Graduation Project 2012
Foster’s visual language and Communication campaign Sponsor
VGC Bangalore Student
Amit Aggarwal
Communication Design (Graphic Design)
Industry Guide Faculty Guide
Neha Tulsian Prof. Ranjana Dani
GRADUATION PROJECT 2012
PROGRAMME : UNDERGRADUATE PROGRAMME
The Graduation Project Evaluation Jury recommends Amit Aggarwal to be awarded the Graduation Degree at the MIT Institute of Design, Pune IN COMMUNICATION DESIGN (GRAPHIC DESIGN) herewith, for the project titled “Foster’s visual language and communication campaign” MEMBERS: NAME
ORGANISATION
on fulfilling the further requirements by *
(*Subsequent remarks regarding fulfilling the requirements :)
Chairperson of the Jury
SIGNATURE
Contents
01 02 03 04 05 06
The client My mentor Plan of action Redefining the Extending the visual style Foster’s lounge
07 08 09 10 11 12
Developing the music men Pecos Foster’s strong Merchandise Foster’s Art of chilling at home Fosters draught Foster’s TVC
Acknowledgement VGC Bangalore I would like to express my gratitude to all those who provided me the opportunity to complete this project. I want to thank VGC and my mentor Neha Tulsian and Aiysha Adil, for guiding me through the entire process, Sheeba and Chitranjan for having faith in me and showing patience.I want to convey my deepest gratitude to my my parents for all the suggestions and valuable inputs and guidance and support.
01
The Client
Sab Miller- Foster’s SABMiller PLC is a global brewing and bottling company headquartered in London, United Kingdom. It is the world’s second-largest brewing company measured by revenues (after Anheuser-Busch InBev) and is also a major bottler of Coca-Cola. Its brands include Grolsch, Miller Genuine Draft, Peroni Nastro Azzurro and Pilsner Urquell. It has operations in 75 countries across Africa, Asia, Australasia, Europe, North America and South America and sells around 21 billion litres of lager per year.
SABMiller India YEAR
EVENT
2000
Entered in July 2000 with JV and later acquisition of Narang Breweries (UP)
2002
Acquired Mysore Breweries (MBL) with 2 breweries in west and south , Rolled out Knock Out nationally.
2003
Acquired Rochees Breweries in February, Formed JV with Shaw Wallace.
2006
Acquired Fosters India.
2007
Launched Peroni Nastro Azzurro, a premium Italian brand, one of the top fifteen beer brands in the world in select cities.
Investment: Since arriving in India in 2000, SABMiller has invested over USD 500 Million. Capacity: With 10 high quality breweries located strategically across 9 states in India. SABMiller India has a market capacity of 5.7 Million HL. The company’s brewery in Andhra Pradesh is India’s first brewery to have a capacity of 1.5 Million HL, which is twice the size of the second largest brewery in India. Workforce: SABMiller India is well placed to service the markets quickly and efficiently with a dedicated workforce of over 3800 people. Market Position: In a span of just 10 years SABMiller India has been able to corner one-third share of the Indian beer market. It has performed remarkably well in strong beer segment with Haywards 5000 and Knock Out. Together they constitute 31% market share of the strong beer market in India. Royal Challenge and Fosters are also very popular in the mainstream mild segment and together constitute a market share of 28%. Innovations: SABMiller India offers the widest range of pack sizes for beer in India, which includes 650 ml bottle, 330 ml bottle, 500 ml can, 330 ml can, 50 litre draught and 30 litre draught. SABMiller has also used its global expertise to create many firsts
in India including the use of one-way bottles, flash pasteurized draught standards, and Haywards Black — a genuine stout beer. Social commitment: SABMiller India has undertaken a range of citizenship initiatives. With the objective to improve the barley supply chain, SABMiller India initiated a ‘Malt Barley Development Programme’, called Saanjhi Unnati (“Progress through Partnership”) in Rajasthan in the 2005. This project assists the farmers and local community in maximizing land use and securing good income. It has now grown to 15 Centres in 4 districts of Rajasthan with membership of over 8000 farmers. SABMiller India, as a company recognizes HIV/AIDS is a major threat to the world of work. In 2007 it started its HIV/AIDS internal workplace programme jointly with International Labour Organization (ILO). The programme has been extended to supply chain (truckers) and trade (liquor retail outlets) Water is one of SABMiller India’s top Sustainable Development priorities. This is reflected in the “5R” water management strategy which has internal measures to Reduce, Recycle, Reuse and external measures to Replenish and Redistribute. 01
01
The Client
Sab Miller- Foster’s William and Ralph Foster created Foster’s in 1887. They were so dedicated to delivering Foster’s the way it should be enjoyed, they even sold it with ice to keep Australia’s warm environment at bay. More than 120 years later, the bold refreshing taste of Foster’s is available in more than 150 countries, making it the largest-selling Australian beer brand in the world. Foster’s is brewed with the finest sun-dried malted barley, the purest water, and Foster’s own specially bred ‘Pride of Ringwood’ hops imported directly from Australia to give the beer an authentic flavor. Foster’s Beer has always been at the forefront of brewing
technology and the Foster’s Lager brewed today is the result of over a century of attention of the brewing art. Quality has been the strength of Foster’s since its earliest days and remains a paramount concern at every stage of the beer’s journey from brewery to consumer. Today, more than one hundred years later, it is still recognized as one of the world’s best beers. SABMiller India now brews & markets Foster’s in India.
