MEZZANINE LEVEL, 65 YORK ST., SYDNEY, NSW 2000 WWW.AWARDSCHOOL.COM.

AU
PO BOX Q1389, QVB POST OFFICE, SYDNEY, NSW 1230 WWW.COMMUNICATIONSCOUNCIL.ORG.AU
PH. 02 8297 3877 FAX. 02 8297 3801
ABN 84 140 893 152

Brief 1 2014
To be issued at Tutorial 1

Client: SMART cars

Product: Smart Fortwo

Media: Poster

Target Audience: urban professionals

Single-minded proposition: The easiest car youll ever park

Background/
proof of proposition: No other car is designed for city life like the Smart
fortwo. Sitting at just 2.7m long and 1.5 wide, it
can park in places other cars cant come close
to.

Mandatories: Smart logo and endline.

For more information: www.smart.com



MEZZANINE LEVEL, 65 YORK ST., SYDNEY, NSW 2000 WWW.AWARDSCHOOL.COM.AU
PO BOX Q1389, QVB POST OFFICE, SYDNEY, NSW 1230 WWW.COMMUNICATIONSCOUNCIL.ORG.AU
PH. 02 8297 3877 FAX. 02 8297 3801
ABN 84 140 893 152

Brief 2 2014
To be issued at Tutorial 2

Client: Logitech
Product UE Boom Bluetooth Speaker

Media: Print: One ad is fine but if you can do a campaign of 3
that would be great
Target Audience: Those who live wirelessly.

Single-minded proposition: The only Bluetooth speaker with 360 quality sound.


Background: Its the unique cylindrical shape that delivers bold,
immersive sound in every direction that makes
Logitech's UE Boom stand out from a very crowded
market.

Mandatories: Product/Logo

For more information: http://www.ultimateears.com/en-au/boom


MEZZANINE LEVEL, 65 YORK ST., SYDNEY, NSW 2000 WWW.AWARDSCHOOL.COM.AU
PO BOX Q1389, QVB POST OFFICE, SYDNEY, NSW 1230 WWW.COMMUNICATIONSCOUNCIL.ORG.AU
PH. 02 8297 3877 FAX. 02 8297 3801
ABN 84 140 893 152

Brief 3
To be issued at Tutorial Three

Client: Carsales.com.au

Product: Carsales.com.au

Media: Outdoor (Adshel, street furniture
special build, ambient)

Target Audience: Anyone selling a car.

Single-minded proposition: The fastest way to sell your car.

Background/
proof of proposition: On Carsales, theres a car sold every minute.
Specifically, one car is sold on the Carsales
Network every 45 seconds or less.

Mandatories: Carsales logo



MEZZANINE LEVEL, 65 YORK ST., SYDNEY, NSW 2000 WWW.AWARDSCHOOL.COM.AU
PO BOX Q1389, QVB POST OFFICE, SYDNEY, NSW 1230 WWW.COMMUNICATIONSCOUNCIL.ORG.AU
PH. 02 8297 3877 FAX. 02 8297 3801
ABN 84 140 893 152

Brief 4
To be issued at Tutorial 4

Client: Google

Product: Google Drive

Media/ Deliverables: A digital/social idea.

Target Audience: 25- 50 year old computer users.

Single-minded proposition: The safest place to store your data.

Background: Using Google Drive is a great way to store your
files safely in secure data centres, where your files
won't go missing. Even if your computer, phone
or tablet breaks, the files you store in Google
Drive are safe.
Notes
Your executions can use time, context and technology to bring the proposition
to life. We connect to the digital world via our phones, our computers at work,
our iPads in the evening. When and where can your message be to make it
relevant and interactive?

If your idea requires a written description, try and keep it short and simple.
Remember, the idea should be able to be expressed in a sentence.


MEZZANINE LEVEL, 65 YORK ST., SYDNEY, NSW 2000 WWW.AWARDSCHOOL.COM.AU
PO BOX Q1389, QVB POST OFFICE, SYDNEY, NSW 1230 WWW.COMMUNICATIONSCOUNCIL.ORG.AU
PH. 02 8297 3877 FAX. 02 8297 3801
ABN 84 140 893 152

Brief 5
To be issued at Tutorial 5

Client: Auskick

Product: Auskick

Media/ Deliverables: A digital/social idea.

