Part 2 - Exercise 1 Working to a brief

Brief 1

What am I being asked to do?
Packaging - does this mean just the box or the brand with display ideas and merchandising or advertising links. If I'm only being asked to do the packaging there will be a need for display ideas from someone.

How will the client judge a successful outcome?
Young women will see it as a product that reflects the lifestyle that they aspire to

Keywords
Healthy natural goodness
Filling and appetising
Simple and quick to prepare

Questions
Are there any restrictions on colour or design? Does it need to link in or stand out from any other products?
How is it  prepared?
Are there any different flavours or varieties, fruit, chocolate etc.


Brief 2

What am I being asked to do?
Link things that are different and similar in an exciting and innovative way. Create something novel that they can use maybe for promotion or advertising.

How will the client judge a successful outcome?
Something that excites and surprises them

Keywords
Journey
Contrasts
Connections

Questions
Are there any restrictions on format, media or size?

Brief 3

What am I being asked to do?
 Persuade 13 to 16 year olds to avoid drinking alcohol

How will the client judge a successful outcome?
A reduction in the amount of alcohol consumed by underage drinkers. A reduction in the number of admissions to hospital or police interventions as a result of drunk teenagers

Keywords
Alcohol
Vulnerable
Decisions
Safety

Questions

How do you propose to  deliver the finished campaign to the target audience? Is it for a specific area of the country or nationwide?

Conclusion
I am interested in the second brief though I'm not sure how it would be used commercially,- maybe for an advert?
I like the openness of it and the potential for novel creativity. It would be great to see some of the entries for the original competition.
It would potentially require a lot of research, and success would hinge on the ability to link diverse concepts and make them seem both different and connected. I tend to stick to obvious ideas and this demands a different approach and to go off topic in order to be really innovative so I think this would be a really interesting challenge.