Competition Brief

Although we have not been given our full brief yet, we have been told as much as we need to get started on the project. This new project involves the competition put on by the YCN. Each year they put on a competition made up of several different briefs. This year there are 21 companies that have set briefs, some having written more than one. This means that there is a huge variety of choice but does also mean that I will need to go through them all making sure I pick one that is going to give me the best chance of using my skills.

We went through and skimmed the requirements of each brief and marked them out of ten, this was to give ourselves an indication of which ones we need to read in full and start thinking of ideas for. 

These are the marks I gave the briefs in relation to how interesting and inspiring I found them to be.

After doing this I looked at my top four briefs in full (Bacardi, Douwe Egberts, Ugg and UK Greetings). From these four I then marked it down the the two I thought I could do the most with, and have taken notes on the two briefs below.

Bacardi

Bacardi are asking us to make themselves appeal more the men, introduce their history to show that Bacardi is not a cheaply made drink. To do this they have suggested new glass wear  augmented reality coasters and possibly a new cocktail with a masculine campaign. The whole idea of the campaign is to get guys drinking Bacardi. 

The target audience for this brief are males aged around 21, they need to be old enough to drink but young enough to be influential on others in the bar. 

The campaign will not be strictly held to bars or clubs, so shouldn't be tied down to this, it will also be shown across different platforms which should be taken into consideration. Because of the nature of the product there are strict advertising standards that must be met throughout the whole campaign.

UK Greetings

UK Greetings are asking for us to create at least four cards and a sub brand name and logo. The cards must include a front cover design, textures and feels, colour choices on both card and envelope, font type and size for inside and outside of card. The size and shape of the card should also be considered. 

They have stated that the target audience is around 16-34 and can be for any occasion, they have said that it is mainly women who buy cards and although the cards need to appeal to the recipient, it is the sender who is buying the card and it needs to appeal to them as well. 

The main point of them doing this is to make sure that their company keeps giving new designs and ideas to make sure that they stay ahead of the competition, to do this our designs need to be unique and edgy.