Micro-Seminar: Creating Green Narratives: How to Write Creative Briefs for Eco-Friendly Campaigns PART ONE

Micro-Seminars have two parts. Attendance to both parts is required. Registering for the PART ONE session will automatically enroll you in the PART TWO session on Friday.

Part 1: Thursday, August 22, 2024 from 3:00 – 4:30 pm (PST)
Part 2: Friday, August 23, 2024 from 10:00 – 11:30 am (PST)

This micro-seminar focuses on the intersection of creativity and sustainability, guiding students through the process of crafting compelling creative briefs for eco-friendly brand campaigns. In the context of increasing environmental awareness and the growing need for sustainable practices, this seminar will equip participants with the skills and knowledge to develop impactful creative briefs that drive positive change.

Expected Learning Outcomes: - Understand the essential components of a creative brief and its role in campaign development. - Learn how to integrate sustainability themes into creative briefs effectively. - Gain insights into successful (and less successful) eco-friendly campaigns and their strategies. - Develop practical skills through hands-on activities and real-world examples. - Collaborate with peers to create and critique creative briefs focused on sustainability.

Day 1: - Preamble: Introduction to the seminar and its objectives. - Micro-Seminar Overview: Detailed overview of the seminar structure, goals, and expectations. - The Creative Brief - An Overview: Introduction to the concept of a creative brief, its importance, and key components. - Interactive Session: Group activity to identify elements of a creative brief using examples from existing sustainability-focused campaigns.

Day 2: - The Big Idea: Discuss the central concept or 'big idea' in campaign creation and how to anchor it in sustainability. - Creative Brief Discussion (Brand Examples): Analysis of successful eco-friendly campaigns from brands like Patagonia, Tesla, and Toms, focusing on their creative briefs. - Workshop: Hands-on session where student teams will create their creative briefs for a hypothetical sustainability campaign. Use AI as a creative tool in ideation. - Wrap-Up & Q&A

Target Audience: This seminar is ideal for students interested in marketing, advertising, environmental science, and sustainability. It is particularly beneficial for those aspiring to careers in creative/marketing roles within eco-friendly and socially responsible companies.

Lead By: Professor Rafael Bracero

Rafael Bracero has over 20 years of experience in brand marketing, growth marketing, and partnership development at industry-leading firms, including Disney, Procter & Gamble, Activision, Warner Media, and most recently, as Director of Marketing Strategy at MNTN, a leading SaaS adtech CTV platform for streaming TV advertisers. Rafael is an Adjunct Professor at the University of Southern California’s Annenberg School of Communication and Journalism, where he teaches graduate marketing courses, including Integrated Communication Strategies, Global Marketing Communications, Storytelling & Experiential Communications, and a new course he created called The Future of Advertising: Adtech Innovations & AI Trends. He earned his MBA from the USC Marshall School of Business and serves on the Board of the Marshall Volunteer Leadership Council. He holds a Master of Business Administration (MBA) in Marketing from USC's Marshall School of Business, a Master of Public Policy (MPP) in Public Finance from the University of Chicago, and a Bachelor of Arts (BA) in Economics and Political Science from the University of Michigan. Prof. Bracero also serves on several USC Annenberg academic committees, including as the Adjunct/PT Elected Member of the USC Annenberg Communications School Faculty Council, the USC Annenberg Adjunct/Part-Time Merit Review Committee, and the USC Annenberg Digital Social Media (DSM) Graduate Admissions Committee. Rafael also volunteers as a mentor for the USC Marshall G.E.M.S. Program (Guiding Exceptional Minds to Success) and hosts the marketing podcast "Working Media with Rafael Bracero". In addition, Prof. Rafael Bracero is an ICF ACC-credentialed executive coach with over 20 years of corporate leadership experience at Fortune 500 firms. He founded The RBR Group to provide coaching, career advisory, and brand consulting services from a grounded practitioner’s perspective. He offers free initial assessment sessions to USC students. Rafael also serves on the Board of Directors of the Los Angeles Chapter of the International Coaching Federation (ICF). Prof. Bracero was born and raised in San Juan, Puerto Rico, where many of his immediate family still live. His hobbies include sailing, food & travel, photography, tennis, golf, and volunteering.

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