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02
The Sponsor and the Mentor
VGC Bangalore In the nineties, Preeti Vyas, an award-winning Designer Creative Director with over a decade’s experience with top ad agencies and a well-rounded multidisciplinary Design experience, realized the need for a specialist company that delivered cutting-edge creative solutions integrating all her skills. This led to the establishment of VGC in 1997. Today VGC is an established strategic brand specialist, that attracts the best talent and a discerning blue chip clientele. As part of VGC’s philosophy, what sets the agency apart is their credo of ‘solutions not by design but by design intelligence.’ So while others find quick answers in design, The agency believes in coming up with ideas that are bigger than the design itself. Hence we go a step further or a step back if required, to redefine the scope of how design can work towards the larger evolution of a client’s brand or his business as a whole. It is this unique thinking that binds together our group of young, strategically oriented communications. Passionate about breaking out of traditional mindsets, they have only one mission: dynamically expand their canvas to originate fresh and intelligent creative perspectives. VGC’s suite of Specialized International Design and Communication solutions. While navigating the maturing marketplace and its challenges, Specialized solutions are imperative. So VGC has launched a bouquet of specialist International Design and Communication verticals in association with globally renowned specialists in diverse domains from Holland,USA and UK. Thus VGC has championed the benefit of convergence through offering crossfertilization of specializations and best of local-global expertise, to the New-age marketplace.
Preeti Vyas
Neha Tulsian
My mentor during my time at VGC Bangalore was Neha Tulsian She Plays a dual role of Creative Director and Project Manager, Neha Tulsian has been with VGC since 2009 and is now heading operations for VGC, Bangalore. She has contributed her expertise on brands like Aditya Birla Group, Nitesh Estates, The Park Hotels, SabMiller - Fosters, Whiteflag, Typhoo Tea, Network 18, Unilever, ACC etc. and is one of the key members for re-branding Foster’s presence in India. An alumnus of London College of Communication and a member of the International Society of Typographic designers, Neha has also been a part of the Jury Panel at the Abby Awards, 2009. Passionate, hardworking and with the ability to maintain her sense of humour and patience during the most stressful times, her colleagues know that her immensely creative and quality solutions set a benchmark for inspiration.
03
03
Plan of action
Redefining the art of chilling Before I embarked on the design process. I tried to understand the brand proposition of art of chilling in the Indian context. It was proposed to the client to re-look at art of chilling beyond beach,surf and Bbqs. As there was a need for art of chilling to encompass a wider universe of chilling, which is more relevant in the Indian market which is more understood in the Indian market and establishes a better emotional connect with the Indian audience. Research proofed not even 1% of Indian consumers referred to chilling as surfing. Chilling is an attitude and a style statement which means different things to different people. For Tom chilling could be reading a book, For Harry it could be going on a adventurous holiday, For Jack it could be sitting on his couch or watching television and drinking beer. The need was to create a solution that will be holistic and could be easily extended across different platforms and touch-points. From a theme bar to a local wine shop facade, the brand should echo the same language. The Brand should also empower the consumers with web 2.0 tools. Its not only about 360 communication but its about having a dialogue with the consumers. It is more about making that space in consumers heart for fosters.
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03
Plan of action
Redefining the art of chilling What is Chilling? Relax. Unwind. Take it easy. Be cool. Hang out. Calm Down, Take a Chill Pill, Chi-lax, Chilaxing, de-stressing ,
Chilling is an attitude, a style statement !
