qantas creative workshop

BETTER CREATIVE BRIEFS FOR EVERY JOURNEY

1. UNDERSTANDING THE CREATIVE PROCESS

2. HOW TO WRITE BETTER BRIEFS [ uncovering the four creative triggers ]

3. BETTER PRESENTATIONS [ how to give more effective feedback ]

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COPYRIGHT NOTICE: This material and the work produced from this marketing brief (including, without limitation, all intellectual property, artistic and literary works therein) is copyright. Subject to the conditions prescribed under the Copyright Act, no part of this material may be reproduced without written authorisation of MercerBell Pty Limited ABN 57 435 510 529. All enquiries should be addressed to MercerBell 3-71 York Street Sydney NSW 2000 AUSTRALIA (02) 9299 0802.

1. UNDERSTANDING THE CREATIVE PROCESS

“I’m not creative”

Every child is an artist. The problem is how to remain an artist once you grow up.

7BILLION 1. CREATIVE PROCESS

7BILLION

1. This is awesome 2. This is tricky 3. This is shit 4. I’m shit 5. This might be okay 6. This is awesome

1. CREATIVE PROCESS

1. CREATIVE PROCESS

John Heywood 1546

COLLABORATION

“GIVE ME THE FREEDOM OF A

TIGHT BRIEF” David Ogilvy

HOW TO WRITE AN AIRLINE AD

How creatives begin idea generation

~ Is there an idea in where it was

made or where the company is from?

~ What if it’s not an ad? Think social, digital ambient,

ambush etc ~ Current events ~ Trends ~ Is there an idea in showing what

happens without the product? ~ Repetition ~ Shock tactics ~ Metaphor & analogy

~ Surreal & Bizarre

1.FLAGS

2.ROUTE MAPS

3. ANIMALS

4.TRAVEL ICONS

5.CELEBRITY

6. WINDOWS

7. TAILS

7.CREW

9. PLANES

“You want to get on a plane to feel alive. You want to get on a plane to see just a hint of a women’s thigh because her skirt is, this much too short”

10.SEX

3 WAYS YOU CAN HELP THE

CREATIVE PROCESS

1. THE IMPORTANCE OF THE BRIEF

1. ‘the factory visit’

1. KNOW YOUR PRODUCT

“Always have

the product on

your desk”


PTaste PTouch PSmell PSight PSound


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List how else

you might offer

access to Qantas

EXERCISE No. 1


2. EMPLOY ‘WORD BOMBS’

Words are little bombs. The right ones can explode inside us, demanding an

original and exciting idea.

Crazy, zany orange drink

2. WORD BOMBS: Before

Taste the buzz of real oranges

2. WORD BOMBS: After

Taste the buzz of real oranges. c.1990

Harley Davidson the escape machine


Harley Davidson sets you free


Rediscover BA, we have more flights to more places.


Rediscover the pure magic of flying


3:3. WORD BOMBS: After

3. INFORM TO INSPIRE

BE HONEST

1. Creative collaboration begins with your brief 2. Look to ‘inform to inspire’ and you’ll fuel the fire 3. Employ ‘word bombs’

Understanding the creative process

2. HOW TO WRITE BETTER BRIEFS

[ uncovering the four creative triggers ]

2. BETTER BRIEFS

THE VATICAN

Pope Julius II ~ 1508

POPE JULIUS II

By Damian O’Malley

2. BETTER BRIEFS

MICHELANGELO

2. BETTER BRIEFS

THE BRIEF

2. BETTER BRIEFS

BRIEF ONE: Can you please

paint the ceiling.

2. BETTER BRIEFS

2. BETTER BRIEFS

- No guidance or inspiration

- No hint as to what the

solution might be

- Leaves all the decisions

up to Michelangelo

BRIEF TWO:

Can you paint the

ceiling using red,

green and yellow.

2. BETTER BRIEFS

2. BETTER BRIEFS

- Too prescriptive,

without any justification

- No hint as to what he

needs to paint

BRIEF THREE: We’ve got problems with damp

and cracks in the ceiling.

