Template I Am Creative Entry

1. Template I Am Creative Entry We have created a template to help you structure your idea. Use this to show the brand and judges all the thinking behind your idea. There are lots hints and tips to help your entry stands out. Make sure you adapt and customise this template so it represents your idea and the steps you’ve taken to get there.

2. Introduction Slide Pictures and images add interest to your presentation. Brand Identity It is important to recognise the brand you are working for throughout your presentation. Consider using their logo, fonts and colours. Summary Summarise the brief and task set by the brand. This shows us that you’ve understood exactly what you’ve been asked to do. In a couple of sentences explain your idea. What is your creative concept and how does it answer the brief.

3. Understanding the Brand It is really important to research the brand behind the brief. This will help you create an idea that is in keeping with the brand and their core values. Here are a few points to get you started… What do the brand do? What services or messages do they promote? What is the brand’s identity? What colours, logos and slogans do they use. Evaluate an existing campaign from the brand. How do the brand wish to be perceived? What are their core values? For example are they are a traditional or modern, value or luxury, friendly or corporate? Who are their competitors? What do they do the differentiate from their competitors? What is this brand’s unique selling point? HINT – Look at ‘Understanding Brands’ within the resources section of the I Am Creative website.

4. Target Audience When coming up with an IDEA or CAMPAIGN it’s important to think about the people you are trying to appeal to. Who exactly are these people and what is the best way to speak to them? You need to think about how and where they spend their time. Your target audience will affect the foundations of your idea, for example language, fonts, form, images and usability. Use this slide to explain who your target audience are. Profile your target audience. What are their likes/dislikes? Do they have spare money? Where do they spend their time? What are their lifestyles like? What channels and media have you identified to have the greatest impact on your target audience? e.g. TV advert, poster campaign , mobile app. etc HINT – Look at ‘Understanding Target Audience’ within the resources section of the I Am Creative website.

5. Research • Before you come up with your idea, research around the subjects mentioned in the brief. The more information you have the better you will be able to answer the brief. • Make sure include all your findings within your presentation. If you have been inspired by any of your research, make sure you tell us! It shows us your idea development. • Market Research • Ask your friends and family to complete a survey to help you come up with a solution to the brief. Find out their opinions. If you can prove that others like your idea, then the brand will be able to see that your idea could work. • You could also find out more about your target audience.

6. Idea Development We don’t just want to see your final idea, we want to see the decisions you made along the way. Include lots of pictures. Sketches, doodles and moodboards all help to understand your idea’s development. If something didn’t quite go to plan or you changed ideas half way through make sure you include this. It is important that you refine your idea too. Tell us the what you have done to make your idea better.

7. Your Idea Here is where you can showcase your idea to us. The more detail and information you can provide us the better. The brand will normally tell you how they would like you to express your idea. Sometimes they want a general campaign or specifically ask for a poster design for example. Read the brief carefully. This section of the presentation is really important. It is important to allow yourself enough time to produce a piece of work that demonstrates your idea fully.

8. A Campaign A campaign uses multiple channels and media to reinforce a single message from one brand. The message could be to encourage somebody to change their behavior or change their opinion about something. It is important to consider which channels will be most effective for brand to enable the message to have the greatest impact on the target audience. There should be a creative concept to connect all of the channels together Event Poster TV Advert Single Message Viral Advert You can choose to use as many or few channels as you like, as long as you can explain your reasons why. Social Media

9. Poster POSTER • Where will you display it and why? • Explain your choice of images and language. Why will it appeal to your target audience? • How has your poster considered the brand? • How does your poster answer the brief? • Hint – Perhaps you mock up where this would be displayed. Buses,billboards and newspapers for example.

10. An App If your idea uses new technology such as the use of apps, we’re not expecting you to develop an app, just tell us how it would work. • What does your app look like? • How does you app work? • How has your app considered the brand? • Why does your app answer the brand’s brief. • Why will your target audience use your app? • How will people find out about your app? • Hint – Use wire frames to show us what your app would look like.

11. Advert If you create an advert, upload it to YouTube and paste the link so the panel can see your work. • When and where will you run your advert and why? E.gYoutubeor Daytime TV advert break? • Explain your choice of images and language. Why will it appeal to your target audience? • How has your advert considered the brand? • How does you advert answer the brief Screenshot Screenshot

12. Storyboard If you haven’t got the equipment to create an advert you can still tell us about your idea using a storyboard. Give us as much information as possible. Tells us about the shot types and camera angles you would use. Would you use a famous actor or funny voiceover for example? • When and where will you run your advert and why? E.gYoutubeor Daytime TV advert break? • Explain your choice of images and language. Why will it appeal to your target audience? • How has your advert considered the brand? • How does you advert answer the brief

13. An Event Sometimes a big event can be the perfect solution to a brand’s problem. It is important that you explain your idea fully. POSTER • What will your event consist of? • Why will people attend your event? • Who is your event aimed at? • How will people find out about your event? • When and where will you run your event and why? • How has your event considered the brand? • How does you event answer the brief? TICKET DESIGN

14. Social Media Social media is often used by brands to talk to their customers directly. It also allows them develop a personality and appear more friendly to their audience. • Why will people follow or like you? • How will they find out about you? • What things will you post? • What will your followers gain? • How have you considered the brand? • How does this answer the brief? Hint – Create a Facebook page or twitter profile and post examples of things you would tell your audience.

15. Social Media Social media is often used by brands to talk to their customers directly. It also allows them develop a personality and appear more friendly to their audience. • Why will people follow or like you? • How will they find out about you? • What things will you post? • What will your followers gain? • How have you considered the brand? • How does this answer the brief? Hint – Create a Facebook page or twitter profile and post examples of things you would tell your audience.

16. Why your idea works? Explain why your idea answers the brief and meets the needs of the brand. Why they should choose your idea as the winning idea.

17. Good Luck! And remember there are lots of resources and free software for you to use on our website. www.iamcreative.org.uk