MEWE
Creative brief for Kanaf
Creative Brief · Confidential

Kanaf × MEWE Creative Brief

Following our intro call, this is the short brief we promised. Your answers set the direction for the first creative concepts we bring to the follow-up meeting.

Nothing here is mandatory. Most answers are a line or two. Fill in what you can, skip what you cannot, and leave anything you would rather not put in writing yet. We can cover the rest on the call.

This is a brief about the concept, not about one campaign. We are not asking you to pick a single idea or a single message, and we are not asking for a plan per audience either. Section 03 is about the thinking that holds it all together: the world the content lives in, the thread that runs through it, and the segments it has to stretch across. Naming a segment in one line is enough. We will do the rest.
On confidentiality. This document stays between Kanaf and the MEWE team. We know the deeper layer (specific channels, accounts, segments and KPIs) waits for the NDA. This brief deliberately stays at the level you can share today.
Nothing is mandatory 26 short questions About 15 minutes 6 sections
01

Who we are working with

So we know who to talk to, and who decides.
01Organisation name, as you want it written
02Who is filling this in
03How we reach you
04Who signs off on creative before it goes live?

Name the people, and how long an approval round usually takes. This is the single biggest factor in how fast we can move.

02

Why we are doing this

The honest goal, not the polite one.
05Taking all of it together, what should this content achieve?

The thing that stays true whoever is watching. One or two sentences.

06What does success look like six months from now?

Numbers if you have them: followers, reach, sign-ups, event turnout, list size. A feeling is a fine answer too.

07What is not working today?

The frustration that made this conversation happen. Be blunt. This is the most useful answer in the whole brief.

08Is there a date or moment you are building towards?

A launch, a season, a campaign window, an event. Or "nothing fixed, start as soon as possible".

03

The concept

The thinking that holds everything together, before any single piece of content exists.
09If someone described this content to a friend, without mentioning your organisation, what would they say it is?

"It's that page that…". If you cannot finish that sentence yet, say so. Finishing it is most of the work we are here to do.

10What world does the content live in?

The territory, not the message. This is where a subtle idea earns attention, because people follow a world before they follow a position. Pick what feels right, then tell us why.

11What is the one thread that must run through everything?

Not a slogan. The thing a viewer should sense in the tenth piece even if they missed the first nine.

12What stays identical everywhere, and what is free to change?

Look, voice, presenter, logo, format, length. Which of these are fixed, and which can flex from piece to piece.

13Is this one voice, or several?

One of the biggest structural decisions, and it changes everything we design. If you do not know yet, pick the last option and we will bring you a recommendation.

14The segments this has to stretch across

A name and one line each is all we need at this stage. Rough guesses are fine, and "we are not sure yet" is a real answer. Add as many rows as you have.

15Who are you deliberately not talking to?

And separately: who must we be careful not to alienate, even if they are not the target? The segment you decided not to chase often tells us more than the ones you did.

04

Voice, and the limits on it

How it sounds, how far it goes, and where it stops.
16Three things you want associated with you
17Tone: pick up to four
18How direct should the message be?

You told us the first phase is about building an audience, with the message underneath. Where should the programme start?

19Red lines: what must never appear

Words, images, symbols, named people, topics, humour that is off limits. Please be specific. This is the list we will hold ourselves to.

20Legal or regulatory constraints we should design around?

Disclosure obligations, nonprofit restrictions, election period rules, platform policy history. Anything that has bitten you before.

05

Output and operations

Where it goes, how much of it, and who ships it.
21Platforms: where does this need to work?
22Formats you want to see, and how much per month
23What already exists?

Accounts, communities, mailing lists, and roughly how big and how active. Handles and hard numbers can wait for the NDA; a rough scale helps us now.

24Paid promotion behind the content?
06

References, assets, and anything left

Show us taste. It is faster than describing it.
25Accounts or campaigns you admire, and one you cannot stand

Links are perfect. From any country, any sector, political or not. One line on why for each, because the "why" is what we actually use.

26What do you already have, and what are you open to?

Done? Send it back to us.

Submit sends your answers straight to the MEWE team. Partial answers are fine, and you can come back and send a fuller version later. If submitting does not work for any reason, use "Download answers" or "Copy answers" and email them to us. Nothing is lost.