Portfolio Olivia Robertson
CONTENTS Edinburgh Zoo
p. 3
Top Pup
p.13
HIV
p.21
Golden Shred
p.26
Two Tribes
p.31
Luna
p.39
Edinburgh Zoo
BRIEF
KEY IDEAS
Advertise Edinburgh Zoo’s adoption scheme and their mission At the core of the campaign is the aim to change perspectives, to connect people to nature and safeguard species from and with that behaviour, by giving both emotional and rational extinction. Focus publicity on the lesser know species, many reasons to adopt. of whom curently have no adopters. Highlighting the value of lesser known animals. INSIGHT Visualising the difference the adoption money makes. Many people don’t realise the zoo is a charity with no government funding, they see it as a fun, somewhat expensive Making adopters feel special. day out. Showing them what the money is used for makes the adoption fee tangible, demonstarting how their money helps. GROUP MEMBERS AUDIENCE Primary - Animal lovers Secondary - Friends and family of animal lovers Tertiary - Current adopters PROPOSITION Small change can make a big difference RELEVANCE Breaking down the annual cost to a daily one communicates how little a commitment is needed to support the conservation of endangered species.
Alan Mclardy Kevin Heinrich Olivia Robertson Zoe Middleton-Lyons
Branding Proposal to give the adoption scheme its own distinct identity and make adopters feel special, like they are part of an exclusive club. This will encourage new adopters as well as increase the chances of adoption renewals. The logo retains the distinctive font and yellow colour people in Edinburgh have come to associate with the zoo, but removed the penguin, giving all animals equal recognition. Instead of an animal, the design is composed of a ‘C’ for change along with three circles representing the small change that makes such a big difference to the animal conservation charity.
Press ad 1
Press ad 2
Press ad 3
Posters
Merchandise Optional extras that can be added on when purchasing a new adoption or ordered later. This brings in extra revenue and allows friends and family to make up a gift pack when purchasing the adoption as a present. Suggestions shown are a personalised mug and child’s t-shirt but the range could be extended to adult clothing and stationery. Featuring the propsed adoption logo, these products allow adopters to publicly display their support for the zoo, providing free advertising, and demonstrate that they are animal lovers.
Top Pup
BRIEF
GROUP MEMBERS
Create a new mineral water brand.
Lili-Tuggle-Weir Olivia Robertson Saoirse McKenna Ignacio Pieffer
INSIGHT Saturated market of mineral water for human consumption but currently no product on sale specifically designed for dogs. AUDIENCE Dog owners who are looking for a convenient way to provide water for their dog while out and about. Primary target are owners who enjoy spending money on their pets. PROPOSITION Convenience that shows you care RELEVANCE Currently no competition. Products that aim to provide a similar solution are heavy, clumsy and problematic. KEY IDEAS The product makes an owners life easier and by keeping their dog hydrated they are helping keep them healthy and happy. Dogs actually need a very small amount of water while out and about. Top Pup is the ideal size.
Product Pocket-sized bottle of spring water for dogs with a double lid to reduce water wastage. Prtomotional packs will include a tennis ball to communicate how easily Top Pup will fit in a pocket.
Posters
48 Sheets
Ambient Installation
HIV
BRIEF
RELEVANCE
Create an educational campaign to help reduce the spread of HIV. Brand it as a ‘World Health Organization’ communication.
Women are biologically, physiologically and socially more at risk of becoming infected with HIV. That isn’t taught in schools – but it should be.
INSIGHT HIV cases in the UK are increasing, partly due to growing complacency and casual attitudes towards unprotected sex. Condoms are often considered the responsibility of males in heterosexual relationships and the excuse “it feels better without” is frequently given and accepted as a justified reason to forego protection. AUDIENCE This campaign is targeted at young women and aims to address the incorrect assumption many people make that HIV predominantly affects gay men. Women now account for over 50% of HIV cases globally, a statistic that will surprise most people.
None of the girls and women I spoke to whilst conducting research were aware of the reasons why it is easier to contract HIV as a female or of the factors that put them more at risk. KEY IDEA The most common female sexual injury is vaginal tearing, especially in women under 24 when the tissue is thinner and more liable to tear with friction. MEDIA Women’s magazines are an appropriate channel because they are a trusted source of sexual information for girls and women. Public bathrooms are also an effective way to reach the target audience at multiple touchpoints in a contained space.
