Cold Blooded Dinners
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Tutorial response
The response to our work was unexpected, but it set us on the right track. As the extent of our combined origami skills was making a paper hat, holding paper folding competitions in universities across britain was going to be a large task, however, we had developed the campaign in detail and were almost ready to start creating visuals, when we discussed the idea with Jonathan.
We were selling the newspaper as a boring item which you can make into an interesting one by turning it into a frog or a swan, and couldn’t see another route to go down. Jonathan told us to consider rational and irrational reasons why people might buy a newspaper. He said some people read one so they have something interesting to bring up in conversation. The target audience of a newspaper is similiar to that of a magazine.
lets say biking enthusiast A reads a range of biking literature long into the night to find interesting stories to tell biking enthusiasts B and C. They are amazed by the stories and look forward to hearing more tyre gripping tales from biking enthusiast A. This makes biking enthusiast A feel incredibly proud as he is now percieved as the coolest, most respected biking enthusiast.
The mountain biking enthusiast George Bush must have a few incredible biking stories to tell world renouned proffessional biker Chris Sugai.
Pride is an irrational feeling which makes us feel important and clever, an emotion marketers can use as a selling point. Someone who is seen as being important, clever and always having something to say is usually perceived as being a good leader, even if this is not always the case.^
We were told not to discard the origami idea, instead to use origami cleverly, using it to symbolise of areas of the news. After the tutorial we went in a completely different direction, taking and developing a lot of what was discussed.
An uncomfortable fit
When shopping, I have a tendency to wonder off by myself and like to feel almost every piece of clothing I find, a habit I’ve had since I was a child. Naturally when you are uncomfortable, you find it comforting to do something with your hands. These were urges I had to resist when exploring Debenhams womens underwear department last thursday. Debenhams underwear section targets older ladies as H&M, next door, is more attractive to younger generations. Imagine being an older lady, walking into what is a very personal space, an underwear department, and seeing a very tall man dressed in black, keenly studying the underwear you are about to try on.
We had to rewrite the YCN competition brief for Triumph
Triumph aim to sell Bras to women aged between 25 and 50, they want to keep their reputation as customer friendly bra fitters, as well as move forward to target a younger generation. They need a piece of communication design to advertise their unique bra fitting service. The images they currently use are uncomfortable for women when buying bras — bra searching is a very personal shopping trip, not usually carried out in a large group of people, or with a man.
From the brief we got the impression they wanted an illustrated piece of design because it might be more comfortable to look at different sized ladies illustrated rather than photographed. An illustration could also be artistically directed to give a historical, fake nostalgic impression. An alternative to an illustration was ‘realistically’ shaped mannequins.
We changed groups in the afternoon, having watched and given presentations on the selected YCN competition briefs. The next day our advertising and branding group met up to decide which brief we each wanted to choose, we ended up choosing to make an advertising campaign for i newspaper. The broken down Independent tabloid for people who don’t have the time to read it. Suggestions included using the cool terminology of making it the first ipaper, like you have ipods and imacs. Another was charging an extra 20p for lunch at a cafe for a copy of i with your meal.
Block 2: Advertising to women
Our latest graphic Design Brief is a competition brief for the annual Roses Advertising Awards
I have chosen . . .
Brief 10. Can You Create A No.1 Brand?
Create a rival brand to take on the might of a big established packaging brand. For example, Dorset Cereals versus Kellogg’s. It’s like a David and Goliath situation where your brand is David. To be clear, we don’t want you to rebrand the established brand; we want you to create an entirely new brand that has its own unique personality and takes attention away from the established brand
I felt it was fitting to post about this project under the heading “advertising to women” because the brand I’ve created aims to sell paint pots to women. Also, I’m not sure it fits the brief so I may use another idea, this could just be for fun
Vixoprime = vixen/primer
Vixen is a Strong willed women who gets men to do what she wants, also a fox
Primer is the first coat of paint.
Dulux is the most popular brand of paint.
