A few weeks ago, I wrote a post (ok, more of a mini rant) on Linkedin about how vital a solid creative brief is. Not only did the post go somewhat viral, I was approached by Ian Truscott of online marketing magazine rockstarcmo to help pen an entire article! It was certainly an interesting process contemplating the answers to his questions and waving the 'thought leadership' flag. Check it out here or hit the big brand button
But as a little add-on, beyond the examples of good briefs in that article, I also wanted to do a shout out about another great brief. I helped the agency Essence New Zealand pitch for a menopause product/awareness campaign (a precursor to becoming their CD a few months later) and I recall being impressed with how thorough, precise and creatively focused it was.
The result, in just over a week, was a campaign idea that I’m still very proud of (even though it didn’t win the pitch). Here’s the core concept visual mockup, and some storyboard frames from the proposed animated documentary film.
This idea, that menopause is a burden that feels like an elephant on your back, has a breadth of execution possibilities and themes that could carry right through every bit of campaign communication, which is a testament to the brief.