Optimisation · Scale-up

Creative Brief Template

The creative brief is the bridge between strategy and execution. It translates marketing strategy into a clear, inspiring document that gives creative teams everything they need — and nothing they don't — to produce great work. A good brief is one page, opinionated, and makes a single-minded argument. If the brief tries to say everything, the creative work will say nothing.

When to use this framework

→Briefing an advertising or creative agency
→Commissioning any creative work: ads, videos, social campaigns
→Ensuring internal creative teams are aligned on strategy
→Reviewing whether creative work is on-brief
→Training junior marketers on how to brief effectively

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Worked Example

Oatly (US market expansion)

1. Project Context

Project / Campaign Name

What is this project called?

Oatly — 'Post-Milk Generation' US Digital Campaign

Background

What is the business context? Why are we doing this now? Keep it to 2-3 sentences.

Oatly is expanding aggressively in the US market, now available in 30,000+ retail locations. While awareness has grown to 45% among urban millennials, trial remains at 12%. The plant-milk category is crowded (Almond Breeze, Califia, Chobani Oat) and consumers see oat milk as 'just another alternative.' We need creative work that makes Oatly feel culturally different — not just another milk swap.

2. Objective

What do we want this work to achieve?

Be specific. One clear objective. Not three. State the desired behaviour change or business outcome.

Drive first-time trial among 25-40 year old urban consumers who are aware of Oatly but haven't tried it. Target: increase trial rate from 12% to 18% within 6 months of campaign launch.

3. Target Audience

Who are we talking to?

Describe the target as a real person, not a segment. What do they think, feel, and do today? What matters to them?

Alex, 31, lives in Brooklyn. Works in design, shops at Whole Foods and local bodegas. Already dairy-reduced (uses almond milk in coffee sometimes) but not committed to any brand. Sees plant milk as a commodity — grabs whatever's on sale. Cares about sustainability but is skeptical of brands that 'try too hard.' Values authenticity, irreverence, and brands that don't take themselves too seriously. Currently thinks oat milk is 'fine' but hasn't experienced the Oatly difference.

4. Insight

Consumer Insight

The human truth that this communication will tap into. A great insight is surprising, recognisable, and creates tension that the brand can resolve.

People don't switch what they put in their coffee because of nutrition facts or sustainability stats — they switch because something becomes part of their identity. The brands you choose say something about who you are, and most milk alternatives feel like they're trying to be milk. Nobody wants to be a milk impersonator.

5. Proposition

Single-Minded Proposition

The ONE thing we want the audience to take away. If they remember nothing else, they should remember this. This is NOT a tagline — it's the strategic thought the creative work must convey.

Oatly isn't a milk alternative — it's a declaration of independence from the milk industrial complex. Choosing Oatly is choosing to be part of something different.

6. Reasons to Believe

Reasons to Believe

The proof points that make the proposition credible. What evidence can we show?

1. Oatly's unique enzyme technology creates a creamy texture that baristas prefer — it's the #1 oat milk in specialty coffee shops. 2. Oatly's packaging, tone of voice, and brand world are unmistakably different from every other milk brand. 3. 50% lower carbon footprint than dairy milk (verified by CarbonCloud). 4. Born in Sweden, beloved by coffee obsessives worldwide.

7. Tone & Mandatories

Desired Tone

How should the work feel? Use adjectives that guide creative execution.

Irreverent, confident, self-aware, warm, culturally sharp

Mandatories

Non-negotiable requirements: logo usage, legal disclaimers, brand guidelines, format, duration, etc.

Oatly logo (primary or secondary lockup). 'It's like milk but made for humans' tagline available but not required. All claims must be pre-approved by legal. Accessibility: all video must include captions. No negative claims about dairy — we win by being better, not by attacking.

8. Deliverables & Timeline

Deliverables

What exactly are we asking the creative team to produce?

3× hero digital video assets (15s and 30s cuts) for Instagram/TikTok/YouTube. 6× static social assets (Instagram feed + stories). 1× interactive landing page concept. OOH adaptation guidelines for subway/bus shelter (New York, LA, Chicago). Influencer toolkit with brand guidelines and suggested copy.

Key Dates

When do we need concepts, revisions, and final assets?

Creative concepts due: March 15. First review and feedback: March 22. Revised concepts: April 5. Final production: April 30. Campaign launch: May 15.

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