critical brief [infusion - 27th june 2014]

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INFUSION c r i t i c a l b r i e f Lavinia Aurelio Digital Creative tw: @lavieaure Friday, 27th June 2014

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A critical brief asks for explosive creativity and deep intelligence, doesn't it? Let Lavinia show you some great (creative) answers to critical briefs!

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Page 1: Critical Brief [Infusion - 27th June 2014]

INFUSIONc r i t i c a l b r i e f

Lavinia Aurelio Digital Creative

!tw: @lavieaure

Friday, 27th June 2014

Page 2: Critical Brief [Infusion - 27th June 2014]

C r e a t i n g D i g i t a l E x p e r i e n c e s

Q

Page 3: Critical Brief [Infusion - 27th June 2014]

#Crit ical brief

Page 4: Critical Brief [Infusion - 27th June 2014]

A crit ical brief asks for

explosive creativ ity and

deep intell igence

#CRITICAL BRIEF

Page 5: Critical Brief [Infusion - 27th June 2014]

#opsdoesntwork

BRIEF!

Int roduce a new, e rect i le dysfunct ion p i l l f rom Pharma Dynamics.

Page 6: Critical Brief [Infusion - 27th June 2014]

c r o s s - m e d i a

Page 7: Critical Brief [Infusion - 27th June 2014]

Phil the legend - Dynafil.

http://vimeo.com/71014664

To illustrate the idea, "Get your confidence back and then some", Saatchi&Saatchi created a character who embodies this feeling of overconfidence. They created an online video to introduce our character, Phil, and our erectile dysfunction pill. Phil created a website to share his sexiness with the world. He blogs about all the female attention he receives and how he handles it. Only a man with super human confidence could create a calendar featuring himself.

Page 8: Critical Brief [Infusion - 27th June 2014]
Page 9: Critical Brief [Infusion - 27th June 2014]

#jumppump

BRIEF!

Raise awareness about the importance of hand washing , to p revent dead ly in fect ions.

Page 10: Critical Brief [Infusion - 27th June 2014]

c r o s s - m e d i a

Page 11: Critical Brief [Infusion - 27th June 2014]

Jump Pumps - Lifebuoy.

https://www.youtube.com/watch?v=hazUOVzqoMs

Eating with unclean hands spreads diseases like diarrhoea. It is important that children wash their hands with soap before eating. The challenge was to make these hand-pumps easier to use. Ogilvy decided to transform these hand-pumps into a fun activity. A specially crafted rocking horse was installed onto the handles of each these hand pumps in schools -- turning them into "Jump Pumps”. Jump-pumps are being installed across 1500 schools in rural India between April-May 2014

Page 12: Critical Brief [Infusion - 27th June 2014]

#ROTIREMINDER

BRIEF!

Raise awareness about the importance of hand washing , to p revent dead ly in fect ions.

Page 13: Critical Brief [Infusion - 27th June 2014]

c r o s s - m e d i a

Page 14: Critical Brief [Infusion - 27th June 2014]

Roti Reminder - Lifebuoy.

https://www.youtube.com/watch?v=e_2tQekUDy8

At the Kumbh Mela 2013 in Allahabad (India), where a 100 million visitors are expected, Lifebuoy along with its activation partner OgilvyAction decided to spread the message of handwashing by creating a special heat stamp and stamped 2.5 million rotis (Indian Bread) with the message "Did you wash your hands with Lifebuoy?

Page 15: Critical Brief [Infusion - 27th June 2014]

#OMGTHESEDAYS

BRIEF!

Promote a spec ia l de l ivery k i t fo r “your per iod” : tampons, pads & candy de l ivered

month ly !

Page 16: Critical Brief [Infusion - 27th June 2014]

c r o s s - m e d i a

Page 17: Critical Brief [Infusion - 27th June 2014]

First Moon Party - Helloflo.

https://www.youtube.com/watch?v=NEcZmT0fiNM

Hello Flo, is a tampon subscription service. In order to ban the fuzz around menstruation, they've chosen a very funny angle to break the taboo. A little girl fakes her period because all her friends, except for her, are on it. But when her mom finds out she is lying, she gets a hilarious first moon party to celebrate she is becoming a woman.In just under a week, “First Moon Party” has garnered m0re than 16.5 million views, according to Visible Measures. The spot’s also been widely shared on social media, receiving more than 183,000 Facebook interactions and 4,600 Tweets, Visible Measures said.

Page 18: Critical Brief [Infusion - 27th June 2014]

#SOCIALSWIPE

BRIEF!

Get peop le to engage, to donate $2 to he lp peop le in need .

Page 19: Critical Brief [Infusion - 27th June 2014]

c r o s s - m e d i a

Page 20: Critical Brief [Infusion - 27th June 2014]

Social Swipe - Misereor.

https://www.youtube.com/watch?v=ZcqsRhMHo8o

A single credit card swipe through the poster donates 2 EUR to MISEREOR and triggers an interactive experience: the credit card cuts through the image of bound hands of an imprisoned Filipino child, helping him to return to a normal life. Another scenario lets one to provide daily meal for a family in Peru: a credit card swipe cuts a slice of bread from a loaf. When the card is swiped a secure process quickly authenticates it and in a split second activates a film sequence on screen.

Page 21: Critical Brief [Infusion - 27th June 2014]

#merrychristmas

BRIEF!

Help peop le to consume safety and hea lthy food .

Page 22: Critical Brief [Infusion - 27th June 2014]

c r o s s - m e d i a

Page 23: Critical Brief [Infusion - 27th June 2014]

Diarrhoea! - Food Standards Agency.

https://www.youtube.com/watch?v=3kG9TIixdGw

The Food Standards Agency is an independent government department responsible for food safety and hygiene across the UK. We work with businesses to help them produce safe food, and with local authorities to enforce food safety regulations. Everything we do reflects our vision of ‘Safer food for the nation’. We aim to ensure that food produced or sold in the UK is safe to eat, consumers have the information they need to make informed choices about where and what they eat and that regulation and enforcement is risk-based and focused on improving public health.

Page 24: Critical Brief [Infusion - 27th June 2014]

INFUSION is the weekly report released by Alquimia WRG.

Every Friday morning we have breakfast exploring insights on the edge of creativity, strategic thinking and technology.

If you'd like to get infused, feel free to contact us at [email protected]

Q

Thanks!