interest etc) or events (holidays, entertainment events etc).



PH. 02 8297 3877 FAX. 02 8297 3801

ABN 84 140 893 152

Examples (but please don’t copy, think of your own):

Trying to sell washing powder to children and not mothers.

Or simply selling cereals in a new way – you get the idea.



PH. 02 8297 3877 FAX. 02 8297 3801

ABN 84 140 893 152

Brief 9


Client: Ticketek

Product: Monster Jam

Media: Promo/experiential

Target Audience: Families with young boys.

Single-minded proposition: The Monster Trucks are coming.

Background: They’re big, bad and bouncy and they’re coming

to the ANZ Stadium Sydney, Saturday 18th October

2014. With the ability to leap up to ten meters into

the air and jump across 14 cars, these car-crushing,



PH. 02 8297 3877 FAX. 02 8297 3801

ABN 84 140 893 152

metal monsters are acrobats on four wheels

leaving a trail of destruction and mayhem in their

wake.

Mandatories: Monster Jam logo, event date, book at Ticketek

For more information: ticketek.com.au

Monsterjam.com

Youtube channel: Monster Jam Live



PH. 02 8297 3877 FAX. 02 8297 3801

ABN 84 140 893 152

Brief 10


Client: Monteith’s

Product: Monteith’s Crushed Apple Cider

Media: Integrated (three different media or more, linked

with a core idea)

Target Audience: Men and women, 18-29

Single-minded proposition: Made with 100% freshly crushed apples.

Background: Most ciders are made from concentrate apples,

which means they aren’t really cider – they’re

closer to an RTD. Monteith’s Crushed Apple Cider is

made from 100% freshly crushed apples, which

makes it better tasting, better for you, and better

for people looking for something genuine in their

drink.

Mandatories: Monteith’s Crushed Apple Cider packshot

For more information:

http://www.db.co.nz/ourproducts/cider/monteiths/cider

http://www.db.co.nz/our

Davy Qian

Documents

Transcript of Davy Qian