Brief 4 | The Two D&AD Briefs

Again, I was reading carefully through all the various briefs including requirments, mandatories and what exactly was expected.

I picked out my favourites

- pjsmoothies
- ebay
- create not hate
- crisis
- brand union*
- faber and faber
- bbc
- photovoice*

and quickly brainstormed ideas what would be possible.

Two briefs here worked in favour for me, since I had plans to get a bit more in touch with the field of photography due to a previous case study (incl. world wide known photographer Toscani / United Colors of Benetton). The other one being a field where I am confident in and recent projects prepared me for the theme around 'rebranding'.

--> Brief 4.1 - Craft / Photovoice: Tell a story through a photo-essay that changes people's perceptions of wealth and poverty.

1. to changes people’s perceptions of wealth and poverty
2. to challenge the visual stereotypes associated with these notions and the gap between the two
3. confront and upturn the traditional concepts of what it means to be wealthy or poverty stricken
4. to challenge the viewer to redefine the way they think
5. the story you are telling and the structure of your narrative




--> Brief 4.2 - Graphic Design / The Brand Union: Create the brand for a radically new customer reward scheme.

1. create the global brand name and identity for a radically new customer reward scheme
2. customers will be able to form groups around their shared interests, passions and tribal loyalties
3. brands will be able to be ‘bid’ for these customer’s loyalty
4. all this will happen on a website which has features similar to current social networking sites
5. new brand you create will compete with established national and international reward schemes


These briefs will personally help me
1) to be risky and challenge myself to work on a project in a relatively untouched field
2) develop my own skills and view further more regarding 'rebranding' and effects on marketing