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MEZZANINE LEVEL, 65 YORK ST., SYDNEY, NSW 2000 WWW.AWARDSCHOOL.COM.AU
PO BOX Q1389, QVB POST OFFICE, SYDNEY, NSW 1230 WWW.COMMUNICATIONSCOUNCIL.ORG.AU
PH. 02 8297 3877 FAX. 02 8297 3801
ABN 84 140 893 152

Brief 1 2014
To be issued at Tutorial 1

Client: SMART cars

Product: Smart Fortwo

Media: Poster

Target Audience: urban professionals

Single-minded proposition: The easiest car youll ever park

Background/
proof of proposition: No other car is designed for city life like the Smart
fortwo. Sitting at just 2.7m long and 1.5 wide, it
can park in places other cars cant come close
to.

Mandatories: Smart logo and endline.

For more information: www.smart.com



MEZZANINE LEVEL, 65 YORK ST., SYDNEY, NSW 2000 WWW.AWARDSCHOOL.COM.AU
PO BOX Q1389, QVB POST OFFICE, SYDNEY, NSW 1230 WWW.COMMUNICATIONSCOUNCIL.ORG.AU
PH. 02 8297 3877 FAX. 02 8297 3801
ABN 84 140 893 152

Brief 3
To be issued at Tutorial Three

Client: Carsales.com.au

Product: Carsales.com.au

Media: Outdoor (Adshel, street furniture
special build, ambient)

Target Audience: Anyone selling a car.

Single-minded proposition: The fastest way to sell your car.

Background/
proof of proposition: On Carsales, theres a car sold every minute.
Specifically, one car is sold on the Carsales
Network every 45 seconds or less.

Mandatories: Carsales logo



MEZZANINE LEVEL, 65 YORK ST., SYDNEY, NSW 2000 WWW.AWARDSCHOOL.COM.AU
PO BOX Q1389, QVB POST OFFICE, SYDNEY, NSW 1230 WWW.COMMUNICATIONSCOUNCIL.ORG.AU
PH. 02 8297 3877 FAX. 02 8297 3801
ABN 84 140 893 152

Brief 4
To be issued at Tutorial 4

Client: Google

Product: Google Drive

Media/ Deliverables: A digital/social idea.

Target Audience: 25- 50 year old computer users.

Single-minded proposition: The safest place to store your data.

Background: Using Google Drive is a great way to store your
files safely in secure data centres, where your files
won't go missing. Even if your computer, phone
or tablet breaks, the files you store in Google
Drive are safe.
Notes
Your executions can use time, context and technology to bring the proposition
to life. We connect to the digital world via our phones, our computers at work,
our iPads in the evening. When and where can your message be to make it
relevant and interactive?

If your idea requires a written description, try and keep it short and simple.
Remember, the idea should be able to be expressed in a sentence.


MEZZANINE LEVEL, 65 YORK ST., SYDNEY, NSW 2000 WWW.AWARDSCHOOL.COM.AU
PO BOX Q1389, QVB POST OFFICE, SYDNEY, NSW 1230 WWW.COMMUNICATIONSCOUNCIL.ORG.AU
PH. 02 8297 3877 FAX. 02 8297 3801
ABN 84 140 893 152

Brief 6
To be issued at Tutorial 6

Client: LYNX

Product: Legend Bodyspray


Media: Radio (30 seconds)

Target Audience: Guys wanting to attract girls.

Single-minded proposition: Become irresistible to women.

Background/
proof of proposition: Made up of a complex and alluring blend of
fragrances, ladies dont just love guys who wear
Legend, they find them completely irresistible.
The more you spray, the more girls youll attract.

Mandatories: None, other than the product name.

For more information:
http://www.lynxeffect.com.au/product/detail/466354/legend


MEZZANINE LEVEL, 65 YORK ST., SYDNEY, NSW 2000 WWW.AWARDSCHOOL.COM.AU
PO BOX Q1389, QVB POST OFFICE, SYDNEY, NSW 1230 WWW.COMMUNICATIONSCOUNCIL.ORG.AU
PH. 02 8297 3877 FAX. 02 8297 3801
ABN 84 140 893 152

Brief 8 2014
To be issued at Tutorial 8

Client: You decide

Product: You decide

Media: You decide

Target Audience: You decide

Single-minded proposition: You decide

Background/
proof of proposition: You decide

Mandatories: You decide

The purpose of this brief is that you choose a brand, product or service and
communicate something new about it in an interesting way.

The only ask is that your idea is topical. Pick something thats been prominent in
the media over the past couple of months. It could be related to sports (FIFA
World Cup this year, sporting personalities behaving badly etc), news (political,
celebrity, human interest etc) or events (holidays, entertainment events etc).



MEZZANINE LEVEL, 65 YORK ST., SYDNEY, NSW 2000 WWW.AWARDSCHOOL.COM.AU
PO BOX Q1389, QVB POST OFFICE, SYDNEY, NSW 1230 WWW.COMMUNICATIONSCOUNCIL.ORG.AU
PH. 02 8297 3877 FAX. 02 8297 3801
ABN 84 140 893 152

Examples (but please dont copy, think of your own):

Trying to sell washing powder to children and not mothers.

Or simply selling cereals in a new way you get the idea.



MEZZANINE LEVEL, 65 YORK ST., SYDNEY, NSW 2000 WWW.AWARDSCHOOL.COM.AU
PO BOX Q1389, QVB POST OFFICE, SYDNEY, NSW 1230 WWW.COMMUNICATIONSCOUNCIL.ORG.AU
PH. 02 8297 3877 FAX. 02 8297 3801
ABN 84 140 893 152

Brief 9
To be issued at Tutorial 9

Client: Ticketek

Product: Monster Jam



Media: Promo/experiential

Target Audience: Families with young boys.

Single-minded proposition: The Monster Trucks are coming.

Background: Theyre big, bad and bouncy and theyre coming
to the ANZ Stadium Sydney, Saturday 18
th
October
2014. With the ability to leap up to ten meters into
the air and jump across 14 cars, these car-crushing,


MEZZANINE LEVEL, 65 YORK ST., SYDNEY, NSW 2000 WWW.AWARDSCHOOL.COM.AU
PO BOX Q1389, QVB POST OFFICE, SYDNEY, NSW 1230 WWW.COMMUNICATIONSCOUNCIL.ORG.AU
PH. 02 8297 3877 FAX. 02 8297 3801
ABN 84 140 893 152

metal monsters are acrobats on four wheels
leaving a trail of destruction and mayhem in their
wake.

Mandatories: Monster Jam logo, event date, book at Ticketek

For more information: ticketek.com.au
Monsterjam.com
Youtube channel: Monster Jam Live