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Creative Brief (WWF No Straw Campaign)

Company Info/Background World Wide Fund(WWF) is an international non-government organization. It was founded in 1961. Formerly it was known as World Wildlife Fund.Their mission is to conserve nature and reduce the most pressing threats to the diversity of life on Earth.They organize their work around this six areas, food, climate, fresh water, wild life, forests, and oceans. 84% of WWF’s spending is directed to worldwide conservation activities, 5% for administration and 11% for fundraising.

Unique Selling Proposition (USP) WWF embraced a bold new strategy and transformation designed to make the organization stronger and even more effective in tackling the challenges ahead.

Big Idea We care the marine life.

Advertising Issue & Objective Issue: - Plastic pollution from the uses of plastic straws.

Objective: - To decrease the uses of plastic straws. - To educate people how plastic straws harm the marine life.  

Target Audience Pyschographic profile - People who care about the environment - Restaurant owner - People who eat outside - People who socialable and outgoing

Demographic profile - Male and female who are 18 to 25 years old - young adult - metropolitan and also poor people - people who has RM2000- RM3500 monthly income

Consumer Insight -“When plastic straws get into the ocean, the fish mistake it for food, eat it, and get sick or die,” they write in their petition. “In fact, science shows that when you eat fish, you might as well be eating plastic!”

Consumer Proposition - Save more marine life with just a simple step: say NO to plastic straw.

Support There are many other alternatives like bamboo straw, paper straw, glass straw, metal straw or drinking without straw instead of using plastic straw.

Tone & Manner - Fun - Casual - Informative

Deliverables -Print ads

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Creative Brief (Veet In Shower Hair Removal Cream)

Company Info/Background

Veet is a brand that launched since 100 years ago as the world’s first hair removal product. It is known as hair removal expert. Formerly called Neet and Immac. It was manufactured by Hannibal Pharmaceutical Company and registered as a US trademark in 1919 in Canada and in 1922 in the US.The trademark for Neet was then picked up by the American Home Products Corporation in 1958. Neet was then transferred to its current holder, Reckitt Benckiser (then called Reckitt & Colman (Overseas) Ltd.). The Veet name was established in 1922 in the UK. The name was used in some European countries, but was not used in worldwide. For example, while the product was sold as Veet in France, the product was sold in Canada and the United States as Neet until 2002, when the Veet name was first used commercially in those countries.

Unique Selling Proposition (USP) Innovative hair removal cream that works while you can shower so can get on your day.

Big Idea Be more woman.

Advertising Issue & Objective Advertising Issue: - People know Veet does exist in market but not aware the difference between In Shower Hair Cream with normal hair removal cream.

Advertising Objective: - To increase demand of the Veet In Shower Hair Removal Cream. - To tell people/existing customer that the Veet Hair In Shower Hair Removal Cream still exist in the market.

Target Audience Pyschographic profile - Woman who loves sports - Woman who care about their apperances - Existing Veet users - Woman who socialable and outgoing - Woman who cares about personal hygiene

Demographic profile - Female who are 18 to 25 years old - young adult/ young professional female, student - metropolitan and also poor people - people who has RM2000- RM3500 monthly income

Consumer Insight

- “I used to shave my legs and my husband really hate to touch it because of this bad habit..” (Queen Yanna) - “Shaving legs is not a good idea for hair removing,it made the hair grows thicker..” - “I want to remove my body hair in an easy and faster way even I’m busy everyday..”

Consumer Proposition

Enhance your woman personality with Veet.

Support

Veet shows quick and efficient results after use.

Tone & Manner

- Fun - Casual - Straight-forward

Deliverables

- Print ads

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Creative Brief (Pocky by Glico)

Company Info/Background

The Origins of innovative and creative mind

In 1919, Mr. Ri-ichi Ezaki - the firm’s Founder -, tested and confirmed that oyster broth contains generous amounts of glycogen. Based on this result, he took the necessary steps to commercially offer food products incorporating glycogen and therefore, spread its healthful benefits to the world. Underlying this goal was the fact that glycogen extract had contributed to Mr. Ri-ichi Ezaki’s son overcoming the symptoms of typhus.

In due time, the nutritious confection “Glico Caramel” was introduced into the marketplace and Glico came up with the objective of “Enhance health through food!”.

