I'm in my last semester of school. Over the summer, I had a portfolio review where the creative director recommended not to use fun or popular brands.

It made me wonder: What types of brands do creative directors want to see in portfolios? What have you not seen before?

Alternatively, what products and brands are you tired of seeing? For instance, my professors say condoms and hot sauce are a no.

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Pick brands that don’t have great ads made for them already. Don’t do Nike, Burger King, Apple, etc. Your ads will not be better or more unexpected than theirs and creative directors will just compare what you did to them.

And don’t pick brands that all your peers are choosing for the same reason. You are less likely to stand out. That’s condom brands, hot sauce, space exploration, electric cars, etc

Creative directors want to see great and unexpected ideas for brands they might not have seen before. It helps to pick something with a clear value prop. IE comfortable mattresses, shoes that fit exactly right, a candy that’s both sweet and salty. You get it

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Sure, but lots of other students will be attempting them right now. Just like when Cuba opened to the US and everyone tried a travel to Cuba campaign.

Try taking part on @OneMinuteBriefs on Twitter.

Mon – Fri answer the one word brief with an ad in 1 minute and post it! (or like me think of a quick idea and work it up in Photoshop!)

The briefs are a total random mix, from a brief set by a business involving a prize or a completely random word, such as #AccidentalGardenParties in response to events here in the UK. One of the ideas posted has gone viral, and is now being used by the Labour Party (with permission)!

A fantastic supportive community, who daily inspire.

Briefs run 9am-ish – 6pm UK time generally.

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Can you put spec work in your book?

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