Men are notoriously bad for not finishing, or starting, DIY jobs around the house; this annoys their wife/girlfriend. This campaign is aimed at women to buy Vixoprime and put on the first coat of paint, so their partner will man up and finish the job to redeem their status as a male human being. I also want the product to appeal to men, using sex appeal.
There are 4 adverts I want to use so far which I will post images for later
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A picture of a female fox (VIXEN ) wielding a paintbrush, wearing denim dungarees (Vixen written on her chest). A male fox is jumping up from a couch in an attempt to stop Vixen from painting because if he doesn’t it will affect his pride. The tagline: “If you slap it on, he won’t be able to resist” (you slap on paint, you also slap on make-up)
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A picture of a woman’s leg. She’s painting it a skintone colour. It’s advertising Super Smooth paint. the tagline “Watching paint dry has never been this exciting.”
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A picture of a woman painting her lips with red, glossy paint. There is a tub of vixoprime on her make-up table. Tagline: “watching paint dry has never been this exciting.” (the same one is used for matt paint,these can be used for packaging regular matt and gloss paint.)
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A picture of a woman’s foot. She’s painting it a skintone colour. It’s selling anti mould paint for Bathrooms. Tagline “watching paint dry has never been this exciting.”
I will need to find out, possibly through surveys if women buy paint more than, or as much as men; and If women do DIY around the house.
I’ll also need to find out how to market to women using: The Female Brain, by Louann Brizendine; and Dont Think Pink, by Lisa Johnstone and Andrea Learning.
I do realise I’ve jumped into this project without doing any research. I also realise it’s sexist to encourage women to seduce their partners to do chores for them. I hope the idea won’t breach the Advertising Standards Agency BCAP code of conduct.
4.1
Marketing communications must not contain anything that is likely to cause serious or widespread offence. Particular care must be taken to avoid causing offence on the grounds of race, religion, gender, sexual orientation, disability or age. Compliance will be judged on the context, medium, audience, product and prevailing standards.
Marketing communications may be distasteful without necessarily breaching this rule. Marketers are urged to consider public sensitivities before using potentially offensive material.
The fact that a product is offensive to some people is not grounds for finding a marketing communication in breach of the Code.
If I’m not allowed to use this brand for the roses brief, as it doesn’t fit with the david/goliath theme I’ll use the following idea:
Brand Name: Cottage Industries
A cottage industry is one made of local producers selling products from their homes. There is an existing cottage industry in arbroath, the people of arbroath sell smokeys from their homes.
This would take on the largest uk seafood manufacturers: M&J Seafood.
The first ideas which come to mind are promoting it at farmers markets in Dundee and Perth. The campaign would promote small seafood businesses in arbroath. It would encourage people to visit the fishmongers in their homes where they sell their fish. It would be a campaign to revive the once thriving cottage industry in Arbroath and across Angus. It would try and unite fishermen to stand up to globalisation and begin to sell fish from their homes once more; while the industry has not completely dissappeared
Advertising will involve promoting individual fishmongers, promoting their warm, friendly attitudes, allowing you to meet them in their homes, or at the farmers market and buy their brilliant fresh fish.
If Cottage Industries is a success, other cottage industries could be revived, in an attempt to fight large businesses like Tescos and Asda. Local newspapers could play a large part in getting the locals to take an interest.
This is truly a David and Golliath Campaign.
Personal observations from the One Day Brief
I didn’t think I would be able to be creative on the day in such a busy environment, so the night before I carried out a lot of research and generated some ideas for the beginning of a marketing campaign, looking at journal articles, online magazines, web based agony aunts and finally Youtube clips. This one caught my attention:
Because they care more for, and worry about each other than they do anyone else, when the wife decided her husband should go to the doctors he initially thought she was being silly, as she tends to worry about him more than anyone else. The more she nagged, the less likely he was to listen to her. It was not until he developed a fever he went to the Doctors. He had seen an advert which said when you catch a fever after having a serious cough you should go to the doctors.
Only when he had received a professional opinion did he go to the doctors.
