For this weeks session I am to pick 5 briefs and then narrow the 5 briefs down into one main brief which will be the focus of workshops. Along with this I will carry out smaller more quick-fire briefs to get more comfortable with working to realistic professional deadlines.
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Background
British Eurosport is part of the Eurosport Group, Europe’s leading sports entertainment group. Eurosport, is the number one pan-European TV channel, broadcast in 20 languages, reaching 130 million homes across 59 countries.
British Eurosport covers major global events like the Summer and Winter Olympic Games, Tour de France, Australian and French Open Tennis and the World Snooker Championships, as well as UK only events like the British Superbike Championship.
The Tour de France is the most prestigious cycling event in the world, and 2013 sees the 100th anniversary of the event, making winning this year’s event even more special. To add to the British anticipation for the event, for the first time ever the current champion (Yellow Jersey Holder) Bradley Wiggins is British. Fellow Brit Mark Cavendish is also aiming to regain his sprinting crown in the event (Green Jersey).
Please note that since the 2013 route has been unveiled it seems likely that Briton Chris Froome last year’s runner up will be leading Team Sky’s attempt to win the tour for a second year in a row, Wiggins will race but may have a more supporting role.
The Creative Challenge
British Eurosport is the ‘Home of Cycling’, with extensive cycling coverage all year round. The challenge is to promote the channel’s experience and knowledge to capture viewers for the biggest race in the world against stiff competition from ITV.
The challenge is not only to market the most important cycling race in history, but also to showcase the British Eurosport channel in what will be our biggest broadcast event of the year.
The Tour de France is not exclusive to us so we need to give the audience an authentic reason to choose Eurosport as the place to watch it.
The British Eurosport Brand Values
British Eurosport is about expertise in the sports we cover. We use commentators and analysts for their ability on screen or behind the microphone, not just because of what they achieved as athletes.
In events where we compete with another channels, our unique selling point is our knowledge and familiarity with the sports we cover. In most cases we will cover the sport all year round and not just drop in for the big event.
However, although we are the destination for the experienced and knowledgeable fan, that should never be a barrier to fans new to the sport and our knowledge should inform and not intimidate.
Target Audience
- Hardcore cycling fans, cycling is a huge part of their life - you could call it an obsession. For this audience we need to give them a reason to choose Eurosport over ITV.
- The newer cycling audience, who after the huge success in 2012 of Wiggins and the Olympic team want to see another British cycling victory and follow the drama of the tour.
- Event fans; general sports fans who watch big events regardless of the sport; Wimbledon, Ryder Cup, FA Cup Final, Premiership Rugby Final, Tour de France.
- Both male and female, aged 18 – 55.
- Cycling fans tend to be a higher demographic group, ABC1, with larger disposable income.
- Very technology savvy.
Mandatories
30 second TV spot with use of supplied branding at beginning, an approx 5-6 second pack shot using the supplied logos with space for ‘Appointment to View Information’ (Use ‘Starts 29th June’ in your example). Use of official Tour de France logo is fine but make sure to mention that this is the 100th Tour de France.
For your consideration we have also provided YCN with our brand assets. These include After Effects files for our opening branding and strap which you are able to modify. These files are very large so are not included in the brief’s project pack - please email hello@ycn.org with the subject line ‘YCN Eurosport Assets’ and YCN will forward them onto you.
We would also require examples of how the key elements of the campaign could be used in other media, e.g. print and as online web banners. It all has to work together as one campaign. We are also open to other inventive ways to further the campaign, branded products, events etc.
Tone
This is the biggest event in the history of cycling with strong British interest, it needs to feel dramatic and important, not cute or quirky.
Advice and links
Good examples of promos can always be found on the Promaxbda websiteand this site is updated daily.
One of the very best promos of 2012 that also happened to be for sport was Channel 4’s Paralympics promo which can be found here.
Here is an example of one of our recent launch promos - this is just an example of branding and layout, note the spinning shards at the beginning and lower strap throughout the promo as well as the info on the endboard.
