O briefing da Capela Sistina

buy Neurontin gabapentin O briefing talvez seja a única coisa indispensável ao início de um processo artístico ou criativo encomendado. Mesmo que a falta de briefing seja assumidamente o briefing.

A lingua portuguesa incorporou esse anglicismo e define briefing como:

  1. o ato de dar informações e instruções concisas e objetivas sobre missão ou tarefa a ser executada (p.ex., uma operação militar, um trabalho publicitário ou jornalístico);
  2. o conjunto dessas informações e instruções (p.ex., as instruções sobre determinada missão dadas aos pilotos e outros tripulantes imediatamente antes da decolagem);
  3. reunião em que são dadas essas informações e instruções;
  4. o resumo escrito de tais instruções.

Obviamente, o briefing não é originário nem exclusivo das agências de propaganda. Mas talvez seja a única coisa onipresente e indispensável em qualquer tipo de agência  –  de publicidade, internet, marketing direto, mídias sociais, conteúdo etc.. Sem briefing do cliente não tem trabalho, sem briefing para o time criativo não tem criação.

O briefing, qualquer que seja o seu formato ou propósito, deve expressar o que é pedido e desejado, de maneira inspiradora e estimulante, para gerar como resposta uma solução criativa à altura.

Por isso, desenterro aqui a história do briefing da Capela Sistina para o Michelângelo, que o planejador Damian O’Malley inventou e publicou em 1987 na 1ª edição esgotada do How to Plan Advertising, o antológico “Livro Azul” do Account Planning Group de Londres.

Imagine, na Renascença, os possíveis briefings que Michelângelo poderia ter recebido do Papa Julius II para pintar os afrescos no teto da Capela Sistina, uma das mais belas obras de arte de todos os tempos. E leia os comentários resumidos sobre cada um deles, livremente traduzidos por mim.

O briefing ruim

“Por favor, pinte o teto.”

Não deixa a menor dúvida do que foi pedido para o Michelângelo fazer. Mas esse briefing não lhe dá a menor pista do que tem que fazer para atender o pedido. Deixa todo pensamento e decisão por conta do artista antes mesmo da primeira pintada.

O briefing pior

“Por favor, pinte o teto de vermelho, verde e amarelo.”

Esse briefing é mesmo pior. Não só não diz nada do que pintar, como estabelece restrições sem justificativa alguma, que hão de atrapalhar e distrair o artista do objetivo principal de criar.

O briefing muito pior

“Temos problemas terríveis de manchas úmidas e rachaduras no teto e ficaremos muito gratos se você puder apenas cobrí-las para nós.”

Decididamente, esse briefing é muito pior. Não diz ao artista o que pintar e ainda transmite uma informação irrelevante e desanimadora, pois insinua que ninguém está interessado no que ele pinte, porque, de qualquer maneira, o teto logo despencará.

O briefing melhor

“Por favor, pinte cenas bíblicas no teto, usando alguns ou todos os elementos seguintes: Deus, Adão, Anjos, Cupidos, Diabos e Santos.”

Melhorou, pois agora começa a dar ao Michelângelo um rumo. Ainda não lhe passa o quadro todo (com perdão do trocadilho) mas pelo menos ele tem ciência dos elementos relevantes. É o tipo de briefing que a maioria de nós saberia passar. Contém tudo o que o criativo precisa saber, menos aquele passo a mais em direção a uma ideia que possa ser a solução.

O briefing certo

Esse é mais ou menos o briefing que o Michelângelo recebeu na realidade:

“Por favor, pinte o nosso teto para glorificar a Deus, como inspiração e lição ao seu povo, com afrescos que descrevam a Criação do mundo, a Queda, a degradação da humanidade pelo pecado, a ira divina do dilúvio e a preservação de Noé e a sua família.

Michelângelo agora sabe o que fazer – e se sente inspirado pela importância do projeto  –  podendo devotar toda a sua atenção à execução dos detalhes do briefing, da melhor maneira que saiba.

 

Palavras são como pequenas bombas: a certas explodem dentro de nós clamando por uma solução original e excitante, ao invés de uma medíocre e maçante.

Trabalhe duro, duro mesmo, até encontrar a proposição certa; e mais duro ainda para encontrar as palavras que a exprimam da maneira menos ambígua e mais estimulante possível.

capa

 

Citação do capítulo “Briefing Criativo” de “How to Plan Advertising“, o Livro Azul publicado pelo APG em 1987, em 1ª edição, esgotada.

A segunda edição desse clássico está à venda na Amazon, em nova tiragem.

“Como Planejar a Propaganda” é a tradução brasileira feita por voluntários do Grupo de Planejamento, coordenados por mim, que também escrevi o prefácio, em 2007.

Encontra-se à venda, por exemplo, nas livrarias Saraiva e Cultura.

 

 


Fontes:

  1. Creative briefing and the Sistine Chapel” by John Griffiths
  2. “A Criação de Adão”, Michelângelo, Capela Sistina – Creative Commons
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