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04
Redefining the art of chilling
The logo
Covering a wider universe of chillheads
The Art of chilling logo was redefined to cover a larger chilling attitude. Different people have different ways in which they chill therefore the identity encompasses illustrations of different ways in which people chill. This gives birth to a universe of chillheads so called “F� men.
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04
Redefining the art of chilling
The “F� men
Keith Haring
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04
Redefining the art of chilling
The “F” men
A series of “F” men were developed to communicate the different styles of art of chilling.
Shady loves taking off on a holiday.
Howzzat enjoys a game of cricket.
Hats off is 24/7 awesome!
Zen has mastered the Art of Chilling.
Clicker Happy captures the perfect
Umbrella stays chilled out in the
Amplifier likes all things loud.
moment on camera.
Glider is a smooth operator.
sun, rain or sandy beaches.
Television is a smooth operator. 08
04
Redefining the art of chilling
The “F” men
Eye Spy knows what’s Hot.
Dramarama stays chilled out no
What’s up always knows what’s
Surfer likes going with the flow.
Idea always has the coolest Ideas!
Slurrp likes it shaken or stirred.
matter what.
going on.
Burp lives to eat and loves to feed 09
04
Redefining the art of chilling
Identity applications
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05
Redefining the art of chilling
Developing the visual style further
There was a need to develop an extension to the visual language. The extension which would reflect the chilled out attitude of the brand and would be able to give shape,encompass all the identity elements together. Such extension would be helpful when being used in fosters newsletters, brand manual and guidelines, co-sponsored lounge menu cards and such heavy information collaterals.
It was noticed that the container elements used in all such communications had rigid outlines , they met at right angles. This treatment was not gelling with the illustration style and the edge treatment used for fosters “F� men. Therefore as a solution it was thought to gradually change the edge treatment given to such container boxes to a more fluid feel.
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05
Redefining the art of chilling
Developing the visual style further
The task in hand here was to design a newsletter for VGC. The target audience for this newsletter were all the VGC employees and VGC clients and stakeholders. The content of the newsletter was all the work done by VGC for fosters in the past year. The newsletter was to communicate the brand look and feel with images of some of the major work done in the past year. Rebranding Fosters accoss 360 Communication Foster’s is a uniquely Australian beer and is recognized as one of the world’s best. VGC was given the opportunity to redesign Foster’s ‘The Art of Chilling’ – The creative platform of the brand.
Old identity
1 pint
1 pint
Slurrp
2 pints
Amplifier
2 pints
Zen
2 pints
Idea
Howzzat
VISIBILITY
Chillheads were carried forward in the environment and what emerged was an effective environmental design that appealed to the Indian consumers.
Merchandise
The design elements can be taken forward to create a
whole host of fun, quirky and engaging merchandise that would be appreciated for trade or commercial use.
Lounges
The concept of the Art of Chilling allowed us to create a three dimensional brand experience for the consumers. The design strives to delight all the five senses and encourages both walk-in and repeat traffic with opportunities for brand interaction.
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06
Fosters Lounge
A theme bar with brand equity of relaxation
Brand Positioning FOSTER’S has a culture of relaxation around itself, with a calm and dynamic attitude, a humorous and no-worries approach to things. Like its own self, FOSTER’S promises to infuse easy-going, sociable fun into those precious moments of relaxation -a way of life that binds relaxation and enjoyment together, and is very different, very classy from the usual. FOSTER’S is positioned in the territory of idyllic relaxation, and takes away the consumer from pushy enjoyment activities. It encourages the consumers to relax and just be themselves, while having all the fun. FOSTER’S communicates this to the consumer through the creative platform called ‘The Art of Chilling’.
Fosters Art of Chilling A relaxed way to enjoy life Sunday afternoons .. No thing else to worry about .. No mood to get up and dress to jive to upbeat music and spend more energy ... Just the mood to sit back in the mellowing sun by a poolside, gorge on some tasty food and chilled FOSTER’S.
A relaxed way to enjoy sport FOSTER’S –the official chiller of the India Australia Series. At the stadium, teams enthrall fans when chilling with Foster’s. At homes, fans enjoy sport the relaxed way –while having Foster’s.
A relaxed way in travel The FOSTER’S lounge/bar at the airport. Sit back and relax with Foster’s after the grueling schedule of security checks and baggage hassles. A soothing ambience with a refreshing drink.