Product development based on a close analysis of customer data led to the creation of Pocky Bitter, which was strongly targeted at men, and Little Pocky, a shorter and handier variety aimed at young women. In the late 1980s, demand among housewives and unmarried women for "just a small amount of sweet things" began to become apparent. It was against this backdrop that Almond Crush Pocky, with its topping of large crushed almonds, and other Pocky products with high added value went on sale.

Pocky was popular right off the bat,

but in response to requests for flavors other than chocolate, we introduced Pocky Almond,

which went on sale in 1971.

In 1976, we further expanded the range with Pocky Strawberry, which differed in size and price.

Unique Selling Proposition (USP)

Pocky brings happiness to everyone. Pocky brings people together with a smile on their face. Eating Pocky is not dull and boring, with a little more of creativity, Pocky can be fun as well.

Big Idea

Creatively Fun with Pocky

Advertising Issue & Objective

Advertising Issue: Bringing happiness and a smile on people's face. Competitors has increased day by day, and yet Pocky still has it.

 Advertising Objective: To increase the demand of Pocky and the

consciousness of sharing brings

happiness.

Target Audience

Psychographic profile -Enjoy eating biscuits and desserts

                                     -Loves to share happiness

                                    -Chocolate fan

                                     -Creative person

Demographic profile -Kids and youngsters

                                   -Between 8-18 years old

Consumer Insight

- "It's my childhood memory!"

- "I still remember putting a bunch of choclate sticks in my mouth!"

- "Mixing it with ice cream tastes awesome!"

Consumer Proposition

Creativity increases the smile on your face.

Support

Eat Pocky in just any way you can think of.

Tone & Manner

 - Pastel colour

 - Sweet

 - Fun

 - Eye-catching

Deliverables

- Print ads

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Creative Brief (Dahmakan)

Company Info/Background

Eating well every day is simple. Dah Makan creates healthy gourmet lunchbox, crafted with the freshest ingredients and love and delivered straight to your office from our top secret food lab. Only the freshest ingredients, cooked daily by 5 Hotel Executive Chef Shamsul who previously lead the kitchen of the Hilton Hotel in Sydney.

Unique Selling Proposition (USP)

Dah Makan provides a range of healthy food and upfront delivery which is very convenient to a lot of people especially office workers that have shorter break time.

Big Idea

Celebrate with Dah Makan Healthier.

Advertising Issue & Objective

Advertising Issue: Dah Makan has been a popular food delivering brand these few years, but only a few people knowing that Dah Makan actually provides healthy food and have their own chefs isn't that much.

  Advertising Objective: Increasing the consciousness of people knowing that Dah Makan provides healthy food and it is not difficult to eat healthier during festive seasons with friends and family. 

Target Audience

Psychographic profile -People who wants to eat healthy

                                     -People that enjoy good food

                -People that are busy with their work and do not have the time to cook

Demographic profile –Middle class working adults

                                     -Between the age of 23-35

                                     -Metropolitan

                                     -Monthly income of Rm2500-Rm5000

Consumer Insight

- " I really wanted to cook something healthier to eat for lunch, but I'm too tired."

- " The question that I always think is what I should eat for lunch..."

- " I really want to eat healthy food but I do not feel like   cooking, because after cooking I need to clean the kitchen."

Consumer Proposition

Eat healthier without cooking at home with Dah Makan, 

Support

Dah Makan provides you healthy food right up your door step.

Tone & Manner

 -Festival

 -Casual

 -Colourful

 -Easy to understand

Deliverables

- Print ads

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10 Ad Reviews

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Ad Review & Critique

1.  KFC ad

https://www.behance.net/gallery/53862195/Its-finger-lickin-good

Review:

       I find that some ads for KFC are very interesting. As for this campaign, it really brings out the slogan of KFC “It’s finger lickin’ good”. As our fingers are always on our home button, PS2 remote and our key boards. It also brings out that whenever we are enjoying our KFC fried chicken, we are also busy doing something else like busy on our phone, on video games or our lap top. It’s special and unique, and it’s also a very modern type of ad poster which I think youngsters would enjoy looking at.

2.  Gun Violence ad

https://madelinekhalil.wordpress.com/2016/12/13/bullets-leave-bigger-holes-than-you-think/

Review:

         This ad really brings out the meaning of its truth and reality. Gun violence has been a very serious problem happening in the states and has been a huge threat to a lot of families and the people around. The design of this poster shows us that just one gunshot will affect the whole family and destroying their life. To me this poster remind me to cherish our love ones all the time and be aware of losing someone. It is legal for the people in states to own a gun, but some people misused them and take peoples life which really turns out to be one of the biggest problem that the people in the states are worrying about. And I really think that this ad is very meaningful and brings out the awareness of “Bullets leave bigger holes than you think”.

