Friday, September 08, 2006

Most Incomprehensible Client Brief EVER

Client briefs are often not easy to follow, but I’ve had possibly the most incomprehensible client brief EVER land in my inbox and I must share it. It’s from a Korean client, so it’s pure Engrish. I’ve removed brand names etc to preserve his anonymity!

Here’s the brief in full:

Project overview

1) Invitation to the XXXX exhibition at Salon international

Target: Female consumer age 24-44 whom would spend 100 pound p/y for skin care product.

Format: A5

Project deadline: 8 September

Project objective: Sing copy line on front, short description on back.

We need a copy line which representing product benefit with female manner. The word should be simple but intentional and attractive.

Here are examples of copy that I have discovered while having a brain storming with designers.


“Make up doesn’t improve your skin but XXXX does”

“Even better than a bottle of water”

“You don’t need worry about limescale on hair”

“Wash your hair which you actually can drink”

“No point using hair conditioner if your hair ware already damaged by water”



Find out ultimate skin care product XXXX at

Salon International 2006

ExCel London

Time: 9:00 -17:00

Date: Saturday 14 – Monday 16 October 2006

2) XXXX product AD

Target: Female consumers age 24-44 whom would spend 100 pound p/y for skin care product.

Format: A4

Project deadline: 8 September

Project objective: Sing copy line and short description on front.

This AD campaign will be place on HJ (Hairdressers Journal Salon) magazine.


Rescue you skin/hair

Picture: Skin looks very dry as if it is look like dried grass. Firefighter try to rescue you dried skin.


Picture: water vain on human skin.

As blood supplies minerals and oxygen to our body cell, filtered water gives energy and good minerals to our skin.

This will give the idea that filtered water is essential thing for your skin.


How much do you spend or take care of your body?

Picture: a Person and arrows points part of body

e.g.: mouth: Organic food £00.00
Clothes: Eco Friendly £00.00
Skin: XXXX £ 42.95

However I would inform you once we have been generated more ideas for XXXX product AD.

Best regards,



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