These are advert ideas I came up with the night before:
“HE SAYS YOU MAKE A SPINELESS ARGUMENT,
GIVE HIM ONE WITH A BACKBONE
. . . % Men visited their GP because of back pain in 2010
. . . % Men became aware of their diabetes as a result
. . . % Men died of diabetes that year”
“THESE FACTS SHOULD SET HIM STRAIGHT
EVEN IF YOU CAN’T
. . . % Men visited their GP because of erectile dysfunction in 2010
. . . % of men became aware of their multiple Sclerosis as a result
. . . % of men died of Multiple Sclerosis in 2010″
These are the only adverts I came up with the night before. The wife/girlfriend could take this information in the form of leaflet to their husband/boyfriend.
This puts no pressure on the woman having to nag their partner, it’s humorous and has the fear factor, it is also powerful information from an external source.
I tried to tell people in the group my idea more than once and showed people the Youtube clip. There were no objections and no opinions, just a short silence before moving onto the next topic. I felt like my opinion didn’t matter, maybe because my description of the advert wasn’t clear, but more because there was only one other male student in the large group I was in. John Russell and I felt a bit outnumbered. Anna Rzepcynski was keen for us to give some input, which was good because she felt mens opinions mattered.
Adaptability was key in working with such a large team, I learned you have to go with the flow, even if you think its going in the wrong direction, and make the most of the agreed advertising campaign.
Breaking news
The poltergeist of the late Steve Jobs disrupts Blackberry services across the world!
A very brief introduction to our future office environment
One Day Brief
Last Thursday, three large advertising groups were formed from everyone in our Design Studies class. We faced a day of intense creative thinking, many percy pig’s were sacrificed for the sake of good creative practice.
The brief was to create an advertising campaign to get men to visit the doctors, as not a lot of us do, by helping women – wives, girlfriends, daughters and friends – to convince their man to go to the GP. We agreed we would each research the topic in our own time before the day began. As ever with Jonathan Baldwin’s assignments, we were given a huge task with very little time to accomplish it in. We arrived bright and early to begin our day as headless chickens on steroids, frantically dashing about Dundee, looking for some kind of direction to take our marketing campaign. After slyly walking into shops and interviewing their static owners we had gathered a reasonable amount of data to generate ideas for our campaign.
Ideas ranged from the Abstract
To the absent minded
But after hours of talking and eating we came to a decision and, as a team, acted on it. The unofficial name for the campaign was Guerrilla Nagging. A persistent wife/girlfriend leaves notes on fridges, buses and billboards until the ignorant husband/boyfriend “eventually get’s the message”.
The campaign was potentially successful, the only problem was there was no woman in the storyboard, surprising really as there were only two guys in our group of twenty-something.
Just before our brains completely melted, Jonathan managed to describe good and bad things we did as groups after observing our days work. I don’t think anyone left the studio feeling brilliant, but everyone learned a lot which they will hopefully take with them to the next one day brief in a few weeks time.
Beerd brain
When in an akward social situation, you feel secure holding a drink. It doesn’t get much more akward than staring at strangers on a train, so I feel this advert works well. Not sure about it’s appropriateness, or the space to hold onto the support pole. The fact it is a support bar adds to the sense of security from holding a beer can.
Not sure who designed this great bit of environmental design, but they were probably brought in to increase sales after the following TV ad. “More Force, More Body, More Economical.”
Adeas
In my last design studies post, I developed an idea for a 50-70 year old persona. Anna rzepczynski and John Russel have kindly made some personas and want us to come up with ad ideas for them. As I have already tackled the latter age group, I’ll try to create an ad idea for Sally, 26 and Jenny, 38.
Sally
What would smash mean to sally?
Smash would be a filling, tasty instant meal, which is healthy.
According to her persona, Sally might eat a “share size bag of crisps”. It seems sally is looking for a satisfying, tasty, quick snack, which will fill her up, so I decided to look at pringles adverts.
Pringles are the curvy snack, which use bigger quantities to give women ‘curvier’ bodies. Larger quantities mean more satisfaction, with the same number of customers, and higher prices due to more crisps in each pringles tube.
So to improve sales, one thing Smash needs to do is contain more smash powder.
It needs to promote its a tasty, comforting instant meal, but with a nutricious quality – don’t eat trash, eat Smash!
