Part 2 – Exercise 1: Working to a Brief

Analyse the following briefs and identify questions that you would want to ask the client.

Brief 1
Create packaging for Quaker’s new ‘Chilled Creamy Oats’ product for young women
looking for a truly delicious healthy snack. The target audience is young women juggling many jobs and priorities everyday. They like to eat well but also love treats and hate feeling hungry. They like the idea of oats for their natural goodness but find the idea of eating them bland and unappealing.

Brief 1 Analysis:

Brief 2
Most of us have experienced a long rail journey – we witness the dramatic contrasts of the changing landscape, the inter-connections at various points along the way; various people embark and disembark; the dynamic is ever- changing… finally we reach our destination.

This brief challenges you to take a metaphorical journey on the theme of connections. Explore the theme as broadly as possible and take us on a journey that might link, amongst other things – people, events, philosophies, theories, objects, movements, inventions, history, literature, etc. Your journey is only limited by your own imagination and the quality of your research – surprise us with the juxtaposition of your selected themes but be sure to communicate to the viewer the ‘connectedness’ of the thinking within your design. Define your market, and how you will target it.

Brief 2 Analysis:

Brief 3
To raise awareness of the risks of underage drinking and contribute towards a cultural change in society’s attitude towards alcohol. The purpose of the Department for Children, Schools and Families is to make this the best place in the world for children and young people to grow up… to make children and young people happy and healthy and help them stay on track. 

With a core proposition of ‘Alcohol leaves you (or your children) vulnerable’, the campaign will urge parents to talk to their children before they consider drinking, to help avoid vulnerable situations. The messages to young people will get them to think about the effects of drinking. 

Creative ideas should use the campaign identity ‘Why let drink decide?’ to extend the campaign’s reach and specifically target young people aged between 13 and 16. We are open to ideas about the media or format you think is most appropriate to reach the target audience.

Brief 3 Analysis:

Having analysed the briefs which one do you think you would most like to tackle? Is it the one with the most restrictions or the one that is most open to interpretation? What do you think your chosen brief would offer you? In what way do you think it would stretch your skills and abilities? Make notes in your learning log.

If this was a brief for a paid job, for a client with a given timescale and budget, in all honesty, I would take the ‘safe’ option and choose brief 1. Even though it is a more ‘standard’ brief, it is clear what is required and it is much clearer to me what information I need to tackle this job and what the steps are to execute the brief. The challenge for this brief would be to think of a new and innovative way to fulfill the brief.

If these were briefs for a competition, I would choose brief 2. As the brief is much less prescriptive, there is more scope to be inventive and interpret the brief in different ways. Because the brief was quite vague, I found this brief quite difficult to analyse.

While I was working on the analysis, I had an idea that a response to this brief could be to show how, in life, the people you meet and the twists and turns of events, shape and mould a career. A young friend of mine recently left school and found herself agonising over what she should choose as her ‘career’. I was trying to explain that the career decisions you make on leaving school are not set in stone, and that careers often shift and change depending on the opportunities that life presents to you. It would be interesting to use this brief to illustrate real-life examples of people’s careers, to show how connections, circumstances and opportunities have moulded each individual career.


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