Everything should stem from the idea, both the design, the script, even music you would consider using, we are not expecting you to be professional copywriters and have a perfect script. Just remember less is always more, if you can use fewer words to get your message across, you will always improve your script. If you can say what you want to say with images or music you don’t need to repeat yourself in the script. We are not looking for a finished TV ad to go on air without any adjustment; we are looking for great ideas.
Good Luck!
Deliverables, Artwork and Additional Information
For guidance on how to submit your work, please adhere to the main deliverables information which can be found here.
Any additional supporting information referenced in the brief can be found in the supporting project pack.
I actually love this concept. I'm very much into sport, YCN, if I'm correct expect entries by March which gives me plenty of time to work on their briefs to a high potential. I've noticed from looking into design and especially over summer, I love merging with sport with good graphic design, I feel it's an area which has a wealth of history and material to work with but often has a bit dodgy graphic design, especially in the classical sense.
What also draws me towards it, is Eurosport is very much an European product, with broadcasts in 20 language to 130 million people, which allows a lot of creative possibilites in terms of style and tone. Also it's the 100th Tour De Force, which means an epic occassion and event. Along with that Bradley Wiggins won it last year which means a lot of British interest, especially more so after our success in Olympics and the consequent interest in sports such as cycling.
The only issue with this brief is it's more aimed at video work on After Effects, to create TV spots. I've never used After Effects and done any video or tv ads. I feel I should still put this down though as I love the brief itself, it stood out to me straight away and maybe I could use this brief as an opportunity to get into video and animation. Sport and graphic design is an area I would definitely love to add to my portfolio.
Inspire printers across the UK to work with the wide variety of Fedrigoni papers on offer
Background
The Fedrigoni family has been part of the paper world since 1717, when the San Colombano paper mill was set up in Vallarsa-Rovereto, Italy. Over the years, Fedrigoni have consistently been at the forefront of the paper industry, pioneering the techniques and processes that make paper the beautiful, versatile medium it is.
Fedrigoni has been refining the art and science of making fine-quality special papers, producing striking surfaces, tactile textures and vivid colours - paper that can be pressed, bent, cut and folded into almost any form you can imagine. Fedrigoni papers are ultra-functional and, at the same time, wonderfully expressive.
Fedrigoni has been refining the art and science of making fine-quality special papers, producing striking surfaces, tactile textures and vivid colours - paper that can be pressed, bent, cut and folded into almost any form you can imagine. Fedrigoni papers are ultra-functional and, at the same time, wonderfully expressive.
The Creative Challenge
Since opening the doors of its London Paper Showroom in Hatton Garden in 2008, the team at Fedrigoni have worked hard to increase the brand’s profile amongst the design community creating exciting and engaging marketing tools to promote the paper ranges on offer.
Known for being luxury paper manufacturers with a lot of high-end customers, it’s a challenge for us to eradicate any misconceptions of luxury paper being unaffordable, especially to printers!
The challenge is to create a campaign which will ensure that printers across the UK are aware of the broad range of Fedrigoni papers available, suitable for a range of budgets.
We need to communicate that we offer varied ranges for publishing and packaging, right through to business stationary, envelopes and self-adhesive papers.
Target Audience
Printers have a big influence over paper decisions and can in some instances change their client’s specifications.
We want to crush any misconceptions printers may have about Italian luxury paper. Your idea should clearly communicate that Fedrigoni not only produce high-end papers, but inform them of the diverse range and price offering we provide.
Printers are known for their suits and formal approach, we want you to turn this on its head and create a fun, tongue and cheek way to target them which is memorable and maybe even makes them laugh!
Ultimately we want to raise our profile with printers and make us their favoured supplier.
Creative Requirements
Your idea must use and or showcase paper in a creative way. Your idea should show how you would promote our papers using various channels to reach our target audience.
We’re after a campaign full of originality. You are free to respond and create communication or content in any combination of mediums you wish. We are open to new ideas, as long as you can fully demonstrate how your work will promote our wide variety of Fedrigoni papers.
