2006 HK4As Student Awards
Creative Brief

Brand:

Moleskine Notebook

Background

Product
Originating from France, Moleskine is the legendary notebook used by European artists and thinkers for the past two centuries, from Van Gogh to Picasso, from Ernest Hemingway to Bruce Chatwin.

No fancy cover, no flashy design, every Moleskine notebook has a black cardboard-bound cover with rounded corners, top quality acid free paper pages and an elastic closure. It also comes with an expandable inner pocket made of cardboard and cloth that contains the Moleskine history. A trustworthy companion for users to jot down and harbour their sketches and notes, ideas and emotions.

Moleskine offers a wide range of notebooks for different functions. For full product details, please check out http://www.moleskine.com/eng/_interni/catalogo/Cat_int/catalogo_notebooks.htm

Price
Ranging from HK$120 (pocket size basic notebook) to HK$250 (large A5 size heavy paper sketchbook), they are priced 50% higher than average notebooks in the market.

Outlets
Sold in all the best bookshops, notably: PAGE ONE, 書得起, 商務印書舘, 三聯書店, City Supers LOG-ON.

Objective
Create interest and desire for Moleskine notebooks by positioning the brand as the idea incubator for intellectuals, thereby justifying the price.

Target
Creative professionals and those who aspire to be in creative professions - writers, journalists, painters, designers, artists, architects, students.

Selling proposition
Treasure your thoughts.

Tone & Manner
Sophisticated. Intellectual. Inspiring.

Deliverables
TVC and Press Ad.
Single or campaign for each medium.
Despite different medium used, the executions have to build on the same creative platform.

Mandatory
Logo and Product Shot(s)

Entry Form (PDF file, 52KB)

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