OUR ADVERTISEMENT UNIT 30
WHAT! • We are creating a advertisement of 30-60 seconds of a antiperspirant / deodorant entering the UK market. We have been carefully planning , taking insight from our primary research and some from secondary research to, making sure we create the best advert possible. • Our target audience is both Men and Women equal importance to each sex sector, ages ranging from young adults and up. We feel this market is most appropriate for our type of antiperspirant and is a good audience to aim at.
RESEARCH • Our research consisted of interviews of a variety of people. With our carefully thought out questions; not only did we find out about the public’s deodorant preferences , we questioned about their general advertisement opinions as well. • We interviewed 7 people, varying in sex, race and age. • From our results we found that most preferred a masculine smell, packaging for the variety doesn’t impact their decision & that citrus was a favorable smell among deodorants. • We also got some individual opinions like: what makes a good advert which had a mix of answers – for example ”something creative.” • Plus we did some secondary research, including looking at examples of popular adverts like the Gorilla playing drums advertisement for Cadburys. Showing that sometimes adverts don’t have to relate much to the product to be successful. Also looking at Lynx adverts for inspiration towards deodorants & old spice advertisements to.
VISUAL REPRESENTATION OF YOUR RESULTS Preferred smell
Compressed or not compressed
Do you care about the environmental impact?
Roll on or spray
DEMOGRAPHIC - AUDIENCE • Targeted audience • Age group: teens to young adults • Gender: aimed at both male and female • Spending group: mainly at E to D ,e.g. College students or part time workers. Very broad however. • Preference to spray over roll on • Citrus preferred scent • Compressed preferred
LOGO For the logo, I used picture of the Northern Lights and averaged out the colours into triangles. The name “Aurora” takes significance from the northern lights, this is why I chose that image. The ‘A’ comes in multiple variations, one black, one white and one half and half. This is to represent the Celtic words ‘Solas’ and ‘dorcha’ which translate to light and dark.
BRANDING Our Design & Branding! • When you see our branding you will instantly want to use it. Our brand was cleverly designed by Foyez! We thought the design should be very simple and bright, yet eye catching. We also wanted to make it clear on what gender both deodorants are created for. That’s why we used stereotypical colours, blue and pink. We decided to use a comic pop up design. We thought keeping the design bold would make it very recognisable on the store shelves.
MUSIC AND VOICE OVER When I got chosen to create the music the first thing I thought of was paying Ben-Hur to do it for me then I remembered that his bars are as weak as Reece. So I decided to stick with the song that I got told to do since if I didn't I would feel the wrath of Connor so I got the song “Running with the wolves� which personally isn't my cup of tea but the artist was called aurora which is the same as our deodorant. So what I did was started using the instrumental version so we could use sound effects in our video and then I use the real chorus of the song so there is a dramatic moment and then quieter at the end so the voice over (which will be performed by myself and Izzy) will go over the music.
NAME • We came up with the name, ‘Aurora’, and we found out that ,in Latin the meaning of the name Aurora is taken from the mythical Roman goddess of the dawn. Also it is a representation of the northern lights, which is shown in the logo. • We added two side names for the product with the ‘Female’ & ‘Male’ option of the deodorant. These were Solas (Meaning light) for women and Dorcha (Meaning dark) for men. And they are Celtic words. • We chose these names as we thought they were a clever hint to the gender stereotypes in the advertisement industry – of women being feminine and ‘light’ while men being masculine and ‘dark’. • Aurora was successful with our audience.
IDEA • Our idea includes the song ’running with the wolves’ by the artist Aurora, conveniently matching our deodorant name and we were also thinking of using her as a possible celebrity endorsement. • The idea was with a scruffy, not very ‘feminine’ looking girl running through a dingy and ‘dark’ forest, and when she sprays the antiperspirant she turns beautiful and is running through a ’light’ flower field instead. With a man running through a light field looking scruffy as well and when he sprays the deodorant he will look handsome while running through a dark forest. Relating to the two side names. • This will include a split screen of the two characters, which will become one screen when they meet. • It will then black out to show the logo on the deodorant packaging (Lowering the music sound), with a voiceover to end the advert.
MOOD BOARD We drew 2 mood boards with similar plots, however we decided to chose the second one (On the following screen) as we felt it was more original and less like other deodorant adverts like Lynx attract. There will be a variety of lightings to set the different moods to each scene, shown in the annotations. With scene transitions ranging from cross cutting to cutting to black. Also with different shot types using split screens and a zoomed in approach.
EXTRA INFORMATION • Our location ideas include: Thames chase park & the college green screen. • We have allocated jobs for everyone, these include: • Jack – Logo • Foyez – Packaging • Izzy – Director / actress • Connor – camera man • Tom – Music / voice over / actor
THANKS FOR LISTENING!