CREATIVE BRIEF

CLIENT NAME: Silverworks

PROJECT BACKGROUND:

As one of the leading sterling silver jewelry retailer in the Philippines, Silverworks
provide high-quality and innovative jewelry at an affordable price. Despite being a renowned
brand, Silverworks rarely considers putting up video advertising campaigns. The brand is more
focused on disseminating print ads and digital ads across social media platforms. This project
aims to develop a product advertisement animation for Silverworks.

PROBLEM:

The lack of video advertising campaigns is limiting the brand recognition of Silverworks.
Recent studies suggest that on average, 80% of TV audiences and online users can recall a video
ad they’ve seen in the past 30 days. Video ads can be very helpful in reaching a wider target
audience especially in today’s digital age. A simple 15 second non-skippable ad in YouTube and
Facebook can help a brand promote its product quickly and efficiently.

ADVERTISING OBJECTIVE:

To develop a 15 second video ad that shall promote the uniqueness of Silverworks from
its existing competitors. This video ad aims to increase brand awareness and demand of
Silverworks jewelry.

TARGET AUDIENCE:

Millennials (ages 24-30), both male and female, spend more on jewelry than any other
age group, and this age group also spend the most time using the internet. Since the brand offers
affordable jewelry, the ad campaign targets both middle class and upper-class consumers.

CONSUMER MESSAGE:

Quality cut affordable jewelry to make your special moments more memorable.
KEY CONSUMER BENEFIT:

Provides high quality and innovative sterling silver jewelry and accessories for a reasonable
price.

BENEFIT SUPPORT:

 Every jewelry piece are pieces are statement jewelry and expressions of emotions and
personal character
 Offers personalized accessories
 Provides corporate gifts to show the appreciation and concern of a business towards its
client, employees and other partners.

COMPETITION:

The brand’s main competitor is Unisilver which is a company that retails low cost silver jewelry.

ADVERTISING TONE:

Trustworthy, innovative, affordable, stylish

ADVERTISING MEDIUM:

Social media marketing & Television ads

MANDATORY ELEMENTS:

Silverworks logo, product value and benefits, price range, physical stores location, company
website.