Adobe brief writer, Craig Oldham (Office of Craig Oldham) gives you a ready, steady, go.
1. Why should people be excited by this brief?
It being a campaign brief, it’s pretty open, and open briefs always yield some good shit. It’s a chance to really run with your ideas, see where they can go, limited only by your own imagination really.
2. What are the dangers/pitfalls entrants could fall into while responding to this brief?
Try not to get bogged down in endless reinterpretation. The re-definition should always come from a place of meaning to the brand. Whether that’s in the exploration of it’s software, or more conceptual, it has to have a degree of relevance. Without that, you could fall into the trap of just playing with something for the sake of it.
3. No freebies, but give us a pointer. Where would you start?
I’d find what I think is the best thing about the brand, and start there. In other words, start by finding your opinion.
Insight From Your Client
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