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行业: 行销与广告

国家: San Marino

www.alwaysgofast.it

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Senza Dolore (Without Pain)

已发布 20.04.09 01:25 GMT
88 总计
类别: 设计 : 徽标; Specific Creation : 概念开发
截稿日: 02.05.2009 23:59 GMT

预算: $800
状态: 已关闭

解决方案的语种: 意大利语, 法语, 英语, 西班牙语
优胜者: brunod

添加到您的 Blackboard

STEP 1

品牌 Builder
[ 谁在为 BootB Creator 编写 BootB Brief ?]

ALWAYS GO FAST is responsible for carrying out the "Senza Dolore" ("Without Pain") project, promoted by some associations of volunteers active in health and sociologic sectors. Promoters are the following non-profit organizations: Ass. Amici della Fondazione ISAL (Scientific Istitute for research, training and cure of pain), Ass. Tutela Diabete Giovanile e Adulto (protection of youth and adult diabetes), Ass. Lega Italiana Lotta Tumori (fight against cancer), l’Ass. Crisalide (women operated of breast cancer). Coordination will be done by Volontarimini, Service Center for volunteer aid, in the framework of the project “Ospedale Senza Dolore” (Hospital Without Pain) of the Rimini's USL (public health company of Rimini).

这是什么?
在这一步中,您将看到要求您提供解决方案的品牌 Builder 相关信息。他会自我介绍 (当然是作为品牌 :) 您对品牌的了解越深入,您的作品被接受的可能性越大。

重要事项:可能出于保密原因,品牌 Builder 不愿透露自己的身份。此类 Brief 将以匿名方式发布。这种情况下,品牌 Builder 想介绍多少,就介绍多少。

这里有两个例子
如果愿意透露其身份(可见):
“NMN -No More Nicotine- 是一个承诺能抵消吸烟对皮肤造成的损害的品牌。NMN 通过药房销售,价格定位处于中高档;该品牌主要通过专业人士推荐,没有大量的广告宣传。”

如果品牌不希望透露其身份(匿名):
“能抵消吸烟对皮肤造成的损害的品牌。其产品通过药房销售,价格定位处于中高档;他们主要通过专业人士推荐,没有大量的广告宣传。”

简而言之:谁是您的客户 (无论是可见还是“匿名” :)

STEP 2

项目的目的 / 说明
[ 品牌 Builder 在寻求什么 ? ]

A impactful image made of a logo + a visual, with its slogan which will fit with both print and web usage. The winning Solution will be used to produce banners, posters and materials for patients.

这是什么?
这是品牌 Builder 要求您完成的任务。如果您不了解,那您就彻底没戏了。

例子
“我们想让 Creator 设计一个印刷品广告宣传来增加品牌知名度。将在今春投放到全国媒体杂志上。”

简而言之,这是客户的目标,因此也是您的目标!

STEP 3

目标受众
[ 您想要对谁造成影响? ]

The target varies from the overall population to patients, to professionals working in the health sector, to companies and organizations available to support and invest in resources for research and to execute concrete Initiatives of the project “Ospedale Senza Dolore” ("Hospitals Without Pain").

这是什么?
品牌 Builder 希望您让他们高兴,并说服他们想到、感觉到或使用您的创作做某些事的人。通常您会读到他们的年龄、性别、社会阶层和行为。您在创作过程始终应把这些信息牢记在心,因为目标受众才是最终接受您作品的人。

例子
“想要戒烟但无法做到的女子。通常是关注自己外表、注意健康的成年人。他们对于自己吸烟感到愧疚,因为他们知道吸烟有害。他们阅读相关书籍。这对他们来说是一个真正的问题,就像:“我的脑袋要某样东西,但我的身体却不听使唤”。他们和我的品牌无关,他们只是在等待值得信赖的“援助之手。”

简而言之:把握他们的想法!

STEP 4

提案
[ 品牌希望目标受众知道 / 明白 / 做些什么 ? ]

Promote the culture of pain relief, facing the theme of unnecessary suffering though campaigns and public initiatives aimed at fund raising to sustain research and scientific studies toward more effective treatments.

这是什么?
品牌 Builder 想要目标受众从您的创作中,思考 / 感觉 / 有所行动的东西。

以下是一些具体示例:
 人们会想到 / 感觉到的一些事:
 - 出现了一个新的品牌(或产品或创意或...)
 - 这个品牌比其它的或以前的更好
 - 这个品牌值得多花点钱
 人们会做的一些事:
 - 开始购买该品牌的产品
 - 更经常购买该品牌的产品
 - 在零售店里库存更多该品牌的产品

上面这些例子非常具体,而通常 Brief 提案是感性的。那样更好,因为可以带来灵感!

例子
“我们想要鼓励吸烟者使用 NMN,将对他们健康的影响降至最低,让他们继续尝试戒烟(尤其如果他们已经尝试过,但是未成功)。”

简而言之:进入他们的脑袋!

