YCNbriefs

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B R I E F S OUGD203

Swarovski

Attract the next generation of Swarovski fans Background Swarovski was founded in 1895 by Daniel Swarovski I (1862-1956), a visionary scientist and entrepreneur. Swarovski crystal has been used by jewellers, artisans and couturiers including Coco Chanel and Christian Dior, and has become an essential ingredient of 20th century luxury, glamour and style.

In 1976, a Swarovski craftsman was playfully gluing crystal chandelier parts together, when he accidentally created the first crystal figurine from Swarovski, a mouse. It became the first piece in what turned into a spectacularly successful collection of crystal figurines named Silver Crystal. Highly coveted, Swarovski Silver Crystal pieces were showcased in homes as both status symbol, and an investment for the future. As a result crystal figurine collecting became a global phenomenon. This lead Swarovski to form a members only Silver Crystal Society, offering at its peak half a million members exclusive limited edition pieces which would be an instant sell out on launch.

Then in 1977, Swarovski launched its first jewellery line, drawing on its knowledge and experience gathered through a century of creative collaborations with the most talented designers and artisans in the world. The jewellery demonstrates the creativity, glamour and versatility of crystal. Currently with over 83 stand alone stores in the UK and 2,100 worldwide, the full range of the company’s work is beautifully showcased in their unique Crystal Forest retail architecture. The Crystal Forest concept is a multisensory experience which reflects the brilliance and infinite depths of crystal. The delicate and elegant atmosphere allows consumers to immerse themselves in Swarovski’s universe of crystal.

Over the past decade there has been a decisive shift in focus, with Swarovski developing and expanding their highly fashionable jewellery collections. This shift reflects the change in consumer lifestyles from the need to decorate their homes as a status symbol, to decorating themselves using jewellery as a way to express individuality, personality and style. Swarovski, always at the forefront of innovation and consumer insight, adapted in order to meet this need with a strategic focus away from Silver Crystal and into fashion jewellery.

The jewellery collection launched biannually, is inspired by trends and themes seen on fashion catwalks throughout the world.

Regularly worn by A-list celebrities, the brand is now taking a new direction as a contemporary, fashion-luxe global jewellery brand. Alongside its impressive history, Swarovski is passionate about developing its position at the forefront of contemporary fashion innovation, producing jewellery and accessories - it’s this facet of the business that Swarovski want to broaden its appeal and desirability to new consumers.

The aim of this brief is to take the repositioning of the brand to the next level, concentrating on attracting the next generation of Swarovski fans to our fashion collection.

Target audience Swarovski are interested in reaching a new younger audience (20 – 30 year olds) primarily targeting young urban UK females who love their jewellery, like to keep up with the latest trends and fashion, and want to express themselves through their jewellery.

The creative challenge We’d like you to creatively demonstrate how you think Swarovski can relevantly and powerfully engage their fashion range with younger UK consumers. You are free to explore all marketing channels, demonstrating the media and environments that you think the target audience will be most receptive to messaging and engagement. You can consider all elements of marketing, PR, advertising, in-store applications, point of sale, packaging, social media, experiential ideas and everything in between.

You might have one simple, brilliant creative idea that cuts through in one independent channel, or alternatively wish to demonstrate your thinking as a fuller, more integrated 360 degree campaign approach. This is deliberately a very open brief, and you’re encouraged to approach it creatively and freely.

Daniel Swarovski I said: “Evolution never ceases. Reforms in one area lead to further reforms in other areas. One must, however always be alert to the opportunities”.

Creative Requirements Your work should fit within the Swarovski brand identity, and you can find this here. Should you wish to incorporate it into your work, the Swarovski logo can be found in brief’s project pack.

