KICKSTARTER.

COM
Breanna Dobbe Suruchi Deodhar
CREATIVE BRIEF:
ADVERTISING OBJECTIVE:
The objective of the advertising is to increase kickstarter’s brand
awareness and encourage creative explorers to continually foster
innovative thinking.
TARGET AUDIENCE:
Innovators/Pioneers and Creative Admirers
Innovators/Pioneers are artists and entrepreneurs who have new
ideas for products, services, and innovations. However, they lack
the resources and funds to manufacture, distribute, and sell their
idea.
Creative Admirers are individuals who have the resources, time
and money to invest in a pioneer’s new idea.
TARGET INSIGHTS:
Innovators/Pioneers -
- Discover new innovations in creative fields such as, music, film,
art, technology, design, food, publishing, etc.
- Risk-takers
- Competitive and assertive
- Trendsetters (i.e. they create the latest trends)
- Very social and like to stay well connected with other innovators
- Pop-culture enthusiasts/fanatics
- Love to travel and explore. Would rather backpack than live in a
fancy hotel
- Like going to bars and attending seminars, conferences, and
events
- Video gamers
- Like sarcasm and wearing wordy ironic t-shirts
- Well educated (college degree or higher)
- High social class
- City dwellers
Creative Admirers -
- Enjoy/appreciate music, film, art, technology, design, food, pub-
lishing and other creative fields
- Early adopters (adopt new innovations/products very quickly)
- Opinionated and persuasive
- Socially liberal and environmentally conscious
- Follow the latest trends
- Carefully and thoroughly research before buying a product (i.e.
high consideration in the purchase cycle)
- More discrete in adoption choices than innovators
- Enjoys pop-culture and celebrity gossip
- Like to travel and explore. Prefer living in a nice hotel than back-
pack.
- Like to visit museums, galleries, boutiques, restaurants, and
cafes
- Social media buffs
- Wear clothes that express individual style and taste
- Well educated (college degree or higher)
- High social class
- City dwellers
STRATEGIC IDEA:
Innovative ideas push society forward.
Client name: Kickstarter.com
Media type: Outdoor
Client name: Kickstarter.com
Media type: Outdoor
Client name: Kickstarter.com
Media type: Outdoor
Client name: Kickstarter.com
Media type: Outdoor
Client name: Kickstarter.com
Media type: Outdoor
Client name: Kickstarter.com
Media type: Outdoor
Client name: Kickstarter.com
Media type: Outdoor
 (1) :60
FRANTIC WOMAN No! No! Stop!
SFX Running footsteps slowly fade into
panting and a truck driving away.
CALM MALE Meet Sarah. She’s trying to
save money and she just missed the only
bus that will get her to class on time. She
hasn’t noticed yet, bus she’s also forgot-
ten to grab her lunch from the kitchen
counter.
Shortly she’ll also realize that the coffee
she was holding now shows on the front
of her brand new white blouse, and she’s
got a run in her stocking’s. Normally this
wouldn’t be a problem except not only is
she already late, but she put off doing
laundry over the weekend and there is
nothing clean in her closet.
MALE The good news is that when she
finally gets home she’ll find out that
Kickstarter.com will be funding her proj-
ect to make bags out of 35mm film from
old Hollywood movies. They’ll be in
stores in no time.
Kickstarter.com... dreams are followed.
Client name: Kickstarter.com Twitter posts over several days time that "follows" someone as they move through
Media type: Twitter posts the brainstorming, creation, and fundraising process on Kickstarter.com.
(2) :60
SFX Car engine struggling to turn over.
MALE Come on you stupid piece of...
CALM WOMAN Meet John. Unfortu-
nately for him, today is the day his car is
choosing to be a little sensitive to the
cold. It also happens to be the day he’ll
run out of gas on the bridge and be two
hours late for a huge business pitch that
could help him make that step up he’s
been waiting for.
SFX Engine Turning over
MALE YES!
CALM WOMAN He isn’t going to lose
the client, but once he makes it to the
office he’ll get his tie caught in the shred-
der, and slip out calling the CEO “Mr.”
instead of “Mrs.”
It’s a good thing Kickstarter.com allowed
John to post his idea of putting
mathmetician’s dice into production.
Because if they didn’t, he would have
never gotten 3 times the necessary fund-
ing. He would still be sitting in 45 minutes
of daily traffic and answering to the same
“Mrs. Boss Man.”
Kickstarter.com... Dreams are followed.
(3) :45
SFX Water running from faucet and
bristle of razor over beard stubble
MAN Ouch!
CALM MALE Jake has has just cut himself
shaving for the third time. He now has
little pieces of tissue under his nose, on
his chin, and the base of his neck.
Thankfully his artistry is stronger than his
shaving skills. He has this amazing idea of
creating a virtual letterpress using the
iPad to help other creatives use the origi-
nal letterpress technique to create new
and modern typographic designs. If it
wasn’t for Kickstarter.com he’d still be
wondering where his next clients will
come from. Instead he’ll be trying to find
enough time to create all the custom
print requests.
Kickstarter.com... dreams are followed.
 (4) :43 (5) :41

SFX Tapping finger on desk. SURPRISED MALE Ahhh! Not again!