I’d be grateful if you would

just cover it up for us.

2. BETTER BRIEFS

2. BETTER BRIEFS

- Still no guidance

- No hint of opportunity

- Gives Michelangelo

depressing information and

appears that no one cares

anyway

BRIEF FOUR: Please paint biblical scenes on

the ceiling, incorporating some

or all of the following:

God, Angels, Cupids & Saints

2. BETTER BRIEFS

2. BETTER BRIEFS

-  Gives Michelangelo

a good starting point

-  Hasn’t yet informed

to inspire

BRIEF FIVE: Please paint the ceiling like it

was touched by the hand of God.

Being an inspiration and

a lesson to his people. BRIEF FIVE: Please paint the ceiling for the greater glory of God,

being an inspiration and lesson to his people.

Frescoes which depict the creation of the world,

Mankind’s degradation into sin and the divine

wrath of the deluge and the presentation of

Noah and his family.

2. BETTER BRIEFS

“Painted like it was touched by the hand of God.”

2. BETTER BRIEFS

1:1. INFORM TO INSPIRE

POPE FRANCIS

FOUR KEY CREATIVE TRIGGERS THAT GUIDE THE CREATIVE PROCESS

2. BETTER BRIEFS

The what ‘What is the SINGLE issue to focus on,

and why this one?’

TRIGGER No. ONE

2. BETTER BRIEFS

Worry more about

your problems.

2. BETTER BRIEFS 2. BETTER BRIEFS - WHAT

“a problem well put is half solved”

John Dewey - Pragmatist

2. BETTER BRIEFS 2. BETTER BRIEFS - WHAT

Three ways to define better business problems ________________________________________________________________________________________

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1. The key to a good problem definition is ensuring that you deal with the real problem - not its symptoms. 2. Try expressing the business problem as a challenging question. 3. Once you’ve defined the problem, reduce it to a single sentence.

2. BETTER BRIEFS - WHAT

There are different levels of problem

“Great solutions

require great problems”

2. BETTER BRIEFS

How you define the problem

defines the solution.

TRIGGER No. ONE

2. BETTER BRIEFS – WHAT

TRIGGER No. TWO

The who [ ‘Target Audience’

2. BETTER BRIEFS

TRIGGER No. 2

The who

2. BETTER BRIEFS

Three key things you need to consider when uncovering the customer insight and building a persona (pen portrait).

1. demographics 2. psychographics 3. then examine the customer’s beliefs

PEN PORTRAIT

DEMOGRAPHIC:AGE: SEX: ENTHNICITY: FAMILY STATUS: HOME: JOB:

PSYCHOGRAPHIC:LIFESTYLE: HOBBIES: INTERESTS: ATTITUDES: BEHAVIOUR: VALUES:

Describe the customer in relation to the brand ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

2. BETTER BRIEFS - WHO

PEN PORTRAIT DEMOGRAPHIC:AGE: SEX: ENTHNICITY: FAMILY STATUS: HOME: JOB:

PSYCHOGRAPHIC:LIFESTYLE: HOBBIES: INTERESTS: ATTITUDES: BEHAVIOUR: VALUES:

Describe the customer in relation to the brand ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


CUSTOMER INSIGHT

TRIGGER No. THREE

The why

2. BETTER BRIEFS - WHY

‘What is the key message?’

THE SINGLE MOST COMPELLING THING WE HAVE TO SAY

SAY IT IN THE MOST

MOTIVATING WAY

How to turn an observation into an insight


INSIGHT FORMULA

Observation: What people do or say

We consume chocolate bars

to satisfy our hunger.


INSIGHT FORMULA

2. BETTER BRIEFS 2. BETTER BRIEFS - WHY

EXERCISE No. 2

Don’t just list all the features, draw out the benefits.

PENCIL SAVES MAN’S LIFE

Shareable

Create art Works underwater

EXERCISE No. 2

PICK THE PROP


PROP: The airline for the world’s people.

3. PICK THE PROP EXERCISE No. 3

3. PICK THE PROP

Is it ok to relax this much on a plane? Yes, in American Airlines ‘Lie-Flat’ Business Class.