Deliverables, Artwork and Additional Information For guidance on how to submit your work please adhere to the main deliverables information in the Student Awards section of the YCN website. Any additional supporting information referenced in the brief can be found in the supporting project pack.

graze

Make the graze brand more distinctive and desirable Background In short, www.graze.com sends healthy snacks by post, hence our tagline nature delivered... We started graze in 2008 as a way of offering office workers a tasty (and nutritious) alternative to those 3pm temptations like crisps and biscuits. Think of us as providing ‘pleasurable health’; we create really tasty, exciting recipes using natural, wholesome ingredients. It’s a win win situation.

How graze works Grazers choose their favourite food from our range of 100 nutritious snacks, we handpick them a box and pop it in the post, first class, straight to their door. Bam. Better snacking is as simple as that. To really get graze you need to try a box so, if you’re not already a grazer, go to graze.com/ YCN and use the code YCNFREE to try one free graze box and another half price. We’re seriously proud of our graze box but 3 years on we think it could be even better. That’s where you come in.

The creative challenge Part A: The graze box is the embodiment of the graze brand; it’s charming, natural, honest, and premium, but we think it can work even harder and bring more excitement to the food inside and to the brand as a whole. So part A of your challenge is to refresh our graze box. All the surfaces can be changed but the structure (size, shape and the way it’s put together) can’t.

Part B: We like our logo, it says friendly and has charm but we’d love it to be more distinctive and unique. So, part B is to redesign our logo. Make graze stand out from the crowd and better communicate what we are all about.

Part C: Part C is a bit different... We want to see how these new elements would work in a direct mail marketing campaign. We see it as a really interesting medium and we’re looking for a creative solution that will stand out from ‘junk mail’ and make people leap onto the internet to sign up.

Target audience The average grazer is female, 25-45 and works in an office, but we have grazers both male and female and of all ages, so be careful not to exclude anyone. Also remember that boxes get sent to people’s homes as well as places of work.

Creative considerations Part A: Grazers appreciate the subtleness of the graze box, especially in the work environment where personal mail may be frowned upon. So a musical, neon, sequined box might not be the best solution. The textured brown board has been a key part of the graze brand from the start. We love the natural rough texture and the effect of printing on the surface. If you think you have a better solution however, and brilliant reasons to back it up, go for it. We care for the environment just as much as we care for our grazers, so please bare this in mind. Every graze box goes on a journey through the post so when it arrives it shouldn’t look dirty or unappealing. We want people to jump for joy and shout ‘huzzah!’ (and other such exclamations) when their box turns up in their post. Use the box as a way of highlighting the tastiness and healthiness of the food contained; the box and food should work together in delicious harmony.

Remember to allow space for the address and postage paid stamp. A paper serviette is included in every box. Consider this another canvas to work on.

Part B: The word graze often causes confusion – people spell it greys and grays. Could the logo help with this in any way? Our tagline ‘nature delivered’ plays a key role in explaining what we do, so we’d prefer it if this was included in some way. graze is a modern digital business: Our boxes are ordered from our website but all our products are sourced from nature. How can you portray the two elements ‘online’ and ‘nature’ within the logo?

The logo should be versatile; it appears on almost everything we produce. Don’t forget the .com (dot com).

Part C: Visually there are no limitations. Be innovative, explore materials, experiment with layout. Do everything you can to make sure that whoever’s doormat this lands on, it screams ‘Read me!’ (Though perhaps not literally, that might be a bit scary). In terms of content, you must make sure you explain what graze is, what graze does and what graze has to offer. How you do this is up to you. We currently run a promotion alongside the majority of our marketing, which allows new customers to try a box for free. Consider how a promotion may work within this particular media.

Deliverables, Artwork and Additional Information For guidance on how to submit your work please adhere to the main deliverables information in the Student Awards section of the YCN website.

