CREATIVE BRIEF

Month, Day, Year

CLIENT NAME: PROJECT

Launch: (date)
Duration: (hours / days / weeks / months)
Deadline: (date and time with time zone) ( ngày nào ngày ptiching, ... )
BUDGET: £

1: THE ASK / CHALLENGE

A simple statement that identifies the business problem our communication is
attempting to solve. The more focused and clear the business problem, the more
likely the ad will solve it. (two sentences max)
Yêu cầu, thử thách, trình bày về context, tóm lại là yêu cầu của chiến dịch là gì ( xây
dựng định vị thương hiệu,... )
2: WHAT ARE WE TRYING TO ACHIEVE
What is the desired outcome from the ad, communication or social object? An
action? A perception? Create a numbered list. Arrange the list by priority. Remember,
more goals means each one is more diluted. Great ads tend to be focused on one
clear goal and have one key message. Say it and show it.
( xây dựng communication, khảo sát nghiên cứu về khách hàng,.. )
3: DEMOGRAPHICS / AUDIENCE
Who does the ad to matter to? Personas? Focus only on the key attributes of the
people you want to reach. Be very specific. Only list the attributes that make the ad
relevant. This might be one of (or more) a mindset, a profession, an anxiety, a habit,
a location, a trait.
Tìm hiểu thêm thui
4: CONTEXT
CLIENT
• Client context: how does this project fit into a larger picture? Is it part of a
campaign or strategy? Does it fit with past ads? Is it a new direction?
THE SPACE / SOCIAL
• Audience context: how will the audience encounter the ad? How might that
change from the first encounter to later encounters? What about other ads for
the same product? Consider competitors’ ads, the physical or digital space,
the timing of the ad and anything that influences perception and action.
Tình hình cạnh tranh, quá khứ, có thể trình bày sau mục 1
5: THE PROMISE OR TAKE-AWAY
An ad has two promises: ad promise (form) and product promise (content):
 • Ad promise: what does your ad promise to deliver its audience? The audience
should know how the ad will end (though not the ending) from the first
impression.
• Product promise: what does the product promise to its users? This should be
the lasting impression of the audience. Could be blunt and explicit (no more
leaks!) or soft and suggestive (you'll only become a real man with our
product).
Nếu như khách hàng follow xong cái chiến dịch đó thì ngta nhớ đ ược đi ều gì,
impression, làm thế nào để giải quyết pain point ( Vd hôi nach=> lăn nách => mùi
nồng, ai cũng biết lăn nách; muốn con vận động=> pp: nhiều vi khuẩn => OMO: bẩn là
tốt )
6: HOW DO WE DELIVER THE PROMISE (NARRATIVE)
How does your ad deliver on your product promise? This could be a simple and
person — here’s what happened to me — or can be external and explicit — 4 out of 5
dentists. It can also be negative proof of the consequences of not using a product
(deodorant, vitamins).
Làm thế nào truyền tải được key message, story telling
7: CHARACTER / STYLE / TONE
What tone does the ad strike? Is it an insider or outsider? Is it loud or quiet?
Aggressive? Comfortable? Peaceful? Energetic? What feeling do you want to create
in the audience encountering the ad? Make the character of the ad appropriate for
the rest of the brief.
Phong cách của sp truyền thông ( tone peaceful an lành; năng động, nhi ệt huy ết theo
clients,...)
8: REQUIREMENTS / SPECIFICATIONS / USAGE
What requirements must be adhered to? This can include technical (must be a
certain duration / resolution / dimension / etc.), legal (cannot show people drinking
the beer) and practical requirements (Hamburgler never speaks, he just says,
'Rubble, rubble.').
Yêu cầu cụ thể hơn ( chúng tôi muốn mời được nghệ sĩ A, có ít nhất 2 KOLS,...)
9: IS THIS PROJECT STAND-ALONE? / EXTENSIONS
How does your ad extend to additional executions? How else could this ad appear?
What other opportunities are available — events, packaging, other media, follow-on
ads? How does the ad evolve? Sometimes these alternate scenarios become winning
scenarios. If you can't win with reason, win with volume.
Thông tin đi kèm, chiến dịch này có được song hàng vs chiến dịch khác ko hay có là ti ếp n ối c ủa chi ến d ịch
khác hay không
10: TIMING / SCHEDULE
Định hướng
The schedule is as follows:
PHASE/TASK START END
Task 1

Task 2

Task 3

Final Design Delivery

LỖI SAI HAY GẶP

1. Không nghiên cứu kĩ vấn đề của khách hàng
- Context của khách hàng
- Chiến dịch trước đó
- Điểm mạnh điểm yếu của clients
2. Không nghiên cứu kĩ cụ thể yêu cầu
- Key word
- Key takeaway ( điều gì đọng lại)
3. Đưa về communication plan ( định là KOLs này, TVC này kia), thiếu
chiến lược định hướng, cần xem lại các loại plan