Coffee vs Tennis

From the list of YCN briefs the two that appealed to me most were the LTA British Tennis brief and the Nescafe Azera brief. 

LTA Brief - The key part of the LTA brief is to get more women in the uk playing tennis, once you get into the actual brief the target audience is very clear and precise. The 'creative challenged' is explained and clear in that you have to create a campaign to increase awareness of the benefits of tennis to women. More precise than this they want to target women they describe as Lapsed players (i.e. they used to play a lot but not anymore) or infrequent players (i.e. they play a bit in the summer) It also lays out what it thinks will be the key barriers for the the campaign to overcome and the key motivators the campaign can use. As well as this the brief states that I could use any medium or combination of media to create the campaign. 

Nescafe Brief - The Nescafe brief is about creating a new product innovation for the Nescafe Azera range. The brief lists out the 'creative challenge' in three main points first of it explains that you have to come up with a new idea for the Azera range which can be a tweak or a revolution. The second point is that they want you to launch a social media campaign to launch the new product innovation and finally they want to know how it would stand out in-store. The target audience is described by the brief not as much detail is given as the LTA brief but it describes them in relation to coffee.