OUGD503: PROPERCORN
Using large scale 3D advertising is something the public don’t see very often, it draws their attention quickly and automatically becomes memorable to them.
RESEARCH
Folgers Coffee An advertisement that involves the audience creating an affect on more than one of the senses is more unique and fascinating. This coffee ad creates a warm steam over a realistic image of hot coffee in a mug that the audience looks on to on their commute to work. Not only does it create a visual that is humorous and interesting but it also plants the idea into the audiences mind of how appealing a coffee is to them at that moment in time.
Bookstore Simple but clever. This is a low budget advertisement for a bookstore creates the ‘lightbulb’ effect, it makes the audience come to that realisation moment. Potential voucher or opening design, perforated strip or tab could allow for a cinema voucher, a code or some other beneficial item to use elsewhere, almost a rewarder buying the product.
JESSICA JOHNSON
CocaCola Representative of the development of cinematography these cola bottles show the recent development to 3D films, it is subtle but understandable. These augmented designs allow the audience to become involved and engage with the products on offer in a way that seems new, exciting and unique to them. Keeping the theme and colour schemes of the products or companies in their augmented element is key to making it all fit together visually. It needs an element where the audience has to ‘do’, this makes them feel as though they are discovering new things and going on some form of digital journey.
OUGD503: PROPERCORN
Purpose/Reason Communicate the ethic of ‘done properly’ To integrate Propercorn into the daily life of working people in the best way
RATIONALE
Audience Opinion formers, young professionals, 20-35 year olds. They are; time-poor, urban, health conscious, culturally savvy and have an appreciation of the arts. Our product and packaging naturally appeal to women but we aren’t driven by this.
JESSICA JOHNSON
Message The key message to convey is ‘done properly’ which is stated in the brief, we also want a main message to revolve around a ‘personalised’ style of communication. To bring a short clip relating to a cinema style to your home or work environment, the whole experience from the popcorn.
Tone of Voice Lively, casual and fun. Our audience is fairly young and so the tone of voice needs to be fitting with this, it needs to be engaging and interactive to keep them interested as this would be an ongoing format.
Placement/Distribution ‘A key area for us is in-store. We welcome ideas on how we can bring our brand to life in a shop environment. This ranges from independent delicatessens, cafes and shops to office canteens, corner shops, pubs and bars, to nationwide supermarkets.’We would like to concentrate on the working environment, we realise that the stockists could range from supermarkets to corner shops but I think the workplace would be a great place to enforce this.
Must Do’s/Must Dont’s/Time Frame Must Do’s: Must create an engaging packaging design Must keep in mind that the ethos ‘done properly’ needs to be shown Must make it appealing to correct target audience
We could consider how the packaging is directed at women and see if we can make it more of a unisex branding and appeal to both men and women?
Format It would be in the format of boxes, oblong in size and easy to stack and transport. It would also have a digital element format that will be the interactive side.
Materials The boxes would be made out of recycled cardboard to continue the theme of ‘done properly’, this will apply to the ethical side of the whole process and production. Soy and vegetable based inks are eco friendly and are much cheaper and easier when it comes to recycling.
Must Not’s: Must not direct at too much of a specific target audience. e.g. don’t make it childish Must not forget the time constraint and deadline Time Frame 19th March
OUGD503: PROPERCORN
Purpose/Reason Communicate the ethic of ‘done properly’ To integrate Propercorn into the daily life of working people in the best way
DESIGN CHOICES
Audience Opinion formers, young professionals, 20-35 year olds. They are; time-poor, urban, health conscious, culturally savvy and have an appreciation of the arts. Our product and packaging naturally appeal to women but we aren’t driven by this. We could consider how the packaging is directed at women and see if we can make it more of a unisex branding and appeal to both men and women?
Message The key message to convey is ‘done properly’ which is stated in the brief, we also want a main message to revolve around a ‘personalised’ style of communication. To bring a short clip relating to a cinema style to your home or work environment, the whole experience from the popcorn.
JESSICA JOHNSON
Tone of Voice Lively, casual and fun. Our audience is fairly young and so the tone of voice needs to be fitting with this, it needs to be engaging and interactive to keep them interested as this would be an ongoing format.
OUGD503: PROPERCORN
FINAL DESIGN
As a collaborative group we worked really well together, the work came together quickly and we constantly communicated with each other so that our designs fit to the same specification guidelines. We mocked up all digital elements to a high standard, they looked professional, realistic and would be engaging for the audience. The designs on the boxes were more updated than the bags and using boxes made it more sustainable and easier to recycle. It is clear how to use the augmented element and the instructions are easy to understand.
JESSICA JOHNSON