Target Audience: Schoolchildren and their parents

Single-minded proposition: Aussie rules, its our football.


Background: Auskick is a national program that encourages
school age children to play Aussie Rules Football.
The Soccer World Cup rolls around every four years
and steals would-be young Aussie Rules players
from AusKick. We need an idea to remind kids and
parents on the verge of converting to soccer to
stay loyal to our national game.


Mandatories: AusKick Logo.




MEZZANINE LEVEL, 65 YORK ST., SYDNEY, NSW 2000 WWW.AWARDSCHOOL.COM.AU
PO BOX Q1389, QVB POST OFFICE, SYDNEY, NSW 1230 WWW.COMMUNICATIONSCOUNCIL.ORG.AU
PH. 02 8297 3877 FAX. 02 8297 3801
ABN 84 140 893 152

Notes
Your executions can use time, context and technology to bring the proposition
to life. We connect to the digital world via our phones, our computers at work,
our iPads in the evening. When and where can your message be to make it
relevant and interactive?

If your idea requires a written description, try and keep it short and simple.
Remember, the idea should be able to be expressed in a sentence.



MEZZANINE LEVEL, 65 YORK ST., SYDNEY, NSW 2000 WWW.AWARDSCHOOL.COM.AU
PO BOX Q1389, QVB POST OFFICE, SYDNEY, NSW 1230 WWW.COMMUNICATIONSCOUNCIL.ORG.AU
PH. 02 8297 3877 FAX. 02 8297 3801
ABN 84 140 893 152

Brief 6
To be issued at Tutorial 6

Client: LYNX

Product: Legend Bodyspray


Media: Radio (30 seconds)

Target Audience: Guys wanting to attract girls.

Single-minded proposition: Become irresistible to women.

Background/
proof of proposition: Made up of a complex and alluring blend of
fragrances, ladies dont just love guys who wear
Legend, they find them completely irresistible.
The more you spray, the more girls youll attract.

Mandatories: None, other than the product name.

For more information:
http://www.lynxeffect.com.au/product/detail/466354/legend


MEZZANINE LEVEL, 65 YORK ST., SYDNEY, NSW 2000 WWW.AWARDSCHOOL.COM.AU
PO BOX Q1389, QVB POST OFFICE, SYDNEY, NSW 1230 WWW.COMMUNICATIONSCOUNCIL.ORG.AU
PH. 02 8297 3877 FAX. 02 8297 3801
ABN 84 140 893 152

Brief 7 2014
To be issued at Tutorial 7

Client: Brownes

Product: Choc Chill

Media: TV (1x30)

Target Audience: Male and Female weekly athletes.

Single-minded proposition: Chock Chill Milk For fast recovery after a workout.

Background/Proof: Protein helps repair and rebuild
muscles. Browns low fat Choc Chill has
double the carbohydrate and protein content of
a regular sports drink, making it the ideal post
workout recovery drink.

MANDATORIES: Pack shot
http://brownesdairy.com.au/products/chill/choc-chill/

NOTE:
When presenting initial script ideas to your tutors, a few sentences of
explanation is fine to get the idea across.



MEZZANINE LEVEL, 65 YORK ST., SYDNEY, NSW 2000 WWW.AWARDSCHOOL.COM.AU
PO BOX Q1389, QVB POST OFFICE, SYDNEY, NSW 1230 WWW.COMMUNICATIONSCOUNCIL.ORG.AU
PH. 02 8297 3877 FAX. 02 8297 3801
ABN 84 140 893 152

If its an idea thats dependent on dialogue, remember to write the dialogue
(dont just say itll be funny, humorous, thought-provoking or sad. Write it.)

Then, when you have an idea youre happy with, draw 3 4 key frames to help
support the script (stick figures are fine). Google tv storyboard to see how its
done AND get some ready-made templates.



