Open brief for Condom brand
ivan | Sat, 2009-05-02 05:41
Many people asked for an open brief they can work, so here is one. I'll keep the brief to the minimum, no fluff. I know condoms are an overused subject, but this time we can try to take a different strategic avenue.
Brand:
Care Condoms (fictional brand)
Brand message:
Wearing a condom is the highest expression of love and care.
Tone of voice:
Luxurious, sophisticated, caring, loving.
Reason to Believe:
By wearing a condom you protect your partner from unwanted pregnancy and STDs.
Target:
We are targeting men with average and above average income between 30-40 yo.
Objective:
To deliver the brand message to raise awareness about the product.
Compulsory:
Use the pack attached.
Media:
Press campaign in men's magazines, like Men's Fitness.
Important:
Post your work here with the Exhibition with a subject: Care condoms.
31 Comments
seriously? condoms?
you're doing them a disservice.
paperclips!
Yeah, I know krautland! :) The next one will be a different product. But I think it's important to learn that within a product category one can do something totally new buy taking on a new strategy. This brief isn't easy, but that good I think.
first walk, second run.
I keep telling people nine out of ten cd's I know will close a book if it has yet another condom campaign in it. it's just not worth the headaches to take on immature boys, even as juniors. by doing condoms, wonderbra or tabasco sauce they're telling me they may have talent but need very close supervision or they're gonna present fart jokes or "two ad people trying to crack a brief" concepts to the client.
You're right. I give you that.
Ivan, thx for the brief. Will you post the winning Ad on the front page? We'd be thankful if you could. That would give us, students some kind of exposure.
No, I don't think so. Unless it's extremely good.
Oh, as if the current ads are extremely good? What about that stupid Diesel ad. It's crap.
Ivan, you always contradict yourself. Once you said that you only post good ads, and another time you said that you post bad ads so that we know what works and what doesn't.
Plz make up your mind. It's time to decide the fate of this website.
Sorry for misunderstanding. I never said I post bad ads. I don't think I contradict myself. I'm very consistent.
I said I not only post good ads, but also ads that are worthy of interest for some reason or another. It can be because they are coming from a country we rarely hear of, like Antigua for example. Or it can because it's made for a famous brand like Coca-Cola regardless of how good the ad is. Or it can be because it's made by a famous agency like Fred & Farid, regardless how good the ad is. This is because readers are generally interested to know what's going on in the industry in general and discuss them. I won't post a bad ad from a noname brand and a noname agency.
Whether the Diesel ads are crap or not it's your decision to make, and that's why we have rating and comments so we can discuss them. I would be interested to read why you think they are crap.
Oh and Ivan I wish you could change the packaging, it's horrendous!
You're free to change it! :)
when do designs have to be submitted by?
when it's get deadline?
No specific deadline, but I'll post a new one every month.
I find talking about sexual oriented material in a job interview hard to do. It can be done but for a job... Best to talk about soap.
Soap brief comin' next month. :)
Cathy, are you a nun?
I think most people do once they grow up, at least when there is a chance someone else might misunderstand the subject matter to be relating to ourselves.
If the sexual oriented material is great then it shouldn't be that hard to talk about...now if it's average, that's when it may get a lil awkward.
You have nt given the deadline on which wec have to meet.
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"I am what I was before, now I want to be what I am not"
Can anyone and everyone participate?
What will be criteria of the winner?
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"I am what I was before, now I want to be what I am not"
Merci pour le brief :)
I understand the thinking behind attempting to farm a different perspective out of this product category...but even if the CD can get past a condom ad, I don't think they're going to get past a made up brand that has no history/past problems.
http://web.mac.com/ericrice_ad
Fair. I agree. We will make it more realistic from next month!
...and you suggested not putting condom ads in your portfolio in your "7 Tips for a good portfolio".... (???)
http://web.mac.com/ericrice_ad
Like I said, Ivan is very contradictory. He says something and does the contrary.
My guess is that Ivan is now living a happy life on a tropical island, and he hired some webmaster to run the website under his name.
I'm open to criticism. Besides the point you have here, which we agreed isn't contradictory at all. Can you give me another example of me saying something and doing something else? I very much live by my standards.
Regarding the tropical island, I sense envy in your voice. What's the gripe? Have I hurt your feelings or something? I would be happy to clarify. Since you're being very personal, I expect you to register and put a name behind your comments.
Submitted by Ivan on Wed, 2009-05-06 13:32 on Creativebits.org
I didn't meant to have this as a porti piece. Rather to give students a different direction on an overused subject.
I think its important to learn that not every condom brand is the same. Each has a different positioning.
This was the objective. Not sure if I achieved it.
Regardless, next month I will post a brief that will be a base for a portfolio piece.
Thanks for copying my answer here. That's correct. This is not for your porti, this is an exercise to take a different approach on an overdone subject.
Mr. Ivan-just let me know what is the brief for the current month and where do you place it. I can really work on the Ad copy using Power Point (I am learning photoshop) or may use some visualizers help. I am just a toddler in this media. Hope something will come my way.
RAM KATE
This is very interesting, especially for someone such as myself interested in briefs for spec work for my portfolio since my current job is providing little to nothing in that regards. I do not know if I myself may have the time to participate on Care Condoms in particular, but I do hope that there is enough interest (and time on both ends) in order to keep this idea running and up to date. :)
Thank you, Ivan.