Creative Brief

Project
Drink-Drive-Lose Ad Challenge
Purpose
Create an ad(s) for television, radio, print, or the web (flash) that encourage awareness and action in the fight against underage drinking — and underage drinking and driving.
Audience

Questions: Would parents be a good target audience? Are you speaking to an individual, or a peer group?

People aged 14-20. Generally, high school- and college-aged students.
Message

Questions: What are you trying to tell your audience? Can a behavior be changed instantly, or only over time?

Personality

Questions: What is the personality or atmosphere of the “product” you are selling – not the message, but the product itself? Dark? Instructive? Authoritative? Friendly?

Call to Action

Questions: What do you want your audience to do? Talk to someone? Think about their own actions, or those of their friends or acquaintances? Change their behavior immediately?

Technical Specifications

Note to contest entrants: These specifications are as they might be written on a creative brief. For exact specifications for your entries, please see contest rules

TV Ad
Television ad must be either 15 or 30 seconds long. It will be shown on the web in a 320×240 or 480×320 (pixels) format – standard television video 4×3 dimension ratio.
Radio Ad
Radio ad must be either 30 or 60 seconds long.
Print
Print may run in several places, including outdoor. Consider half- and full-page typical magazine ads, 11"×17" countertop or 27"×40" posters, or billboards. File will be shown on web in smaller, screen size format, with a maximum height or width of 800 pixels.
Flash
Flash piece should run no longer than 60 seconds, if non-interactive. Interactivity is allowed, but combined movie time should not exceed 60 seconds. Due to publisher constraints, file dimensions are a maximum of 500 pixels wide and 400 pixels high. Filesize maximum of 3MB