Before starting to read the body of the Brief, you need to learn some general information, which is provided online in the dedicated fields:
Title of the Brief. This is the name chosen by the Builder (it’s as simple as that :)
Builder. This is the information about the identity of the Builder. For example, let’s imagine that the Builder is Procter & Gamble. This company has very many Brands in its portfolio: Gillete, Max Factor, Ariel, Pantene, Pringles and so on. So, let’s say that Pantene needs a new poster design. In this case, the Title will be “Poster Design” and the Builder will be “Pantene”. But if Ariel wants a new design too, there will be another Brief with the same Title “Poster Design” (and there may be others as well) and in the Builder field will be the text “Ariel”. And if P&G’s HR department begins a campaign searching for young people to recruit, they can also ask to have a “Poster Design” created for them. In this case, the Builder would be “P&G”. If Builder is a Brand, then you will see name of the Brand, the description of this Brand (from the Builder’s Profile) and also the name of the Company – i.e., the owner of this Brand. If the Builder is a Company, there will be description of the company, as input in their Profile. If the Builder is an Individual, you will be able to see his or her real name or Nickname. Also, any Builder can choose “blind” mode, which means that Creators can’t see the Builder’s identity at all.
Deadline. This is the last date when you can publish your Solutions to this Brief. At the moment the Deadline can be set to no less than 30 days and no more than 180 days after the initial Brief publication.
Budget. This is the reward that you will get if the Builder decides that your Solution is the best. Minimum is 900 USD. Maximum is not limited and never will be… :)
Brief language. This field provides you information about languages the Brief is written in. If there are several languages, it means that Brief is translated into these languages. But you will always be able to know which is the original language… it will always be in magenta (an important color… isn’t it? :)
Category and Service show the creative area of the Brief so that you can find Briefs according to your professional skills and personal preferences.
Language of Solutions. This is a list of languages in which the Builder will accept Solutions. If you don’t speak any of those languages but you have an o.o.t.B. [out of the Box] idea, don’t give-up. First of all, many Briefs don’t require any copy. But if they do, if you are creative -and if you are a Creator we believe you are- you can surely find someone who will translate the copy for you! :)
If you have any questions about the Brief Page you can always click on “?” to display the BootB Help Manual.
Abrau-Durso for 2014 Olympic Games
Published 15.02.08 12:00 GMT
124 Total
Category: Products : Product Packaging; Advertising : Web, Print, Outdoor
Deadline:
23.04.2008 23:59 GMT
updated 02.04.08 12:00 GMTBudget: $4 500
Status: Closed
Language of Solutions: English, Russian
The GREATness of your BootB Solution is proportional to the clarity of your understanding of the Brief. The Brief is the heart of the creation process; this is valid also in the BootB Re-publi-ca… sorry for this not out of the Box approach!! In fact, the Brief tells succinctly to you what the brand Builder wants to get.
The BootB Brief was designed in order to build up a successful bridge between you and the Builder. To get complete a mutual comprehension, please follow our instructions on how to work with a BootB Brief: start by reading it step by step up to the end and then take a break; when you finish, read it again to get final insights and inspiration!
Here below you will find the BootB Briefing Guide. First part is about the Brief in general and the second one is about the reading of the Brief step by step, 8 steps in total.
At each step/section you will find:
∞ what is the section about
+
∞ 2 examples: 1 for the Builder if it is a Company and 1 for the Builder if it is a person (not a Company)
and
∞ a synthetic sentence of what the section is all about in a few words.
Builder
[ who is writing a BootB Brief for BootB Creators ? ]
Abrau-Durso, founded in 1870, is the oldest Russian winery producing sparkling wine. The winery is located on the shore of Lake Abrau in Krasnodar region, Russia. Abrau-Durso is a company with rich history and traditions going back to French wine-makers, who were invited to Russia by the order of the Emperor Alexander II to found here the first manufacture of sparkling wine. Today Abrau-Durso is the leading Russian company producing sparkling wine by method Champenoise (classical method). We use classical method for premium class products. We also use method Сharmat for mass production. Additional information about Abrau-Durso you can find on our web-site:
www.abraudurso.ru
WHAT IS IT ?
Who is the Builder?
A Company? A person?
What is the activity of the Builder?
All interesting things to know in order to sew a “tailor-made” solution … :)
IMPORTANT: If Builder doesn’t want to disclose who is he, no problem. In this case he has 2 possibilities.
∞ Skip the section (sorry, job of the tailor will be a bit harder… :)
∞ Say what he can say
Here are 2 CONCRETE EXAMPLES:
In case Builder is a COMPANY
∞ If Builder has no problem in disclosing his identity (VISIBLE):
NMN -No More Nicotine- is a Brand that promises to counteracts the damages on skin generated by smoking, due to exclusive active principles that avoid that the skin becomes thinner because of nicotine. NMN is distributed in pharmacies and drugstores, its price positioning middle-high; it is mainly promoted through professional endorsement and not massively advertised.
∞ If Builder doesn’t want to disclose his identity (BLIND):
BBrand providing products that promise to counteract the damages on skin generated by smoking, due to exclusive active principles that avoid that the skin becomes thinner because of nicotine. The products are distributed in pharmacies and drugstores with a middle-high price positioning; they are mainly promoted through professional endorsement and not massively advertised.
In case Builder is a PERSON
∞ If Builder has no problem in disclosing his identity (VISIBLE):
My name is Lucy Pallet. I am a student in oceanography at university.
