silly.The One Minute BriefIssue N° 01
The oneminute brief.
A daily warm up · silly.co.nz
A real client, a real problem and one rule that makes it harder. Sixty seconds on the clock. Read it, think fast, write one line.
Brief N° 01Ready when you are
The client
A neighbourhood library
1:00Seconds
The askGet teenagers through the door after school.
Who it's for15 to 18 year olds
The ruleDon't mention books.
How it worksSixty seconds, three moves
10sRead itOnce. The rule is the brief, so start there.
40sThink fastGet the obvious idea out of the way. The second one is usually better.
10sWrite one lineA headline or a sentence. If it needs explaining, it isn't there yet.
A blank page stalls everyone. A library, a room of teenagers and no mention of books gets you moving.
Good constraints are generous. They tell you where to look, so you spend the minute on ideas rather than on deciding what to think about.
silly. is built as a daily ritual: one brief a day for creative teams, a quick game for strategists, and a shared feed of the best lines.