Mariia Kozhukhar Number of student 1223
Bachelor diploma work mgr. Mateusz Jarmulski Chief supervisor
dr. inĹź. Krzysztof Kalinowski Technical supervisor
dr. Piotr Krochmalski Thesis supervisor
mgr. Klaudiusz Ĺšlusarczyk Language supervisor
Animation „Coca-Cola – take the Happiness to your Dream” practical part
The analysis of the Coca-Cola advertising campaign „COCA-COLA – take the Happiness to your Dream” attributed to the problem of children’s nightmares. theoretical part
DISSERTATION the research based on the developed creative brief for the Coca-Cola advertising campaign, the description of its obligatoriness;
the research and analysis related to the problem of children’s nightmares.
79,098 signs
WHY? This topic
interest in the theories and the origins of dreams; social impact: the problem of nightmares that affects children’s physical and mental health; interest in the advertising management and psychological persuasion techniques; Coca-Cola company, famous for its socially responsible work, as the best source to influence the public.
GOALS Advertising campaign „Coca-Cola – take the Happiness to your Dream”
Support the status of the social responsible company, return the loyalty to the brand; Improve the economic situation of the brand on the market; Attract the parent’s and keep the youth audience using persuasion techniques; Keep the young audience by using the elements of humor in the promo video.
Social problem: decrease the number of cases of children’s nightmares.
RESEARCH AREAS Marketing; Psychology of advertising; Statistics; Company reports;
Psychology of dreams: Sigmund Freud, Carl Gustav Jung, contemporary data; Scientific reports ; Statistics; Mythology; Pediatrics.
Youth Teenagers and youth 16 – 25.
TACTICAL PLANNING Tactical steps at start: Animation promo video (1.5 min). 3D&2D Additional promotional materials (toy). 3D model Ambient advertising. The advertising stand. 3D model
Further development Print advertising. (posters) Social media campaign. Socially responsible events (dolphinarium).
We are not so concerned about our dreams, as dreams care about us. Rosalind Cartwright (qtd. in Rodney, “The Nightmare�)
PROBLEM In the last 20-30 years the children's psyche is experiencing a huge emotional overload and has been attacked with a huge amount of stresses. TV, computer, psychological atmosphere in the kindergarten, school, at home, on the street: acquaintances, friends, teachers, and finally parents who need a help of a psychologist for themself. In some cases, children react on the nightmares quite heavily that cause serious effects in their lives, mental and psychical health.
NEUROSCIENCE OF SLEEP Sleep is a combination of two basic alternating phases: Slow-wave sleep (deep sleep) or nonrapid eye movement (non-REM);
Fast-wave (paradoxical) sleep or rapid eye movement (REM) sleep.
THE INTERPRETATION OF DREAMS SIGMUND FREUD Classification by its message or main idea:
Video animation analysis through the prism of the psychology of nightmares in children:
dream-desire;
logical chain;
dream-fear;
internal sensory and internal physical irritations;
dream-past; dream-moonier; dream, bearing the seal of the “collectivism”.
dream-fear; dream-desire;
“All the darkness looks alive.” Chris C. (qtd. in Rodney, “The Nightmare”)
Henry Fuseli, “An Incubus Leaving Two Sleeping Women”
Nationality
Myth
European
„Mara”
Hmong
“Tsog Tsuam”
Turkish
“Karabasan”
Slavic
“Babayka”
English
“Boogeyman”
Latin America
“Hombre del costal”
Central Europe
Krampus
Japanese
Tek-Tek
DECISIONS The social responsible role of the advertising campaign „COCA-COLA – take the Happiness to your Dream”
2 therapeutic methods: dolphin therapy; drawing therapy.
DESIGN DECISIONS Animation promo video (1.5 min). 3D&2D; Toy – the dolphin. 3D model; The advertising stand. 3D model.
INSPIRATIONS Animation adds of brand
Other sources:
Coca Cola for the last 10 years: “3D animation add for the Coca Cola company”; 2. “Siege"; 3. “The most beautiful advertisement. Coca Cola”; 4. “Really sweet add for Coca-Cola”; 5. “GTA Coca-cola ad”; 6. “ Heist - Coca-Cola Commercial ”;
Daniel Gies. E*D Films; National Geographic; ROLLIN` SAFARI;
ANIMATION PROMO VIDEO REALIZATION Animation:
Video:
Storyboard. Animatic;
Cast. Animatic;
Character design;
Actors;
Design of the scenes;
Lighting design;
Compositing;
Editing;
Music. Sounds.
Sound design.
TECHNOLOGIES Programs:
Tools:
Adobe After Effects CC;
Cannon 60D;
Adobe Premier Pro CC;
Digital voice recorder Sony ICD;
Adobe Photoshop CC;
Graphic tablet Wacom Intuos;
Adobe Illustrator CC;
Lamps LED 50W 120° IP65;
Unity; Autodesk Maya; Autodesk Mudbox; ZBrush; DaVinci Resolve.
STORYBOARD. ANIMATIC
CHARACTER DESIGN SHARK
CHARACTER DESIGN BOY
CHARACTER DESIGN DOLPHIN
DESIGN OF THE SCENES
SHOOTING BACKSTAGE