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Psycho-Analytic & Psycho-Dynamic Style Creative Brief

  • Catherine (Cat) Howarth

My fever was intense. As I lay still with flushed cheeks and hot feet, my mind began to race. To wonder. To play. What would happen if I wrote a creative brief through the lens of psycho-dynamic thinking? I finished a foundation course in psycho-analytic couples counselling this summer, and I would like to study further next year. In the meantime, I think I've been trying to relate the two worlds. To find my connections between them. This is where I've got to so far. Does anyone else find both realms interesting? Would you like to talk? Or make stuff? Or play with ideas?

PSYCHO-ANALYTIC & PSYCHO-DYNAMIC STYLE CREATIVE BRIEF

CAMPAIGN OBJECTIVE:
Can you point your ambitions in the same direction?
Subconscious needs:
Conscious needs:


PRODUCT:
Life opportunities the product/service brings you:
  1. To connect with yourself:
  2. To connect with people you love:
  3. To connect with your wider community:

TARGET MARKET: (put the relevant number by the category)
  1. Which Jungian archetype does your audience perceive themselves as?
  2. Which Jungian archetype do they most fear repressing themselves into?
  3. Which Jungian archetype do they aspire to Individuate (ie mature) into?
_ Explorer _ Outlaw
_ Creator _ Jester
_ Hero _ Lover
_ Magician _ Caregiver
_ Sage _ Everyman
_ Ruler _ Innocent


CULTURAL CONTEXT
How does the collective conscious perceive this product’s ability to help people feel a sense of belonging?


STRATEGY
How do people anticipate the product's brand cultural associations will transform their external object relations (with other people), and thus impact on their internal universe (with themselves)?
  1. By soothing tensions you absorbed as an infant (Klien’s internalised parents)
  2. By exploring your perception and reality of gender (Jung’s Anima & Animus)
  3. By challenging behavioural patterns handed down to you (Freud’s Intergenerational Trauma)
  4. By calming the eco-system you inhabit with a partner (Morgan's Couple State of Mind)
  5. By helping your relationships feel secure rather than anxious, ambivalent or disorganised (Bowlby’s Attachment Theory)

PROPOSITION
How can your product help your audience make transformations they wish to make?


IMPACT
  1. Preconscious (tactical/sales)
  2. Conscious (product)
  3. Unconscious (brand)

FINAL THOUGHT
Why are we all really here and not somewhere else doing something different?
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