Creative brief DATE: 27TH March 2016 CLIENT: PROJECT: Mrs. Dina Faour Plagiarism - The Ugly Truth ACCOUNT MANAGER: Joanne Iskandarani PRODUCTION BUDGET: Zero DHS JOB DESCRIPTION: Persuading graphic designers not to plagiarize.

WHAT IS REQUIRED?
- Digital: 1 Microsoft Word document to take us through the solution of The Ugly Truth.
- Executions - call for action:
1 instagram ad
1 facebook ad
1 twitter ad

WHAT IS THE CAMPAIGN OBJECTIVE?
To persuade graphic design students not to plagiarize. To succeed the need to be original by being creative without the use of plagiarism.

WHAT IS THE COMMUNICATION OBJECTIVE?
They are in a creative field so whatever they do, it will always reflect them as creative graphic designers and the only way for them to succeed is to show their true selves in their work.

WHAT ARE THE PRODUCT/SERVICE/OFFER ATTRIBUTES?
We offer them variety of traits that can help them succeed in their own way in a positive image that can help them boost their confidence in a way that they love their work and trust themselves enough that they can share their own work. To be patient in a way where they accept failure because this failure is what is going to push them back up and for them to keep trying which helps them have will power. Their will power will be the reason they use their strength and if they want something, they will push themselves to get it.

INSIGHT:
Graphic design students find perfectionism is the hardest part and not become known as experts at what they do. They feel the need to plagiarize because they fear of failure.

WHAT IS THE USP?
We encourage graphic design students to not plagiarize and if they do, the truth about plagiarizing would be an ugly truth that they would be ashamed of.

WHAT IS THE SUPPORT OF THIS USP?
We support graphic design students to avoid the ugly truth by being original and creative so they can be different with their creations. We also support our graphic design students to fear plagiarism more than fearing failure.

WHO IS THE TARGET AUDIENCE?
18 to 23-year-old graphic design students living in the UAE with medium income who seek success.
WHAT DO THEY CURRENTLY THINK & FEEL?
Graphic design students feel that their work isn't good enough that would rather plagiarize than be proud of their own work. They also think that they're going to be turned down by agencies in the future, believing that their work isn't the best.

WHAT WE WOULD PREFER THEY THINK, FEEL & DO?
We would prefer if the students felt more confident and more satisfied with their own work that they created themselves and they have the will of pushing themselves to reach to a higher level every time.

WHAT IS THE TONE OF THE COMMUNICATION? Honest/ real/trustworthy
The tone of voice is trustworthy, real and honest. We want our graphic design students to know how to differentiate what’s right and wrong by having these three tones.

COMPETITORS:
- Advertising students
- Digital Media students
- Creative artists (in general)

CHALLENGES:
A graphic design student worst fears: * Lose their creative abilities and inspiration. * Perfectionism * Failure * Time

MANDATORIES:
- Project name, The Ugly Truth
- Campaign offers and benefits.

SIGN OFF:

Agency Representative Signature: Creative Director:

Client Signature:

DEADLINE:
3rd April 2016