A New Kind of Brief

The following post is a rough concept Fanny Reuterswärd and I have been working on. The way advertising is today the process of giving a brief on a piece of paper to the creatives is boring. How can you be inspired by a few descriptions of a person and be expected to come up with a mind blowing campaign that can better the brand and the consumers life with a piece of paper? The idea is to inspire creatives by making it a game, letting them dig through the lives of the target and look for the answers to a series of questions they would be given by the account planner. We hope to spark excitement and inspire great ideas... 

http://www.screencast.com/users/fannyreuter/folders/Jing/media/d9fd00fb-5c3c-44ab-a0e6-5f3ac6100d8c