Creative Partner briefing:
For assessment submission work should be presented on 5 x A2 boards (digital pdf format) - PRINTED
Please familiarise yourself with D&AD and YCN Submission policy , process , conditions and format and the start of the brief and allow time to prepare your submission accordingly.
Our first task was to go through the three briefs we had chosen and to make a list of the pros & cons.
Standard life brief
Pro's:
- '180 years ' well established brand
- Saving for the long term is important - big issue its important to save
- Real issue for our society - care about the society
- Want to capture the publics imagination.
- Open brief a lot of opportunity & No deliverables
Cons:
- Not very well written brief
- Not very focused
- Target audience isn't clear & isn't specific
- There isn't any deliverables so your left confused
- Briefs really open so theres not much structure behind it
National trust:
Pros:
- The importance of nature & heritage
- Established new brand
- Good company & Ethics
- Creating a campaign a lot to work with
Cons:
- Target audience unsuitable
- Creative challenge is unclear
- Main deliverables two completely different things
Monotype
Pros:
- Charitable
- Focussed Target Audience
- Typographic
- A new challenge for me and my creative partner
- Only one mandator
- Deliverable straight forward.
Cons:
- Having to use their logo
We realised after weighting up the pros and cons of the three briefs that we would be best suited for doing the Monotype brief for our creative partnership brief.
We next filled our a joint form.
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