3.  Sanzer Hand Gel Promotion ad

https://www.adsoftheworld.com/media/print/sanzer_phone_booth

Review:

         This advertisement poster shows a phone booth which people often use years ago but with dirty and filthy fingers pocking out as the buttons. Thinking of everyone pressing numbers on the buttons leaving the germs and bacteria on top makes me think of hand sanitizer. We often touch things around us in the public, like the handles on the bus, door knobs and even staircase hand bars. Imagine them all looked like the telephone booth, it would make us feel disgust. This ad would make me remember it because its rather disgusting and definitely would use a hand sanitizer or even go wash my hands before and after touching things that are in the public.

4.  FadEx print ad

https://www.adsoftheworld.com/media/print/fedex_usabrazil

Review:

        It’s very easy to understand this ad just looking at it. From a country to another is not a problem with FedEx. By the look of the ad, I feel like I can just get a parcel from a friend in China in just a day. Really means that efficiency is very important nowadays. We always want things to be done in a small amount of time. This ad tells me that, no matter where and when we will get it sent out in no time. The campaign ensures the FedEx package is the centre of attention without being too in-your-face, and successfully gives a human, friendly face to postal logistics.

5. Marmite ad

http://www.advertolog.com/marmite/print-outdoor/neglect-3-19405155/

Review:

        In such messy picture, the only thing I recognize is that ¼ side of the Marmite jar. Who doesn’t know Marmite? It tastes weird alone but it’s not bad when its mix with porridge. Its ads regularly acknowledge that some people are literally repulsed by its flavour. Not all of us like Marmite, but most of us remember it. Just like what the ad said “Love it. Hate it. Just don’t forget it.” I really like the idea of this ad, straight forward but still you have to find it hiding in the poster itself.

6. Expedia ad

https://www.google.com/amp/s/www.pinterest.com/amp/pin/116108496615017389/

Review:

       We know that there are over 9,000 airports around the world, each with its own three-letter code. As a travel booking website, Expedia brings it all out with the term “Find whatever floats your boat”. Anywhere you want to go, which flight you want to go on, or even hotels, Expedia will be the best choice. And I find that the three letters all starts with the letter S.

7. Malaysia Nature Society ad

https://www.adforum.com/creative-work/ad/player/34518105/rhino/malaysian-nature-society

Review:

       This ad was for the Malaysian Nature Society, in the picture we can see a chopped of tree and a rhino. Cutting of tress means taking away animal’s natural shelter, all animals, endangered or not, through this ad we know that we should really take good care of the nature and make sure the animals never lose their home. This ad was a campaign of Tapir, Rhino, Hornbill and Fish which are some of the animals that are almost endangered in Malaysia.

8. Female Tribes ad

https://www.adforum.com/creative-work/ad/player/34542211/fill-your-p/female-tribes

Review:

        This print advert campaign by J. Walter Thompson addresses the pay gap between women and men. The series takes campaign messages and blocks out certain letters to suggest alternate, aggressive phrases. Some people with a pure mind will just look closely at it as “Fill your purse”, but for some others will see it as “fuxk your pussx”. Just like how the ad said taking away 25% is Offensive. The Female Tribes brings the awareness of globally women still earn a quarter less than men. Which is not fair for a lot of women around the earth. As this world should be more aware of the equality and no one should insult women and give them the right pay.

9. Sharpie ad

https://www.adsoftheworld.com/media/print/sharpie_rolling_stones

Review:

         The illustration is simple and cute. At first I could not really understand the message that this ad is bringing out. I was guessing if its about high school stuff when girls write down short messages on paper and crumble them and pass it around to their friends. And it shows that the conversation started with a Sharpie and a plain white paper.

10. Stronger Marriage Org ad

https://www.pinterest.com/pin/544513411169438796/

Review:

        To be honest, I don’t understand this ad when I first look at it. But after reading the directions a few time, I found out that it actually means a lot. This ad tells us that a relationship that is able to last long is not when things are only about yourself. A lasting relationship is everything about We, when two people attach themselves in each other’s life and not being selfish. So the tag line tells us that if we want a stronger marriage, work on it together.