This is your 1st brief of the semester. Know it, learn it, love it. Stay true to it.

1. AD382 Advertising Concept Development II: Art + Copy
Project 1: Radio + Billboard
Creative Briefs: Sports/Rec/Leisure
AD382 Advertising Concept Development II: Art + Copy | Collura| Spring 2015 1
CREATIVE BRIEF 1: Tough Mudder
Consumer problem: What is the problem the consumer is having or may have in
buying or using the product or service? Not a problem the client is having with
marketing the brand. Even after 5 years of events in the US and worldwide, ToughMudder
is an obstacle race challenge that scares people and prevents them from signing up for a
10-12 mile obstacle challenge.
Millions of people across the world have participated. Some have gotten injured––and all of
them have gotten muddy––but those who have competed and completed a TM challenge
have a new sense of accomplishment.
Objective:What do we want the advertising to do in order to solve the problem and
what would we like the consumer to do as a result?
Convince people that the challenge is worth it and that they should sign up for a
ToughMudder.
Target:Who do we want to reach?
35-to-40 year old men and women who live in New York, who have never signed up for a
ToughMudder challenge.
Insights: What insight into human nature, what compulsion, what instinct influences
consumer behavior toward the product or service?
Crossing the finish line is a special feeling.
Consumer Benefit/Message:What we want to say to the target stated in terms that will
solve the consumer problem – what the product or service will do for the consumer,
not what it is.
The mud, the sweat, and the grit are all worth earning a medal and bragging rights.
Support: Factual statements that will give the consumer permission to believe the
consumer benefit.
- There are dozens of obstacles, including running over fire in the mud (of course), crawling
under barbed wire in the mud (of course) and sliding through a ring of fire in a place called
Mudder Village.
- Each course is slightly different, based on city/event space.
- Training and preparing is encouraged, but not mandatory.
- Create a team and do it with friends/co-workers, or do it solo.
Tone:What is the tone and manner of the brand?
Adrenaline-raising, competitive, awesome

2. AD382 Advertising Concept Development II: Art + Copy
Project 1: Radio + Billboard
Creative Briefs: Sports/Rec/Leisure
AD382 Advertising Concept Development II: Art + Copy | Collura| Spring 2015 2
CREATIVE BRIEF 2: SweatyBetty
Consumer problem: What is the problem the consumer is having or may have in
buying or using the product or service? Not a problem the client is having with
marketing the brand. SweatyBetty is often compared to LuluLemon and Athleta but is not as
well known. LuluLemon and Athleta stores sell pricey athletic clothing for women, offer
classes and hold weekly workshops, while SweatyBetty does all of that, and has been selling
fitness clothing in the UK for the last 15 years.
In 2013, SweatyBetty opened its first boutique right in Soho, NYC. There is one other US
boutique in the US, in Greenwich, CT.
Objective:What do we want the advertising to do in order to solve the problem and
what would we like the consumer to do as a result? Create brand awareness and greater
brand equity for SweatyBetty. Increase traffic to boutique in Soho, NYC.
Target:Who do we want to reach?
Urban Mommies who live on the Upper West Side of NYC, (aged 32-40) who don’t even blink
at paying $98 for yoga pants or fitness apparel. We want to reach LuluLemon customers and
persuade them to check out SweatyBetty.
SweatyBetty’s fitness apparel is trendy and fashionable. In fact, in 2012 + 2013,
SweatyBetty’s design team has won Global Fashion Awards. The brand aims to “inspire
women to find empowerment through fitness.”
Insight: What insight into human nature, what compulsion, what instinct influences
consumer behavior toward the product or service? Today’s Urban Mommy manages to
juggle daycare with Yoga class, baby’s music class with Spin Class, and making organic
baby food with doing a Juice Cleanse. Somehow, she does it all, as she aspires to make
fitness a part of her life.
Consumer Benefit/Message:What we want to say to the target stated in terms that will
solve the consumer problem – what the product or service will do for the consumer,
not what it is. The staff at SweatyBetty are just like you and they have knowledge to help
you get the fitness gear you need. While their clothes may be trendy, they believe in a life of
fitness and health.
Support: Factual statements that will give the consumer permission to believe the
consumer benefit.
SB has an incredibly knowledgeable staff.
SB provides quality products and services and gives the consumer a feeling of fitness
and health.
SB is the fitness brand you’ve never heard and our products are high-quality.
Tone:What is the tone and manner of the brand?
Inspiring, knowledgeable, fit, but not obsessed/fanatical.

3. AD382 Advertising Concept Development II: Art + Copy
Project 1: Radio + Billboard
Creative Briefs: Sports/Rec/Leisure
AD382 Advertising Concept Development II: Art + Copy | Collura| Spring 2015 3
CREATIVE BRIEF 3: KT Tape
Consumer problem: What is the problem the consumer is having or may have in
buying or using the product or service? Not a problem the client is having with
marketing the brand. KT Tape is an innovation in the workout category. It’s a waterproof,
adhesive, elastic sports and fitness tape designed for muscle, ligament, and tendon pain
relief and support. But it is currently used by elite athletes (triathletes and Olympians).
With the popularity of CrossFit, we need to create awareness with “beasts,” that KT Tape is
the remedy to help them with common injuries like lower back pain and shin splints.
Objective:What do we want the advertising to do in order to solve the problem and
what would we like the consumer to do as a result? Create brand awareness for KT Tape
so that CrossFitters wear KT Tape during all of their workouts. (much like The Paleo Diet has
become the diet of choice for CrossFitters).
Target:Who do we want to reach?
Urban, Female Professionals, ages 25-32, who are loyal CrossFitters, often called “Beasts”
or who are in “Beast Mode” during a CrossFit class. They follow a Paleo Diet and attend
4-5 CrossFit classes/week.
Because they “work hard and play hard,” they are constantly fighting through pain in their
shins, knees, or back.
Insight: What insight into human nature, what compulsion, what instinct influences
consumer behavior toward the product or service? They are fanatical about their fitness
and diet and won’t let pain get in their way.
Consumer Benefit/Message:What we want to say to the target stated in terms that will
solve the consumer problem – what the product or service will do for the consumer,
not what it is. KT Tape can help you push through the pain.
Support: Factual statements that will give the consumer permission to believe the
consumer benefit.
- KT Tape is a second skin adhesion that can last though swimming or running in the heat.
- Ultra-durable synthetic fabric
- Available in 8 different colors
- Provides targeted pain relief—you stick it right on the area that hurts
Tone:What is the tone and manner of the brand?
Innovative, thoughtful, modern