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Foster’s Lounge
Prelude- Nature of Pubs
Each pub has specific characters that are unique to the There is clear distinction among the type of consumers place. This uniqueness is brought in by a combination ‘I mostly prefer to come here only’ Regulars of elements which acts as the main draw for consumers ‘An alternative, just for a change’ Occasional comers
Ambiance Music F&B Service
‘Let’s try out something new’ first timers The essence of the outlet is identified by the regulars as they contribute close to 80%
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Colours, like features, follow the changes of the emotions. Pablo Picasso
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Foster’s Lounge
Competitor’s space’s Kingfisher
Heineken
Coca Cola
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06
Foster’s Lounge
Perspective towards the lounge
A three-dimensional experience.
Aligned with the brand’s positioning.
Maximum control over the brand experience .
Enforces better brand awareness and differentiation
Encourages traffic : both walk-ins and repeat.
Strives to delight the five senses
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06
Foster’s Lounge
Brand colours to be used in the space Colour Psychology > Blue soothes > Yellow stimulates
Materials
>Contemporary >Neoteric >Distinct yet cohesive
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Foster’s Lounge
Mood boards Material Glass
Slate
Leather
Wood
Ambience Wind down
Comfortable
Trendy
Business
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Foster’s Lounge
Lighting
Lounge lighting
• Deep shade of blue envelops the space. • Cove accent along the edge of the wall and ceiling.
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06
Foster’s Lounge
Jimmy’s Rock/metal lovers
Type of consumers •Age 18 – 25yrs the main chuck of the crowd. •Mix of students and early jobbers . •A place for ‘rock cult’.
Key Draw •Location/Convince close to office, collage or house . •Music… rock & metal (key factor). •Draught beer… pitchers & towers.
Service Ambiance best fit for a beer café . •“This environment upstairs in Jimmy’s is like a true beer cafe”. •“I like the way they play loud music… the music just grows over you”. •“Jimmy’s is a place where you can sit with a mug of beer & head bang”.
Reactions To The ‘Zone’ Lukewarm reactions •“This is okay… but I don’t understand why do we need couches over here”. •“The light is so dim there I can’t even see what I’m eating”. •“The tables are quite low… I have to bend & eat”. •”I like the artwork… nothing more”.
Key elements noticed •Artwork •Lighting – Blue color •Bean bags •Salt & pepper stands (low) •Cushions (low) •A change not for me… •Lacked relevance for most (regulars) •Misfit with the codes of the place •“I do not want to sit on the couch & listen to rock… & drink beer” •“Jimmy’s is a beer café it need not be fancy” •A pumped up, charged and casual atmosphere – while Fosters •Zone feels more formal and sober •“We just need normal tables & chairs… nothing so fancy” •‘Zone’ used by few infrequent customers •A place for conversation… for couples •Informal outing with colleagues •“We are out with our colleague from US so I thought of having a chat with him over beer” •Family outing (instances over weekends) •“Over the weekends I have seen families come with kids & take this place” 21
06
Foster’s Lounge
Banana Beach - ‘Elite crowd’
Type of consumers Age 18 – 35yrs Mix of students, early jobbers & professionals Regular clubs & pubs goers A place for ‘dance & wind down’
Pull to the place •Different events organized … Karaoke, life bands & others •A mix of a pub & club… freedom to dance •Music - commercial, House hip – hop •Shacks, the boat, the swing …. ‘Goa type’ Theme & ambiance refined yet casual & relaxed… a big draw •“I mainly come here as I really like the feel of the place” •“This place reminds me of Goa” •“The boat & the swings are the best here”
Reactions – Foster’s Branding Unnoticed & insignificant •“I can’t see Fosters much here… you sure this is a Foster’s zone” •“Oh I never noticed anything about Foster’s” •“I come to this place only for the relaxed atmosphere… anything else I don’t care” There was no particular ‘zone’ for Fosters Consumers only reacted to branding & artwork
Key elements noticed Artwork - Especially the artwork at the entrance Cushions (low)
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07
Pecos lounge
Developing the Music men
The need to develop the “F” men further arises when we want to gel the brand experience of PECOS and Foster’s the art of chilling. Thus there is a need to further test the flexibility of the foster’s branding to sit perfectly in the pecos lounge. This need led to development of a unique a iconography which can be used by foster’s in all their lounges to convey the music element of chilling.