Additional Information
We ask that students do not send requests to our samples department.
It is not required that students strictly use our paper to illustrate ideas, entries will not be penalised for using other papers. However, if you would like to include some Fedrigoni papers into your work or just get an better feel for the type of papers we offer, email:marketing_coordinator@fedrigoni.co.uk for a standard student sample pack.
Of course if your idea is selected to use as one of our promotions, we will provide the paper required.
It is not required that students strictly use our paper to illustrate ideas, entries will not be penalised for using other papers. However, if you would like to include some Fedrigoni papers into your work or just get an better feel for the type of papers we offer, email:marketing_coordinator@fedrigoni.co.uk for a standard student sample pack.
Of course if your idea is selected to use as one of our promotions, we will provide the paper required.
What drew me towards this brief is the idea of taking a fun and cheeky approach to target printers, a target group who are often very formal and wear suits and whatnot. Also what drew me towards Fedrigoni is the rich history it has, it's been established since 1717! I think creatively and visually this gives a wealth of material and the fact that it's directly related to design for print, an area I very much see myself in, it's suited perfectly for my own aspirations and Fedrigoni isn't a bad contact to make for the future.
I like how the concept is simple and they're very open and don't explicitly say what exactly mandatory deliverables they want and leave up to us.
Brief 4: Marriott Hotels & Resorts
Develop a brand campaign to inspire the next generation of travellers to stay at Marriott Hotels & Resorts across Europe
Background
Marriott has been at the forefront of the hospitality industry since 1927. Our heritage of innovation and creativity is a guiding force for the company today. We believe our strength is rooted in our core values: putting people first, pursuing excellence, embracing change, acting with integrity and serving our world. These values are our legacy and our future. As we pursue our vision of making Marriott the #1 hospitality company in the world, we never lose sight of our founding principles and our proud heritage. Our business is always evolving…but we’ll always stay true to who we are.
Marriott Hotels & Resorts is our signature brand with over 500 locations worldwide including over 85 hotels across Europe. Marriott Hotels & Resorts continues to evolve with contemporary style and design and innovative approaches to delivering service and amenities.
Target Audience
Marriott Hotels & Resorts is interested in reaching the next generation of customers with a new mindset about work, life and travel. This target audience of global travellers are younger, knowledgeable, sophisticated, warm, caring and genuine. They are ambitious travellers with a purpose who multi-task, blending work and leisure seamlessly. These modern nomads have no constraints and are highly tech-engaged and tech-enabled. They deserve and need a brand that can deliver true hospitality in a more relevant way.
The Creative Challenge
Marriott Hotels & Resorts wants to attract new customers by providing reasons to travel to our European destinations throughout the year. Whether it’s an annual festival in Munich, a special cultural event in Moscow or a concert in Manchester; we want to inspire our audience and show them that we’re the right brand for their cultural adventures.
Your challenge is to identify a calendar of culturally relevant events taking place across Europe, that you believe will interest the target audience. The brief is to create a campaign that encourages the target audience to attend these events; staying with Marriot in the process.
Your campaign must focus on a whole series of events, we’d recommend 3 events minimum. Also please bear in mind that your idea would need be scaled to work across multiple European events should it go live.
The campaign should creatively demonstrate how Marriott Hotels & Resort can relevantly and powerfully engage this new global traveller. All marketing channels including paid, owned and earned media can be explored to demonstrate the environments that you think this target audience will be most receptive to messaging and engagement. Your campaign should be innovative, cut through the sea of competitors in the market and provoke shareable content to build brand advocacy.
Creative Requirements & Considerations
Your design should include the Marriott Hotels & Resorts logo which is available in the project pack. Keep in mind that Marriott Hotels & Resorts is a brand with strong connection to the colour red. Otherwise, adherence to the current Marriott Hotels & Resort brand identity guidelines is not required to allow for fresh, creative ideas.
What I like about this it's for a completely different target market than what I'm used to as a designer so far, the visual style will need to be aimed at upper-class travelers and as there are Marriot hotels everywhere I'd need to think big and worldwide which will be interesting. Travel is another general aim of mine this year, and I feel this could tie into that aim somehow.