PROPOSITION Even a tiny tear greatly increases the chances of contracting HIV when having unprotected sex with an infected partner.
Like the magazine bag, the condom samples are in a tear-open packet that requires an action directly linked to the message it is communicating, making it more memorable.
Golden Shred
BRIEF
KEY IDEAS
Select a campaign from Hegarty on Advertising and create new work that makes it relevant today.
Create new eating occasions for Golden Shred. Build on Paddington’s role as brand ambassador.
INSIGHT Show Golden Shred as being for everyone. Golden Shred is seen as a breakfast food, usually spread on toast, which is a problem for sales as fewer people are making time to sit down for breakfast. AUDIENCE Primary - Families Secondary - People who remember Paddington stories from Secondary - childhood Tertiary - Fans of the new Paddington film PROPOSITION Golden Shred is more than a breakfast preserve. RELEVANCE Resurgence in the popularity of Paddington due to the new film launch. Paddington has been the officially associated with Golden Shred for the past four years. Golden Shred faces increasing competiotion from more convenient breakfast options such as cereal, many of whom have fun characters and a much larger advertising budget.
ORIGINAL TV AD Robertson’s Golden Shred Marmalade Advert (1983) https://www.youtube.com/watch?v=1nL67W8zjXk
1. Paddington whistling
2. Mr Gruber: “Today I have a little surprise for you Mr 2. Mr Gruber: Brown!”
3. Paddington: “But where are our usual elevenses 3. Paddington: buns?”
4. Mr Gruber: “I think you’ll like these Mr Brown, why 4. Mr Gruber: don’t you try one?”
5. Paddington: “Why, they taste just like my marmalade 5. Paddington: sandwiches!”
6. Mr Gruber: “That’s because I baked them with this 6. Mr Gruber: Golden Shred!”
7. Paddington: “I didn’t know you could use marmalade 7. Paddington: to bake cakes Mr Gruber!”
8. Mr Gruber: “Yes Paddington, there are lots of things 8. Mr Gruber: you can use Golden Shred for...”
9. Mr Gruber: “...it’s not just for toast you know!”
Storyboard 2
VISUAL
AUDIO
1. Paddington walks intothe kitchen 1. Mrs Bird humming a tune to 1. herself 2. Holds out a jar of marmalade to 2. Mrs Bird
2. Paddington: “Mrs Bird, did you 2. know that you can cook with 2. marmalade?”
3. Mrs Bird with back to 3. Paddington
3. Mrs Bird: “Not now Paddington, 3. I’m busy.”
4. Paddington tries to get around 4. Paddington: “But, Mrs Bird...” 4. Mrs Bird with the jar of Golden 4. Shred now open because he has 4. been eating some 5. Paddington spills Golden Shred 5. into Mrs Bird’s cooking
5. Paddington: “Whoops!”
6. Mrs Bird looking cross
6. Mrs Bird: “Paddington! Look 6. what you’ve done! I haven’t time 6. to make another one before 6. dinner.”
7. Family eating the bread and 7. butter pudding Paddington 7. spilled the marmalade into 8. Mrs Bird beaming and serving 8. Paddington seconds 9. Family blur into the background, 9. focus on a jar of Golden Shred 9. on the kitchen worktop. Display 9. #NotJustForToast and social 9. media icons
7. Jonathan and Judy together: 7. “This is the best bread and 7. butter pudding you’ve ever made 7. Mrs Bird!”
Storyboard 3
VISUAL
AUDIO
1. Mr Curry looking over high 1. garden fence
1. Mr Curry (shouting): “BEAR! 1. COME HELP DO MY 1. GARDENING!!!”
2. Mr Curry and Paddington looking 2. Mr Curry: “I want you to pull out 2. at flower bed, Mr Curry pointing 2. all the weeds Bear!” 3. Paddington starts weeding