It should promote its addictive quality somehow, possibly, by using new packaging which has similar qualities to the pringles tube. This may make you not realise how much you’ve ate because you can’t see the bottom. Possibly using an opaque cylindrical design, something which can contain the powdery substance which is Smash.
Going off on a tangent, as 18-30′s are this adverts target market, an advert could promote smash as an alternative to getting a take away after a night out. Often when my flatmates and I get back after a night out and have resisted getting a take-away, we’ll raid the fridge when we get home.
The ad would be an image of an overflowing bin of takeaway boxes, with ‘don’t take-out the trash, choose smash’ as a tagline. In the bottom right corner of the ad would be a tube of smash, promoting itself as a long lasting snack, which is 100% potato.
This advert would promote Smash as having the same satisfactory qualities as a takeaway, but with it being nutricious and producing little mess.
Going back to the needs of Sally, and using the famous ‘Mr Smash’, the face of Smash, I have an ad idea which accommodates Sally’s lazy Saturday night in snacking. It would promote good quality and high quantity. The tagline is ‘Film Food of the Future’. A blue and a red robot martian are sitting in front of the telly watching Star Wars, the blue one chose to eat popcorn, the red one chose Smash. The popcorn box contains only a few crumbs, the bowl of Smash is only a quater of the way empty, and looks warm and delicious. There would be a packet of smash on a table in front of them, it would look like space food packaging. On the packet it would promote high quantity and the fact it is 100% potato.
Jenny
What would Jenny get from buying Smash?
A cheap, quick to make, healthy, presentable, filling foodstuff.
Here is the advert solution, Two Smash martians: one red, one blue, are sitting across from each other, at a two person table, in the spaceship canteen.
“Robbie’s Smash and Ricki’s mash are identical in taste, texture and appearance. The only difference is Robbie’s dinner has gone cold” (steam is coming off of Ricki’s plate)
Tagline, ‘if you’re in a Dash, but dont want trash, choose Smash.’
Sandwich face
After collecting, sorting and discussing data, we each agreed we would write seperate personas for different age groups, then think of adverts for our chosen age group. They are yet to be assigned.
We decided to split the personas by their age groups because we agreed each one (18-30, 31-50, 51-) had the most general potential persona out of all the categories we considered.
18-30 Young people have issues about their appearances, and are constantly trying to develop themselves, as they have the opportunity, especially in university. They are hard workers who feel a great need to put aside time to make decent meals, although they really crave junk food, which is a treat. They also have money to spare, it may not really be theirs but that doesn’t matter to them at this point in their life.
30-50 They are hard workers with no time or effort put aside to make a big deal of their meal, homecooked, nourishing meals are a real treat. They have commitments and responsibility. They also have little disposable income.
These two age groups have opposite views on what they consider to be rewarding meals.
50-70 They have time to spare. They have a lot of choice, little responsibility. Their families are their priority, and may not just cook for one person a lot of the time. Their comfort food is food that serves as a comfortable memory/personal tradition, rather than being something to indulge themselves with after a hard day’s work. Smash to them could potentially be something cheap, bulky, nutritious and a personal, family meal tradition. Like grans are famous for giving the kids a particular sweetie when they visit. Gran might splash out the smash. Maybe like your gran might have a biscuit tin of a variety of tasty biscuits, she might have a variety of flavours of smash. An advert could be centred around the biscuit tin idea. Possibly a photo of a pair of an old woman’s hands taking a tub of different flavours of smash from the back of a dark cupboard, with a close up of a calendar with ‘family round for tea’ circled with a red pen to one side of the cupboard. might be an excuse for me to go to my gran’s place in Aberdeen and get some laundry/ironing done. I’ve got clothes with the same smell and texture as jabba the huts armpits.
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Recent entry
- 2012-01-11
- Cold Blooded Dinners
- 2011-11-29
- Tutorial response
- 2011-11-12
- An uncomfortable fit
- 2011-10-27
- Block 2: Advertising to women
- 2011-10-15
- Personal observations from the One Day Brief
