Unilever - Super Shoots (Creative Development)

The agency’s Creative Response showcases how the agency’s creative idea will encapsulate the brief and content plan. It’s used to inform the production brief bringing the campaign strategy to life. Let’s explore what needs to be provided in a great Creative Response.

Shoot Modules sit at the heart of Super Shoots, supported by a dedicated AdPro planning app.

The Creative Agency remains fully responsible for the Shoot Modules.
Modules must ensure all content is structured, comprehensive, and adaptable across various platforms and purposes.
All asset scripts must be completed by the agency and approved by the brand before any production briefing can begin.
The Creative Agency account team must build a comprehensive matrix defining every module, long-form deliverable, talent and product requirement.

1

Creative Agencies should develop a big idea that anchors a campaign across all channels and markets

2

Develop Shoot Modules that will allow for the creation of all assets outlined in the draft asset list provided by the brand team

3

Use the Shoot Planning Tool to help you and the agency plan for all SKUs, markets and framing variations needed

4

Together with the brand team or talent agency develop a talent and music strategy for the duration of the campaign