Client : Warby Parker Date: 9/25/19

Project: Purpose

Creative Brief
1. WHY IS THIS BRIEF HERE - What is this ad/campaign trying to accomplish?

This ad campaign is trying to bring to life Warby Parker’s purpose.

2. Who are we talking to (Beyond demographics. What is their mindset, lifestyle)?

Eyeglass customers who care about making purchases with companies with a purpose.

3. What do they think of us/our product or service now? Our competition and our market in
general?

They think that our company is an expensive online eyeglass company that sells trendy stylish
frames. They have a lot of options in the market, and feel overwhelmed in their choice.

4. What would we like them to think?

We want them to think that Warby Parker isn’t another company. They care about their customers,
and people in need.

5. What is ONE, SIMPLE SENTENCE do they need to hear from us? What do we have, that the
customer wants, that the competition can’t or isn’t giving them?

Let us give you the power to give back.

6. What supports the one, simple sentence (reasons to believe)? At least 3 pillars of support for the
simple sentence.

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7. What is the tone of the communication? (One Word)

Optimistic

8. Finally, if you were writing a print ad for this brief what would the headline say?
“See what you can do for the world”