How important is the creative brief?

The creative brief is very important part of the creative work in one advertising agency. If there's no correct client's brief, there will be no correct creative brief to the creative department and the result will be unsatisfying for sure. The creative brief is the basic part of the creative work, because it determines the direction of this work. If you set the wrong direction with the creative brief, the whole work of the creative department will be wasted.

Here is very interesting example of a creative brief, consisting only 3 words:  

"Sharing a Coke"

This brief Ogilvy and Mather China send to Jonathan Mak, in order to create a poster design for Coca Cola. And here is the amazing result, which one appeared in Shanghai.

Jonathan Mak is 20 years old graphic design student in Hong Kong, which one was first notices by its wonderful adaptation of the Apple logo - his tribute to Steve Jobs.

Jonathan says for the Apple image: "It has been half a year since my image went viral, and it never ceases to amaze me how much the incident has affected me."

Have a nice day.
K.K.

Source: Jonathan Mak's blog.