Static brief · CrownCards (client) · Oct 2026
Bag boxes
CrownCards also sells mystery boxes of designer bags. The person who buys a designer bag isn't the person who rips Pokémon packs, so she needs her own ads.
PersonaMostly women, 25 to 54, treating themselves for a milestone. Care about condition and authenticity
FearsFakes, looking flashy, buyer's guilt
AngleThe bags are real, named and valued, and you can see the whole range before you open
Offer"Open bag boxes on Crown Cards." The free-pack code doesn't work on boxes
FormatSquare 1:1, one focal point, formats the client hadn't run before
Why this brief. The client's own research warned against selling a box as a cheap way to get a bag, and their existing bag ad did exactly that. This buyer wants the real thing, not a jackpot. So every ad shows real bags with their real names and values, and none says she'll win one.
01Rules for every ad
- Square 1:1, text in the centre so a 9:16 crop never cuts it.
- One focal point. The offer is the headline. Little else.
- Bag names and values exactly as the app shows them, as what's in the boxes, never "she pulled".
- No real person's face unless they've worked with the brand.
- Remove the status bar and balance from every app screen.
Real brief written for CrownCards in October 2026, shortened. No performance numbers are shown.