Task #3 - Creative Agency Reverse Brief

1. What are the client’s objectives for the job? Why are we advertising?

While facing rising numbers of Sexually Transmitted Diseases & unplanned pregnancies due to carelessness in “the moment”. We need to take responsibility in bringing levels of awareness up and getting the four seasons brand recognised through constant participation in awareness happenings - bringing a reassuring, caring and safe name to the product's brand.

2. Who are we talking to?

We are talking to

• teens, young adults & parents of
• homosexual, bi-sexual & straight couples
• those who have had or know they suffer from a STD but continue to conduct unsafe sex
• persons with several sexual partners
• persons frequenting the party / night club scene - who may be making foolish choices sleeping with those they've known for a matter of a few hours.

Letting all of them know that Four Seasons is a secure, protectant against the risks involved with unsafe sex. Four Seasons are committed to regularly testing and researching a means of securing this protection and furthering awareness.

3. What do they currently think about our sector/industry and our brand?

Although well known, the product is generic in terms of being just another brand of condom. A condom is a source of protection, so what makes Four Seasons better than the rest? I'll just buy what is cheapest at the time & tends to fit best.

4. What do we want them to think?

Four Seasons commit to understanding the needs in protection and commit to shared awareness & research & scientific research for quality and strength. Four Seasons are fun & provide range whilst reliability plays a major part too.

5. What do we want them to do?

We want people to conduct SAFE sex and to choose Four Seasons over other brands because they trust in the brand protecting them from unpredictable sexual health risks.

6. What is the single most important proposition?

(this is sometimes referred to as the UPS – Unique Selling Proposition)

Four Seasons care to commit for my / your protection.

7. Why should they believe it?

Four Seasons are continually involving themselves in public places, events & happenings. Taking the time to understand the public's wants, needs & opinions but also, constantly expressing awareness to do their best to assist in trying to put a stop to / decreasing the numbers of unwanted pregnancy (resulting in abortion or poor upbringing of an innocent child), STDs, HIV/AIDS & related deaths. Four Seasons care for the sake of the public's sexually related health.

8. What is the offer?

• Security
• Enjoyment & Pleasure with minimal worry

9. How should we speak to them?

In a stern but friendly, understanding, caring & supportive manner

Images need to be able to be understood universally & give protective vibe, regardless of age, sex or religion

10. Mandatories

• Free testing - allow people of all backgrounds etc. to get tested to free
• Free samples & how to's - to see what Four Seasons provide & how to use their product as encouragement in use of protective devices
• Web address - to gain further awareness & information

11. Creative guidelines

12. Requirements

13. Timings

14. Background / More details