base awards presentation
TRANSCRIPT
IN RUSSIAFOR YOUNG PLANNERS
1ST AWARD
BACKGROUND
Advertising festivals created the cult of creativity by awarding
bright works without any strategicbase behind them
BACKGROUND
It’s especially true for Young Creativescategories where briefs are usually too plain. So winners have nothing
to do with solving the real problems
EXAMPLERED APPLE ‘14
Link to the brief
NICE OBJECTIVESTo develop a program to make drivers respect cyclists
ZERO STRATEGIC INPUT Just generic TA description and list of formats. No how.
EXAMPLEYOUNGSTERS ‘15
NICE OBJECTIVESTo make people subscribe to online book service
ZERO STRATEGIC INPUT Just creative task “to makereading popular”. No how.
Link to the brief
IDEA
1st Russian award for strategists. We will take briefs from Young
Creators festivals and give themto young planners for investigation
Every creative award needs strategic base
IDENTITY
Main logo Simplified logo BASE + Red Apple BASE + Cannes Lions
TASK
Client’s brief
Creative brief
EVALUATION
Connected to problem Connected to context
Connected to audience Revelatory
Valid and logical
JURY
