Campaign Brief
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FRAME Brief
The strategic foundation for this campaign. Fill in each dimension as completely as you can — your inputs go directly to the strategy team.
What is the undeniable commercial or category pressure that makes this campaign necessary? What happens if we don't act?
Describe your target audience in human terms — who are they, and what role does this brand play in their lives?
What is happening in their lives right now — culturally, emotionally, or practically — that creates an opening for this campaign?
What is the emotional tone of your audience right now? What do they want to feel that they're not currently feeling?
How does your brand show up — what is its voice, energy, and way of communicating in this campaign?
After this campaign, what is the one thing you want people to say, think, or feel about your brand?
What is the structural enemy — the behaviour, belief, or alternative — that this campaign must overcome?
What is the single most important measurable outcome for this campaign?
Which cultural lens is most relevant to this campaign?