STEP 5

支持
[ 为什么目标受众要相信您的提案 ?]

Because the theme of pain relief is one of the most frequent reasons to consult the medical doctor. 60% of patients feel pain, from low to severe in hospitals. In some cases pain is a useful symptom, but often it is an unnecessary one, disabling and having no useful meaning. Sometimes pain is described as a disease, especially when it becomes persistent. Persistent pain affects 20% of population, including youth, and, if not cured, this state of suffering leads to a continuous deterioration in the quality of life, isolates and undermines social relations, reducing the desire of living. Some examples of persistent pain are the cancer one (present in 70% of cancer cases), vertebral trauma, injury to nerves (ex. after a dental extraction that has damaged a nerve), herpes zoster (known as the Fire of St. Anthony), etc. Some examples of severe pain: post-operation pain, the pain from childbirth and pain from invasive procedures. Thegenetic diversity, showing that women have a greater perception of pain, is a proven fact. There remains a widespread idea that pain is an inevitable corollary of disease or something to endure as atonement; and it is often underestimated by doctors. Today medicine has already knowledge and systems of cure it.

这是什么?
这是实现目标的关键;是支持提案,使其可信的内容。通常是理性的陈述。

例子
“您吸的每一根烟都对您的外表造成损害。最近的一项研究选取了多对一模一样的双胞胎,其中一个吸了一辈子烟,另一个则从未吸过烟。吸烟者的皮肤比不吸烟者的薄四分之一,有些差别甚至多达40%。NMN 含有能阻止皮肤变薄的抗氧化剂,抵消了尼古丁对皮肤的影响。”

简而言之:需要理由吗?就在这里!

STEP 6

特性
[ 体现品牌个性的特点有哪些 ? ]

Scientific, innovative, humanitarian, concrete, at service to human beings.

这是什么?
这是品牌的个性。对...是个性!
将品牌视为一个人,有自己的个性。了解“客户”的个性对于完成度身定制的工作来说至关重要。所以,请仔细阅读所列的形容词...

例子
“科学、值得信赖、注重结果,实现您目标的‘良师益友’。”

简而言之:将其想象成一个活生生的人物!

STEP 7

媒介计划 / 投放
[ 作品将投放在何处 ? ]

The chosen Logo and slogan will be used for outdoor campaigns and all promotional materials to promote the National Day of Relief and for other Initiatives in health environment. In our hospitals there is an active Committee “Ospedale senza dolore” ("Hospitals without pain") which works to avoid unnecessary pain, following regional and national programs. Every year the National Day of Relief will be celebrated with programs inside hospitals on the last Sunday of May.

这是什么?
列出了目标受众将能够看见您创作成果的地方(或媒介或事物)。这一步中,有时品牌还会告知您该制作的预计投资金额。此信息有助于您决定项目的规模大小。 :)

例子
“此广告活动将于 2009 年春季投放于侧重于生活方式和健康的新西兰妇女杂志上。我们计划投资 500000 美元,可以购买大约 100 张单页。”

简而言之:考虑媒介!

STEP 8

有关制作的其他元素
[ 品牌还想向您提供哪些信息 ]

We believe that it is important to launch this challenge to the youth, often unprepared to a vision of life where pain is a part of it. To give them the opportunity to think about this subject which is apparently far from them but in reality so near under the light of new social dynamics that affect the younger generations (trauma, traffic accidents, risky behavior, etc.) Moreover, this social campaign has an important national perspective because the initiative will be enlarged to several other cities in Italy which are linked in the Service for Pain Therapy of Rimini, and it could use the same logo and slogan that will win in this Pitch.

This year we would like to make the last Sunday of May coinciding with the end of this Pitch and the reward of the winner. So, before that date we will be promoting the initiative through exhibitions of the good creative Solutions inside exhibition spaces in the city.

In order to make our choice of the best Solution, we will ask the public to vote (without disclosing your name, as usual during each BootB Pitch). So, we kindly ask you to give your permission to show your Creativity to public by signing ‘The License Agreement to disclose Solutions for voting’ attached to the Brief.

Instructions

Please:
1. Print the “The License Agreement” document;
2. Fill in the DATE, your NAME and ADDRESS;
3. Sign at the end of the document
4. Attach the scanned version of it to your Creative Solution as a separate file.

!!! We apologize for not being able to consider in the Pitch the Creative Solutions that will arrive without The License Agreement signed.
Thank you in advance for understanding !!!

如果品牌有任何的偏好选择或解决方案必须达到的技术要求,会在这里提供说明。
这部分可能包括:
  ∞ 指导方针或必须包含的事项(注意事项)
  ∞ 商业目标
  ∞ 市场和竞争者概述
  ∞ 正面和反面样本

取决于 Brief 的不同,您可能会发现一些随附的文件,比如徽标、产品图片,您提交创意时使用的模板,或任何品牌想要与您分享的其他文件。所以,开始创作前先研究一下随附文件。

简而言之:所有需要您知道的其他事项(之前七步中没写的)!