Creative Brief
Objective
- To convince the audience that “Humans of New York Stories” (book) will inspire in order to spread the message of heartbreak and joy.
Target
- Younger people
- Curious people
- Books expand the demographic towards those who don't use social media
Support
- Stories are collected in an authentic way.
- Sharing of inspirational stories by real people
- Increased knowledge of different cultures, backgrounds and perspectives.
Brand Character
- Inspiration
- Sharing of stories
- Connecting people
- Giving back
- Helping those who deserve it
Tone
- Inspiring
- Informal
- Curious
- Encouraging
- Investigative
- Open
- Empathetic
- Thought-provoking
Single-minded proposition
- Everyone has a story to tell.
Big Idea
- Humans of New York is going to find, collect, and share stories from people all around the world.
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