Who are TALKTALK? TALKTALK was founded in 2003 as a subsidiary of the Carphone Warehouse and later became a standalone company in March 2010. Their main headquarters are situated in London. They have 4 million customers in the UK. They originally just provided fixed line telephone services but have now ventured into fixed mobile and telephone services along with broadband and even online entertainment as one of the main contenders in the ‘telecommunications war’. They have the fastest growing TV service in the UK, getting more new customers this year than the other telecom giants.
BRIEF Who are Talk Talk?
What makes them different? TalkTalk is one the UK’s most valuable providers for telecommunication services. Paul Godfrey, the creative director of TalkTalk, describes the company as a young, destructive brand with an underlying strong brand purpose and a love for challenging the establishment. ‘We’re on a mission to make Britain better off and we believe that our people and our products make our communities a better place for everyone.’
TalkTalk, since August 2012, are the second most
‘They’re creative, disruptive, campaigning and young, so naturally they want to do things differently’
used quadruple play service after Virgin Media.
‘TalkTalk are the enfant terrible of their industry”’
BRIEF Create a content rich campaign to show TalkTalk as the forward thinking, creative agitator of the telecommunications industry. TalkTalk want to show the consumer that they are different from the leading competitors. How can they differentiate themselves from the competition and disrupt the ‘me too’ attitude. This brief is aimed at under 21’s.
BRIEF Brief
TALK TALK PASSIONATE ENERGETIC PATRIOTIC LOYAL ETHICAL RADICAL ENTHUSIASTIC
BRIEF Company Val
21
Global youth culture is on the rise. Nearly half of the world’s population is tunder the age of twentyfive and, within fifteen years, half will be twenty-one or younger. This is a huge factor when considering advertising. Now more than ever adverts have to be ‘in’ with the current trends. The brief asks for a ‘content rich’ campaign to be created aimed towards the 21 and under market. This information is crucial as, before any creative ideas can be considered, we must focus on trends within the under 21 consumer market and from this gain an idea of what a telecommunications company needs to offer if it is going to be different from the leading competitors and appeal to under 21’s. .
BRIEF Under 21’s
BIOPARK These advertisements are from the company Biopark. These ads are a really clever way of advertising their product’s ethos using a message that can relate to modern, young customers. The collection includes two vegetables apparently taking drugs to portray the message that not all fruit and veg that we buy are clean and that because of this we should get our fruit and veg from Biopark. The amount of type used on the ads is minimal, positioned in the bottom right, as the image speaks for itself. When such a powerful image is present, text can be reduced, but it is still crucial to give the main message and the company logo so the viewer will be able to grasp the concept. These ads can be used as a way of showing the power of image. If the message of the image is strong enough, the overall advert will be effective.
RESEARCH Biopark Medical
COKE & HARIBO These advertisements are both extremely simple, yet are effective for different reasons. The first Coca-Cola ad is simply the branded letter ‘c’ formed out of a piece of lemon peel. This advert works in so many ways - the company logo is strongly present, we have an idea of the flavour of the product, there is an implied connection between the drink being diet and the advert containing minimal content and the overall layout all contribute to this advert showing how typography used in its simplest form can be very effective. The advert for Haribo illustrates how, used correctly, a strong image can be extremely powerful. The idea that Haribo products are so good and fruity they must come straight out of the fruit can hardly be depicted more effectively. Because this image is so strong, the only type the advert needs is in fact Haribo’s logo itself. Both adverts show how in advertising. simplicity can convey a much stronger message than over complicating things.
RESEARCH Coke & Haribo
Keith Haring Keith Haring is an artist known for his contribution to the Pop Art movement. I think looking at him will help us due to his unique, childlike style that uses colour and bold strokes to create a strong impact.
RESEARCH Keith Haring
PASSIONATE LOYAL ENERGETIC ETHICAL PATRIOTIC RADICAL ENTHUSIASTIC
TRENDY CULTURE EXCITING MODERN
SUPERHERO
I wanted to create a campaign that would fit well into the guidelines of the brief - an exciting, modern campaign that showed the company’s ethos in being passionate and patriotic, along with being aimed at under 21’s. What can bring hope, opportunity, safety and loyalty? A superhero! I think the process of creating a typographic campaign to explore the comic book superhero style will appeal to the targeted age group and in turn be loud and help TalkTalk stand out from the competition.
RESEARCH Conclusion
RESEARCH Montage
A montage of what I would consider to be linked with being a superhero and the general perception of the concept.
A more refined version of the style I want to emulate in my TalkTalk campaign.
IDENTITY
ESTABLISHING A THEME
ROY LICHTENSTEIN The style that Roy Lichtenstein embraces in his work encapsulates the full ‘comic effect’ and has been emulated in numerous formats successfully. The use of benday dots (where all the dots are the same size) is ever prominent along with the minimal colour paltette to create a bold, strong statement that conveys messages well. I want to experiment with this style to see if can be brought forward in the project.
