Blog Post 5

 Here is a creative brief that I found on Reebok. Reebok is a company best known for athletic clothing and running shoes. From the first glance, the brief seems to hit on the important bits of information. However it also 

One of the speaker's in this week's module videos, Maira Kalman, spoke about the duality in the deadline and a dream. I thought this was a prticualry interesting comment. Reading more into Maira Kalman, I found out a profile where she goes more in-depth into her background, the author wrote that Kalman has a unique curiosity about objects and people, which is really a curiosity about history and humanity. 

If we apply some of these concepts along with the rest of our learnings this week we can apply that to Reebok's creative brief and gain unique perspective.

https://www.thecut.com/2018/04/profile-maira-kalman-author-and-illustrator.html


This brief has a standard template of the company logo and the core categories below it. It starts with the company background and then has sub headings across other categories. 

My first critique of this creative brief, is that while it does a good job of creating clarity using words, it does not allow any creative visualization. 

As Reebok is a sport and lifestyle brand, it could be elevated with some visualization of the objective. In this case the objective is to create awareness of demo and a 25% discount while removing stigma of men wearing EasyTone. EasyTone is a product family of shoes that are available for both Men and Women. In this case, it could be beneficial to elevate this brief with some visualization of the stigma that we are trying to remove. An example would be the shoe itself with positive symbols around it.

One thing this brief does well is be very clear about it's descriptors across the categories. For example it clearly knows the segmentation and demographics of it's target audience. It shares that the target audience are men, with age, family, income and interests all shared. This allows the creative team to correctly target the audience intended for the message. One thing that the team could do to be even more focused, is to spend time with a user focus group of the audience. This would allow them to better understand the unique interests, and ultimately it would allow them to hyper-personalize the message for one that resonates best with the audience. Overall this creative brief does a good job of the basics of a brief but could be elevated by leveraging visualization. 

Link to Brief: https://lh6.googleusercontent.com/62D-9ZByCC2pFHlClLurGtjHX7OaANMMmQPQlM_hynZmQi5jmd6eVWNDEEMukaupPD2ryXaCZ0CVTbSwl5_pkP_axos6e1dGldpwTDyrArEJIdQY9FNwzjBTQCXOiG5oBmlQu0t2 

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