1. Ratna Catia Hasan, 1006695280
Creative Brief
CREATIVE BRIEF
Client Peace One Day Job No.
Brand Peace One Day Briefing Date
Description Dont let Peace Day be Ignored Presentation Date
Campaign Launch
Requirement TVC,Print, Activation
Date
Organisation Background
Peace One Day is a non-profit organisation, impartial and independent of any government, political
persuasion, corporation or religious creed. The longevity and ongoing effectiveness of Peace Day is
dependent on such impartiality and all-inclusiveness.
Issue / problem
Now, Peace Day is not that important, only who remembered it who celebrates Peace Day. We want
to make it impossible for anyone to ignore Peace Day. We want to make it a day that everyone
around the world engages with, so that governments and leaders in conflict zones have no other
choice but to implement it. The task is to grow grassroots awareness and active personal
engagement with Peace Day, to make this day ubiquitous and as part of our social fabric as
Valentine’s Day or Mother’s Day.
Communication do to Solve the Issue
Creates a interpretation in consumer mind that Peace Day is as important as Valentine’s Day or
Mother’s Day. Dont let Peace Day be ignored. Peace Day gives a very real opportunity for opposition
groups stop focusing on fighting and focusing on working together to build something. Maybe they
will like that day and want another. We can never obtain peace in the outer world until we make
peace with ourselves.
Target Market
Primary : SES AB, Living in Jakarta Area, 18-30 years old, Media Consumptive
which is the ultimate ages that are innovative and able to change the world. At these age and
lifestyles in urban life, they are aware of issues that happened in world through social media, etc.
Awareness creates action and action will save lives
Secondary : SES AB, Primary School, years old, Living in Jakarta Area
At these ages they learn and absorb values that are given. With a hope they will bring all the good
values until they become adult and applied this values in every day life activites.
Story of Clara, 20 years old university student, believe that negative thinking makes her feel insecure
and makes an intrepretation of something that’s not true. She always check on twitter at least once
per day. She doesnt know anything about Kony, until Kony becomes a trending topic in twitter
(#Kony2012). Than once she aware about that issue, she become one of the people who spread the
news in twitter and facebook. Its true that Awareness creates action.

2. Insight
Worry often gives a small thing a big shadow, and its a trigger to make a conflict
Proposition
Start with postive thinking
Checklist for communications:
• Peace One Day logo
• The date: ‘Peace Day – 21 September’
• www.peaceoneday.org
Tone & Manner
Simple yet Inspiring
Inspiring Quotes
• The purpose of all wars, is peace.
• Peace cannot be kept by force; it can only be achieved by understanding.
Albert Einstein
• Peace begins with a smile, and positve thinking
Mother Teresa
• Peace cannot be achieved through violence, it can only be attained through understanding.
• Peace is not absence of conflict, it is the ability to handle conflict by peaceful means.
(All contains of positive thinking)
CREATIVE BRIEF
Client Aviva Job No.
Brand Saving Campaign Briefing Date
Description Start Saving Presentation Date
Campaign Launch
Requirement TVC,Print, Activation
Date

3. Organisation Background
Kegiatan bisnis utama Aviva Group yaitu long-term savings, fund management dan asuransi
kerugian, dengan total penjualan di seluruh dunia mencapai £45,1 milyar dan dana kelolaan
£379 milyar per 31 Desember 2009. Dengan jumlah karyawan 46.000 dan melayani lebih
dari 53 juta nasabah di 28 negara di seluruh dunia.
The issue
Orang tidak banyak menabung untuk masa depan mereka. People are not saving enough for
their future.Menuanya populasi disertai gejolak ekonomi saat ini, menandakan orang tidak
terencana secara finansial
Communication do to Solve the Issue
Membuat orang untuk tertarik menabung. Walaupun sudah diajarkan dari kecil untuk rajin
menabung, banyak orang tergoda untuk membeli barang-barang yang sebenarnya tidak
mereka butuhkan atau inginkan. Memberikan interpretasi kepada target dengan menabung
sedikit tapi konstan atau terjadwal, mereka bisa mendapatkan sesuatu yang besar.
Target Market
SES ABC , Siswa sampai First time employee , tinggal di area urban, umur 17-25 Tahun
Rata-rata orang, pekerjaan pertama didapat pada umur tersebut. Dan setelah umur
tersebut, orang akan mulai berkeluarga, dan hidup dari hasil kerjanya, tidak lagi ditanggung
orang tua Pada umur tersebut pula kalangan atau kelas manapun semangatnya masih
membara untuk memperbaiki kualitas hidupnya. Campaign ini ditujukan mulai dari
kalangan menengah atas – kalangan menengah kebawah. Karena menabung penting untuk
mendapatkan masa depan yang lebih baik.
Insight
Jika menyimpan uang 100.000 pecahan ( cth : (3) 20.000+ (2) 10.000+ (2) 5.000 + (10)
1.000 ) lebih cepat habis dibanding menyimpang 1 uang 100.000
Proposition
By saving big nominal of money you can get big amount of saving accumulation
Brand Idea
Start saving with bigger number money but smaller number of ages
Concept Idea
Memperlihatkan keadaan apabila orang menabung dengan uang nominal besar, tabungan
akan lebih cepat banyak dan lebih terasa
Tone & Manner
Simple yet Inspiring