1 pint
4 pint
Piano man
1 pint
4 pint
Piano man
1 pint
4 pint
2 pint
4 pint
Crooner
2 pint
Drummer Boy
Crooner 2
Crooner
4 pint
Piano man
Crooner 2
Crooner
4 pint
2 pint
Drummer Boy
2 pint
Guiatar Hero
Sexy Sax
2 pint
Drummer Boy
Guiatar Hero
Sexy Sax
2 pint
2 pint
Crooner 2
2 pint
2 pint
Sexy Sax
Guiatar Hero
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Music men
The usage of the music “F� men
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08
Pecos Lounge
The interior
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Pecos Lounge
The exterior
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Pecos Lounge
The final plan
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Pecos Lounge
My brief and plan of action
To make something that people would want to FLICK! The brief given was to design merchandise for fosters co-branded lounge Pecos. This merchandise would serve as a tangible experience for the brand. Therefore everything was to be kept in mind write from selection of material to smooth edges of all the objects. The merchandise included things from t-shirts to beer mugs to toilet sign etc. This merchandise would also be used across any other foster’s co branded lounges that open. Therefore it was to be made in a generic manner so that it can be used at other places aswell. The brief had full freedom of suggesting new ways of communicating about the brand. This merchandise could also be sold from these lounges at some point of time in future.
A systems design approach was followed for developing the merchandise for this lounge.
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Pecos Lounge
The space graphics
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Pecos Lounge
Lounge merchandise
Beer Mugs
Ash Tray Thermacol cups Tent card holder
Tissue papers 31
Reference
Napkin Holder Caps
T-shirts
Tissue rolls Cushions Napkins
Shoes
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Foster’s strong
Strategy
Fosters Strong = Consumers now have a choice Fosters Strong has to have a strong linkage to the AOC platform.
• Of chilling • Relaxed • AOC iconography • AOC launch strategy
Social Media TV
Radio
Website
Merchandise
The Strategy to launch Fosters strong would be similar to Launching the A.O.C platform. Where Digital will be the heart of the marketing mix.
Out of Home & Space graphics Environment / Events
TV
Radio
Social Media
Environment / Events
Out of Home / Space graphics
Merchandise
Website
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Foster’s strong
Outdoor campaign concept
The concept for advertising fosters strong came out itself from the conversation during the brief given by the client. On asking the client “why fosters strong” he replied that “its just another option we want to add to the foster’s taste”. Thus the line “Another option “ was refined to form the basic copy for the communication to “Just another option to chill”
Outdoor communication posters could be made from crowns communicating different options to chill. 34
09
Foster’s strong
Merchandise
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09
Foster’s strong
Merchandise
CHilll pil
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Foster’s Art of chilling at home
The concept and the brief
What is the Art of Chilling? It could be pursuing your interests, a time for syncing up, socialize or to simply relax! Some chill with friends, while others feel chilled out merely because of the environment their in. For them, chilling out is just a mood or a state of mind. Introducing Art of Chilling @home!! Over the next 6 months, during major sporting events, 800 homes in 4 metro cities will gain the Foster’s Art of Chilling experience. A great way of connecting Fosters with the consumer is to jump right into their doorsteps! The Art of Chilling@Home, awards contest winners with Fosters parties in their own homes!! We’re going to convey this message through the best media channels - Radio - Press - Internet It will be communicated through the bestselling media across these channels. All will be done to ensure participation, drive awareness and engage the consumer. This initiative further reinforces the brand value of chilling .
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Foster’s Art of chilling at home
Merchandise
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Foster’s Art of chilling at home
Radio spots
RJ MENTION 1 Who are you taking home with you this weekend? How about the amazing Foster’s Art of Chilling at home party? I know you like the sound of that… All you need to do is tell us what Art of Chilling means to you. Send in your answer and ‘FOS’ to 52919 or walk in to your nearest Foster’s outlet to enter and the Foster’s Art of Chilling at home party could be yours. Brought to you by Foster’s Packaged Drinking Water.
RJ MENTION 2 The weekend is here and you don’t have anything planned. How about letting Foster’s Art of Chilling, plan an amazing party, in the comfort of your home. Best of all you don’t have to do a thing! How? Just by telling us what Art of Chilling is to you. Send in your answer and ‘FOS’ to 52919 or walk in to your nearest Foster’s outlet to enter and the Foster’s Art of Chilling at home party could be yours. Brought to you by Foster’s Packaged Drinking Water.
RJ MENTION 3 You’ve heard of the Art of Chilling… You’ve lived the Art of Chilling… Now we’d like to know what Art of Chilling means to you. Send in your answer and ‘FOS’ to 52919 or walk in to your nearest Foster’s outlet to enter and the Foster’s Art of Chilling at home party could be yours. Brought to you by Foster’s Packaged Drinking Water.