Any additional supporting information referenced in the brief can be found in the supporting project pack.wW

The Feel Good Drinks Company Get fruity, make people smile and kick start your career

Howdy If you’re looking for an easy peasy pull-things-together-the-night-before type brief, then move along now. If however, you’re up for having some fun and producing creative work that’s so good your granny will weep, then this is for you. Why all the effort? Well apart from the chance of getting a commendation for your work, why not have a look back through our previous national campaigns? You’ll see that if a student’s idea knocks our socks off, we’ll go ahead and work with them to make it happen. Yep, we’re talking actual, nationwide campaigns. We should probably point out, we’re a small company and don’t have bags of spare cash, so if your work gets picked you won’t end up with your own private yacht. But you would end up with a stand-out CV and something interesting to tweet about for a change. And if you think we’re telling porkies? – just ask Debbie Hulme, a previous YCN entrant who saw her Feel Good Drinks idea on E4.

Background In 2002 three guys who worked together at Coke decided to leave the rat race and form their own soft drinks company. They wanted to make healthy drinks that actually tasted good, create a brand that people liked and a business that made coming to work fun, even on Mondays.

Feel Good Drinks make 3 different ranges of delicious drinks in lots of fruity flavours including: Orange + Mango, Apple + Blueberry and Cranberry + Lime – we like to leave the boring flavours to everyone else. Every Feel Good Drink is packed full of 100% natural ingredients and absolutely no nasty stuff like artificial chemicals or spoonfuls of added sugar. (We wouldn’t want to drink that stuff, so we don’t expect you to either.)

The company now sells one Feel Good Drink every 2 seconds, but we’d like to sell more, and that’s where you come in.

The challenge One word. Awareness.

We know that when someone tries one of our drinks, they’ll give it a big thumbs up. The trouble is, not enough people know who we are. So we’re looking for creative ideas that will dramatically raise awareness of our drinks, and just how darn tasty they are. We need you to think big - we want to see ideas that stop people in their tracks and make them feel instantaneously good, so good that they will grin from ear to ear. Below are two briefs. Let your creative taste buds be tickled and take your pick (of course if you’re feeling very industrious, we won’t stop you doing both...)

Brief 1 Make us famous.

Create a campaign that communicates 3 simple things: our brand name, what our drinks look like and that our drinks are choc-full of natural, tasty, fruitiness. And do all this in a way that is unique, memorable and makes people laugh.

Brief 2 Fruit not sugar.

We asked some people if they like their soft drinks to have lots of added sugar in them and they said no. No surprises there, then. Of course, we don’t add any sugar to our drinks – nada de nada, niente di niente, absolutely zilch.

You might be surprised to hear though, that some of our competitors do add sugar to their ‘healthy’ drinks - and lots of it too. The ASA has banned both Vitamin Water and This Water from using misleading ads, which was in part due to the amount of sugar they heap in their drinks. They found that one bottle of This Water could contain up to 42g, that’s 8.5 teaspoons. A bottle of Vitamin Water was found to contain 23g, so just the 5 teaspoons then.

We know you can make great tasting natural juice drinks without adding sugar – we do it everyday. We think that when someone chooses a healthy drink they don’t want or expect it to have heaps of sugar in it. We want you to come up with an idea that tells people the facts, so they can make an informed choice next time they’re at the chiller. Can you communicate this in a fun and feel good way?

Creative Requirements Often the best ideas have the potential to work across all manner of channels. Do consider all types of new and traditional media, including on-pack and even point of sale if you want to. You may also have noticed that we’re big fans of digital, spending time with our Facebook and Twitter families and spreading our message virally. The idea is to spread the word, so talking to consumers directly can’t be a bad idea. Feel free to incorporate the Feel Good Drinks logo and images of our bottles into your work where appropriate. For this work, we’d like you to focus on our small bottle still and sparkling juice drinks. Images of these can be found in the brief’s project pack.

Target Audience 16-34 year old adults who are happy to pay a little bit more for a healthy, tasty soft drink that isn’t full of junk. They are an up-beat, look-on-the-brightside, sociable bunch, who like to work hard but always find time for some feel good fun and games.

