ALITE

The aim of this brief was to create a campaign that promotes a music festival being held in Sheffield on the 3rd of march. The event is family orientated and is an all day event. Daylight, Twilight and Into the night. 

Here are some of our initial ideas which enabled us to produce a foundation and something to work on. 

One of my first ideas was abandonment which we have developed further and further. Below you can see how this idea has developed : 

Strap line: Dont Miss A Moment...

to push the campaign further we decided to carry on with the abandonment theme but this time an idea we had was to leave objects such as a pram or zimmer frame etc around town. not only will we leave them around town but they will also be one colour, this is so that there is a re accruing theme in order for the public to realise the meaning to why they are their. information about the festival will also be attached to the abandoned object.

INFERNO London visit

During my stay in London i also visited an ad agencie called 'inferno'. The work they do includes such campaigns as dove spa, Honda, autotrader and many more.

my particular favourites that they did was nokia and kiss.

Nokia

Here you can see part of the nokia campaign that inferno created. it is dynamic and modern and the use of squares symbolises the functions in which the phone contains. i like this campaign as i believe it to be rather quirky and bold. Another campaign which inferno were involved in was ' Kissmas ', this is where they took the normal santa and changed and adapted him to suit the music channel kiss. so with kiss being smooth, cool and rnb based. it was only right to use a black santa in a blue suit with shades on. 

Father Kissmas soon became acknowledged as the cooler better version of Santa by many viewers of kiss. 

MWO London visit

MWO

The first place we visited was a extremely successful agency called MWO who have done such campaigns as swift cover with iggy pop:


Wickes: with the iconic strap line 'its got our name on it'

and many more campaigns which have lead on to being great successes, wether that be tv, print, digital or radio.

We met at 10 o'clock in the morning where we were given a brief and below is the exact one i was given : 

Once receiving this we got told we had to deliver a presentation of our campaign idea at 4:30pm, although this only gave us the afternoon to generate ideas, it gave us a taste of the real world were sometimes you have to deliver ideas in a matter of hours. 

the basis to our campaign was a man who unlike everyone else was extremely laid back and relaxed due to the fact that he had sorted out his car insurance so efficiently and quick. some ideas consisted of him being in busy situation and others were more abstract ideas. such as him casually sitting on the edge of a cliff having a picnic dangling his feet, with no worry s in the world. this idea was created to emphasis how relaxed he was under any circumstances.

Volvo Semiotics...

Volvo has always advertised it self as a car that thrives of safety. People relate volvo cars to an audience aged around 40+ were by now you should have settled down, thinking about family, where by safety comes first. As seen below...

Once volvo had secured this status of being a safe car.  The way in which they chose to advertise the cars could become more abstract and contemporary.  

Again they have focused the ad on safety by using a safety pin shaped as a car. However it is less direct but it still triggers the same reaction as the other ads. Below is a couple of ads in which volvo have taken a different approach and turned a plain old crash dummy into a character that due to the volvo being so safe, there is now no need in a crash dummy, hence why the ad below is at the department of employment.

WWF semiotics...

pollution.

Stop global warming before it gets too late.

All of these images are striking and over exaggerated, however they display a very effect example of what is effectively happening to the world. There is other ways in which anti pollution and such can be advertised, however by exaggerating it and making it abstract in a way, pushes the point further than necessary in order to reach out to the viewer.

Below are more shocking WWF images that have been created to emotionally move viewers. 

This one below most defiantly has the 'shock factor' to it.

The image above shows how evolution has developed and by using the fur coat at the end of the line symbolises how we are preventing nature to develop. 

Judith Williamson Decoding Advertisements

"Ads must take into account not only the indirect qualities and attributes of products they are trying to sell, but also the way in which they make a property mean something to us "

SEMIOTICS

  "this is not a pipe" 

Semiotics enables us to more easily identify the advertiser target market. it is a very useful tool to de code advertising.
Semiotics is present in everything in our lives, it's so deep that we don't really pay attention to it as it happens so naturally.
Semiotics is the study of signs, and through them, it studies the origins of meaning in different languages of communication.

Here are a few quotes that i found in relation to semiotics...

"To process the product is to 'buy into' the myth, and to possess some of its social value for ourselves."- Bignell 2002

"Advertising has been critiqued as one of the social institutions which peform this function of naturalising dominant ideologies in our culture." - Bignell 2002

Here is an example of semiotics in advertising.......
i found this on...
http://www.snap2objects.com/2009/07/03/semiotics-a-powerful-communication-tool-for-designers/

It talks you through how semiotics is evident within this advert.

