The Chosen Brief

The advertising project is specified by a written brief, particularly a selected few based around advertising set by the D&AD (Design and Art Direction) or YCN (You Can Now).

The procedure and outcome should “Use any method to maximise impact, utilising an appropriate relevant medium and/or persuasive element“. I have skimmed over the selected briefs, and have subsequently chosen the Royal Opera House.

The simplified brief is as follows,

The Royal Opera House and AKA, the international entertainment marketing agency, are challenging you to create a campaign that will encourage culturally engaged young people aged 20-30 to experience ballet for the first time

We must challenge the preconceptions and celebrate the diversity and beauty that ballet brings, changing the target audience’s idea of ballet as an art form, showing that it isn’t what they might think it is – and moreover it is for them.