As extended practice has become about designs for the cultural sector it was important to pick the correct brief for a YCN or D&AD, the Artfund stood out as I had subscribed to the pass in 2016 and have a real passion for Art and Museums.
The outline of the brief is fairly simple as explained, it is all about appealing to students.
These discounts are the unique selling point of the art pass and its vital these kind of discounts are highlighted. This must feature in the outcomes in some way.
The 'challenge' as highlighted it is not just about art students. Inviting students from all different areas to buy the pass. As highlighted it is an opportunity to do something different and gain a 'new perspective' The limited budget means they want it to stand out but be cost effective.
Understanding the audience is vital in setting the tone of voice, testing the idea on myself will be vital in understanding if the message is right. As highlighted it says it needs to be something really distinctive.
Key insight explains how it must connect to technology in some way, looking at the platforms the messages will be placed. Another thing highlighted is the idea of 'switching off' suggesting this could formulate some kind of idea.
The key messages are things that need to be highlighted - that the Student Art Pass can help you switch off, relax and find inspiration and that its just £5 for a whole year. These will formulate some of the ideas.
The channels - its all about university students - on campus- social media- or a partnership with a brand. These are exactly where they want the designs to be. So they must be shown featured in these places.
The considerations - How can we make it feel special? - Creating a buzz about the pass.
The massively large scale - Hundreds of venues.
A simple idea to do and execute. - ART can be Used for free. And the relationships with galleries could be useful.
What is expected - The name of the Pass
Its all about the price £5
Featuring more information - go to www.artfund.org/student
All about the student deal, forget the national art pass
might want to use a visual of the pass - not essential.
Reading and Rereading this brief is really important to understand what is being asked and how this can be translated into a simple idea.
No comments:
Post a Comment