The advertising brief - BIG WAVE RIDERS Client BIG WAVE RIDERS Date 27" October Product Board-shorts Job No. Merchandise = Envirobags Production/Media Budget Split Media: $4000.00 What Are We Environmentally produced board-shorts featuring artwork from some indigenous communities as well as Advertising? local designers. Promotional product: Envirobags: String shopping bags Why Are We To introduce Big Wave Riders products Advertising? . To get people to understand that Big Wave Riders = sustainable art . To include environmentalism - in particular the ocean and plastic. To test the duration and timing of the advertising to receive maximum impact. Who Are We Primary Audience: International travellers. Demographically - both male and female, most likely be 25-34 Advertising To? and earning $80K+. They love to travel and see new places. They may or may not surf. They care about the ocean and the environment. Insight: "We love to travel to unknown destinations where we can enjoy the beaches and the ocean. We also care about art and sustainability." Secondary Audience: Domestic travellers. Demographically - families with children. They travel domestically and want to see Australia and all its naturally beauty. They may also care about good food and wine. Proposition Big Wave Riders ... wearable art for clean oceans! How Do We Support With the story. Two guys starting a business that is environmentally friendly in one of the most beautiful This? settings in the world: Exclusive artwork and designs some from indigenous communities A deep love of the environment o Travel Good food and wine o Envirobags for environmental causes Desired Brand Image The execution of the print ad needs to be reflective of Big Wave Riders core brand values but also needs to add 'the story' - after all this is not just about clothing . it's about the environment. Executional Big Wave Riders produce exclusive art designs and care about the ocean. Guidelines The design execution must clearly demonstrate this in regards to photography and copy