Working Backwards

This week I took an ad and worked backwards to create a brief for it.

Here's the video:

Here's My Brief:

Purina Dog Chow 

Creative Brief

What is the problem?

How do we promote Purina dog chow to every kind of dog lover? Currently, many people see trained dogs as “real” dogs.

Who is our target audience?

Dog lovers of every kind, especially with ones with little respect for trained dogs.

How do we want to connect?

We want to connect with a an inspiring viral video.

What do they currently think?

The trained dogs who eat purina dog chow are snotty and fake. Real dogs eat other brands. There is no human side to show dogs.

What do we know about our Target Audience?

Our target audience is very connected to their dogs and are see them as their best friend. There is also a disconnect between the different types of dog owners, but they have something in common--their respect for their canines.

How do we want out target audience to feel?

All mushy-gushy.

What is the single main idea?

Every dog is special.

Creative Considerations.

People who love their dogs will do anything for them.

Thirty-nine percent of U.S. households own at least one dog.

Twenty-one percent of owned dogs were adopted from an animal. shelter