B4 starting to learn out the body of the Brief, u need 2 get some general information, 2 b provided in the on-line in the dedicated fields:
Title of the Brief. It’s the name chosen by the Builder (as simple as this :)
Builder. It’s information about who is the Builder. For example let’s imagine that he is Procter&Gamble. This company has very many Brands in it’s portfolio: Gillete, Max Factor, Ariel, Pantene, Pringles & so on. So, let’s say that Pantene needs a new design of poster. In this case there will be in Title “Design of poster” & in Builder “Pantene”. But in case Ariel wants new design too, there will be another Brief with the same title (& may be with other) “Design of poster” & in Builder will be “Ariel”. wants a poster too, there will be another Brief with the same title (& may be with other) “Design of poster” & in Builder will be “Ariel”. And if HR department of P&G begins a campaign searching 4 young people 2 recruit, they can also ask 2 create “Design of Poster”. And Builder will be “P&G”. If Builder is a Brand, then U will see Name of Brand, description of this Brand (from Profile) & also a Name of Company – owner of this Brand. If Builder is a Company there will be description of a Company from Profile. And if Builder is an Individual there will be his real Name or Nickname. And any Builder can choose “blind” mode, which means that U can’t see who is the Builder at all.
Deadline. It’s the last date u can publish your Solutions 2 this Brief. At the launch date the Brief will be published 4 no less than 30 days & no more than 180 days.
Budget. It’s the reward that U will get if the Builder will think that your Solution is the best. Minimum is 900 USD. Maximum is not limited & never will b… :)
Brief language. This field provides u information about language the Brief is written in. If there r several languages, it means that Brief is translated into these languages. But u will always b able 2 understand the original language… it will always be in magenta (an important color… isn’t it? :)
Category & Service show the creative area of the Brief in order U can find Briefs according 2 your professional skills & personal preferences.
Language of Solutions. It’s a list of languages that Builder will accept as a language of Solution. But if u don’t speak any of those languages but u have an o.o.t.B. [out of the Box] idea, don’t give-up. 1st of all many briefs don’t require any copy. But if they do, if u r creative -& if u r a Creator we believe u r…- u can find 4 sure who will translate copy 4 u! :)
If u have any questions while learning Brief Page u can always click on “?” and the BootB Helping Manual will appear 2 u.
UNICEF: Idéias das crianças
Publicado 17.12.07 12:00 GMT
116 Total
Categoria: Promoção : Web Promoção, In-Store Promoção, Incentivo Promocional, Promoção de comércio, Promoções de Coleções, Presentes no pacote de Promoções, Promoção feita Tailor, Promoção anterior Bounce, Programas continuados, Licensas
Estatuto: Fechado
Língua das Soluções: English
Você não pode ver Soluções publicadas por outros usuários. Por favor, loga no site, a fim de publicar sua própria solução.
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
[ Quem escreve o Brief no BootB para o Criador? ]
A UNICEF opera em mais de 150 países e territórios para ajudar as crianças a sobreviverem e se desenvolverem, desde a infância até a adolescência. A UNICEF é a maior fornecedora de vacinas para os países em desenvolvimento e apóia a saúde e a nutrição infantis, o suprimento de água potável e o saneamento, educação básica de qualidade para meninos e meninas e a proteção infantil contra a violência, exploração e AIDS. A UNICEF é totalmente financiada pelas contribuições voluntárias de indivíduos, empresas, fundações e governos.
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 :)
O OBJETIVO DO PROJETO/DESCRIÇÃO
[O que você pretende adquirir?]
Queremos que as pessoas nos vejam, solidarizem-se com nosso trabalho e nos ajudem a arrecadar $50 milhões por ano para apoiar nossos esforços de melhoria das condições de vida de crianças em todo o mundo. Queremos envolver as crianças do mundo para que arrecadem fundos para as crianças menos afortunadas. A UNICEF está buscando idéias para novos conceitos de arrecadação, algo que envolva as crianças e que elas possam arrecadar fundos através dessas iniciativas. Pode ser algo que já exista, ou algo completamente novo. Pode ser um fenômeno online, um festival anual, uma tendência emergente ou talvez uma organização cuja associação com a UNICEF faça sentido. Pode, é claro, ser algo completamente diferente...
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!
O PÚBLICO-ALVO
[Aquele que o Builder quer influenciar?]
Todas as pessoas do mundo que se preocupam com as crianças e desejam fazer algo concreto para elas (como doar um dólar...:)
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!
A PROPOSIÇÃO
[Aquilo que o Builder quer o público alvo adquira/entenda?]
Há crianças em outros lugares que precisam de auxílio, da melhor maneira que se possa ajudar. E a Unicef ajuda. Concretamente!
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
[A razão pela qual o publico alvo deve acreditar na proposição do Builder?]
Onde quer que as crianças sofram ou tenham seus direitos humanos básicos desrespeitados, a UNICEF é o primeiro lugar que elas procuram. Por exemplo, nos Estados Unidos muitas crianças que participam das ‘brincadeiras ou travessuras’ do Dia das Bruxas, fazem isso com o intuito de arrecadar fundos para a UNICEF. É uma tradição, parte da cultura delas. É uma evidência simples que demonstra como a ‘associação’ certa pode trazer grandes benefícios para crianças em todo o mundo.
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
[As características que melhor definem a personalidade dos Brands dos Builders?]
Ajuda, apoio, arrecadaçã o de fundos, mundial, pelos direitos das crianças.
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
[ Onde este trabalho aparecerá? ]
A idéia criativa selecionada será algo que não precisará de propaganda para ser divulgada. A idéia deverá ser tão poderosa que se espalhará pelo mundo através da propaganda boca a boca e dos corações e mentes das pessoas – embora possa também estar online.
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
[o que você deve saber para executar uma Solução criativa BootB?]
Tente pensar em algo que crescerá sozinho, através da comunicação entre as pessoas – talvez na escola, depois da escola ou em família, nos grupos comunitários ou em clubes esportivos no fim de semana. O que motivará as pessoas em todo o mundo a arrecadar alguns fundos para a UNICEF. Se você conseguir convencer 50 milhões de pessoas a coletar um dólar cada uma, sua idéia poderá dar certo:)
Veja também o nosso
website oficial.
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 !
