On Saturday we had decided to go to Wharfest in Leeds to hopefully get some inspiration, photos and short snippets of film footage which we might be able to use in a festival-themed campaign. Unfortunately towards the end of the week I fell ill so wasn’t able to make it on Saturday. My other two team members said they would still go and I am excited to see what footage they got and if the trip was successful.
I was still unwell when it came to meeting my team mid-week so I sent them scans of my sketchbook pages and the research I had been doing into ad campaigns so that I could still contribute to the session. They said they were spending the meeting making a short, mock-up animation of what we might want a film to look like. We have now moved on from the idea of making a film and have chosen to make an animation instead.
I have to admit my storyboards are not up to scratch, I seem to be finding small chunks of time to work on this brief but really I need to set aside a whole day to get really engrossed in it and produce some good work. The first storyboard is from the pig’s eye view and takes place at a festival. The idea is that the typical British weather means that the event is called off and everyone ends up in the pub drinking Orchard Pig cider. I think the concept could be pushed a bit more but I wanted to get across the idea of Somerset and England in the scenario. The second storyboard is based more of a sequence of still images. I imagined it with a voiceover with a Somerset accent. The idea is that the pig is pictured next to an activity which he doesn’t like and then the pig’s expression changes when Orchard Pig cider appears next to him. It’s a bit of a naff idea but I think if it was done right, the humour of it would fit with what the brand wants. The brand have said they are okay with taking the mick out of themselves so if we managed to make an advert that makes you cringe on purpose, we might be hitting the right spot.
I did some research into some ad campaigns which I thought shared some similarities to what we might be aiming for.
KitKat - The ad focusses on the different characters who are shown eating a KitKat in different ways. It shows the range of people who the product appeals to in a fun way and shows a sense of unity by showing these different people all linked by the fact they are eating a KitKat. I thought this might be relevant to the orchard pig brief because of the names of the different drinks, these could develop into character categories which people could identify with. I noticed as I was taking screenshots that almost whenever you paused the ad, the still image on the screen could be used as an advert by itself. I think this is something to consider when we are doing filming or making an animation because we will need to use still images for our physical products as well. The caption ‘Find YOUR break in store’ makes is personal to the viewer. The advert makes it a question of ‘how’ you are going to eat your KitKat, not asking whether you will actually buy one or not.
Garagista - I chose this advert to look at because it is willing to mock stereotypes and subcultures, in the advert it focusses on hipsters. I found these ads humorous and very relevant to the times and current trends. It encourages people to have a laugh and has a no nonsense approach to getting their product noticed by the right people.
Three - The advert is actually nothing to do with Three phone company, if you saw the advert out of context you would never be able to guess what it was for. However, the video fits the concept they are trying to get across and because this is so much broader than a typical phone ad, the reach of the advert becomes wider. The iconic use of something so out of the ordinary is very memorable. The campaign had a hashtag (#DancePonyDance) which went viral - I think this is something we should consider for our own campaign because social media is a really powerful way of spreading the word about something.
No comments:
Post a Comment