Studio Brief 5: Feel Good Drinks
Brief 1: focus on creating a new look for our pack design Brief 2: produce a national brand awareness campaign
Make A Name For Both Of Us
Why should you spend your time on this brief?
- It’s feel good... our drinks are tasty, healthy and based on previous YCN awards they should get the creative juices flowing a little faster than most.
- We’re up for a challenge... even though our business is growing quickly, we aren’t afraid of change and taking risks.
- We’ll make it real... finally and most importantly, if your idea is good enough we’ll use it. That’s what happened to Debbie Hulme’s Feel Good gnome animation which became an E4 campaign. A YCN winning idea will also feature prominently in our 2013 brand plans.
The creative challenge is detailed below, so if you want to make a name for yourself and create a CV which is second to none, then read on!
A Little Bit About Us
We are a relatively small, privately owned company which makes tasty, healthy drinks. The business was started by Dave, Chris and Steve in 2002 with a range of 3 juice drinks in 375ml glass bottles. We now offer 5 ranges including Feel Good Kids, Feel Good still & sparkling juices, Feel Good non alcoholic cocktails and Feel Good vitamin waters.
The “golden rules” we stuck to since the start of the business are that we only use 100% natural ingredients and never add sugar to our drinks. One major challenge we have is that consumers aren’t aware that almost all of the supposedly healthy drinks have lots of added sugar or artificial ingredients.
As the name suggests, our brand is all about making people feel good. We keep things simple and quite light hearted, after all we’re not rocket scientists we just make tasty, healthy drinks. We do try to do our bit and have a Feelgoodness Days volunteering scheme for our team, along with our weekly Feel Good Fridays and our Feel Good Fund for good causes.
The Challenge
Because we love seeing new ideas we’ve given 2 briefs below. Brief #1 is focused on pack design. Brief #2 has a broader scope with the challenge of raising brand awareness. So let your creative taste buds be tickled and take your pick (if you’re feeling very industrious, we won’t stop you doing both!)
Brief #1 - A new look for Feel Good
We think our pack designs look good. The designs are simple, colourful and impactful on shelf, the brand name is clear and most people get the fact that we are offering tasty, healthy drinks.
However there is a risk that we’re being a little modest with our communication of some the main reasons to drink Feel Good eg no added sugar and 100% natural ingredients. We also want to ensure that we strike the right balance between the communication that our drinks are healthy and having label designs which makes people smile and feel good.
We’re big fans of simple, uncluttered pack design, we like what we’ve got but recognise that the best designs are constantly evolving. The supporting information included in our project pack shows how our designs have evolved over the last 10 years, we’re up for change and would love to see some fresh ideas.
Brief #2 - Make the nation Feel Good
The biggest opportunity in our business is to raise awareness of our brand. We know that when someone tries one of our drinks, they’ll give it a big thumbs up. The trouble is, currently only 2 out of 5 of our target market are aware of Feel Good Drinks when shown a picture of our bottle.
That’s where you come in! We are looking for creative ideas for a national communication campaign to raise awareness of Feel Good Drinks. We need you to think big - we want to see ideas that stop people in their tracks and make them feel good, an ear to ear grin kind of good.
The communication objectives are really simple: people need to know our brand name, what our drinks look like and that our drinks are choc-full of tasty goodness. We want the communication to be unique, memorable and very feel good. We’re up against some soft drinks giants with very big pockets, so be brave, be cheeky if you want, but above all be noticed!
Creative Requirements
Brief #1 please focus on the label designs rather than the bottle shapes. We’d like the ideas to focus on our still and sparkling juice ranges but ideally you’d also demonstrate how your idea could be translated to our other ranges. We’ve supplied the current brand typeface and logo, but please feel free to change, challenge and be creative.
