The challenge
Design an illustrative campaign for a fictional reusable stationery brand. Set one objective, define an audience and choose two channels. No advertising spend is needed.
What to make
- A one-page audience and positioning brief
- Three sample creatives and a two-week content calendar
- A measurement plan with a clearly labelled hypothetical budget
How to approach it
Write the question and scope first. Make a rough version using tools you can access, then ask another person to review it. Keep the original alongside your revision so you can explain the difference. Document any assumptions and use fictional or appropriately licensed public material.
Review your work
Does each creative support the same objective? Separate reach from meaningful action. Explain which evidence would cause you to change your message; do not invent campaign results.
Tell the story
Prepare a short case study with the problem, your approach, your output and one improvement you would make next. Label it as a practice project. Explain what you did yourself and identify any templates or outside help you used.