Tarros is a company based in La Spezia, which since 1828 has been shipping goods around the Mediterranean efficiently and with low environmental impact.
Tarros has always worked in a highly dynamic style involving day-to-day exchanges with other countries.
We believe in the area in which we work and have therefore decided to take the dynamism in our work and our respect for the environment one step further, by actively supporting certain social and sports events, that are man-powered and eco-friendly.
The event which has the widest publicity at a national level is a cycling race organised by the Gruppo Sportivo Tarros. This event, called the GranFondo Città della Spezia has been held for the last 16 years and about 3,000 competitors actively take part in the race.
The next race is scheduled to be held on 27 March 201l and it will be the first edition which intends to feature eco-sustainability.
WHAT IS IT ?
In this step you will find information about the Brand Builder, who is asking you to propose a Solution for the challenge. He introduces himself (as a Brand of course :) The more you understand about the Brand, the more chances you have to create what is wanted.
IMPORTANT: There is a possibility that the Brand Builder prefers not to disclose who he is, usually for confidentiality reasons. Such Briefs will be published in an anonymous way. In this case the Brand Builder will say as much as he feels comfortable saying.
Here are two EXAMPLES
In case there is no problem with disclosing the identity (VISIBLE):
“NMN -No More Nicotine- is a Brand that promises to counteract the damages to the skin that can be caused by smoking. NMN is distributed in pharmacies and drugstores and its price positioning is middle-high; it is mainly promoted through professional endorsement and is not massively advertised.”
In case the Brand doesn’t want to disclose his identity (ANONYMOUS):
“Brand counteracting the damages to skin caused by smoking. Its products are distributed in pharmacies and drugstores with a middle-high price positioning; they are mainly promoted through professional endorsement and are not massively advertised.”
In summary: Who is your client (in a visible or “anonymous” way :)
Tarros sponsors sports events every year, paying particular attention to junior competitions.
We particularly like to concentrate our efforts in sports where man is the sole provider of power and energy (i.e. there is no help from a machine or combustion). Our strong commitment here derives from the fact that the company has always been highly sensitive about causing the lowest possible environmental impact in operating its business.
We would like this years event, the cycle race, to have this kind of characteristic..
The race will have ecological certification, since our aim here too is to see that the event is run with the least possible environmental impact.
We would ask the copywriters to produce a logo and a payoff for the event which highlight its ecological aspect.
The slogan/payoff must raise peoples awareness towards responsible behaviour and help us in achieving our "ecological" event. It will explain the nature of the event and at the same time educate the people who want to take part in it.
The logo must be an illustrated symbol which accompanies the payoff the centrepiece of our communication.
The logo, in fact, will never be used by itself. The payoff is by far the most important element from a communication point of view.
The majority of sports events of this kind have an effect on the environment.
Example: exorbitant use of half-litre bottles of water exaggerated distribution of bags containing other bags inside carrying various potentially useful items the pollution caused by the movement of large crowds which an event like this creates .
The organisation is working hard on finding a series of solutions to avoid excesses of this kind.
Example: use of biodegradable materials group transport solutions or personally organised solutions (to avoid the use of half-empty cars) making sure that recycling bins are available.
WHAT IS IT ?
This is the task the Brand Builder asks you to accomplish. If you don’t understand it, you are completely out of luck !
“We ask the Creators to develop a print advertising campaign in order to increase Brand’s visibility. It will be used in national magazines this spring.”
In summary: It’s the objective of the client, therefore your objective too !
Sports Federations, Associations and Clubs as well as individuals taking part in the event, Local Councillors, Public and Private Companies and the Community at large.
In short, see that every club, organisation and individual involved in the event reduces their own level of environmental impact.
WHAT IS IT?
People that the Brand Builder wants you to entertain and persuade to think, feel or do something using your creation. Usually you will read about their age, sex, social level and behaviors. You should always keep that information in mind while creating, as the target audience is the final recipient of what you create.
