CREATIVE BRIEF -
every thursday evening at california academy of sciences
advertising objective:
target audience:
current belief:
lightLife
adv 115 Copywriting 1
increase attendance to
NightLife at the California
Academy of Sciences -
Thursday nights 6pm-10pm.
21-30 something crowd - men & women who want to
socialize in a fun, eclectic environment.
| think I’ve heard of it; but I've never gone to it.
desired belief:
key message:
Sounds like fun. Cool music, entertainment and a nice venue
to meet other single people. | need to check it out.
NightLife. the science of mingling.
background
tone & manner:
creative guidelines:
singles nights at museums are now becoming more and more
popular these days. the museum is happy because more attendance
means more revenue.
Every Thursday, the Academy is transformed into a lively venue filled
with music, provocative science, mingling, and cocktails, for visitors
21 and older, Activities and performers change week to week. Guest
Dus like J-Boogie & Fred Everything are booked to this event.
$12 admission tickets can be bought in advance by phone
Food & cocktails are available for purchase. Special lectures /
presentations & performances are scheduled for the evening.
single people have a new place to meet people besides in a bar.
the academy of science becomes a place for creatures of the night
to meet, greet, dance and mingle.
fun / unexpected / youthful / hip / cool / intriguing.
make it interesting and unexpected. create urgent desire to go
or else you'll miss out on all the fun.
20 big ideas/strategies