3. PICK THE PROP

PROP: Sleep flat out in Business Class.

EXERCISE No. 3

3. PICK THE PROP


3. PICK THE PROP

PROP: Sleep flat out in Business Class.

PROP: Explaining the world’s secrets.

EXERCISE No. 3

TRIGGER No. FOUR

2. BETTER BRIEFS - HOW

The how [ ‘Deliverables, Channels/Considerations, Budget & Timings’

2. BETTER BRIEFS - HOW

THE DETAILS HELP SHAPE THE IDEAS

So what are we doing?

Who are we talking to?

Why are they going to believe us?

And how are we going to tell them?

CREATIVE TRIGGERS

WHAT: How you define the problem defines the solution WHO: A good persona brings the customer to life

WHY: Identify a truth that can be used to solve the problem

HOW: All the details help shape ideas

2. BETTER BRIEFS

3. BETTER PRESENTATIONS

1. BEFORE

PLAY AWAY Visit the agency. The team are generally better prepared and more relaxed when they present in their own environment.

1. BEFORE

IN PERSON Whenever possible have the Creative team present their work.

RECAP Begin by revisiting the main areas of the brief. • Problem • Audience • Insight • Prop

1. BEFORE

SMILE Creative types are nearly always nervous, so for a smoother presentation be positive, open and engaged.

1. BEFORE

EXPECTATIONS Have a clear understanding of the level of creative being presented: • Adcepts • Creative territories • Scamps Vs Mac layouts

QUANTITY Have agreement on the number of concepts.

1. Safe 2. Surprising 3. Courageous

1. BEFORE

2. DURING

ASSESSING THE WORK

2. DURING

2. DURING

Grant Welsh Qantas Frequent Flyer No.10 Million

BE THE CUSTOMER You’ve just revisited the key areas of the brief including the target audience so it’s vital you think like the customer.

2. DURING

THE IDEA Does the idea bring the proposition to life in a memorable or dramatic way? LEGS Can the idea work well in all channels; • film • paper • pixels • social

2. DURING

INTEGRATION Has the brand/campaign idea been brought to life in the best possible way? MINUTIAE Don’t stress a missing comma, worry about a missing idea.

RECOMMENDATION Have a recommended concept.

2. DURING

FEEDBACK

“Spend your time on looking at what is good, and making it great.” Sir John Hegarty – Worldwide CD of BBH

2. DURING

2. DURING

FEEDBACK • Try to recognise the good first • Don’t be afraid to ask questions ‘be a Juror, not the Judge’ • Seek understanding if you aren’t sure about something • Initial feedback is good and appreciated • Not sure then ‘sleep on it’ and give feedback later

3. AFTER

THE DE-BRIEF Consolidate and give clear guidance about the collective feedback. Use the MB Debrief Form.

OPTIONS Separate the amends into 1. mandatory and 2. optional changes.

3. AFTER

OPINIONS

Everyone has a opinion about advertising, but have they read your brief?

3. AFTER

FEELING NERVOUS?

Great. That’s a good thing. Pin the work on your wall and give the ideas the overnight test. And remember.

1. Safe 2. Surprising 3. Courageous

REDIRECT Resist the temptation to rework yourself. Try redirecting instead, it’s always more productive.

3. AFTER

STAKEHOLDERS

Ask for help. We are there for you.

3. AFTER

STAKEHOLDERS These are busy people, make it easy for them to see the thinking. 1. Begin with the brief. Always attach the brief (or a summary) 2. Identify the level of creative that they are reviewing • Adcepts • Creative territories • Scamps Vs Mac layouts 3. Present like the agency and begin with a rationale

3. AFTER

STAKEHOLDERS 4. Do your homework, prepare well, and rehearse 5. Present with their desired outcomes in mind. Time, money, politics, legals and ‘pet hates’ 6. Timing is everything (pick your moment)

3. AFTER

3. BETTER PRSENTATIONS 1. Be the customer

2. Juror not Judge

3. Redirect, don’t rework

qantas creative workshop

Marketing