What do you know about the product or service? USPs, positioning, tone of voice, previous campaigns.
What is the competitive landscape? Key trends, challenges and opportunities in the market.
Who are you speaking to? Summarise your audience insights here.
Core Insight
The undeniable truth your campaign is built on. It should connect with your audience, reflect your brand, and feel relevant and real. Always based on truth — never invented.
The Creative Idea
A short, memorable title that captures the essence of the campaign. Could be a hashtag if relevant.
How will the campaign work? What will the audience experience, where and when? If there are stages, explain each in order.
Explain how this idea expresses your insight, reaches your audience and answers the brief.