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.
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.
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 brandI 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
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.
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.
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.