Substantial Brief

Arjowiggins Brief

Brief Deadline : 22 March 2017
Set By: Arjowiggins Creative Paper

A bit about Arjowiggins:

- "we have been making fine papers for those who create fine ideas"
- Started in 1770
- Respect for people, traditions & the environment
- Papers are ECF FSC certified
- Make use of alternative materials, such as fast-growing, renewable bamboo fibres
- Paper is produced for designers, printers and client worldwide
- Antalis - delivery service & distribution

Brief:

Background

- Countless brands that only engage with their customers digitally
- While digital seems to open endless possibilities for personalisation, it can somehow still feel impersonal and transient

- In contrast, companies such as luxury or premium brands understand the importance of printed comms and products
- Paper remains a powerful, tangible medium to convey emotion
- Let customers know how importance they are

What to Consider

- Find perfect union between paper and social media
- Perfectly craft a tactile experience
- What will the customer journey be...

What's Essential

- A campaign, initiative, service or product using Arjowiggins paper

Present:

- Idea in a nutshell
- Key elements of concept and examples
- Your creative process, highlights from process
- Submit physical prototypes or sample if you can

Next...

- Idea development and generation
- Explore a couple of ideas - maybe come up with an idea for each platform and then pitch them..


My Own Rewritten Brief

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Brief

- Over the past 20 years the music industry has experienced a profound transformation driven by the rise of digital
- In turn having an impact on the physical concept of an album or single

How can the use of Arjowiggins paper ranges bring a physical dimention back to digital music ??


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Aims

- Create a print campaign combining Sony Music (digital music) with a premium paper supplier
- To bring a new, physical aspect to an otherwise purely digital platform
- Advertising Arjowiggings paper ranges at the same time

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Target Audience

- The younger demographic who only associate music with digital apps like Spotify & Apple music

and/or

- Older generations who used to buy physical album & singles

and/or

- Even older generations who don't use digital music platforms but who want to listen and find new music

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Deliverables

- A campaign / initiative / service or product using paper

- Something that will add a physical aspect to digital music