BootB is the Republic of Unlimited Creativity. It’s an online marketplace where buyers and sellers of ideas can meet, the virtual spot for anyone who needs to create something to make contact with those who are actually able to do so.
Our mission is to be a "creative engine" and timely bring the best idea to the Brand which:
∞ views all proposals without knowing if the person who created them is white, black, red or yellow;
∞ judging the one that best meets the Brief;
∞ buying the best.
BootB ensures creativity is 100% merit-based.
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 :)
Yesterday, through our Home Page, we had 2 fundamental needs:
∞ Communicate that BootB is a market place -> communicate to Brands
∞ Get the best creative talent (You!) from all around the world, on board -> communicate to Creators
Today, we are over 20,000 on BootB, your creative performances via our platform are amazing and we feel it’s time to start working together to create business.
Therefore, it’s the moment to:
∞ Talk more to Brands clearly telling them that with 2 services (not only 1 like yesterday) BootB covers 100% of their creative needs
∞ Simplify our home page in order to make Brands feel more comfortable to work with us
∞ Keep some space for Creators, mainly not for those like you who already registered but for those who want to join our Republic
We ask you to give us the best creative direction for BootB’s New Home Page.
BootB wants to talk to Brands to increase the number of Pitches online. After all, the more Pitches online, the more opportunities ($$$) You and us share :)
!!! Update as of July 12!!!
In light of your comments, questions and results, we recognised that we did not provide sufficient information that could allow you to process our home page as requested above. We apologise for this.
We made some adjustments, without distorting everything!
For confidentiality reasons, we could not clarify the nature and operation of the two services in detail. We are asking you to limit yourselves to creating a new illustration for our home page that will sell our current service to potential customers. Rather than simply demonstrating and explaining how we operate, we would like the illustration to be creative and we would like the message to promote and advertise better.
If our strengths are:
1. Giving our clients the possibility to decide how much to invest in a project (without a price list involved)
2. Supplying an average of 197 solutions per competition
3. Having a pool of over 23,000 creative people, who differ in language, culture and religion
We ask you to and we reiterate the importance of capturing the brand with a message that answers the following question: why should a brand believe in and try to crowd source?
The goal remains unchanged: to increase the number of online Competitions.
We believe that nobody better than you can convince them!
Although we are asking you to apply a message to the brand, creative people will have the same treatment.
So, if you have a great idea that will help us attract more capable thinkers like you, we would like to see the same type of message shown, obviously in order to capture more creative and more capable people.
After all, BootB allows people to:
1. Work for passion
2. The opportunity to participate in meritocratic competitions and to be recognised among the best creative people from around the world
3. The ability to single-handedly make decisions about their work
!!!The end of update!!!
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 !
BootB talks to Brands: from small companies, to medium and large ones.
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 !
Brands should understand that:
They are on the perfect website to make any creative need come true by using only 2 creative services (not 1 service only like yesterday).
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 !
Brands should believe in the above proposition, because:
1. As they are looking for something that doesn’t exist, they cannot search for it with a Search Engine so they need to create it with a Creative Engine = BootB
2. Create with BootB is really simple, by clicking 2 buttons (corresponding to the 2 services mentioned at the step 4) that give access to all possible creative options, 100% online
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!
∞ Out of the box, free creative expression
∞ Borderless and multicultural
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 !
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 !
NICE TO KNOW: If unluckily nobody will achieve the objective (“revolutionary but simple”), we will choose the creative direction of who best simplified the current home page.
!!! Update as of July 12!!!
The illustration that we are asking you to create must occupy the optical centre (centre/higher area) of the page.
You will also find a file attached to the brief.
The layout is only an example, it should not be intended as a starting point. The sole intent is to help you understand how the Brand Section and Creative Section might be separated in the future.
The inclusion of the graphic outline is not compulsory, you can decide to use it or not to use it.
!!! The end of update!!!
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) !