Creative Briefs

Comfort LA Creative Brief:

What do you know about the product and its history?

Comfort LA is a restaurant that specializes in organic southern comfort food. The establishment began as a pop-up shop and recently opened a primary storefront in Downtown Los Angeles.

Whom are we talking to?

Los Angeles County consumers and consumers in surrounding cities who travel to Los Angeles.

What do they currently think?

Consumers are currently unaware of about the restaurant and their offerings. Also, when consumers find out the location they are wary of visiting due to the history safety in Downtown LA.

What would you like them to think?

We’d like consumers to think that Downtown LA is a safe and secure location to visit. We’d also like them to the think that the menu has some of the best soul food offerings in Los Angeles County.

What is the single most persuasive idea we can convey?

Comfort LA is place to visit to good food and good vibes.

Why should they believe it?

Comfort LA works hard to create a great atmosphere for consumers and provide great service.

Tone of voice:

Passionate and Welcoming- Comfort LA is passionate about providing great food and good vibes.

Sugaring LA Creative Brief:

What do you know about the product and its history?

Sugaring LA is a salon that provides an alternative option for hair removal services for men and women in Los Angeles County. The salon uses the sugar waxing method to remove hair. Sugar waxing involves using a gel made of sugar, lemon, and water as a natural method to pull hair from the roots.

Whom are we talking to?

Consumers in Los Angeles County who are interested in hair removal.

What do they currently think?

They currently think that traditional waxing is the only option for hair removal.

What would you like them to think?

We’d like to educate them about sugaring so they begin to think that sugar waxing is a better option than traditional waxing due to the benefits it provides.

What is the single most persuasive idea we can convey?

Using sugar wax is provides healthier benefits to your skin than traditional waxing.

Why should they believe it?

Consumers should believe that sugaring is the better waxing option because there has been testing conducted that proves that sugaring provides more benefits than traditional waxing.

Tone of voice:

Informal and Caring- Sugaring LA wants to educate consumers about their methods and how using their service has added benefits.

Pitching the Story

Three men intensely await the fate of a basketball. The ball hits the rim and bounces into the hands of a player, we see all the players are in wheelchairs. The fierce and passion filled game continues. The game ends and all but one man stand up. They chose to play in a way that is accessible to the their friend. They enjoy Guinness at a bar and celebrate the power of friendship.

In a school hallway a boy helps a girl who has dropped something, to say thanks she offers him gum. From first kisses, to dates, and prom night they always have gum on hand for each other. As adults, they depart from each other for some time and when they reunite she finds pictures he’s drawn on gum wrappers of moments in their life. She turns around to find him on one knee proposing.

No Product, No Problem

Many brands use commercials to outright sell, the “here is the product and this why you should buy it” commercials. Those commercials are literal they show the product. For instance, most fast food commercials display the food, show people eating the food, and describe why you should buy the item. However, there are brands that stray away from the literal by choice. These brands have made a conscious decision to show the product; rather they use the ads as a tool for branding. I have chosen three non-literal ads to showcase this concept, what these ads have in common is that they tell a story that ultimately connects you to the brand then lead you to think about the product.

The following commercials are not literal by creative choice:

Always “#LikeAGirl”

Plot: The ad starts out displaying a question “What does it mean to do something like a girl?”. From there we hear a producer telling men and women of all ages to do things like a girl. The producer states “run like a girl” and the participants move in dainty stereotypical motions that correspond with actions of a girl, which continues as different actions are thrown out to participants. The ad goes on to ask young girls to do the same actions and they display strong motions. The ad then shows a statement about how these stereotypes are harmful to young girls and why it should shifted from an insult to a compliment.

Strategy: The ad wants to show that there should be no negative connotation with what it means to be a girl. Always is a brand that sells feminine hygiene products to girls and women. Always is seeking to empower their core customers.

“According to P&G, 76% of women aged 16 to 24-years-old said that the #LikeAGirl video changed their perception of the phrase ‘like a girl’ and they no longer saw it as an insult. Meanwhile, two out of the three men said that the video had made them think twice about using ‘like a girl’ as an insult.” (Contagious I/O, 2015).

Brand Positioning Statement:
Female empowerment.

Dick’s Sporting Goods “The Hoop”

Plot: The commercials shows a father setting up a basketball hoop on what appears to be Christmas then gifting the hoop to his young daughter the next day. The following scenes show the playing with the basketball hoop and the hoop being present throughout the years within the neighborhood, then the girl as an older teen playing basketball with the hoop. The commercial ends with girl going way to college and leaving the hoop behind and the father playing with the hoop alone.

Strategy: Dick’s Sporting Goods showed how one gift can play a role in someone’s entire life and bond people together.

Ryan Eckel, VP of brand marketing at Dick’s Sporting Goods. Stated “From the beginning, we found it compelling to tell the story about a father’s relationship with his daughter, and although life continues to change, the hoop remains a consistent and familiar bond in their lives and for the neighborhood.”

Brand Positioning Statement: Gifts creating memories.

Bisquick “Alive”

Plot: A woman realizes it Friday and that she has left her turkey in the refrigerator too. Realizing this, she panics and rushes the turkey to the hospital. After trying to revive the turkey the doctors tell her it is too late. The commercial ends with “Keep your leftovers alive, get recipes now a bisquick.com”

Strategy: Bisquick chose to show a funny way of how people react when their food goes bad. Bisquick believes that their recipes are so good that people won’t forget about their leftovers and wont have to deal with wasting food.

Brand Positioning Statement: Make food last longer.

References:

Insight & Strategy: #LikeAGirl. (2015, May 21). Contagious I/O. Retrieved from http://www.contagious.com/blogs/news-and-views/26605636-insight-strategy-likeagirl

Smiley, M. (2014, Nov. 7). Dick’s gets sentimental with new holiday ad. AdAge. Retrieved from http://adage.com/article/cmo-strategy/dick-s-sentimental-holiday-ad/295766/