I'll be brief

How hard can it be to write a creative brief?

Pretty easy I'd have thought.

In fact when I wrote briefs for student projects at RMIT they were no longer than four key points.

Obviously a realworld environment requires a bit more info than that. But not too much.

So let's get back to my question - How hard is it to write a creative brief?

Certainy not hard enough to warrant a 66 page powerpoint presentation to teach you how to do it.

Which may well explain why a 66 page JWT presentation on writing a brief was mysteriously taken down from Slideshare.

Click here to see for yourself.

Does this idea suck?

I really rate this idea by JWT Hong Kong.

Incredibly simple.

And pretty hard to miss its message.

But what exactly is its message?

Pollution is closer than you think says the headline.

No shit Sherlock!

Remember this drink lid idea is from Hong Kong.

I don't know if you've been there. But it has a serious pollution problem.

And as much as I love this idea I can't see it having any effect whatsoever on the Hong Kong pollution problem.

What a waste of a great idea.

Must see advertising

Big thank you to Kirsty for alerting me to this thought provoking idea by one of my old employers - JWT Melbourne.

It's for the Australian Childhood Foundation as part of their ongoing Stop child abuse now campaign.

The childsize manequins were eventually removed from underneath the posters to reveal the payoff to the headline.


Much as I love this idea I do have one minor quibble. Where's the call to action?

A piece as powerful as this is sure to provoke a response. Yet the call to action is tucked neatly away in the corner of the poster. Making it almost as invisible as the child.

I know award juries don't care about this sort of detail. But I do. Especially where abused children are concerned.

Still a damn good idea though.

Now that's quick

Brilliant ambient idea for Rimmel quick dry nail polish by JWT London. Love it!