Advertising Campaign Proposal

Prepare a creative campaign concept for pitch to our client, Dulux Paints Middle East. However, the project calls for a campaign supporting a dual brand initiative between Dulux Paints and ACE Hardware. The task is to develop an appropriate integrated strategic communication creative concept proposal.  Dulux Paints Middle East Website Ace Hardware UAE Website The exercise has a sequence of three parts: 1) Internal agency creative brief for presentation to the account director – a campaign plan preview for approval and advice before going forward to the next stage.. (Dulux creative brief file attached) 2) Development of creative mock-up concepts across three relevant media formats. Following from agreement in the creative brief, proposed creative concepts will be developed and explained. 3) Lastly, submission to the client of a creative campaign plan illustrating the creative executions and explaining the strategic thinking behind them (i.e., creative rationale) – seeking client approval. This pitch document submission is an explanation of your ideas and illustration of your creative concepts … NOT finished creative executions, but well-crafted presentations of your creative recommendations. (2 example files of different brands attached) Submissions should follow a typical strategic planning logic. Basically, address these questions: 1)  What is the key communication challenge being addressed? 2)  What relevant information contributes directly to our understanding about this issue(s) and influences desired outcomes? 3)  Who (audience) do we need to connect with? What relevant insights do we about them? 4)  What is the BIG IDEA, and why? 5)  How does this idea ‘come to life’ (i.e., executions) in message forms? 6)  How does this creative connect with our audience(s)? And why? Basically, the creative rationale.

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