Studio Practice : 503 Responsive Studio brief 1 -, Live Briefs, YCN Briefs

YCN

YCN COUNTS AS ONE OF THE LARGER BRIEFS, these brief are more creative/expressive than the other D&AD briefs.Also this university won a larger amount of YCN briefs than. YCN Student Awards uniquely shine a light on emerging creative excellence, showcasing the work for the best of the ability. A collection of live creative briefs, written each year by diverse partnering organisations — united in the value they place on creativity. YCN believe that creativity is a vital tool in driving commercial, organisational and social change.
The deadline for entries is 11:59pm GMT on March 23rd 2017.

briefs interested in -

Bear
Orchard Pig
Greenall Gin

Bear
'To create our next set of yoyo cards, whisking kids off on a magical adventure with BEAR' For this live brief the aim is to design a set of yoyo card for the children's food brand Bear. The card need to be bright, bold an interesting the catch the target market attention. GET KIDS TO EAT FRUIT. The company was named Bear after the founder read an article about studies how bears that had drifted into cities to forage from behind junk food joints and bins. The city bears got 30% fatter than their wild bear friends eating salmon and berries. They were also 30% less active and sadly all dead by the age of 10. This felt like a really simple picture of what BEAR was trying to do- to get people back to eating as nature intended. Yoyos are tasty lunchbox snack made with just fruit and absolutely no added nonsense, with kids aged 4-9 in mind.Therefore this the target audience for the product, 4-9 young children of both genders.

Bear always had a free collectible card inside every pack of Yoyos (it’s actually a very functional piece of packaging that holds the rolls in place) but it gave the brand a unique opportunity to talk to the consumers and driving engagement with the brand. It also allowed the brand to interactive with the audience, create an collectable item the audience can have and trade with other children, making healthy snacks a desirable produce for the audience.

Every year BEAR releases a new set of yoyo card designs, these are based of educational or factual theme eg History .Each see need to be at least 3 designs with a common theme we can chose, front and back of each card. Past examples - ‘Around the world in 80 days’ with BEAR
examples

target audience - children 4-9

tone of voice- lighthearted, education, childlike

as this brief targets primary school age children themes taken from what they are taught in school could be used but also ideas from different vibrant themes should be used as the cards need to be highly visually engaging for the target audience. The themes should include useful information or facts about the theme so the audience is learning thing they can use in the future, the theme need to be simple so the audience can understand them and the design need to be visual heavy over text as to make it easier to communicate the ideas. Needs to pick theme that have widely visually different sections, so the cards can be very vary as well as the audience can directly tell them apart.

ideas -

Orchard Pig

'Use social media to deliver Orchard Pig as the only Craft Cider – we want to become the DIGITALLY Notorious P.I.G.'. This brief should be designed and based on the background, history and current position of Orchard Pig, as they believe it is the only ‘craft Beer’ like cider in the market today this needs to be amplified in an integrated digital campaign that drives proper engagement ith the company based. The challenge is to inspire and engage consumers and customers with the Brand, behaviours and what it all stands for, digitally – Bold, Mischievous, Inclusive, Rooted in Somerset. For this to be an integrated campaign and the company are keen to see how the ‘Pig Idea’ comes to life in more than one channel or medium or on more than one social media sites, this means the sizes, media styles and upload limits will need to be researched. The focus of this brief is on a social media channels currently used, (facebook instragam twitter)or one that is new to us (snapchat ect).

main principles -

“Stay rooted” is what we say to the world

We appreciate simplicity…and cider

We like to poke fun at the world and ourselves…

We are ALL about the cider…

target audience - generation z, 1996-2010, so 21-18 (legal drinking age)

tone of voice - lighthearted, funny

For this brief the company heavily wants to play on the idea of name and puns associated with the name Pig, this is seen via the current branding as well as via the language used in the brief, the client kept referring back the name PIG throughout the description. The heavy used of pun in this brief show how the client wants the piece produced to be a lighthearted playful outcome. The brief states the use of social media sites is vital for this brief, therefore what ever is produced should have a link or way it can interact with the sites as a way to communicate with the target market. The brand currently has site uses on Instagram, twitter and Facebook these could be improved or other media sites like snap-chat explored.

Greenall Gin

'We would like you to choose quintessential British moments that have lasted through time and are still relevant today, and bring this to life in a contemporary way through a piece of creative that has Greenall’s at its heart.' The main of this brief is to produce something that represents the gin company as a British brand, this needs to be a highlight of the 'piece of creative' that needs to be created. The brand states the outcome as a 'piece of creative' these leave the outcome very very open, it can then any form from posters, videos, photography, animation or illustration. Gin is the fastest growing spirit category in the world and Gin & Tonic is the drink of the moment. Greenall’s is The Original London Dry Gin, handcrafted by Britain’s oldest gin distillers since 1761. They are one of the world’s most awarded gins, particularly noted for their superior quality and smooth taste. The Greenall’s The Original logo, must feature on all designs. Also make sure the creative adheres to the responsible drinking guidelines.