Creative Brief Debriefed

I was really blown away in class yesterday about the power of the creative brief.  Dr. Machin seems to preach about the power of a proper brief and the creative call to action it can deliver.  After briefly (no pun intended) running through a NikeID creative brief, Brandon opened my eyes to what a brief can do.  Not only did it completely capture my interest (which is difficult to do that early in the morning), it made me want to get out there and make something happen.  For some reason, the first thing I did when I got home was get on NikeID.com and start fiddling with creating shoes.  I didn't do this because I'm in the market for a new pair, the brief just captivated me and made me want to start being proactive in a campaign I have no affiliation with.  I was truly surprised by this.  I guess there is a difference in hearing about briefs in class and actually being a part of one.  I now have the utmost respect for the people who put these together, and I hope that my UNIQLO brief can live up to the hype.  I guess this is just another aspect of marketing I have fallen in love with and it reminds me of what captivated me in the first place.  Well done marketing, well done.