Brand

You know them, you love them, you probably buy or use some of them. Now take a look under the hood at the briefs that produced campaigns you’ve seen and some you’ve never heard of. Some are real, some are spec, some were written by students. All can teach us something valuable.

Activision Blizzard

Thanks to our friends at APG Canada for these student briefs, two of many they provided to the Archive. View Call of Duty Warzone Brief

Apple

A brief brief from Paul MacFarlane at the 1101 experiment for a project he did for Apple. View Apple Brief

Bang & Olufsen

Thanks to our friends at APG Canada for this student brief, one of many they provided to the Archive. View B&O Brief

Barnes & Noble

Thanks to our friends at APG Canada for this student brief, one of many they provided to the Archive. View B&N Brief

BBC creative brief for 2004 Summer Olympics in Athens

While the brief, written by now-defunct London shop DFGW, which was purchased by Freud Communication in 2006. This brief was for the BBC’s coverage of

Best Buy

One of seven briefs on the Archive written by Crispin Porter Bogusky. Thanks to Baiba Matisone and her Creative Brief Bank for this brief. View

BMW Connected Drive

Thanks to our friends at APG Canada for this student brief, one of many they provided to the Archive. View BMW Connected Drive Brief

British Airways creative brief by Saatchi & Saatchi New York

This brief was for a campaign in 2004, called London Is Closer Than You Think. View BA Brief

Burger King

A legacy fast-food brand, BK has a long history of outstanding creative work. These briefs were written by Crispin Porter + Bogusky in the mid-2000s.

Butterfield’s Candy

Short and to the point, Paul MacFralane’s brief for Butterfield’s Candy relies on a fun insight. From the 1101 experiment. View Butterfield’s Brief