Responsive: Propercorn Brief Breakdown

I have settled on applying my skills to the Propercorn brief from YCN. The reason for this being that apart from my love of popcorn the brief is quite inviting. Firstly, it appeals to people around my age, which is good as this should help me connect with the audience on a maturity level. The company itself appears to be quite fun and I think much enjoyment will be possible whilst designing a new campaign for them. Finally the brief itself is quite open which will allow me to think a bit differently in my concept work and development of ideas.

What is the brief problem?
How can they creatively bring to life the ethos of ‘done properly’ to the customer?

What is being asked to be done about the problem?
They want to engage with their customers (and new customers) more. They want to be the talk of the town with ‘opinion formers’ and the ‘culturally savvy’.

What is the brief trying to achieve?
They want to challenge the status quo. They want to seem hip and edgy with these young people who love popcorn.

What is the message?
Their popcorn is hip and trendy. It can be eaten as a snack. If you’re a busy, healthy, culturally savvy person - this snack is for you!

Who are the audience?
Opinion formers, young professionals, 20-35y/o’s. Time poor, urban health conscious, culturally savvy and appreciate the arts. Naturally appeals to women but isn’t driven by it.

How will the message be delivered?
The brief is quite open and they encourage different presentation methods such as an illustrated animation, extended narrative of pack design or by revolutionising corner shops.

Who will benefit?
The company. Young people who don’t want to feel guilty for eating popcorn. Snackers. People with busy lives. Health conscious people. Women.

Can you foresee any problems?
Although the brief is quite open, which is a good thing, the lack of restrictions could be problematic. Where do I go with it? Should I attempt to drastically change what has been before?