Ycn brief unfinished

YCN brief 2015/2016 The Orchard Pig Campaign Louise Fielding Research and Develeopment Document

Initial Research

Brief Information Orchard Pig we believe it is the only ‘craft beer’ like cider in the market today (craft liquid credentials, modern positioning and tone of voice) – this needs to be amplified in an integrated campaign across Communications, Packaging, Point of Pour, Point of Sale and Innovation.

Key Words and Phrases Bold, Mischievous, Inclusive, Rooted in Somerset CIDER MISCHEVIOUS A catalyst for more fun SIMPLE Simple brand and simple product INCLUSIVE For anyone and everyone “Stay rooted” is what we say to the world.

We appreciate simplicity…and cider.

We like to poke fun at the world and ourselves… and each other.

We are ALL about the cider…

Opponents/Competion Ths is to show what other cider families look like and what there bottle range is, they are very different compared to the orchard pig. These are sort of like

Point of Pour

Mood Boards

Outcomes Posters to go on buses and on billboards simple so people can look at them and be able to understand it quickly becaus of moving traffic. Slogan and layered apple cut outs of pig and somerset with logo stamped on top. Or cider with apple pig in it and slogan.

Leaflet with a sort of storyboard inside of story of the orchard pig in the same style as video. Leaflet on different tasting ciders of the brad Packaging for bottles and crates, layered apple effect with slogan.

Video using logo pig flying over orchard giving cider to people of somerset and then ending with bum and pig tail turning into a pig tail point of pour alll the while everything else fades out or solid colour rollr con and big flies in and the bum and tail comes into view.

Layered roll on effect on the landscape with textures. the pig is going to stay black throught animation and then at the end the logo for the orchard pig will show up.

New badges for each type of cider in same sort of style with pig as the focus point and then use the same colours as original but updating the design to fit with the posters and video.

Artist Research McCann Vilnius i love these peces of work because they show simple ideas that are very effective.

On the move the city poster i love the way the different layers have been created out of something solid and then stuck onto the bike chain and used photography to capture it together. it shows layers of the city and the two smaller images demonstrats the the small amount of humour i want to portray through this campaign to demonstrate the fun factor of the company.

Development

Animation