3. Padding (to himself): “I wonder if 3. this is a weed?”
4. Paddington looking down at a 4. pile of carrots and corguettes
4. Paddington: “Somehow I don’t 4. think Mr Curry is going to be 4. happy.”
5. Mr Curry shaking vegetables at 5. Paddington, Mrs Bird appears 5. over garden fence
5. Mr Curry: “BEAR! LOOK WHAT 5. YOU’VE DONE!”
6. Mrs Bird takes vegetables out of 6. Mr Curry’s hands
6. Mrs Bird: “That will teach you not 6. to take advantage of a poor 6. young bear.”
7. In kitchen, Mrs Bird adding 7. Mr Curry: “This will never work 7. Golden Shred to vegetable stew, 7. you know.” 7. Mr Curry peering over her 7. shoulder 8. Mrs Bird serving stew
8. Mrs Bird: “You see Mr Curry, 8. you can do so much with Golden 8. Shred...”
9. Golden Shred jar next to 9. vegetable peelings. Display 9. #NotJustForToast and social 9. media icons
9. Mrs Bird: “...it’s not just for toast 9. you know.”
8. Mrs Bird: “That’s because it’s 8. got a special ingredient. Golden 8. Shred...” 9. Mrs Bird: “...it’s not just for toast 9. you know.”
Digital Online recipe book and app, easily accessible for users and simple to share online to sites like Pinterest. Demonstrates the versatility of Golden Shred marmalade and includes
recipes for health conscious consumers or those with allergies, such as dairy and gluten free.
Two Tribes
BRIEF
GROUP MEMBERS
Create a new brand and advertising campaign for the first ever hybrid beer.
Kevin Heinrich Olivia Robertson Zoe Middleton-Lyons
INSIGHT Beer and ale drinkers fiercly defend their choice of drink. AUDIENCE Primary - C2DE lager drinking lads Secondary - Oxford Bar ale drinkers PROPOSITION Unite rather than merge ale and lager drinkers. RELEVANCE Drinking is usually social and banter with friends often takes the form of friendly rivalry. KEY IDEAS Commonality between ale and lager drinkers is that drinking is linked to socialising. Friendly banter includes defending your point of view. Linked to parent brand Tennents through the tent logo and association with T in the Park.
Branding The name reects the union of ale and lager drinkers in a hybrid beer. Deep red is associated with energy, passion, courage and masculinity. The double tent symbol harks back to the Highlanders and Jacobites who slept in tents when on the move, and in more recent times, tents are synonymous with festivals. This is appropriate for the brand as the parent company are the main sponsor of T in the Park.
Posters
Limited edition festival cans
Festival bar
VIP Campsite
Luna
BRIEF
MANDATORIES
Create a brand to connect initiatives, organisations, and campaigns worldwide, with the single goal of using technology to get and keep girls in school and learning. It should inspire the use of technology to benefit the most vulnerable girls in the world. And it should be an umbrella under which a diverse range of companies and groups can unite to advance the cause.
Name: Think about the global audience. The name can be in English or any other language, or something completely nvented, but it must be able to resonate around the world.
You’ll need a name and identity that will work everywhere from San Francisco to Sri Lanka, Sao Paulo to Soweto; a powerful online presence; and a really big idea for the launch in September 2015. This is a live brief, so you could be there to see all this happen.
Online presence: Create a concept for the global online home of the brand. Is it just for awareness-building, or does it offer more? How do you use it to speak to both audiences? Make sure all the supporter brands have a presence there.
AUDIENCE On one hand, it will change perceptions amongst governments, institutions and companies. On the other it will inspire girls around the world to believe technology is a tool that can lead them to a bright future, one that they have just as much right to as boys.
Identity: Logo, colour, type, imagery and tone of voice. Use them to create something memorable, making sure it will work for both of the audiences – the institution and the individual.
Launch: Create a showstopping concept for the launch in New York in September 2015. The UN Special Envoy for Education will be there, along with plenty of other amazing, high-profile people from technology and education. Think big, but be practical. Don’t limit yourself thinking too much about budgets etc, but do make it something that Theirworld could actually make happen. GROUP MEMBERS
CONSIDERATIONS Your brand will be bringing together a whole host of Organisations, so you’ll need to find a way to accommodate the key supporters: Theirworld, the main charity behind it; technology partners ranging from big tech multinationals to digital startups and entrepeneurs; and other related initiatives and charities.
Olivia Robertson Silvia Rivella Sandra Jablonska Zoe Middleton-Lyons
Link to video - https://youtu.be/zqy6Sm4upQw
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