Analysing the brief

 

Requirements for video:

• Camera
• Editing software
• Appeal to the target audience of 8-14
• Parental consent for actors
• Secondary appeal to parents – they’re the ones with the money to buy the shoes
• Appeal to a wide audience in a short time frame (20-40 seconds)
• Risk assess the location (especially as young actors are involved)
• Quick 5-week turn around.

Requirements for website:

• Has to reflect that advert - advert has to be done first
• Easy to use/navigate
• Appeal to young people

Potential Problems:

• Designer footwear for kids – advert has to be high-end, but also be fun for children.

• Young actors potentially not as reliable – may slow down the shoot

• 5 weeks is a quick turnaround for something like this

• Has to appeal in some way to adults who will be spending the money

• Can’t show dangerous things that children might imitate

• Targeting and established brand at a whole new audience

• Crowded market 

• Only target audience detail is age – have to appeal to gender, ethnicity, etc