Creative Brief for magazine advert

Creative Brief

110 W Oakley Dr. N

Bldg 12, Unit 111

The-Weird@IndieOnline.co.uk

630.370.1079

Date: 27th January 2012 Project Manager: Jordan Duberry, Tolu Barnes, Daniel Richardson Dept: T.V. Graphics Design

Album Title/ Artist: Cigarettes In the Theatre Release Date: 15th February 2012

Product Overview

Who are they?

Highly Indie are an indie rock band from Northern Ireland. Band members Sam Halliday, Alex Trimble and Kevin Baird were established in 2007 from their popular MySpace page; they started to work in the studio when they received a positive review from critics on their first piece “Four Words To Stand On.” As they were featured in a number of music blogs, they gained more popularity from 2009. They are now signed to French record label ‘Kitsuné Music’, through whom they released their debut album Cigarettes In The Theatre on 1^st March 2010. 

The Magazine Advert Concept

What is it?

We need a magazine advert with artwork which represents the band ‘Highly Indie’ as a whole and what they stand for. An idea that we would like to work around is the band in the theatre playing their instruments while cigarette people are sitting down. We thought this as their debut album is called ‘Cigarettes In The Theatre. Colours that you would see at a theatre such as red and black will fit our concept well. The band members should be holding the instruments they play in the song and in casual clothing which the indie sub-culture would wear.

Why are we doing it?

This is Highly Indie’s first magazine advert so we need this advert to bring us the success and attract an audience; the artwork is key to our success. The outfits will help group them in the correct genre without having to listen to their music. The colours shouldn’t be too bright; it might put of the wrong vibe, colours such as white, red and black may be used.

Comparable products

Released: April 2008
Sales of album in first week: 65, 901

Released: June 2010

Sales of album in the first week: 70, 378

Consumer

Primary 70% Males aged 17-30 C2 D E

Secondary 30% Women aged 17-30 C2 D E

What is the reaction we want?

We want the consumers to feel like they can relate to this band. Consumers from the target audience should be attracted to look and read the advert then purchase the album.

How Will We Know It Worked?

We will know this from our sale targets. If this is met or higher than the target, then we will know this is a success. If the sale targets aren’t met then we have to rethink our and improve.

Sales Target: 25, 000

Kay launch dates

Press Campaign: 27^th January 2012

Album Release: 15^th February 2012

Album Sleeve

Description	To produce a friendly, relating magazine advert with the band showing their personality and emotion to appeal to the target audience; making them want to find out more about the band. Causing them to buy and listen to the album.
Deadlines	20th January 2011
Objective	To produce and present a magazine advert where target audience can relate within everyday life allowing them to cope more with life.
Proposition	To form a wider target audience within the indie genre to build a well known band resulting in commercial and economic success.
Tone of voice/ brand image/ positioning	Aimed to an audience who can relate themselves to the lyrics of the songs.
Restrictions/ limitations (mandatories)	The only restriction is to provide the artist name, album image, the release date, the album title, information about the album, where it is available to purchase and record label logo.
Production Specs	One magazine advert poster.
Creative Edge Spectrum	We want the magazine advert to be more on the creative side than the safe side to take a risk and show the consumers who the band are about.
Budget	TBC