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CREATIVE BRIEF - every thursday evening at california academy of sciences advertising objective: target audience: current belief: lightLife adv 115 Copywriting 1 increase attendance to NightLife at the California Academy of Sciences - Thursday nights 6pm-10pm. 21-30 something crowd - men & women who want to socialize in a fun, eclectic environment. | think I’ve heard of it; but I've never gone to it. desired belief: key message: Sounds like fun. Cool music, entertainment and a nice venue to meet other single people. | need to check it out. NightLife. the science of mingling. background tone & manner: creative guidelines: singles nights at museums are now becoming more and more popular these days. the museum is happy because more attendance means more revenue. Every Thursday, the Academy is transformed into a lively venue filled with music, provocative science, mingling, and cocktails, for visitors 21 and older, Activities and performers change week to week. Guest Dus like J-Boogie & Fred Everything are booked to this event. $12 admission tickets can be bought in advance by phone Food & cocktails are available for purchase. Special lectures / presentations & performances are scheduled for the evening. single people have a new place to meet people besides in a bar. the academy of science becomes a place for creatures of the night to meet, greet, dance and mingle. fun / unexpected / youthful / hip / cool / intriguing. make it interesting and unexpected. create urgent desire to go or else you'll miss out on all the fun. 20 big ideas/strategies