IDENTITY Roy Lichtenstein
INITIAL IDEAS
TYPOGRAPHIC EXPLORATION
Original
TALK TALK
talk
TALK IDENTITY Lichtenstein Type
Distribution
Warped & Colour
Shading
Stroke
TALK
Original INITIAL IDEAS Warping options
Stroke Normal
Arch
Flag
Fisheye
Arc
Buldge
Wave
Inflate
Arc Lower
Shell Lower
Fish
Squeeze
Arc Upper
Shell Upper
Rise
Distribution
Warped & Colour
Shading
Twist
Stroke
IDENTITY ‘Talk’ examples using Lichtenstein’s style
IDENTITY ‘Talk’ examples using Lichtenstein’s style
INITIAL IDEAS
ADVERTISING CAMPAIGN
COLOUR PALETTE For the campaign to have some solidarity, I devised a colour palette. This pallete was devised using the above sourced images which include current and past advertising campaigns, the logo and related TalkTalk media. There can obviously be some variations within the pallette - saturation, tints and shades along with filters can all be added to add texture, shade and hue changes. I now want to choose two typefaces to work with in my initial experiments with the idea of choosing one final typeface for the first iintal drafts.
CAMPAIGN Colour palette
KOMIKA AXIS The first font I want to use is Komika Axis. This sans-serif font is bold, friendly and fits the ‘comic style’ well. It can be easily manipulated and matches the style I want the campaign to be in.
INITIAL IDEAS Komika Axis
CAMPAIGN Komika Axis
SF SLAPSTICK COMIC The second font is SF Slapstick Comic. This again is a san-serif font but is more thin and jumpy than Komika Axis. I wanted to see some variety in the examples to determine which style was better for the overall campaign.
INITIAL IDEAS SF Slapstick Comic
CAMPAIGN SlapStick Comic
VISUALS
ADVERTISING CAMPAIGN
IMPACT SALE PHRASES SUPER SAVINGS BARGAIN! WOW! SAVE! VALUE! DEAL!?!
CAMPAIGN Impact sale phrases
ADAPTING TYPE Now that I have a basic idea of the style I want to work in, I can advance the advertising campaign and start deciding on some final visuals. I firstly used the word ‘SAVE’ and tried to come up with as many styles as possible using the allocated colour palette.
save
CAMPAIGN Adapting type
I now want to experiment with a few of these styles using the ‘impact sale phrases’ which will be used in the final campaigns.
CAMPAIGN ‘Wow’
CAMPAIGN ‘Wow’ examples
CAMPAIGN ‘Save’
CAMPAIGN ‘Save’ examples
CAMPAIGN ‘Deal’
CAMPAIGN ‘Deal’ examples
CAMPAIGN ‘Super Savings’
CAMPAIGN ‘Super Savings’ examples
CAMPAIGN ‘Value’
CAMPAIGN ‘Value’ examples
CAMPAIGN ‘Bargain’
CAMPAIGN ‘Bargain’ examples
Further Development I now have a good understanding of the style I want to achieve and the typographic elements that I think, work well for this particular project. I now need to finalize the final type style and start to think about how the text will look in the overall advert.
CAMPAIGN Further development
CAMPAIGN ‘Further development’ examples
CAMPAIGN Further development
CAMPAIGN Further development
CAMPAIGN Further development
CAMPAIGN Further development
SUBHEADINGS DEAL?!? - OUT OF THIS WORLD OFFERS- TV, BROADBAND AND INTERNET £10 PCM WOW! - WI-FI WHACKING OFFERS- BROADBAND £7.49 PCM BARGAIN! - TELEPHONE TITANS -TALKTALK SIMPLY MOBILE £10 PCM SAVE!- SUPER SALES - £5 PCM CHEAPER THAN ANY OTHER PROVIDER VALUE! TOP TELE! - TELEVISION ONLY £7.50 PCM SUPER SAVINGS!- BROADBAND BASHING- UK’S CHEAPEST BROADBAND PROVIDER
CAMPAIGN Subheadings
DIFFERENT STYLES I wanted the sub-theadings to be simple and easy to read as these are the main aspects of the advert and contain the information of the offers and prices. I experimented with some different styles of the Komika typeface - axis, title, parch, kaps and wide. The main typographic graphics use the first example, axis. I think this would detract from the main title and so I have chosen number 4, kaps, to use for my sub-headings.
CAMPAIGN Different styles
OUT OF THIS WORLD OUT OF THIS WORLD OUT OF THIS WORLD
OUT OF THIS WORLD
OUT OF THIS WORLD
PRESENTATION I then had to look at how I would present the offers and deals. I firstly experimented with different styles of presenting the typeface, I went on to choose my favourite style, plain typeface with a drop shadow, both in black and in white. I then started looking at how the two examples would look on a coloured background. I had to consider the main background colour of the graphics when choosing my two colour examples. I decided upon four colour combinations that I want the campaign to run with.
CAMPAIGN Subheadings Type
*broadband bashing deals* get free broadband when you sign up to simply mobile
*super sales*
ÂŁ5pcm cheaper than any other provider
*top tele*
simply television just ÂŁ6.65pcm
CAMPAIGN Other type on campaign
BACKGROUND I then had to look at how I would present the background for the best effect. I firstly experimented with different styles of presenting the main explosive graphic and then looked at presenting them in the chosen colour formats. I can now take all aspects of the campaign foward and create the final advertisments.
CAMPAIGN Exploration of backgrounds
CAMPAIGN Colour experimentation
CAMPAIGN Landscape Set 1
CAMPAIGN Landscape Set 2
CAMPAIGN Portrait Set 1
CAMPAIGN Portrait Set 2
CAMPAIGN Banner Set 1
CAMPAIGN Banner Set 2
CAMPAIGN Long Banner Set 1
CAMPAIGN Long Banner Set 2
FINAL IDEAS
Now all the elements are ready to create the final designs for our pop-art, Talk-Talk campaign.
VISUALS
IN EVERYDAY LIFE