See what I submitted for AWARD school 2012. My goal was not to get in the top ten (as was the constant reminder), but for a complicated brain such as mine to tweak. I started the course thinking I knew lots about creative advertising. I finished the course daunted at how much I have to learn. I never wanted to take baby steps, but now realize learning to crawl must come first. Where to now? It's up to me to come up with new ideas, try and find a copywriter (if you know anyone keen - helen@floodout.com), take my book around and to land my first role as Junior Art Director.
Brief 1
Client: Olympus
Product: Olympus PEN E-P3
Media: Poster
Target Audience: Anyone who likes to take photographs
Single-minded proposition: Helps you take better pictures
Background/proof of proposition: The Olympus PEN E-P3 is a compact camera with the world’s fastest auto focus. It’s highly responsive and provides superior image quality, enabling anyone to take great pictures.
Mandatories: Logo / Pack shot
Client: Olympus
Product: Olympus PEN E-P3
Media: Poster
Target Audience: Anyone who likes to take photographs
Single-minded proposition: Helps you take better pictures
Background/proof of proposition: The Olympus PEN E-P3 is a compact camera with the world’s fastest auto focus. It’s highly responsive and provides superior image quality, enabling anyone to take great pictures.
Mandatories: Logo / Pack shot
Brief 2Client: Sony
Product: 20 gig USB stick
Media: Poster
Target Audience: Anyone who uses a computer
Single-minded proposition: now you can carry more data
Background/proof of proposition: This new 20 gig usb stick means you can store more files and carry them with you
Mandatories: Logo / Pack shot
Brief 3
Client: Sydney Ferries
Product: free wifi Client: Sydney Ferries
Media: Print Campaign (i.e. 3 ads)
Target Audience: All commuters who travel on Sydney Ferries
Single-minded proposition: Free wifi is now available on every Sydney Ferry
Background/proof of proposition: Catching a Sydney ferry to/from work is more enjoyable than going by train, bus or car. And now they offer free wifi to all passengers, so you can surf the net for work or fun during your commute.
Mandatories: Sydney Ferries logo
Brief 5
Client: Dyson
Product: Dyson Vacuum cleaners
Media: Ambient
Target Audience: Anyone who uses a vacuum cleaner
Single-minded proposition: Difficult places are easier to clean with a Dyson
Background/proof of proposition: Dyson Vacuum cleaners are the only make of vacuum cleaner with Dyson ball Technology, which means they are easier to steer and manoeuvre than the competition.
Mandatories: dyson.com.au
Product: Dyson Vacuum cleaners
Media: Ambient
Target Audience: Anyone who uses a vacuum cleaner
Single-minded proposition: Difficult places are easier to clean with a Dyson
Background/proof of proposition: Dyson Vacuum cleaners are the only make of vacuum cleaner with Dyson ball Technology, which means they are easier to steer and manoeuvre than the competition.
Mandatories: dyson.com.au
Brief 6Client: FOXTEL
Product: Parental lock
Media: Print
Target Audience: Parents with FOXTEL
Single-minded proposition: Make sure your kids aren’t watching programs that they shouldn’t.
Background/proof of proposition: A lot of FOXTEL subscribers don’t realise that there is a Parental Control system that allows you to control the television viewing of your kids - because you may not always be there when they are watching TV. You can block channels, set viewing restrictions by classification category and set purchase restrictions.
Mandatories: Foxtel logo & “Parental Lock”
Brief 7
Client: The North Face
Product: North Face clothing
Media/ Deliverables: An online idea that reaches and engages.
Target Audience: 22-55 year olds
Single-minded proposition: Explore more of the world with North Face gear.
Background/proof of proposition: The North Face brand was established in 1966 in San Francisco, it makes pretty much every item of outdoor equipment, from apparel, to footwear, to tents. It’s tough, durable and looks good.
Product: North Face clothing
Media/ Deliverables: An online idea that reaches and engages.
Target Audience: 22-55 year olds
Single-minded proposition: Explore more of the world with North Face gear.
Background/proof of proposition: The North Face brand was established in 1966 in San Francisco, it makes pretty much every item of outdoor equipment, from apparel, to footwear, to tents. It’s tough, durable and looks good.
Brief 8
Client: SKINS
Product: SKINS compression sportswear
Media: 1 x 30-second TV ad
Target Audience: Adults aged 18-45 who take their sport seriously.
Single-minded proposition: The only sportswear that actually helps you perform better.
Background/Proof of proposition: SKINS is the pioneer in gradient compression technology in sportswear. Years of research have proven that when you apply compression to specific body parts in a balanced and accurate way, it accelerates blood flow. This gets more oxygen to your working muscles and boosts your performance.
Mandatories: Skins logo
Brief 9 Client: SKINS
Product: SKINS compression sportswear
Media: 1 x 30-second TV ad
Target Audience: Adults aged 18-45 who take their sport seriously.
Single-minded proposition: The only sportswear that actually helps you perform better.
Background/Proof of proposition: SKINS is the pioneer in gradient compression technology in sportswear. Years of research have proven that when you apply compression to specific body parts in a balanced and accurate way, it accelerates blood flow. This gets more oxygen to your working muscles and boosts your performance.
Mandatories: Skins logo
Client: You decide
Product: You decide
Media: You decide
Target Audience: You decide
Single-minded proposition: You decide
Background/proof of proposition: You decide
The purpose of this brief is that you choose a brand, product or service and communicate something new about it in an interesting way. Examples (but please don’t copy, think of your own):
Trying to sell washing powder to children and not mothers.
Convincing the general public that an oil spill is a good thing.
Selling motorcars to the greens. Or simply selling cereals in a new way – you get the idea.
Product: Goodbooks Product: You decide
Media: You decide
Target Audience: You decide
Single-minded proposition: You decide
Background/proof of proposition: You decide
The purpose of this brief is that you choose a brand, product or service and communicate something new about it in an interesting way. Examples (but please don’t copy, think of your own):
Trying to sell washing powder to children and not mothers.
Convincing the general public that an oil spill is a good thing.
Selling motorcars to the greens. Or simply selling cereals in a new way – you get the idea.
Brief 10
Client: Goodbooks international
Client: Goodbooks international
Media: 3 different mediums of your choosing
Target Audience: Anyone who reads books
Single-minded proposition: Every book you buy from Goodbooks helps Oxfam help others.
Background/proof of proposition: The Good Books model is simple. Every time anyone buys a book through the Good Books website, 100% of the retail profit from every sale goes to support communities in need through Oxfam projects. As a result, charitable donation is built into an everyday activity at no extra cost. Good Books makes no profit. Its purpose is to create positive and enduring connections between commercial worlds and wider, less advantaged communities.
Mandatories: URL – usegoodbooks.com
Brief 11
Client: Aus Post
Problem: People aren’t sending letters anymore.
Media: Your choice
Target Audience: Anyone who communicates with their friends and family via email or social media.
The Problem: People aren’t sending letters to each other anymore. They send everything from personal letters to wedding invitations electronically. How can we encourage more people to communicate with friends & family with letters or cards instead of email or social media?
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