# Fictional campaign brief

**Product:** an unbranded reusable aluminium bottle. This is a fictional demonstration, with no real client, price, launch, store, manufacturer or results.

**Known facts for copy:** bottle; reusable; aluminium; unbranded. No other specifications are supplied. The campaign image is a suggested concept illustration and cannot establish facts about the product.

**Objective:** develop three meaningfully different creative directions for a future product introduction. The example demonstrates the passage from brief to channel copy and editorial selection. It does not demonstrate a launched campaign or proven demand.

**Working audience hypothesis:** English-speaking adults comparing everyday reusable bottles. Motivations are creative hypotheses, not researched personas. Do not invent demographic research or survey statistics.

**Tone:** clear, calm, specific, without inflated claims. Use British English. Keep calls to action exploratory because there is no real purchase destination.

**Requested drafts per direction:** one paid social feed ad, one three-frame vertical story, three search headlines, two search descriptions, one email, and one landing-page message. Search drafting limits are 30 characters per headline and 90 per description; these are internal demo constraints, not a representation that current platform policies were verified.

**Boundaries:** do not invent capacity, price, availability, colour options, insulation, leak resistance, safety certification, recycled content, recyclability, impact reduction, carbon savings, durability, warranty, manufacture origin, health benefits, customer quotes or awards. Do not infer product claims from the suggested image. Do not use a real brand or imply a real client.

**Decision rule:** score the directions against the five equal-weight editorial criteria in `evaluation.md`, explain the trade-offs, and select one direction for further development. Scores are subjective, do not predict click-through or conversion rates, and are not model benchmarks.

**What would be needed to publish:** verified product specification and imagery; real destination and offer; applicable placement checks; business review of final claims and a defined test plan. None is assumed to exist in this demonstration.