DDB Tribal’s Nina Rieke explores the brief, an essential component of the creative process

Lemon2020

Extract from Homeless Paper BISS creative brief:

Problem: A well-established “homeless paper” is losing the basis of their business – their street sales staff – and traditional media will not be able to recruit new ones.

Biss Bottle Recruiting → behaviour becomes the media, which becomes the creative idea by turning bottles with redemption value into media to advertise job opportunities.