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confidential ? i-level group Brief guide to Briefs So give me some guiding principles Clarity? Fishing analogy Some rules How to write one well The Apple Creative Brief Challenge Your task Now go and practice… Keep yourself healthy. Keep your community healthy. Two different ideas. This may be the truth that we are trying to advertise. But here it is just fact. This tells me what the campaign is already. Ahem. Crème egg. Ahem. See. Good and bad. Derivative ideas pigeon hole creative thinking into pre-existing campaigns. Hard to break them out of that. Fruit based demons. Ace. See, even in this box you should be trying to use evocative language. Lovely use of apple names to start sparking creative thoughts. This box is oft abused. Filled with a zillion utopian client proof points. Really this box should be “Why would they bother?” Put on your real cynical consumer hat and ask, why would they give a flying fuck about this campaign. Answer it for real here, or you are just fooling yourself that you have something compelling in your brief. This one feels pretty realistic to me. I’m pretty sure I’ve never interacted with a campaign just because it is new. Again, here, this rings true. This is the client marketing problem, not a support to a proposition. Using the box to prescribe strategy, not consumer justification. This is assumptive of the campaign idea. If you are relying on the creative alone to make this compelling or resonant with your audience, then your brief is crap. That’s hoping that clever creative will paper over the soulless heart of your campaign. Kudos for trying to stick NPS in there. But to a creative? WTF? They are getting under the skin of their chosen audience, but are we being a little too precise? What if my creative idea only motivated fanatics to ingest 33.1% of their antioxidants? Shit. Better throw out the idea. This is by-the-textbook perfect. It’s SMART, but is it too SMART? Clients and planners would love this. But I’m not sure it has