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Foster’s Art of chilling at home
Radio spots Radio Spot Option 1 V01: Chilling is taking off on the highway on my bike. V02: Chilling is a trip to Amsterdam V03: Chilling is indulging the Shopaholic in me. V04: Chilling is hiking in the Himalayas Tell us what your chill quotient is. You cool answers could win you, your very own, fully loaded Foster’s Art of Chilling at Home party. Send in your answer and ‘FOS’ to 52919 and the Foster’s Art of Chilling at home party could be yours. Brought to you by Foster’s Packaged Drinking Water.
Radio Spot Option 2 My idea of chilling is to sit back and relax while I watch the coolest party being organized for me. Yours too? Guess what… Foster’s will do that for you! All you have to do is tell us the cool ways you chill. Your chill factor could win you an awesome Foster’s Art of Chilling party in the comfort of your home! Simply SMS ‘FOS’ and your answer to 52919 and you could win! Brought to you by Foster’s Packaged Drinking Water.
Radio Spot Option 3 Einstein had an IQ of about 160… but Foster’s Art of Chilling would like to know what his CQ was. What is CQ… Well, its your Chill Quotient of course! Does you’re CQ make the cut? There’s only one way to find out. Tell us the cool ways in which you like to chill and your chill factor could win you an awesome Foster’s Art of Chilling party in the comfort of your home! Simply SMS ‘FOS’ and your answer to 52919 and you could win! Brought to you by Foster’s Packaged Drinking Water.
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Foster’s Art of chilling at home
Radio spots Radio Spot Option 4 Loud noise with drums and whistles. VO (In aussie accent)– Hey quit making noise on the terrace. You want a party on the house? Get your friends together at home, and Foster’s will arrange the food, the drinks and a real chill out time with your pals. Totally on the house. Head to your nearest Foster’s outlet for details. Foster’s Art of Chilling Parties. Fill in, chill out. Foster’s. Packaged Drinking Water.
Radio Spot Option 5 VO (with Aussie accent) A..B...C...D...E..F...F...F..F Hey mate, did’ya know Foster’s Art of Chilling Parties use a lot of F words? Friends (sound of talking). Fun (sound of laughter). Food (sound of chomping). Fizz (sound of popping). Foster’s (gurgling sound). Foster’s Art of Chilling at home. On the house. Fill in. Chill out. Head to your nearest Fosters outlet for details. Fosters. Packaged Drinking Water.
Post Activity Radio Testimonials Sound clips of various people who have hosted or been present at a Foster’s AOC@home Party. Would work as a nice testimonial montage.
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Foster’s Art of chilling at home
Newspaper template
The brief was to develop a newspaper template for advertising art of chilling. The main objective of the brief was to create a container, which could carry all the information of art of chilling at home party. The template container was to be made in such a way so that it could be used both as a language for “art of chilling at home parties� poster and newspaper add.
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Foster’s Art of chilling at home
Installation (foster’s tower) The brief was to design a creative beer tap unit following the fosters tone of voice. The final solution is printed out of vinyl and stuck on the jar.
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Foster’s TVC
Client’s detailed brief What is the objective, purpose of the ad? Foster’s is for people with a chilled out attitude.
Brand appeal – Will the ad(s) generate ‘appeal’ for the brand/product? (Does it make an emotional connect with the consumer?)
HOW ?
Brand Difference – will this ad(s) make me think the brand
Foster’s is the natural choice for all while chilling out and relaxation occasions with friends.
is different from others? (Is it aligned with the creative platform?)
What’s the single most important thing to say? Foster’s is brand/ beer of choice when consumers want to chill out / relax with friends.
What are the supporting rational and emotional ‘reasons to believe and buy?’ Foster’s – Aussie Heritage à Aussie life is chilled out, relaxed, humorous, irreverent etc à Foster’s `Art of Chilling’ à Foster’s represents the chill out / relaxation occasions / behavior with friends.
Target audience: who are we talking to? 25-34 years, residing in metros and 10-40 lac towns.
Desired Brand Positioning Foster’s – brand/ beer of choice when consumers are chilling out / relaxing with friends.
Other points to be kept in mind
Brand Funnels Has to improve core equity scores. Beer of choice when chilling out / relaxing with friends International beer brand.
