Chosen brief:
Forestry Commission England
Brief in Short:
Your brief is to create a campaign to raise awareness of the various outdoor activities the Forestry Commission provides. We need to engage with a younger audience to highlight what a great day out our sites provide, whether it’s with family, your friends or both. It’s great value, its healthy and fun.
Rationale:
This brief will give me the opportunity to play to some of my strengths, I will be able to use plenty of illustration with big type. It's all about pushing the fun aspect and getting people involved which is always right up my street. This brief will allow me to try out some new ideas and work with some experimental formats with content that I am very interested in.Why have you chosen the brief?
- Open Ended - can be creative with it
- The audience is familiar and I can play to my strengths
- Content is interesting and fun
- Opportunity to create a wide range of products
- Easy to avoid the Cliches
What do you want to get out of the brief?
- A complete and coherent body of work
- A new style of work to anything I've done before
- A solid and successful response to the brief
- solid research and reasoning for design decisions
What do you want to make?
- Interactive printed materials
- Something shocking that would really relate to the audience and nobody else
- Something simple but clever
- A range of products
- Design for web - break into viral and online design
Why do you want to enter?
- Interested in the subject matter
- Possibly a brief with less competition due to unfamiliarity
- I have got some ideas of how I want to go about solving the brief
- Oppurtunity to produce some good work for portfolio
- I could win
What is the problem?
- Young audience is unaware of activities
- Nobody is aware of the range of activities on offer
- Young people are not interested
- They are getting less money
- Nobody can be bothered doing these activities
What is the brief asking?
- Inspiring and powerful creative ideas across a range of platforms
- Small budget to max effect
- Scope to grow online and social media
- Be creative, inspire.
- Re-spark interest in outdoor activity
What is it trying to achieve?
- Wider audience
- Breaking a difficult market
- Be unpredictable
- Grab imaginations
- Get young people outside
10 key words from the brief
- Outdoor
- Young Audience
- Inspiring
- Creative
- Walking
- Hiking
- Biking
- BBQ's
- Value
- Bat Walks
What's the message?
- It is good value and fun
- It's good for you
- It's healthy
- You're lazy
- Great day out
Who are the Audience?
- 16 yr old m/f - birthday party?
- Young people unfamiliar with outdoor activity
- 20 yr old 'lads' - adventure, showing off, bonding
- 25 yr old - couples - more sophisticated - romantic
What is the context?
- College / Uni
- Viral Campaign
- Billboards
- School
What products could you produce?
- Posters
- Web Page
- Screen images
- Interactive nets
- Leaflets
What do you have to do?
- Explore online potential
- Appeal to Audience
- Avoid Cliches
- Think outside the box
- Keep it low budget
What do you need to do?
- Define audience scope
- Research what I'm promoting
- Stand out
- grab attention
What can you do?
- Cross- media campaign
- Question the market
- research existing products
- creative print
What could you do?
- Website
- App
- Game
- Flash Mob Theatre production
- Tv Advert
- Free goody bag hand outs in appropriate shops - not outdoor activity shops
What hasn't been done before?
What do you know already?
What do you need to find out?
What's stopping you doing it?
Further Action
- Re-write brief
- Research
- Start initial ideas
- Design sheets/ mock ups and tests
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