Week 1 Assignment

Part 1: Five Examples of Awesome Mobile Campaigns
Each team should provide five examples of campaigns or products made for or by a brand. So, what's awesome? Projects that harness key aspects of mobile, that do something that wouldn't be effective or interesting if it wasn't mobile. Maybe an interesting use of technology, maybe just great creative that works particularly well on a mobile device. The examples can definitely be part of a bigger campaign across multiple channels (TV, out of home, web, etc), but they should include some part that has specifically been designed for mobile (a mobile version of a website, an app, mobile advertising, etc).

Part 2: Write a Brief for the Last Project
I'll be assigning a couple projects before the big one at the end of the quarter, but I want you to get started on the big one now. I don't need any concepts, ideas, or sketches, all I need for now, is for you to pick a client and write a brief.

How to Pick a Client
Decide with your team on what type of client you want in your portfolio. If you want to expand on an existing project, that's fine - but it must be one collaborative project for the team. Please bring two - a favorite, and a back-up.

How to Write a Brief
It's simple - just answer these questions:
Who is our audience?
Where are we now in the minds of our audience?
Where are our competitors in the minds of our audience?
Where do we want to be in the minds of our audience? What's the objective?
What is the consumer promise? (What does the brand promise to it's customers?)
What is the supporting evidence? (Usually product features)
What is the tone of voice?