O OLIVIA THOMAS N0302640 FASH20026 PROMOTION AND CONTEXT
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CONTENTS Page 05 Make Your Mark Page 10 The British Fashional Council Page 16 Berlin Twenty Twelve Page 20 Alliance Boots Page 24 48 Hour Zine Page 28 Zine Page 32 Market Report
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MAKE YOUR MARK
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D&AD
Our challenge was to ‘make our mark’, to grab the attention of our dream employer in a fresh way that would showcase our creativity and hopefully land us our dream job. With no restrictions on target audience or medium, the brief was different to most and a real challenge. With over 25,000 advertising and design students grduating into the UK job market alone (or so I’m told) it’s opportunities like this which allow students like myself to adhere to our creativity and focus on what we really want from a career and how to get it. So I asked myself a few questions: What makes me different? Why should they hire me over the next graduate? and how can I make my mark?
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MAKE YOUR MARK
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Every week It’s Nice That get sent a collection of ‘things’ from all over the world. They make sure that each sent item gets the credit it deserves so every Saturday they review the best of what drops through the letterbox. I intend to send a small booklet with a cheeky title to grab their attention. Inside the booklet will be a single page with a QR code. Scanning the QR code will lead them to my online portfolio with a welcome note in the hope that they recognise my talent and remember by name. It’s Nice That is a young, inspiring company with a small team and a large following. My work is carefully considered and visually orientated with similar aesthetics to their publications. Bold and eye-catching, I hope my simple yet engaging plan stamps my mark in their minds.
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MAKE YOUR MARK
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THE BRITISH FASHION COUNCIL lfweekend
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The British Fashion Council have organised Vodafone London Fashion Weekend for the past 10 years. Promoted as a consumer experience, it rounds off London Fashion Week every February and September at Somerset House.
We were asked to create a visual display pack and viral video that promotes and ultimately increases awareness, footfall and sales to one key feature area, which in our case was the Shoe Studio. Not only did the campaign need to promote one department, it also needed to encourage more visitors to the event itself through the use of creative marketing and social networking.
With one concept and a ‘budget’ of £1000, the brief asked us to address various aspects of the event and the run up to the weekend.
Additionally, we needed to make it easier for consumers to navigate themselves around Somerset House.
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BRITISH FASHION COUNCIL
As a group of five, we put our research and ispirations onto a team blog. www. britishfashioncouncilproject. blogspot.co.uk. Our final concept was London Fashion Weekend - Seek Your Style. One month prior to the weekend, we would introduce an engaging competition called Knitopoly. The concept is introduced with a video explaining the process and initiating hype for a viral. From here, knitted locations in the form of yarn bombing would be placed in and around the main areas of London. Through given clues on Twitter and Facebook members of the public would be encouraged to find the locations, take a photo and upload it to the London Fashion Weekend Facebook Page which puts them in with the chance of winning four VIP tickets for the weekend. Once every location has been revealed, the photographic gallery of the public will grow and eventually be displayed at London Fashion Weekend.
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BRITISH FASHION COUNCIL
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For the weekend itself we created a LFWeekend app with various functions and benefits, for example: we suggested that LFWeekend collaborate with Bing Venue Maps to help consumers navigate themselves around the grounds. By placing qr codes in each section we encouraged consumers to scan and gain points as they go. If the consumers visited all the areas and the shoe zone twice, they would receive a free goodie bag. After asking visitors and employees what they thought of the Shoe Studio and it’s layout, we created new visual merchandising which solved reoccurring problems and kept within budget.
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B E RL I N TWEN TY In January 2012 , our course went to Berlin and we were asked to make a blog covering all aspects of the trip, I made a short diary of activities each day to type up after I returned. The blog is simple in style and covers my day to day activity with all the photographs I took along the way. The language is informal, written as I would explain it and I’ve put in links to both useful and novelty websites for the reader’s entertainment.
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Y TW E LVE
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B ER LIN T WENTY TW E LVE. BL OG SPOT .CO .UK [19]
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ALLIANCE BOOTS Boots have an opportunity to improve their brand profile in terms of their response to ‘Fashion & Lifestyle’. We were asked to choose one main area (either Boots VM & Retail Environment Promotional Tools or Boots Media Promotional Tools) and create a strategy that would strengthen the relationship between the ‘Boots’ brand experience and the fashion credentials of some of its brands. We chose Boots Media Promotional Tools and created a new advertising campaign as a sequel to their award-winning ‘Here Come the Girls’ advert.
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After pitching our idea, there were concerns about return on revenue due to their 90% female consumer. I have continued with the same advert however, a key recommendation for the adverts in the future, would be to show both male and female consumers together in their daily lives and both using Boots’ products. Another option to keep ad spend down, is by releasing the video as a viral campaign online.
BOOTS ALLIANCE
To make the advert we used film clips which show men in their daily routine, showering and dressing. We included amusing clips of men pampering themselves which we feel a female audience would appreciate. The end clip shows a group of men celebrating together and promoting the Boot’s ethos ‘look and feel good’.
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48
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ZINE
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To launch our final project on Zines, we attended an intensive two day zine-making workshop. We had 48 hours to learn the art of folding and booklet making so that by the end, we had created a zine following the theme of ‘Obsession’. I chose to base my zine on my tepid yet true form of Obsessive Compulsive Disorder. Keeping it simple and offering a piece of my tidy mind, I took photos of objects and my surroundings that bothered me in some way. I then changed how they appeared, so that they were in my eyes ‘normal’ and correct. It’s my small but honest obsession - having things my way.
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48 HOUR ZINE
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I tried and tested different forms of booklet making before i chose the format of my final document. The zine I created folds out into a double sided poster.
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ZINE Working as the editorial and design team our challenge was to devise a brand new stand-alone niche publication and identify a potential sponsor. We are responsible for every element of the zine both digitally and in print. We will be selling Brian at the Nottingham Zine Fair on Saturday 26th May 2012. I have included the link to our research blog and some of the images from our zine.
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ZINE
Brian is a first year student at Nottingham Trent University who also happens to be a garden gnome. Beginning his online presence on Facebook and Twitter, Brian acts as a form of social commentary sharing his thoughts and experiences as an everyday student.
His wit and sarcasm are used to entertain friends and followers alike. Brian is expanding into print and featuring in his first ever Zine which will be a collection of highlights from his first year at Nottingham Trent University.
W WW.B RI A NG NO ME . T UMB L R. CO M
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MARKET REPORT Alongisde our zine we were required to write a 2,000 word individual report. The report is an ingisight into the Research, Rationale and Commerical opportunities of our Zine, Brian. It is a visual document that reflects the aesthetic of our zine and its content. I have included a selection of images from the report and you can full the view documet at:
www. cargo collective .com/ olivia thomas
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MARKET REPORT
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