The creative brief. While a staple of day-to-day design life, the folder itself is often the antithesis of creative. But for the designers at TBWADesign, a branch of the agency TBWAHunt Lascaris, their client's above-the-line briefs presented an opportunity. In order to show clients why they should utilize TBWA Design instead of going to other agencies, the team marketed their creative capabilities by making the physical briefs, housed in cardboard bags, into something new to capture each brief's objective along with the essence of the brand. "We created intricate pieces of paper art, transforming our client's briefs into multidimensional design pieces," creative director Sacha Traest and group creative head Vincent Osmond say. "We then sent our clients' briefs back to them, proving that TBWADesign can do amazing things with their briefs." Clients have displayed the creations in their offices and the visuals have spread online, but the briefs have won more than just attention-they've taken home a D&AD In Book, Silver One Show Pencil and will be featured in the third edition of Advertising by Design.
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机译：创意简介。尽管文件夹是日常设计工作的重要组成部分，但文件夹本身通常却是创意的对立面。但对于TBWAHunt Lascaris机构的分支机构TBWADesign的设计师而言，他们客户的在线简报提供了一个机会。为了向客户展示为什么他们应该利用TBWA Design而不是去其他机构，该团队通过将装在纸板袋中的实物内裤制作成新颖的东西来捕捉他们的目标，并结合品牌的本质来推销他们的创造力。创意总监Sacha Traest和集团创意总监Vincent Osmond表示：“我们创造了错综复杂的纸艺作品，将客户的简介转变为多维设计作品。” “然后，我们将客户的摘要发送给他们，证明TBWADesign可以利用他们的摘要完成令人惊奇的事情。”客户已经在办公室展示了他们的作品，并且在线传播了视觉效果，但简报不仅赢得了人们的关注，还带走了D＆AD In Book，Silver One Show Pencil，并将在第三版的Advertising by设计。
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