“Smoking girls and women who would like to quit smoking but can’t. Usually health-conscious adults who care about their looks. They feel guilty about smoking because they know it is harmful. They read books about it. This is a real problem for them: it’s like “My brain wants something, but my body acts of its own accord”. They don’t relate to my brand, they are just waiting for a trustworthy “helping hand”.
In summary: Get under their skin !
We want to be the first to convince, encourage and raise the awareness of all those taking part in the event, about environmental issues and adopting environmentally-correct behaviour.
In addition we want to get the message across that our company has always been sensitive towards environmental issues.
WHAT IS IT?
The thing that the Brand Builder wants to make the target audience think/feel/do because of your creation.
Here are some very concrete examples:
∞ Some things people can think/feel:
- There is a new Brand (or product or idea or...) out there
- This Brand is better than the alternatives or than it used to be
- This Brand is worth paying more for
∞ Some things people can do:
- Start buying the Brand’s products
- Buy the Brand more often
- Stock more products of the Brand in their outlets
The above written examples are very concrete whilst often the proposition of the Brief is emotional. That’s even better as it can be more inspiring!
“We’d like to encourage smokers to use NMN in order to minimize the damage to their health while they are keeping giving up smoking (especially if they’ve already tried and failed before).”
In summary: Get inside their brain !
Our project is to stimulate awareness about and respect for the environment by homing in on the main factors that cause disturbance and environmental pollution.
In particular we want to avoid, replace, reduce and reuse all materials that are used, and manage residual waste correctly and avoid all operations and actions that might cause damage to the environment.
WHAT IS IT?
This is the key to achieving the objective. It is what supports the proposition and makes it believable. Usually it is a rational statement.
“Every cigarette you smoke is causing damage to your appearance. A recent study took several pairs of identical twins where one twin was a lifelong smoker and the other had never smoked. The smokers’ skin was a quarter thinner than that of non-smokers, and in some cases there were differences of up to 40%. NMN contains thinning-blocking anti-oxidants which counteract the effect of nicotine on the skin.”
In summary: You are looking for arguments? You’ll find them here!
Because we believe in the area where we operate; we are a young, dynamic company with certification on the environment and on health and safety in the workplace and we want to share and extend the values we have acquired to all the social and sports events that we support. We like to think that we are all working together towards respect for the environment.
WHAT IS IT?
It’s who the Brand is. Yes... who!
Treat the Brand as a human being, as it has its own personality. To know the personality of the “client” is fundamental in order to provide a tailor-made job. So, read carefully the listed adjectives...
“Scientific, trustworthy, result-oriented, ‘a party’ to achieve your goals.”
In summary: Imagine the live person !
It will appear at a local and national level i.e. in all media used to advertise and talk about the event: internet, buses, sectorial magazines, posters for the event, invitations, press releases, documentation and race regulations given to all the cyclists.
WHAT IS IT?
A list of places (or media, or things) where the target audience will see the outcome of your creation. In this step sometimes the Brand will also acknowledge you how much he plans to invest into production. This information will give you an insight whether to create a BIG project or make it small... :)
“This campaign is going to appear in lifestyle- and health-focused women magazines of New Zealand, during the spring of 2009. We plan to invest 500,000 USD, which means approximately buying 100 single pages.”
In summary: Consider the medium !
The logo should keep the same characteristics or select a new range that nevertheless matches our Tarros, logo attached to the brief.
pantone BLU 5405C pantone YELLOW 7413C
It would be a good idea to select the character and colours for the payoff as well as present it in its conceptual form.
We are asking you therefore to logoize the payoff!
JPG and PDF formats will be enough for the presentation.
The winner will also be asked to produce a print-ready design format in EPS.
For further information:
If the Brand has preferences or technical requirements that your Solution has to match, you will find them here.
Here are some items that you may find in this section:
∞ Guidelines or mandatory inclusions (do’s and/or don’ts)
∞ Business objectives
∞ Market and competitors overview
∞ Good and bad samples
Depending on the Brief, you may also find some files attached with a logo, pictures of product(s), a template that you should use in order to submit your ideas, or any other file that the Brand wants to share with you. So, study the attachments before starting creating.
In summary: Anything else you need to know (not written in the 7 steps before) !