Creative Brief

1. Non alcoholic beverages
Mountain Dew
1.) The objective is to increase retailer and wholesaler orders.
2.) The target audience is males 14 to 25, video gamers and extreme sports fans, in school, and need caffeine.
3.) The message theme is activity, awake, hydration, extreme, popularity. Ad should be emotional (right brained).
4.) The supporting fact is a 12 ounce can contains 54mg of caffeine. This is a great way to stay awake or to wake up for kids (especially those who don't drink coffee).
5.) The constraints: the nutrition fact label, 12oz can contains 170 calories and 46g of sugar.

2. Fast food restaurant
Subway
1.) The objective is to increase foot traffic into any subway store location.
2.) The target audience is teens male and female age 13-19, and adults male and female age 30-50, health concerned, overweight, value concerned.
3.) The message theme is to promote a healthy eating lifestyle, value ($5 footlong), diet, weight loss, availability, individuality.
4.) The supporting facts are subway is healthier than the other leading competition in fast food (McDonalds, Burger King, etc...), 6 grams of fat or less sandwiches, 31,816 locations in 91 countries, thousands of different sandwich combinations.
5.) The constraints: nutrition facts label, disclaimer subway is not always a healthy option in a diet.

3. Shoes
Adidas
1.) The objective is to build brand image.
2.) The target audience is athletic males and females 16-30.
3.) The message theme: style, comfort, fitness, way of life, philosophy.
4.) The supporting facts: largest sportswear manufacturer in Europe and second in the world, supporter and sponsor of soccer (football), tennis, golf, basketball, cricket, rugby, lacrosse, skateboarding.
5.) The constraints: legal protection of trademark/logo and motto "Impossible is Nothing".