Competition brief, set by D&AD, as part of the New Blood Award 2014
Client: The Body Shop
1. What's the problem ?
They are in need of an update, the brand has become old and perhaps it just goes un noticed now.
2. What is the brief asking you to do ?
Re- establish them on the market, through a new set of visuals. Update them to the current market. And come up with a social campaign that they have not thought of.
3. What is the brief trying to achieve ?
Sales of four of their top products, and overall more sales and customers
4. Who will benefit ?
Them and hopefully the people involved in the social aspect
5. What is the message ?
Body Shop is forward thinking- current, morally and ethically right
6. Who is the audience ?
(Mainly) Women, 18-35 , probably have a bit of disposable income, more world-wise/ aware
7. How will the message be delivered ?
5 A2 posters
+ 3 other 'channels'
8. Can you for-see a problem ?
They are suggesting a lot of thinks they want to convey about themselves as a brand. Also the social campaign might not be appropriate to them
9. Why have you chosen the brief ?
I like...
- The sector, and the industry
- The target audience
- The format
- The brand values
- The chance to explore a real (social) issue
10. What do you want to get out of the brief ?
The chance to create work in a sector/ industry I particularly am interested in. I want to gain experience of a real deadline, and a real competition. I want to explore the social side. The chance to compete and even win, and even just get work noticed. Real feedback.
11. What do you want to make/ propose in response to the brief ?
I am unsure of this yet
12. What do you need to make/ propose ?
5 A2 poster
and three other outlets (of my choice)
13. What will I gain ?
Real brief experience, competition experience, deadline experience. Could end up with work being displayed all around the UK, and winning a new blood award. Gain recognition. Maybe even contacts. A the chance to get a personal/important social issue awareness.
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