- I am Creative

Report
Template I Am Creative Entry
We have created a template to help you structure your idea. Use this to
show the brand and judges all the thinking behind your idea. There are lots
hints and tips to help your entry stands out. Make sure you adapt and
customise this template so it represents your idea and the steps you’ve
taken to get there.
Introduction Slide
Brand Identity
Pictures and images add
interest to your
presentation.
It is important to recognise the brand you are working
for throughout your presentation. Consider using their
logo, fonts and colours.
Summary
Summarise the brief and task set by the brand. This shows us that you’ve
understood exactly what you’ve been asked to do.
In a couple of sentences explain your idea. What is your creative concept and how
does it answer the brief.
Understanding the Brand
It is really important to research the brand behind the brief. This will help
you create an idea that is in keeping with the brand and their core values.
Here are a few points to get you started…
1. What do the brand do? What services or messages do they promote?
2. What is the brand’s identity? What colours, logos and slogans do they use.
Evaluate an existing campaign from the brand.
3. How do the brand wish to be perceived? What are their core values? For
example are they are a traditional or modern, value or luxury, friendly or
corporate?
4. Who are their competitors? What do they do the differentiate from their
competitors? What is this brand’s unique selling point?
HINT – Look at ‘Understanding Brands’ within the
resources section of the I Am Creative website.
Target Audience
When coming up with an IDEA or CAMPAIGN it’s important to think about the
people you are trying to appeal to. Who exactly are these people and what is
the best way to speak to them? You need to think about how and where they
spend their time.
Your target audience will affect the foundations of your idea, for example
language, fonts, form, images and usability.
Use this slide to explain who your target audience are.
Profile your target audience. What are their likes/dislikes? Do they have spare
money? Where do they spend their time? What are their lifestyles like?
What channels and media have you identified to have the greatest impact on your
target audience? e.g. TV advert, poster campaign , mobile app. etc
HINT – Look at ‘Understanding Target Audience’ within the
resources section of the I Am Creative website.
Research
Before you come up with your idea, research around the subjects mentioned
in the brief. The more information you have the better you will be able to
answer the brief.
Make sure include all your findings within your presentation. If you have been
inspired by any of your research, make sure you tell us! It shows us your idea
development.
Market Research
Ask your friends and family to complete a survey to help you come up with a
solution to the brief. Find out their opinions. If you can prove that others like
your idea, then the brand will be able to see that your idea could work.
You could also find out more about your target audience.
Idea Development
We don’t just want to see your final idea, we want to see the decisions you
made along the way.
Include lots of pictures. Sketches, doodles and moodboards all help to
understand your idea’s development.
If something didn’t quite go to plan or you changed ideas half way through
make sure you include this.
It is important that you refine your idea too. Tell us the what you have done
to make your idea better.
Your Idea
Here is where you can showcase your idea to us. The more detail and
information you can provide us the better.
The brand will normally tell you how they would like you to express your idea.
Sometimes they want a general campaign or specifically ask for a poster
design for example. Read the brief carefully.
This section of the presentation is really important. It is important to allow
yourself enough time to produce a piece of work that demonstrates your idea
fully.
A Campaign
A campaign uses multiple channels and media to reinforce a single message
from one brand. The message could be to encourage somebody to change
their behavior or change their opinion about something. It is important to
consider which channels will be most effective for brand to enable the
message to have the greatest impact on the target audience. There should be
a creative concept to connect all of the channels together
Event
Poster
TV Advert
Single Message
Social Media
Viral Advert
You can choose to use as many or few
channels as you like, as long as you can
explain your reasons why.
Poster
- Where will you display it and why?
- Explain your choice of images and
language. Why will it appeal to
your target audience?
POSTER
- How has your poster considered
the brand?
- How does your poster answer the
brief?
Hint – Perhaps you mock up where
this would be displayed. Buses,
billboards and newspapers for
example.
An App
If your idea uses new technology such as the use of apps, we’re not expecting
you to develop an app, just tell us how it would work.
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What does your app look like?
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How does you app work?
How has your app considered the brand?
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Why does your app answer the brand’s
brief.
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Why will your target audience use your
app?
How will people find out about your app?
Hint – Use wire frames to show us what your
app would look like.
Advert
If you create an advert, upload it to YouTube and paste the link so the panel
can see your work.
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Screenshot
When and where will you run your advert
and why? E.g Youtube or Daytime TV advert
break?
- Explain your choice of images and
language. Why will it appeal to your target
audience?
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How has your advert considered the brand?
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Screenshot
How does you advert answer the brief
Storyboard
If you haven’t got the equipment to create an advert you can still tell us
about your idea using a storyboard. Give us as much information as possible.
Tells us about the shot types and camera angles you would use. Would you use
a famous actor or funny voiceover for example?
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When and where will you run your
advert and why? E.g Youtube or
Daytime TV advert break?
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Explain your choice of images and
language. Why will it appeal to your
target audience?
How has your advert considered the
brand?
How does you advert answer the brief
An Event
Sometimes a big event can be the perfect solution to a brand’s problem. It is
important that you explain your idea fully.
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POSTER
What will your event consist of?
Why will people attend your event?
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TICKET DESIGN
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Who is your event aimed at?
How will people find out about your
event?
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When and where will you run your
event and why?
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How has your event considered the
brand?
How does you event answer the brief?
Social Media
Social media is often used by brands to talk to their customers directly. It also
allows them develop a personality and appear more friendly to their audience.
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Why will people follow or like you?
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How will they find out about you?
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What things will you post?
What will your followers gain?
How have you considered the brand?
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How does this answer the brief?
Hint – Create a Facebook page
or twitter profile and post
examples of things you would
tell your audience.
Social Media
Social media is often used by brands to talk to their customers directly. It also
allows them develop a personality and appear more friendly to their audience.
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Why will people follow or like you?
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How will they find out about you?
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What things will you post?
What will your followers gain?
How have you considered the brand?
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How does this answer the brief?
Hint – Create a Facebook page
or twitter profile and post
examples of things you would
tell your audience.
Why your idea works?
Explain why your idea answers the brief and meets the
needs of the brand.
Why they should choose your idea as the winning idea.
Good Luck!
And remember there are lots of resources and free
software for you to use on our website.
www.iamcreative.org.uk

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