Hannah Johns and I have teamed up to do a YCN brief. After reading those that attracted us, we decided to do the brief for Street Feast. Different factors influenced this decision like it was one of the few briefs we both wanted to do, we wanted to work in something that would bring people joy, empower a small or medium business and that gave us enough flexibility to create what we wanted.
We read the brief thoroughly. They want a campaign to launch 2018 summer season for street markets. It's important to promote their four sites (all markets) and make sure they are linked to Street Feast.
The four sites are:
- Dinerama - Food Arena
- Hawker House - Market (With basketball courts, pool tables, etc)
- Model Market - Summer only
- Giant Robot - Rooftopia
There's a quote that defines them very well: "You can eat the world under one roof", which shows that they make foods and meals from all over the world. They say they provide drinks, games and music. The latter doesn't make them very different from other festivals. They define themselves as fun, dynamic and young.
The creative challenge is to show the 4 sites under one roof with a summer vibe.
The target audience is 18-34, experience hunters, discoverers and tourists.
No comments:
Post a Comment