MEZZANINE LEVEL, 65 YORK ST., SYDNEY, NSW 2000 WWW.AWARDSCHOOL.COM.AU
PO BOX Q1389, QVB POST OFFICE, SYDNEY, NSW 1230 WWW.COMMUNICATIONSCOUNCIL.ORG.AU
PH. 02 8297 3877 FAX. 02 8297 3801
ABN 84 140 893 152

Brief 8 2014
To be issued at Tutorial 8

Client: You decide

Product: You decide

Media: You decide

Target Audience: You decide

Single-minded proposition: You decide

Background/
proof of proposition: You decide

Mandatories: You decide

The purpose of this brief is that you choose a brand, product or service and
communicate something new about it in an interesting way.

The only ask is that your idea is topical. Pick something thats been prominent in
the media over the past couple of months. It could be related to sports (FIFA
World Cup this year, sporting personalities behaving badly etc), news (political,
celebrity, human interest etc) or events (holidays, entertainment events etc).



MEZZANINE LEVEL, 65 YORK ST., SYDNEY, NSW 2000 WWW.AWARDSCHOOL.COM.AU
PO BOX Q1389, QVB POST OFFICE, SYDNEY, NSW 1230 WWW.COMMUNICATIONSCOUNCIL.ORG.AU
PH. 02 8297 3877 FAX. 02 8297 3801
ABN 84 140 893 152

Examples (but please dont copy, think of your own):

Trying to sell washing powder to children and not mothers.

Or simply selling cereals in a new way you get the idea.



MEZZANINE LEVEL, 65 YORK ST., SYDNEY, NSW 2000 WWW.AWARDSCHOOL.COM.AU
PO BOX Q1389, QVB POST OFFICE, SYDNEY, NSW 1230 WWW.COMMUNICATIONSCOUNCIL.ORG.AU
PH. 02 8297 3877 FAX. 02 8297 3801
ABN 84 140 893 152

Brief 9
To be issued at Tutorial 9

Client: Ticketek

Product: Monster Jam



Media: Promo/experiential

Target Audience: Families with young boys.

Single-minded proposition: The Monster Trucks are coming.

Background: Theyre big, bad and bouncy and theyre coming
to the ANZ Stadium Sydney, Saturday 18
th
October
2014. With the ability to leap up to ten meters into
the air and jump across 14 cars, these car-crushing,


MEZZANINE LEVEL, 65 YORK ST., SYDNEY, NSW 2000 WWW.AWARDSCHOOL.COM.AU
PO BOX Q1389, QVB POST OFFICE, SYDNEY, NSW 1230 WWW.COMMUNICATIONSCOUNCIL.ORG.AU
PH. 02 8297 3877 FAX. 02 8297 3801
ABN 84 140 893 152

metal monsters are acrobats on four wheels
leaving a trail of destruction and mayhem in their
wake.

Mandatories: Monster Jam logo, event date, book at Ticketek

For more information: ticketek.com.au
Monsterjam.com
Youtube channel: Monster Jam Live






MEZZANINE LEVEL, 65 YORK ST., SYDNEY, NSW 2000 WWW.AWARDSCHOOL.COM.AU
PO BOX Q1389, QVB POST OFFICE, SYDNEY, NSW 1230 WWW.COMMUNICATIONSCOUNCIL.ORG.AU
PH. 02 8297 3877 FAX. 02 8297 3801
ABN 84 140 893 152

Brief 10
To be issued at Tutorial 10

Client: Monteiths

Product: Monteiths Crushed Apple Cider

Media: Integrated (three different media or more, linked
with a core idea)

Target Audience: Men and women, 18-29

Single-minded proposition: Made with 100% freshly crushed apples.

Background: Most ciders are made from concentrate apples,
which means they arent really cider theyre
closer to an RTD. Monteiths Crushed Apple Cider is
made from 100% freshly crushed apples, which
makes it better tasting, better for you, and better
for people looking for something genuine in their
drink.

Mandatories: Monteiths Crushed Apple Cider packshot

For more information:
http://www.db.co.nz/ourproducts/cider/monteiths/cider