OUGD503 - Work For Creative Advertising Student - WWF - Briefing

A friend of mine on Creative Advertising asked me if I'd do some work on Photoshop for her WWF responsive. She knew exactly what she wanted doing, but didn't have the knowledge of Photoshop to do it herself, and she needed it doing to submit to D&AD.

Given that I had no idea what my fifth responsive brief was going to be, and I have 2 week assessment period meaning I can spend some time working on it with her, it seems like a good opportunity to get another brief done.

This is not my collaborative responsive brief, nor is this me doing the WWF brief. This is me doing work for someone under their briefing, which is based on a briefing that they've received.

I went to Beth's house this evening and spoke to her about her ideas, and made some plans with her as to when some good times for us to meet would be. As well as doing some work tonight.

Beth was wanting mock-up visuals for 2 billboards and 2 posters. These are the drawings that were in her sketchbook

She wanted to combine the logo with the words "Hear, Change, Heal" with the WWF Logo. All the billboards and posters needed the words "...meanwhile the Earth is screaming". 

The first billboard shows a girl getting ready to go out, with "Face of a Killer?" written in lipstick on her mirror.

The second shows someone driving a car with the dashboard displaying the message "Drive by Killer?" and a mileage dial in the shape of a globe.

The fist poster is people paying a games console with the TV screen showing the message "Shoot to Kill".

The second it someone with a full shopping trolley with a supermarket banner showing the message "Killing us Slowly".

Beth hasn't got all the photos she needs yet because and she hadn't had chance, but she'd got this photo for me to use for the first billboard.

I asked her to write me up a brief separate from the actual WWF one to make it easier for me to distinguish what she needed me to do, this is what she wrote me:

Task: Create the imagery and copy as directed by me for a new WWF advertising campaign. The campaign aims to demonstrate the negative impact we humans are having on the planet, and aims to not only raise awareness about the issue, but encourage people to stop acting this way. 

Target audience: 14-24 year old males and females (‘the new generation’)

Media: The campaign is print based, containing 2 billboard advertisements, and 2 A4 poster/bus shelter advertisements. 

There will also be an App, available to download for smartphones from the relevant app stores. The app is called ‘My WWF’, and allows the user to interact with not only the campaign, but the organisation itself, encouraging them to make small positive changes to the way they are living, in order to help save the planet.

Pages on the app include;

- My changes

- Games

- Competition

- Donate

- About us

- How to help