VISUAL DIARY

PDI

CREATIVE BRIEF

LIFESLAM: Healthy and Survive

Background

Nowadays, most people, especially kids and teenagers, seemed to put zero interest on a healthier lifestyle. They would prefer eating junk foods and felt “too tired” for exercising, although they haven’t done anything all day, that’s why some of those people can easily sick, or die in their own terms.

Client: Ministry of Health

Product or Service: TV commercials, Campaign poster including OOH

Overview

Project:

We would like to make sure that even the teenagers would change their habits on the junkies lifestyle to the healthier lifestyle, so we’re making the projects as interesting yet understandable as possible.

Drivers

· Helping kids, teenagers, and young adults understands the importance of health food and exercising

· Helping parents to help their children to take the healthier lifestyle

Audience

This project is basically for everyone, but our primary audience would be kids and teenagers around 8 – 19 years old, and our secondary audience would be adults, especially parents.

Tone

Tone of Voice

Light and Friendly, we’re trying to make it easier for kids and teens to understand the meaning of the project, in the light but also in the interesting way possible.

Message

With the project running, we would like for people to see it as fun, interesting, yet healthy.

Visuals

There are a lot of projects that are similar to ours, but we could make something with a new approach.

SWOT

Strength

Our possible strength is in our project, for doing TV commercials, it is very helpful for people to understand our goals other than just doing some poster campaign.

We also provide this commercial to some social media, which kids and teenagers tend to use.

Weakness

We’re lack of advertisement materials while we’re only focusing on one type of project.

Opportunity

With this project we hoped to achieve some tolerant from the people, this awareness of junkies an the celebration of living a healthy life.

Threats

Some company may already use these kinds of projects, especially insurance companies.

DESIGN STRATEGY

ISSUES

· Teenagers, most likely, prefer junk food over healthy food.

· People got their own perspective on foods.

· They got their own reasonable excuses to choose junkies.

BENEFITS

· 80% of people will live a long and healthy life.

· Reduce obesity problem

· Making people aware of the health problem around them.

CUSTOMER NEEDS

· A better mindset about health.

· Education.

· Choosing their daily consumption.

· See the “good” in healthy food.

CUSTOMER BEHAVIORS

· Eager

· High curiosity

· Bold

· Young

ENGAGING

· Short animation video, that shows how to live with healthy life

· A simple approach, not to much scenery.

OPPORTUNITIES

· Using social media such as Youtube for instance, adding it to the advertisement sequence.

· People will understand with a simple, easy, yet obvious features.

· Going to the main point from the start.

· Making people aware of the situations.

CONCEPT

· THE MOVEMENT

We’re making something quite understandable for people to understand our concept,

making some cases with animations and statement, funfact, and achievements.

· HEALTH PACKAGE

We try to approach our audience with a light and yet, effective materials, with some things that are useful for them to go with this campaign

· THE FINISH LINE

With the purpose of pushing people into the health life style, we’ll do some thing that makes them feel pushed, in the right and healthy way

PROPOSAL

CLIENT OVERVIEW

LIFESLAM

It comes to our realization that death caused by obesity is larger and larger over the years, we’re concerned that it will have a greater impact on teenagers in the future.

SCOPE OF WORK

GRAPHIC ANIMATION

Merch: Handbag