Tone of voice PMA people - you can’t call yourself Feel Good Drinks and be miserable! The message should always be friendly, fun, and just a little bit cheeky. Please don’t get all serious on us now. It’s about talking to people on their level, making a connection and making them smile.

Additional Information No cutting corners! Read all about us at our site and stay up to date with what we’re doing by becoming a Facebook fan or a Twitter follower.

And remember, Drink Good...Feel Good!

Deliverables, Artwork and Additional Information For guidance on how to submit your work please adhere to the main deliverables information in the Student Awards section of the YCN website. Any additional supporting information referenced in the brief can be found in the supporting project pack.

Fedrigoni

Produce a fully integrated campaign to launch and promote Fedrigoni’s ‘Imaginative Colours’ paper selection tool in the UK Background The Fedrigoni family has been part of the paper world since 1717, when the San Colombano paper mill was set up in VallarsaRovereto, Italy. Over the years, Fedrigoni have consistently been at the forefront of the paper industry, pioneering the techniques and processes that make paper the beautiful, versatile medium it is. Fedrigoni has been refining the art and science of making fine-quality special papers, producing striking surfaces, tactile textures and vivid colours - paper that can be pressed, bent, cut and folded into almost any form you can imagine. Fedrigoni papers are ultra functional and, at the same time, wonderfully expressive.

They can shock and surprise, or soothe and reassure. They can demand your attention or retire gracefully into the background.

The creative challenge Fedrigoni’s ‘Imaginative Colours’ launched in October 2011. The challenge is to create a campaign which will ensure the entire UK design industry hears about the paper selection tool, and is inspired to use the papers for their very next project! You must create a fully integrated marketing campaign. This may include direct mail, PR, advertising, newsletters or events/promo launch.

However, it must showcase paper and its tactile usage so digital is not preferred. Your idea should show how you would promote the ‘Imaginative Colours’ paper selection using various channels to reach our target audience.

Target audience Our UK market: top fashion labels, boutique publishing houses, businesses with global reputations to protect and enhance. The people who use our paper are some of the most demanding customers you’ll meet anywhere so it’s no surprise that they expect our paper to perform to some very demanding tasks.

‘Imaginative Colours’ tool The tool consists of four fan style paper booklets, divided into sections of: warm, cool and neutral colours. The tool contains a total of 262 samples of paper which enable graphic designers to choose the best shade and or most suitable surface for their next publication, packaging design, brochure, label, etc...

Creative requirements We’re after a fully integrated campaign, full of originality. You are free to respond and create communication or content in any combination of mediums you wish. We are open to new ideas, as long as you can fully demonstrate how your work will promote the ‘Imaginative Colours’ range across numerous channels, you’re well on your way!

Mandatories Our only stipulation is that you promote and showcase our ‘Imaginative Colours’ range of papers. Remember that while we appreciate we are in a digital age; we are a paper manufacturer and wish to keep this medium alive!

Samples We will offer standard packs relating to the ‘Imaginative Colours’ tool. These packs will contain 6 varied sheets of paper.

Email: samples@fedrigoni.co.uk with your address details.

Range information For information about our product ranges visit www.fedrigoni.co.uk or visit our London showroom...

36-38 Diamond House Hatton Garden London EC1N 8EB. Note to Students and Tutors While Fedrigoni UK has and will continue to support emerging talent, we ask that you do not send additional requests for samples to our extremely busy sample department for anything other than the standard packs. Fedrigoni UK do not require students to use strictly our paper to illustrate ideas. You will not be penalised for using other papers. If your idea is selected, we will of course provide the paper required to produce the promotion.

Brand guidelines None really, our logo can be blue, black or white. Our UK strap line is ‘A place for Paper’, but you don’t have to use it. In addition, any outer packaging design ideas should be in black to match our current materials.

Deliverables, Artwork and Additional Information For guidance on how to submit your work please adhere to the main deliverables information in the Student Awards section of the YCN website. Any additional supporting information referenced in the brief can be found in the supporting project pack.