AWARD School is a globally recognised course for creatives. Over 12 weeks a select group of creatives throughout Australia took their commercial creativity and art directed 10 separate concepts and execution for a range of clients.
Below are a few of my favourite fictitious briefs.
Crystal Clear
Poster
Brief 1:
The main focus for this brief was that the final output was a single poster.
Client: Windex
Target Audience: Anyone who wants their windows crystal clear
Key Insight: There is nothing more annoying than washing your windows with soap or other brands of glass cleaner and still being left with streaks.
Prop: For the cleanest glass
Mandatories: Logo
Delivery:
Insight: When glass is so clean, it becomes practically invisible
Idea: To show how clean Windex gets your glasses at a glance.
Original execution: A fish in a bubble of water without the tank.
Rectangular Living
TVC
Brief 3:
We’re focused on a 30” TV commercial. Including script and visuals.
Client: Ikea
Service: Ikea will buy back your used furniture and give you a voucher in return.
Target Audience: Sustainably minded people who don’t want their old furniture to go into landfill.
Key Insight: When people are looking to upgrade or replace their furniture, they also feel a pang of guilt for contributing to landfill. They want to be able to get that new couch or bed, but also know they’re doing good.
Prop: Give your old furniture a second life.
Mandatories: Logo
Delivery:
Insight: Your history is embedded on your furniture whether you like it or not. When you choose to recycle it joins other peoples stories, which shoud be celebrated.
Idea: To show how your old furniture can be given a new life with someone else.
Original execution: Following a piece of ikea furniture with children writing on the bottom of it. As adults don’t notice the names banking up, it keeps being sold time and time again. Then ending up with Billy’s family, you see hints that he is Alice’s son.
Dream Words
Digital
Brief 7:
A digital idea that encourages people to build their website on Squarespace.
Client: Squarespace
Target Audience: Anyone with an idea that needs an audience online.
Key Insight: The act of setting up a website is a monumental step toward bringing your idea to life. It could be a business, a portfolio, anything you can dream up. Squarespace exists to help people with ideas to stand out and exceed.
Prop: Don’t just dream it, build a website.
Mandatories: Logo
Deliveries:
The original:
Insight: Like code, your dreams and aspirations can be difficult to translate.
Idea: Squarespace teams up with Google translate to translate your dreams into code and vice versa.
Original execution: Using google translate, you write what kind of website you would like. Google translate then creates the code.
By writing your dream website into google translate and with the assistance of Al, your CSS code is generated.
You can then click 'translate now' directly beneath the code, or manually copy and paste that code into the Squarespace interactive microsite.
By hitting translate now, and using squarespace pre-existing templates, your brand new website is created.
The Revamp:
Insight: ‘Google it’ has become a staple phrase in households across Australia. It is a search engine people use to learn something new, or find something helpful.
Idea: Squarespace teams up with Google to create their own version of “I feel lucky”.
Original execution: This button is unlocked when searching questions with keywords - called dreamwords, (like dream job, start-up, business, portfolio) using AI to turn those search results into a working website.
Using the ’Dream it’ button you can directly make your website, or if searched for it displays at the top of the search.
Fur Family
Direct
Brief 8:
A Direct idea across one or several touch points depending on your solution that gets people to take out HCF Insurance for their pet/s.
Client: HCF
Target Audience: Those who cherish their cats and dogs like family.
Prop: Pets are part of the family, too.
Mandatories: Logo
Delivery:
Insight: Once you adopt a pet, they become part of your family. Just like children they have their own personalities and need your affection and protection.
Idea: Add your pets names to your HCF family card. Keeping all of your loved ones insurance information in one place.
Execution: A paper card sent out via mail by HCF. The audience writes their pets names on the paper card, scans the QR code on the card, takes a picture of the card and sends it off to receive a plastic one.