Example I: Words hurt too

Let’s start with this clever ad about verbal violence (click to enlarge). The main element is the boy’s picture. So, you instantly think: “it’s an icon, because icons are real representations like photos”. Ok, but no. It is surely an icon, yet more than that. As we said that all signs can belong to the three kinds,this one is more symbolic. See, the boy looks upset, looking down, pale colors, showing sadness. These perceptions are primary indexes, because the eyes looking down, for example, is an indicator of sadness. BUT when we understand that this boy has suffered violence, it becomes symbolical and subjective.

The “words/blood” coming out from the boy’s nose is another index (indicating violence) that becomes a symbol. There’s no real blood, the written words are giving this idea, again, subjective. If I didn’t know what is this about I wouldn’t understand the image, it was important to have a previous knowledge about the concept “words hurt too”.

BRAND TRUTH

Nike-Just Do It

Nike dont appear to have a specific audience. They want everyone to wear their product even people that don't necessary do exercise, even if the consumer simply is sitting on their sofa at home, nike still want them to be wearing their product.

ReeBok

Reebok on the other hand are more specific as to what audience they wish to attract. This is primarily athletes and then if others wish to wear their product then that is fine also. But the way in which they design their product is more sport specific in the way that they advertise the product with different sporting icons and also the technologies they use within the product.

Lynx Effect
Gets You Girls

With this ad it is clear what the point is that lynx are trying to get across.... by using lynx you will get the girls. It is straight to the point and effective. The reality of it is stupid however the idea of it is most men’s dream hence why is it so appealing.

ESP emotional selling proposition

John Lewis
christmas 2011



This is evokes early childhood memories of the festive season. Which prompts powerful emotions and Christmas nostalgia.
Through out the ad you are lead to believe that the child is being somewhat stubborn and overly anxious to open his presence. Where really this anxiety is purely unselfish of him as he gives his parents their present first.
This is an ESP as it shows how John Lewis is a family orientated department store. And shows how it is just as important to give presents as receiving them.

Coca Cola- "holidays are coming"



These christmas adverts have been around for many years and for a lot of people the first time they see this advert triggers their christmas cheer as they believe it is the first sign of christmas.
These adverts are so effective simply due to the fact that although coca cola is a brand which is around all year. As soon as this ad is released it links coca cola directly to christmas.
A running link with ESP's within such adverts as these is christmas and the interaction between familys. whether that is direct family or reltions. i beleive a strong and powerful connections is between grandparents and grandchildren. This connection is used a lot in the festive seasons. It's also a very clever way of linking the brand to the consumer.

some poster thoughts

my initial idea was to use this image of the melted de-icer bottle as my final design for my poster. however it didn't run with the theme of sports that i had been using. therefore i decided to change the image however maintaining the simplicity and uniqueness. i change it to a skating boot, this then could relate to the melting theme as it would be in a puddle of water, also it is a iconic image within sport with every one knowing what it is and what its function is.

Potenptial tv ads, inspirations that can relate to work

i have used this ad as an example of to how i envision my advert to end. quick . sharp. straight to the point.

Winter, ice , toboggan, sliiide

i began to think of winter which brought me in to ice which then got me thinking what relates to ice, and what is ice for , how do people rely on it. this gave me the inspiration to remove my campaign idea away from the stereotypical idea of when the ice is gone people are happy. instead i decided to interpret this idea on the flip side where people do depend on ice, for example winter sports:

Seeing these images of the loverly curves and bends that these toboggan runs have inspired me and staggered an immediate image in my head of instead 4 people shooting down in a toboggan, why not a child or children on a donut having fun on a slide. This also made me think of a relatively similar image to what was in my head except in this, it is old people.

De-Icer ideas

Our Brief was to go out and set our selfs a brief which was to create a strong campaign with a slight comedy value and simplicity,and finally not to overcomplicant ideas in order to advertise Blue Star De-Icer. below are some ideas i have drew up over a range of media ideas including web design i.e banners etc, posters, billboards, magazine spreads, and more.

These images are simple quickly drawn up ideas. the image above of the melted can has a similar vibe to the work BBH did with Boddingtons, the cream of Manchester. simple yet effective.