IAL Saatchi & Saatchi: Brief

To celebrate the new year, IAL Saatchi & Saatchi sent a creative brief to all its clients asking them to design a greeting card for the agency.

Advertising Agency: IAL Saatchi & Saatchi, Pakistan
Chief Creative Officer: Ali Mumtaz
Creative Director: Jamal Husain
Strategy Director: Nida Haider
Art Director: Shahrukh Raza
Copywriters: Sarwat Azeem, Assam Khalid
Published: December 2011

27 comments

Jaap Grolleman's picture
Jaap Grolleman
7000 pencils

Hehe, a clever reminder to show what our craft is. Did they receive any results? If so, displayed them?

andylefty's picture
andylefty
4539 pencils

Why? This would be the actual brief except you've sent it to your clients instead of sending them a creative greeting card.

Hadrons's picture
Hadrons
5743 pencils

that *is* the greeting card...
I don't find it amusing - rather disappointing.
you know what - it's lame.

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

sakibafridi's picture
sakibafridi
167 pencils

Ha! Totally fun! Nicely done IAL.

You should post some of the submissions from clients, along with agency feedback telling them it's a good first attempt and they should keep trying :)
Better yet, completely change the brief after they show you concepts. And make the deadline EOD!

Roger Keynes's picture
Roger Keynes
5498 pencils

Pakistan office...

Call from Saatchi HQ.

Yes, it's urgent. :(

Will Think for Salary

sergeo_syd's picture
sergeo_syd
603 pencils

I am with Hadron on this. Awfull and from Saatchis to boot. It's a creative from a suit.

http://edictive.com - Film Production Management

MikeYikes's picture
MikeYikes
117 pencils

The whole point is to make it sound like a suit's work. Not a creative's :)

andylefty's picture
andylefty
4539 pencils

MikeYikes surely an ad agency would want to show off their creative talent, not sub-communicate that they have none.

MikeYikes's picture
MikeYikes
117 pencils

Andy, I think this does show off their creative talent really well. I see a bigger strategy in this than a well designed greeting card, to be honest.

kalpesh78's picture
kalpesh78
2580 pencils

Sad. unexpected from the Saatchi stable.

ideas....30 minutes nahi toh free.

smartfarooq's picture
smartfarooq
19 pencils

Cool. This is the good & new approach on the eve of seasons greeting.

I Love Adsoftheworld.com

khansohaib's picture
khansohaib
3 pencils

i think its so clever give the client a taste of their own medicine,
hahaha love the brief, all the little anecdotes the clients love to use
"out of the box"
"wow factor"

good work Saatchi !!

i don't think its the greeting card guys,
Its a brief the clients make the cards.

kleenex's picture
kleenex
30843 pencils

no no no....too much text.

vote4pedro's picture
vote4pedro
4601 pencils

In other words, you couldn't come of with a decent holiday card. And did this instead.

andylefty's picture
andylefty
4539 pencils

You express it better.

Billoughsby's picture
Billoughsby
5091 pencils

This sort of mockery is standard water cooler talk in some organizations -- probably too many -- ergo familiar, not fresh, and to go Full Pollyanna on it, not reflective of our best selves as an industry.

Oh I know, lighten up, it's a joke. Sounds bitter and snide, though. Uh uh.

No rating.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

syedali.mz's picture
syedali.mz
2 pencils

I watched an AD today about a cereal, I really liked that box of CEREALS, the cereal’s BOX reminds me when I was YOUNG, and collected COLOURFUL boxes, especially the ones with RED colour, which reminds me of my old CAR, on weekend’s I drove the red monster to the ICECREAM parlour, I love ice-cream especially the one with dark CHOCOLATE, I think BELGIAN chocolate is the best, I never went to Belgium though, it’s in EUROPE and Europe is in CRISIS these days, but crisis is EVERYWHERE, anyways as I was saying, hmm…..

A
Thought
Changes
[……….]

Don’t Let Your Brand LOST in the thought.

IAL Saatchi & Saatchi

BUILDING BRANDS SINCE ……….!!!

MikeYikes's picture
MikeYikes
117 pencils

What I'm getting through this is that they want to put the client in the creative's shoes; to turn the tables as it were: we design a card every year for you, but this year it's your turn to do it for us. I think that's pretty nifty; I certainly haven't seen it done before.

Target Market's picture
Target Market
26 pencils

Hahaha. Hilarious. Great idea, guys. love how serious it sounds. very creative.

Ramesh.

GLP's picture
GLP
6 pencils

If I'm their client and receive this in mail... I wonder what it would say on the envelope ... "Seasons Greetings" or may be "Happy Holidays"? And then when I open it and read THIS ? ... hmmmm .... Call me old fashioned but I will not be impressed ... I still want to see an actual greeting card with holiday message on it. There may be subtle humor or this could be Saatchi's way of showing off their creative talents ... But after reading the card my expression would be "Are YOU serious" ?

shahidali's picture
shahidali
4067 pencils

I like the idea but the execution is a bit flat. It should have spices, i.e. the words that usually clients use should have been more prominently fit in the content in a context of a caricature

shahid

chuckieT's picture
chuckieT
680 pencils

It's usually not the clients' fault that the creative team has such a short turnaround time. The brief has usually been with Planning for a month.

Walhaala's picture
Walhaala
39 pencils

that is really one of the poorest ads i´ve ever seen. the idea: not brilliant, but got potential. the execution: ./. no words for that poor stuff!

ashan's picture
ashan
70 pencils

it's not a new thought.

Whatever you do, work at it with all your heart, as working for the Lord, not for men Colossians 3-23

brymiguel's picture
brymiguel
58 pencils

This is the same thought everyone has had at some point, except they actually did it. Kudos.

tazyboy's picture
tazyboy
777 pencils

Kool

iambusy's picture
iambusy
2219 pencils

good thought turned to a bad idea. cmon sucha bad copy. You could have surprised the clients with some wordsmith expertise

busy.

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