- No clichés.
- Must represent Somerset - what happens in Somerset?
- The product range includes bottles, draught and juices.
I proposed the idea of beermats to the group which could be used and seen in pubs, bars and rest also given away as a cheap promotional product. I think this would link to making this drink the equivalent of craft beer because these mats are traditionally for beer brands.
After speaking to Teresa about the brief, we learned that the way that it is worded suggests that we need a story to support the brand. They don't want to reinvent their brand or want their labels totally redesigned, they want something that will help sell their product and engage with customers.
When thinking about creating a 'story', these were the points that were raised...
- Secrets of Somerset, secrets of farmers, traditional Somerset games like hay bale jumping.
- Something 'edgy', appeal to hipsters.
- Festival culture - promote the bag in a box.
When thinking about how to involve Somerset, we were researching what is traditional in Somerset and what the main things to do are. There didn't seem to be a lot and some of the main attractions were drinking related so I thought about how we could use this to poke a bit of fun. The idea of the campaign could be that there is nothing to do in Somerset so you might as well buy a few ciders and have a drink. We could also maybe use rain as a reason why everything seems really rubbish and the only option left is to go to a pub and have a drink, or sit at home or in a tent or something countryside-y, and have a drink. Orchard Pig have said they don't mind poking fun at themselves and at other people so this might be an opportunity to play on the negative side of living in Somerset.
I think the festival idea also has a lot of mileage because cider is primarily a summer drink and the ethos of the brand fits in very well with festival and hipster culture.
While we were discussing ideas, we started thinking about if we could use a pig character for anything. This made me think about the idea of 'taking the pig out of the orchard' and nothing really going to plan. It could be a case of having a pig doing traditional Somerset activities and none of them going to plan, and then the pig realises that he actually belongs in the orchard with a pint of cider. We discussed this idea as a group for a while and this is when our ideas started to get a bit crazy. We tried to find some places where we could hire a pig, there were some really local ones so we contacted them through their website or by email.
Obviously we need to wait for a reply from these to see whether it would be possible to get hold of a real pig or not before we can progress with a solid idea for our response to the brief. For the next session we have said to have some storyboards done for the possible scenarios the pig could be in, and also some alternative ideas for if hiring a pig for filming is not possible.
How am I going to record this process?
I have been thinking about the best way to record my own contribution to this collaborative project and I think the best way is to blog after every time we meet up and give my honest opinion of what has happened in that session and what my personal contributions were.
I think I need to keep really on top of my blogging for this brief because it will be so easy to forget what has happened or who said what if I don't write things down straight away.
I need to schedule a time each week to focus solely on responsive, I need to make sure I don't neglect this brief and leave it to the last minute because this would be letting my teammates down and I don't want to do that. It's not a professional attitude to have.
Evaluation
This is my evaluation of the meeting we had today. I feel it went well as it was the first time we has sat down together as a group and were able to discuss the brief in more depth. I like that my teammates are as driven and excited about the brief as I am and they really want to do well. From the ideas discussed in this session, I think there are some solid concepts which could be developed and taken forward. I think hiring a pig could go well and would really show how much time and effort we are willing to put into this, but I am just concerned about the quality of the outcome if we were able to get one. We have all admitted than we aren't particularly good with camera work so I think it would be wise to reach out to a photography student to help us with this. I think there is a lot of potential to have fun with this brief so as long as we don't take ourselves too seriously with it (but still maintain a professional attitude) I think we will be along the right lines of producing something they want.
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