∞ If Builder doesn’t want to disclose his identity (BLIND):
I am a girl who studies oceanography at university.
Simply who is the Builder (in a visible or “blind” way :)
Project Objective / Description
[ what is the Builder trying to achieve ? ]
The 2014 Winter Olympic Games will be held in Sochi, Krasnodar region, Russia. Krasnodar region administration gave the task to Abrau-Durso to develop a special edition for the event. The objective is to create the design of the bottle decoration (including label back label, neck label and foil) for the special edition and eventually the name of this product (it can be a simple name or a combination of words like “Sochnaya symphonia”). The Creators can also feel free to suggest a direction on how to communicate the special bottles at the Olympic Games.
WHAT IS IT ?
It is the task that the Builder asks you, the Creator, to accomplish.
Here are 2 CONCRETE EXAMPLES:
∞ to encourage smokers to keep on trying to give up smoking (especially if they’ve already tried and failed before)
∞ Make people understand that I love dolphins by looking at the decoration of my car.
In summary: How to bowl a stike by knocking down 1 pin… this one!
Target Audience
[ who is the Builder trying to influence? ]
All people attending the Olympic Games.
WHAT IS IT?
The people that the Builder wants you to entertain and persuade in order to think, feel or do something (which is exactly what you will read in the next section :)
Here are our 2 CONCRETE EXAMPLES:
∞ Smoking girls and women that would like to quit smoking but can’t. Usually health-conscious adults who care about their esthetical look. They generally feel guilty about that because they know it is harmful and it ruins their health. It’It’s a real problem for them: it’s like “My brain wants something, but my hand cannot respond”. They don’t relate to my brand, they are just waiting for a “helping hand”.
∞ People more or less my age (I am 25 :) who watch me when I am driving my car. I care especially about those who are not yet my friends and people I know. People that I would like to understand something about me (even without knowing me :) They should think “Oh, look at that car, she must be a dolphin-lover”. This way they will know something of me without having talked or chatted with me personally. If it is a guy in another car, and he doesn’t like the way I decorated my car, then he will stay away (and I will not waste time :)
In summary: Get inside their skin!
Proposition
[ what does the Builder want the target audience to get / understand / do? ]
People should understand that Russia is a great country which can organize great Olympic Games and gives the chance to taste a great champagne developed with the oldest an most qualitative method (classical).
WHAT IS IT?
The one single thing that Builder wants you to persuade his target audience of.
Here are 2 CONCRETE EXAMPLES:
∞Every cigarette you smoke is causing damage to your looks now.
∞I am a girl who likes dolphins and the sea.
In summary: Get it inside their brain!
Support
[ why should the target audience believe in the Builder’s proposition ? ]
French champagne experts founded the Abrau Durso winery in 1870. They were in charge of production of classic method champagne till 1917. This is the key step that allowed Russian local specialists to know the technology necessary to implement the correct classical method and to replicate it during and after the soviet times till current times.
WHAT IS IT?
It is the key to achieve the objective. It is what supports the Builder’s proposition. So, it is linked to the proposition and is the logical explanation that will make the target audience believing to it.
Here are 2 CONCRETE EXAMPLES:
∞ Smokers have thinner skin than non-smokers. A recent study took several pairs of identical twins where 1 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%. The presence of thinning-block anti-oxidants counteracts the effect of the nicotine on the skin.
∞ I am originally from a village on the sea side; but I live very far away from the sea. Many years ago I moved with my parents far away from the sea where I grew up. The sea is the only thing I’I’m missing in this place. That’s why I have both my flat and my office full of dolphins, which remind me about my hometown and that I collect maniacally. I have tried to go out with many people and discovered that those who don’t share my passion just don’t understand me. So, better they know about it at 1st glance!
In summary: if you are looking for logics… it’s here!
Character
[ what are the features that better define the personality of the Builder’s Brand? ]
Abrau Durso is a combinatio n of two souls. On one side he’s experience d and wise, like a person coming from a Russian family of great tradition. On the other side he is an energetic and dynamic person who loves to follow the modern trends and share them.
WHAT IS IT?
It’s the Brand that you are asked to create for is. Yes… who! The brand like it was a human being, like it has his 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… they will be so helpful to you!
Here are 2 CONCRETE EXAMPLES:
∞ Knowledgeable, scientific, trustworthy, performing.
∞ Sea and dolphin lover, passionate, extrovert, egocentric.
In summary: Imagine that the “client” is a living person!
Media Plan / Placement
[ where will this work appear? ]
On the bottle (label, back label, neck label and foil) and eventually on posters/billboards.
WHAT IS IT?
A list of places (media) or things that will convey what you will create… the outcome of the BootB Project.
Here are 2 CONCRETE EXAMPLES:
∞ Magazines. Lifestyle and health focused. Planned budget is 500,000 USD. Country of investment is New Zealand.
∞ My car.
In summary: consider the medium!
Additional Executional Elements
[ what else would you like to know in order to provide a BootB creative Solution ? ]
In the label must be communicated the following:
∞ Abrau-Durso logo
∞ Obligatory information on the label, back label, neck label (please see attachment)
NB! Please note, that obligatory text information on the label is attached in order to show the space that should be designated to the text on the label. That's the resason why we attach this text only in Russain - it doesn't contain any information necessary to create a Solution.
Anything that will help you in creating, like:
∞ Business objectives
∞ Market overview
∞ Competitive scenarios
∞ Guidelines or mandatory inclusions
Anything that Builder will provide you as useful information.
In summary: make your talent fly !
