- Background
- Audience
- Objectives
- Message
- Medium
- Anything Else
- The Deadline
- Budget
- Responsible Parties
I chose to do my creative brief on Campari's probable creative brief. The first time I can recall recognizing Campari was when I saw this advertisement in W magazine in 2005:
Which at the time, reminded me of Moulin Rouge and the "green fairy." I pulled it out of the magazine and hung it on my wall. Ever since then, I have wanted to try it. I saw a Campari bottle at a bar in Charleston, SC over the summer, but I did not try it, thinking, "I'll try it another time." I saw a bottle of it at the ABC store a few months later and thought, "What if I don't like it? I don't want an entire bottle." I've been around to a few bars, and none of them ever had it. Except over Fall Break, I was in Georgetown in Washington, D.C., at this delicious Vietnamese restaurant. They had Campari! I ordered it with club soda, and it tasted terrible. It had a hint of a gin and a bit of orange and cinnamon flavors and too much sweetness..it was awful. I just watched a YouTube ad with Selma Hayek, and now I'm a little confused as to who their target audience is.
BACKGROUND
The client, Campari, wishes to target an audience who is upper-middle to upper class, by strategically placing their advertisements in high fashion magazines. They are interested in increasing sales and gaining loyal, life-long customers, who will pass down the tradition of drinking Campari to other family members.
AUDIENCE
The primary audience has already been established; trendy upper-middle to upper classers who want to drink the best and most elite alcohol out there. Mainly women, but Hemingway was known to drink Campari quite a bit and Steve Zissou, from Wes Anderson's, The Life Aquatic drank it as well. But the ads feature celebrities like Selma Hayek.
