Recently at an internal presentation, I shared this ad as an example of the difference a good proposition makes in a Creative Brief.
Usually, the brief (more like a requisition) would simply mean telling the Creative: 'hey, give me an ad announcing 1125 minutes of free talk time'. But if the proposition were to something like 'You can read out War and Peace in one go in this plan', you provide a visual direction. I am not sure what the brief was for this ad, but whoever thought of the creative idea deserves kudos.
Advertising Agency: JWT, Riyadh, Saudi Arabia
Via Ad Blog Arabia
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