Secret Behind the Best Ads

It's the strategy.

In an advertising agency, the strategists final output is a creative brief. The brief won’t tell the creatives what to do, but it will act as a compass for their creativity. Strategists provide insights and creatives will find ways to communicate it to audience.

Here are the creative briefs behind three of my favourites ads.

  1. Like a Girl - Always

Persuade

Women and men, general public who unconsciously have adopted a stereotype of a girl’s ability

To

See how their stereotype impact the next generation of girls

By convincing them that

Like a Girl is a good thing instead of an insult

Because

Girls are amazing, women are as accomplished as men but viewed as lesser, there’s a research about how girls’ physicality declines as they enter puberty which is when the stereotypes affect them greatly which

So it feels

Inspirational, genuine, and candid


  1. Donate Your Hair - National Cancer Institute Thailand

Persuade

Women (or men) with long hair who doesn't know there’s a need for hair donation

To

Make them aware that they can donate their hair

By convincing them that

Hair is part of a person’s identity

Because

Losing hair feels like losing yourself, losing life, is a physical proof that you are unwell. When people lose their hair it becomes obvious that they’re sick

So it feels

Intimate and touching, familiar yet emotional


  1. The Black Market - Carrefour

Persuade

Household shoppers who aren’t aware of current regulations and options available to them 

To

Create change by trying out the illegal produces

By convincing them that

Carrefour is all about people over profit

Because

When Carrefour knows that there are more options available to customers, that is also good for the environment, they are willing to break the law and risk hefty fines.

So it feels

Rebellious, robinhood like vibe, defiant, dramatic.


A creative brief is the foundation for creating ads. In these examples, I reverse engineered the ads and came up with the possible creative brief given to the team.

The biggest lesson from doing this fun challenge is that strategists are writers. I didn't expect that my experience of writing multiple blog posts and newsletters would help me so much!