Ratna Catia Hasan, 1006695280Creative Brief

CREATIVE BRIEF

Client Peace One Day Job No.

Brand Peace One Day Briefing Date

Description Dont let Peace Day be Ignored Presentation Date

Requirement TVC,Print, ActivationCampaign Launch Date

Organisation BackgroundPeace One Day is a non-profit organisation, impartial and independent of any government, political persuasion, corporation or religious creed. The longevity and ongoing effectiveness of Peace Day is dependent on such impartiality and all-inclusiveness.

Issue / problemNow, Peace Day is not that important, only who remembered it who celebrates Peace Day. We want to make it impossible for anyone to ignore Peace Day. We want to make it a day that everyone around the world engages with, so that governments and leaders in conflict zones have no other choice but to implement it. The task is to grow grassroots awareness and active personal engagement with Peace Day, to make this day ubiquitous and as part of our social fabric as Valentine’s Day or Mother’s Day.

Communication do to Solve the IssueCreates a interpretation in consumer mind that Peace Day is as important as Valentine’s Day or Mother’s Day. Dont let Peace Day be ignored. Peace Day gives a very real opportunity for opposition groups stop focusing on fighting and focusing on working together to build something. Maybe they will like that day and want another. We can never obtain peace in the outer world until we make peace with ourselves.

Target MarketPrimary : SES AB, Living in Jakarta Area, 18-30 years old, Media Consumptive

which is the ultimate ages that are innovative and able to change the world. At these age and lifestyles in urban life, they are aware of issues that happened in world through social media, etc. Awareness creates action and action will save lives

Secondary : SES AB, Primary School, years old, Living in Jakarta Area

At these ages they learn and absorb values that are given. With a hope they will bring all the good values until they become adult and applied this values in every day life activites.

Story of Clara, 20 years old university student, believe that negative thinking makes her feel insecure and makes an intrepretation of something that’s not true. She always check on twitter at least once per day. She doesnt know anything about Kony, until Kony becomes a trending topic in twitter

(#Kony2012). Than once she aware about that issue, she become one of the people who spread the news in twitter and facebook. Its true that Awareness creates action.

InsightWorry often gives a small thing a big shadow, and its a trigger to make a conflict

PropositionStart with postive thinking

Checklist for communications:• Peace One Day logo• The date: ‘Peace Day – 21 September’• www.peaceoneday.org

Tone & MannerSimple yet Inspiring

Inspiring Quotes

The purpose of all wars, is peace. Peace cannot be kept by force; it can only be achieved by understanding.

Albert Einstein

Peace begins with a smile, and positve thinkingMother Teresa

Peace cannot be achieved through violence, it can only be attained through understanding.

Peace is not absence of conflict, it is the ability to handle conflict by peaceful means.

(All contains of positive thinking)

CREATIVE BRIEF

Client Aviva Job No.

Brand Saving Campaign Briefing Date

Description Start Saving Presentation Date

Requirement TVC,Print, ActivationCampaign Launch Date

Organisation BackgroundKegiatan bisnis utama Aviva Group yaitu long-term savings, fund management dan asuransi kerugian, dengan total penjualan di seluruh dunia mencapai £45,1 milyar dan dana kelolaan £379 milyar per 31 Desember 2009. Dengan jumlah karyawan 46.000 dan melayani lebih dari 53 juta nasabah di 28 negara di seluruh dunia.

The issueOrang tidak banyak menabung untuk masa depan mereka. People are not saving enough for their future.Menuanya populasi disertai gejolak ekonomi saat ini, menandakan orang tidak terencana secara finansial

Communication do to Solve the IssueMembuat orang untuk tertarik menabung. Walaupun sudah diajarkan dari kecil untuk rajin menabung, banyak orang tergoda untuk membeli barang-barang yang sebenarnya tidak mereka butuhkan atau inginkan. Memberikan interpretasi kepada target dengan menabung sedikit tapi konstan atau terjadwal, mereka bisa mendapatkan sesuatu yang besar.

Target MarketSES ABC , Siswa sampai First time employee , tinggal di area urban, umur 17-25 Tahun

Rata-rata orang, pekerjaan pertama didapat pada umur tersebut. Dan setelah umur tersebut, orang akan mulai berkeluarga, dan hidup dari hasil kerjanya, tidak lagi ditanggung orang tua Pada umur tersebut pula kalangan atau kelas manapun semangatnya masih membara untuk memperbaiki kualitas hidupnya. Campaign ini ditujukan mulai dari kalangan menengah atas – kalangan menengah kebawah. Karena menabung penting untuk mendapatkan masa depan yang lebih baik.

InsightJika menyimpan uang 100.000 pecahan ( cth : (3) 20.000+ (2) 10.000+ (2) 5.000 + (10) 1.000 ) lebih cepat habis dibanding menyimpang 1 uang 100.000

Proposition

By saving big nominal of money you can get big amount of saving accumulationBrand IdeaStart saving with bigger number money but smaller number of ages

Concept IdeaMemperlihatkan keadaan apabila orang menabung dengan uang nominal besar, tabungan akan lebih cepat banyak dan lebih terasa

Tone & MannerSimple yet Inspiring