MSC Cruises is the most modern sail cruiser company in the world. Currently, its fleet counts 11 unexcelled ships in terms of guest comfort. We are recognized in the travel industry for our highly technological ships that comply with the ecological requirements (our respect for the nature is attested by the Ecoship certificate), for the great moments spent and superior services provided on our floating cities. Our guests choose us for the relaxed adventure, amazing food and the SPA splendor. We offer the best price-quality deals in the branch. Our target includes medium –high income customers.
The official website is www.msccrociere.it . Recently the company has launched its online community MSC Friends: www.mscfriends.com. This is the first virtual community project developed by a Brand.
MSC Friends is a community bringing together the logistics of social networking and the virtual reality. The 2D part presents all the traditional functions of a social network platform: profile, pictures and video uploads, different options to interact with friends. However, unlike the rest of the communities, MSC Friends has something entirely different: a 3D MSC cruiser to explore virtually through your own avatar. On board, the guests can chat among themselves, play at the casino, change clothes in their own rooms, participate to organized treasure hunts and gain points which subsequently can be used for discounts or prizes.
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” :)
What we ask Creators is to develop a video with a viral/teasing character to promote MSC Friends, the online community previously described. The approximate length should be 20 sec. We are not expecting the video to describe in detail the community but to build suspense, to be emotional, teasing to raise the interest of the viewer and convince him/her to register on mscfriends.com
The call to action at the end of the video must be something similar to “click www.mscfriends.com to register”.
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！
The video is addressing a broad target without any age limitations including not only computer savvy people but computerly challenged ones as well as those new to the social networks. We have decided to address these people as well since MSC Friends is very easy to use – the registration is simple and the 2D and 3D functionalities are all user friendly.
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！
We want users to click the registration link with enthusiasm, to take the registration process till the very end and to visit and participate in the MSC Friends community.
Additionally we want them to share the video with their friends and turn into MSC Friends ambassadors convincing them to join the 3D social network.
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！
MSC Friends is the first online community project around a specific Brand. Moreover it is extremely easy to use. All they need to do in order to understand its potential is to join.
Millions of people relate today through social networking tools – why not doing the same through a user friendly virtual reality?
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！
∞ Technological;
∞ Adventurous;
∞ Relaxing;
∞ Dreamer.
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！
All video sharing websites. We will organize seeding activities on social networks, forums, online communities and other aggregation websites. Video display advertising is possible as well.
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！
You are free to choose the type of video materials and their montage. The following link will allow you to download several ship pictures which might be useful to get your creative juices flowing.
http://www.mscnetwork.com/Download/Ambienti_nave.zip
Here are a couple of video examples that we like:
http://www.youtube.com/watch?v=YBGeDaRsYPw&feature=related
http://www.youtube.com/watch?v=SlD8Dvvc86w&feature=related
http://www.youtube.com/watch?v=v6_gYLPOkRU&feature=related
http://www.youtube.com/watch?v=5vWrYtH6dtE&feature=related
http://www.youtube.com/watch?v=6RgMwZlqyNI&feature=related
http://www.youtube.com/watch?v=UF8zFRCJy7M&feature=related
http://www.youtube.com/watch?v=_Dc-8IIHefs&feature=related
http://www.youtube.com/watch?v=TqqYKorJ9jE
We strongly recommend Creators to register at www.mscfriends.com and surf around all the community sections. Post project, the winning Creator might get the possibility to collaborate with MSC Cruisers for further similar initiatives.
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）！
