after eight brief

Module Leader: Nicholas Young

Brief Deadline: 14/12/18 (10.00-10:30)

Module Deadline: 26/03/19 (10.00-11:00)

Outcomes Assessed: 6A3, 6B3, 6C3, 6C4,6D3

The challenge of this brief is to change perceptions and revive the fortunes of an

established brand. A brand that might have lost its way and lost its audience. Some

brands are successful by staying the same. Building trust by being reliable. But by staying

the same when times change, a brand could lose its relevance. And if you develop a

reputation for being old fashioned, it can be hard to shake.

One brand that has successfully transformed their reputation is Old Spice. By sending

themselves up in a knowing a playful way. For this brief you have a choice of 3 brands

and your challenge is to do to them what he man who isn’t your man did for Old Spice. By

making them relevant and desirable. (You won’t do this by imitating what Old Spice did).

This is a collaborative brief. In industry nothing is made by just one person. Whatever

agency you are in you will be working with other creatives. As art directors, copywriters

and graphic designers you need to work together in service of great creative work. You will produce a campaign that will be made of 3 elements of your choice. All media must be fully thought through, written and designed. This is an opportunity to work with people who will either bring your ideas to life, or give you an idea to make beautiful.

Your brands are Brut, After Eight Mints and Shake n Vac.

Here are some insights to get you started.

Brut: You can be masculine without being a creep.

Some women/men find powerful men attractive.

After Eight Mints: They’re for grown-ups (I’m not a grown up).

There is joy in the gamble.

Shake n Vac: They’re going to see it eventually.

It’s still a thing.

ZARUS

Mandatory Requirements

All timetabled sessions and workshops must be attended and all presentations must

be made.

Outcomes must be visualised and presented in a professional manner. Students must

bring together all the skills learned, showing an ability to work with confidence when

visualising ideas. All executions, including scamps, must retain the proportions of the

intended media.

Deliverables

1 At least 1 R&D book (Evidence of research, analysis, creative

development & idea generation for each task).

2 PDF ‘pitch’ presentation. This should contain a clear story of

how - and why - the project progressed. (This is to include: The

challenge, research insights, creative strategy, proposition, sample

of best initial ideas, the BIG idea with final print executions and

a link to the social media video, and an evaluation/reflective

report with a maximum of 500 words). To be submitted through

the eStudio.

3 Printed copies of final adverts and storyboard. Final executions

must be presented on A3 paper with the artwork in proportion to

the format.

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