CALM MALE It’s 4 o’clock and Julie has
been waiting for an hour for her 3 o’clock
dentist appointment.
SFX Drilling
CALM MALE She was hoping to get home
in time to catch her favorite show, get
some work done and head to bed early. But
by the time she gets home she’ll find out
she’s got 3 new cavities, all the veggies in
her fridge are moldy, and she can’t find her
wallet anywhere.
The one good thing is that Kickstarter.com
cast her idea of starting a Brooklyn based
kitchen to help educate young students.
Now that $11,000 as been donated she’ll
finally turn her idea into a movement.
Kickstarter.com... Dreams are followed.
SFX Barefeet walking on floor. Bags
rustling.
CALM MALE Simon is already having a
rough day. He’s been up for less than an
hour and he’s just discovered a lovely
little gold mine left from Mr.Whiskers.
Most unfortunately for him, he discov-
ered it by stepping in it.
SFX Cat meows
CALM MALE Next, he’ll rip the cat food
bag spilling it all over the kitchen floor,
and knock his coffee onto his laptop
keyboard. At least he already knows that
Kickstarter.com has completely funded
his idea to build a Hip-Hop database
based off of over 40,000 lyrics since 1979.
This is where music turns from a hobby to
a passion.

Kickstarter.com... Dreams are followed.

Client name: Kickstarter.com Twitter posts over several days time that "follows" someone as they move through
Media type: Twitter posts the brainstorming, creation, and fundraising process on Kickstarter.com.
Client name: Kickstarter.com
Media type: iAD After clicking on the iAd an inspiration quote pops up. The user can close out quote
screen to use scrolling scale menu to search for Kickstarter video’s by subject and city.
Client name: Kickstarter.com Users can interact with a touch screen display to choose the subject and city of their interest.
Media type: Interactive outdoor board The video options appear on the left of the screen, and the chosen video shows at the top.
 Brother says to just give up. Says the recipe is too strong 10 donations so far! Come on! I only need $2000 more.
and it’ll never go anywhere. Is he right?. 3:40 PM March 10, 2011 from twitterfeed
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8:20 PM March 11, 2011 from twitterfeed
----------------------------------------------------------------------------------------------------- On my 4th cup of coffee and I haven’t even started lunch
$1500 more dollars!! Donate $10 and you’ll get a free 12:05PM March 10, 2011 from twitterfeed
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bottle!
I hope my video uploaded to Kickstarter. I can’t handle this
11:42 AM March 11, 2011 from twitterfeed
----------------------------------------------------------------------------------------------------- much longer.
Well, at least the critique went really well. Looks like the 10:20 AM March 10, 2011 from twitterfeed
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labels have finally been approved.
Lookie-loos: mind your own damn business!
8:46 AM March 11, 2011 from twitterfeed
----------------------------------------------------------------------------------------------------- 8:31AM March 10, 2011 from twitterfeed
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Just got my car and the guy had his metal clipboard upside-
down on the hood. Really guy?! Really?! Ugh. My windows are shaking from the bass in the car next
to me. Is that really necessary?
7:20 PM March 10, 2011 from twitterfeed
----------------------------------------------------------------------------------------------------- 8:25 AM March 10, 2011 from twitterfeed
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15 minutes late and my car has been towed. Another $450
down the drain. I don’t think the traffic could be any worse. Haven’t moved
in about 45 minutes.
6:16 PM March 10, 2011 from twitterfeed
----------------------------------------------------------------------------------------------------- 8:20 AM March 10, 2011 from twitterfeed
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Boss told me I’m working Saturday and Sunday this week.
Happy Birthday to me. Woke up late today- looks like the power went out again.
4:30 PM March 10, 2011 from twitterfeed 8:00 AM March 10, 2011 from twitterfeed
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Client name: Kickstarter.com Twitter posts over several days time that "follows" someone as they move through
Media type: Twitter posts the brainstorming, creation, and fundraising process on Kickstarter.com.