The mechanics and structure of the creative brief

1. The Advertising Creative
Brief
Chappy

2. POV
A creative brief is an authentic short story to
inspire creative imagination. There is no perfect
creative brief, form or format although an
agencyʼs creative brief must be consistent, if not
the work will not work.
Briefing of creatives is equally as important as
writing the brief; a great briefing sometimes is
more memorable and effective than the brief.
The only authority the creative brief has is to
make the work better.

3. Creative brief elements
Target: who is the story about?
• Describe consumer, shopper, household target behavior, attitude
Challenge: what interesting problem or challenge is the target facing?
• Every great story has tension; find the human conflict
• Address business issue or marketing tactic
Motivation: what is the desired outcome the target hopes for?
• The motive is what links attitude to behavior, culture to consumerism
Setting: where and when does the story take place?
• Time, place, date, conditions, germane to the story
Obstacles: what things get in the way of the targetʼs goal?
• Hurdles to go over, hoops to jump thru, obstacles to go around, mountains
to move, walls to climb over
Climax: how does the target confront the challenge or problem?
• Consumer insight
Close: what is the idea or proposition of the story?

4. Test: Nike - Just do it
Target: humans who want to be super
Challenge: self confidence
- Marketing: awareness campaign
Motivation: I want to win, achieve more
Setting: anywhere, anytime, right now
Obstacles: status quo
Climax: if I donʼt perform right now I probably wonʼt win
Proposition: lazy is a choice