Competitive Set and Source of Gains Kingfisher, Tuborg, Budweiser
Describing the way the consumer thinks about the brand now, and then how we want them to feel after seeing the new packaging: What will the consumer KNOW about the brand? After witnessing the creative the consumers will know about the •`Art of Chilling’ •Different people have different ways of chilling and relaxing with friends. •What is the new identity all about and its linkages to the brand.
The tonality should be Aussie The new identity could be the expression
What will the consumer BELIEVE about the brand?
Evaluation Criteria
International, my brand of choice when I want to chill out / relax / hang out with friends.
Link test The communication needs to first get the go ahead in the Link test. For the Link test animatics will be presented . The shoot will proceed after the link test approval
Awareness Index (AI) – Will the ad(s) be able to cutthrough the advertising clutter? (is it distinctively ours, Will it stand out from competition and clutter?) Persuasion - Will the ad(s) actually convince people that they should take action, whether it be to continue drinking or try the brand for the first time? (Is the selling message relevant and clear?)
What will the consumer FEEL about the brand? Ideal Beer when chilling out / relaxing with friends
Timelines On final approval of the script it will get into Link test. The process for the test is min 45 days. Post the findings about 5 days could be spent for making any changes required. The shoot commences post that. The producer is finalized and kept on stand by before the Link test is completed. The entire shooting process ( ppm, shoot, 45
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Foster’s TVC
VGC’s take on the brief Our Objective Design a TV based communication (it would be great if it could also lend to digital communication) for which Connects and communicates the above objective with SEC AB, 2534 years in metros and 10-40 lac towns
Scope of Work •Ideate and present the initial thoughts/ routes for the TVC. •Get aligned / approved from client. •Present scratch scripts and get approval. •Developing and dispatching the stimulus to research agency as per recommended guidelines and Specifications. •Identifying and managing the production house / director for deliverables. •Negotiating with the production house and clarifying the scope of work and production including the number and nature of edits. •Monitoring and managing the pre-production. •Supervision of the execution. •Monitoring and managing the post production.
Deliverable •Number of spots – as per the budgets and agreed by client, agency and producer.
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Simplifying the brief To Communicate Foster’s as the brand of choice when consumers are chilling out and having a good time with friends.
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Foster’s TVC
Route 1 - Wanna chill
The sequence opens from a person stranded on an island
The camera zooms up to show that he is all alone on the island.
He asks for help but in vain!
Then he finds a fosters carton on the beach
All of a sudden the chill heads pop out from the carton
and they write “wanna chill on the beach sand”
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Foster’s TVC
Rout 1- Wanna chill
There is a lot of commotion on the island and the person notices that there are a lot of people approaching towards him on the island
These people are in a mood of celebration and chilling
And in the next shot we see a party happening on the beach.
“Where there’s foster’s , friends follow”
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Foster’s TVC
PRESS ME TO GET YOUR CHILL BACK
Radio- on Promotion / contests Design a TV based Call in with your Chill moments stories and stand a chance to win a Foster’s AOC@home Party. There would be a digital version of the ad as well, where the PDW bottle would be replaced by a Foster’s Lager bottle.
Promotion / Contest - Make your own TVC The SOS TVC will be posted on the Foster’s website and the facebook page. Viewers can view the TVC and post their SOS story submissions. The best submissions will be featured as TV scripts on the Foster’s website and online.
Facebook App: A button named “Foster’s SOS. Get your chill back” will be created like an app. This can be posted by people on their status updates, which are about blah moments. The app is such that it will have access to members’ status updates over the past year. It will then compile the unhappier updates into a poster and introduce Foster’s SOS. Get your chill back. - in the poster. This can be an app that people can request 50
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Foster’s TVC
Route 2-It’s in our DNA
“Since prehistoric times, man has been a social animal.”
“A hunter-gatherer who shared his conquests,
“his celebrations,”, “his adventures, with his fellowmen”. By painting amazing pictures.
on these walls.
FOSTERS THE ART OF CHILLING Enjoyed by Man. Perfected by Foster’s.
“And the wall thereafter became the ultimate place for sharing life’s moments.” 51
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Foster’s TVC
Route 2-Its in our DNA
“The magnificence of the pyramids is a living example of ancient man’s industrious toil...
The earliest instance of man working as a team to achieve great things...
Even the seemingly impossible.
Interestingly, he also knew...
FOSTERS THE ART OF CHILLING Enjoyed by Man. Perfected by Foster’s. How not to take work home.
