CHOOSING THE D&AD BRIEF -
Firstly, I reviewed all of the brief choices available on the D&AD website, of all the briefs available only two asked participants to create outcomes that would result in no commercial gain for the company. The two more ethically motivated briefs were set by a charity called the 'National Trust' and advertising agency 'WPP'.
The 'WPP' brief asks creatives to create a campaign to evoke immediate action against climate change, whereas the 'National Trust' brief wants to reintroduce itself to a younger audience in an attempt to reconnect more people to nature. As an ethically driven designer both causes are appealing, however one brief connects to me on a more personal level which is why I selected it as my D&AD brief choice.
As a young child I was lucky enough to be brought up with nature at my fingertips, only a short walk from my house were fields and and a small Forrest. My childhood consisted of regular adventures into this local wilderness where me and my fiends built makeshift castles and fought dragons. As outlined in the brief people in modern society are becoming more and more distanced from the outdoors and nature, the biggest victims are the children who spend more time indoors interacting with technology than playing outside and discovering the natural beauty of the world.
CHOSEN BRIEF - 'NATIONAL TRUST - RECONNET OUR RELATIONSHIP WITH NATURE AND BEAUTY'
DISSECTING THE BRIEF
After selecting the National Trust brief I used the questions from a previous responsive session to help me dissect the brief and highlight information relevant to my projects direction.
What is the problem?
- A large quantity of people in modern society are spending less time outdoors and more time indoors interacting with various technologies. People are forgetting the about importance of connecting to nature, an almost instinctual social habit, and are replacing it with time spent on various devices.
- The 'National Trust' have a lingering image that their members are elderly and that their available activities reflect this older audience.
What are they asking you to do?
- Create a visual campaign that places the national trust in the interests of a younger audience.
- Make the National Trust appealing to the modern visitor.
What are they trying to achieve?
- The trust is trying to attract a younger audience to connect more with nature.
- Re-establish the importance of interacting with nature.
- Attract more young members to join the trust.
Who will benefit?
- Families and children who begin to interact with the natural environment more.
- The national trust.
- The projects, heritage sites, and natural environments that the trust supports and protects.
What is the message?
- Re-establish the importance of connecting to nature to a younger audience.
Who is the audience?
- People aged 25 - 40.
- Young adults.
How will the message be delivered?
- Integrated visual campaign.
Can you see any problems?
- Yes, the target audience is not overly specific, young adults around the age of 25 will not interact with an integrated campaign aimed at families. The audience needs defining further before an informed start can be made on the project.
RE-WRITING THE BRIEF
When re-writing the brief I focused the initial concept by further defining the target audience, outlining them as parents and families with young children. Defining a specific audience helped me to be specific when outlining a tone of voice and considerations.