Brief #2 we have a completely open mind as to which communication channels we use for the national campaign. We like outdoor advertising because it can be confident and impactful, TV has also worked well for us in the past. We’re big fans of digital, our Facebook and Twitter family is growing quickly and provides the opportunity to spread our message virally. Whether an idea works across a number of media channels will be one of the judgement criteria, so get stretching!
Feel free to incorporate the Feel Good Drinks logo and images of our bottles into your work where appropriate. For the communication campaign we’d like you to focus on our small bottle still and sparkling juice drinks. Images of these can be found in the project pack.
Target Audience
16-34 year old adults who are happy to pay a little bit more for a healthy, tasty soft drink that isn’t full of junk. They are an up-beat, look-on-the-brightside, sociable bunch, who like to work hard but always find time for some feel good fun and games.
Tone of voice
PMA people - you can’t call yourself Feel Good Drinks and be miserable! The message should always be friendly, fun, and just a little bit cheeky. Please don’t get all serious on us now. It’s about talking to people on their level, making a connection and making them smile.
Additional Information
Read all about us at our site and stay up to date with what we’re doing by becoming a Facebook fan or a Twitter follower.
And remember, Drink Good….Feel Good!
Feel Good Drinks is keen to support young, creative talent and will be actively looking to develop ideas submitted for this brief. If your idea is chosen to be developed and implemented as part of Feel Good Drinks’ marketing plans, as well as seeing your work come to life and the publicity that will come from this, you’ll be given full credit for your idea and will also receive £1000.
What draws me towards Feel Good is the positive vibe of it all, and creating design which is cheerful and vibrant, it's a change from the kind of design I'm doing right now which is very kind 'niche' and in a way aimed at designers to appreciate by a designer.
Brief 6: UK Greetings
Design a range of greetings cards
Background
Imagine seeing your card designs on the shelves of Tesco, Sainsbury’s, Waterstones, Paperchase, Clintons and independent card shops, and on window sills across the country.
UK Greetings are the UK’s market leading direct-to-retailer publisher, and manufacturer of greetings cards.
Based in West Yorkshire, we supply to the major supermarkets, high street specialists and independent retailers in the UK and internationally.
UKG have several established sub-brands, each priding itself on delivering something unique, giving UK Greetings a distinctive edge and sound reputation for diverse and eclectic product. More information on these can be found at ukgreetings.co.uk
The Creative Challenge
The greetings card industry is a very competitive market. We are constantly looking for ways to stand out from the crowd, whether this be through an exciting card format, interesting use of finishes (emboss, foil, glitter, varnish, gems, googly eyes, printed card attachments, bespoke attachments, buttons etc), or simply stunning designs that stand out from the competition.
Target Audience
16-34 year olds.
Considerations
Think about the sending situation. Why would you be sending them a card? What is the occasion? Birthday card to a friend or to a family relation? Something to say good luck, get well? Congratulations? You’re getting married? Simply ‘I love you’ or ‘I miss you’?
Who is the recipient? At what stage in their lives are they? Single, married, with children, off to college/university, passing their driving test, losing someone close to them?
Remember who you are targeting. Who is going to be actually buying the card for the recipient? Although you need to design a card that targets the recipient, it’s the person who is buying the card we need to impress and convince.
Also please note: Women buy far more cards than men.
Is the card design-led or copy-led (could be a quote, just a ‘hello’ or a longer message)?
Mandatories
You must design at least 4 cards. These will include:
- Front page designs.
- Designs for the inside of the cards (this may or may not include an insert).
- A range name and logo to be printed on the back page.
- Remember to think about the envelope colour or design.
- Suggested card sizes – 159mm x 159mm, 121mm x 184mm, 137mm x 159mm, 110mm x 210mm but don’t let that restrict you.
- Add 3mm bleed to all artwork supplied.
Preparation
Take a look at what is out there. Visit Paperchase, Clintons, WH Smith and local card shops. A successful range often does something different to what is already out there.
Do some research into what types of cards are being sent to this target group and why.
These 5 will do for now! I hope this isn't the be-all and end-all for choosing briefs as the D&AD briefs aren't released till next week and I want to keep researching and brainstorming
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