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Foster’s TVC
Route 2-Its in our DNA Outdoor
It’s in our DNA
It’s in our DNA
Somethings never change!
Online application
Interactive Wall
WHAT’S YOUR CHILL DNA? FIND OUT NOW
SHARE
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Foster’s TVC
Route 3-Comic How come oysters never donate to charity?
L L
Chillheads at Dinner !
L L
Chillheads at THE STADIUM
??
BECAUSE THEY ARE
SHELLFISH!
BREAK 1
BREAK 2
What's the difference between Ricky Ponting and a funeral director?
??
A funeral director doesn’t keep losing the Ashes!
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Why can't Aussies open bottles ?
L L
BREAK 4
Because they don't have any openers !!!
Chillheads at THE STADIUM
What do you call a pig that does karate?
L L
BREAK 4
Chillheads ON A FARM HOLIDAY
IT’S A ‘ Pork Chop ’ !
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Foster’s TVC
Route 4- Follow me Trailing him are an assorted bunch of people. An enthusiastic film director running after him, holding a clap board, a wannabe actor flicking his hair and extras carrying the director’s chair, reflectors and cutters.
At a zebra crossing, we see a Camera chill head crossing the road.
Soon we see people stopping at the traffic jumping out of cars to join the steady following. Women dab their make up and look in mirrors as they prance into the queue, dancing in line. Men mouth lines from scripts and try to look heroic. Others try stunts and fight sequences. They all join the following.
From another block, we see a Chillhead “the Cricketer” batting a ball that goes swinging into the air. We hear the sounds of a stadium ring through the air.
The ball goes up in the air and is in limbo mid air as it draws gasps from people all around.
Everyone’s agape, looking up at the ball that slowly begins to descend. More and more people join the following, cheering the ball on.
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Foster’s TVC
Route 4-Follow me
Slowly the ball descends into the crowd amidst much celebration.
As the music plays, we see assorted people running out to join the procession.
The camera follows the direction of the music and we go through winding alleys to see a joyous, musical group following a Boombox Chillhead
A woman trying on clothes at a boutique runs out half clothed. A guy getting a shave at a salon runs out with a foamy face; a guy at a business presentation climbs out of the office window. All of them are seen following the Chillhead, dancing to his tunes.
Where there’s Foster’s friends follow.
Follow the Chill Movement fostersaoc.com
Camera moves up and a top angle shot reveals the various groups coming together from different neighborhoods following the three Chillheads. They meet at a common point. The crowds blur, while the Chillheads form the AOC identity 57
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Foster’s TVC
Route 4-Follow me
Music kiosks can be set up where people walking around a mall or on the streets can walk in and listen to the new tune Chill Movement anthem.
Radio- on Promotion / contests Boombox announces two sentences of the lyrics of a song. To start a following, he will then invite the public to write the next couple of lines.
Full Page ad of newspaper columns converging into the AOC Identity unit
Viral People can upload videos of themselves singing the tune in jazz, rock and roll or classical. These could be candid videos where they are asked to sing a tune impromptu in a different genre at public places like malls, multiplexes etc. Every fortnight there could be a new tune that’s released that becomes the new anthem. 58
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Foster’s TVC
Route 5-Not now VS Why wait? Narrator:
We see a comical guy chomping on a creamy burger while running on a treadmill.
When it comes to enjoying life, so many of us press the pause button.
Not Now: After I lose weight, I’m going to go dancing.
Like Mr. Not Now.
Narrator: On the other hand, there’s Why Wait?
We see the Foster’s Chillheads come in and give a wink and thumbs up to Why Wait.
We see Why Wait, a smart, cheerful, confident guy Why Wait?: I’m going dancing now! Wanna come?
Voice-over. You haven’t lived if you haven’t chilled. Voice over. Foster’s. Packaged drinking water.
We see Why Wait at a party with friends, having a ball.
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Foster’s TVC
Route 5- “Whine VS Shine” Narrator: When it comes to having fun, don’t be an “If only...” Like Mr. Whine here.
We see a confident guy strumming a guitar. Shine ( smiling): Hey, I’m still learning but getting there. Have a gig with pals. Gotta go!
Whine (grumbling and whining): If only I had started guitar lessons early, I would have been a rock star by now.
Narrator: On the other hand, there’s Mr.Shine?
Voice over. You haven’t lived if you haven’t chilled. Voice over. Foster’s. Packaged drinking water.
We see a the Foster’s chill heads enter the frame and clap for him
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