# 002
20 15
L6 - UNIVERSITY OF SALFORD - GRAPHIC DESIGN BA ADVANCED COMMUNICATION 1
ADVANCED COMMUNICATION 1
#002
SONIC MCR - MANCHESTER STUDENT MUSIC NETWORK
deadline: 06/11/2015 anthony sutton sn:@00379236 t: http://anthonysutton.tumblr.com/ e: anthony_sutty@hotmail.com
BRIEF BREAKDOWN - SONIC MANCHESTER
Your task is to raise and spread awareness, generate interest and positive engagement to inform, enlighten and encourage students to sign up to Sonic Manchester updates and go to their events. This brief is partly about changing perceptions, and utilising social media effectively, using exciting experimental design and concepts throughout an integrated media campaign in order to provoke a reaction. ABOUT SONIC MANCHESTER Sonic Manchester was set up in 2006 and is a student targeting scheme that is jointly run by the BBC Philharmonic, RNCM, The Bridgewater Hall, and Manchester Camerata to give students great ticket offers for a diverse range of classical, jazz, world and opera concerts in Manchester from as little as ÂŁ3 (subject to availability, prices may vary). Students can sign up to the monthly Sonic Manchester email and find out all the latest events at the Sonic Manchester Facebook page: www.facebook.com/sonicmanchester The scheme seeks to increase the numbers of students at concerts rather than creating significant revenue, therefore the budget available is very limited. Consequently we currently focus mainly on social media to promote Sonic Manchester.
The Sonic Manchester partners are seeking a toolkit to promote upcoming concerts to students. As well as enhancing our presence online and on social media we would like to produce a listings-style poster design that will also deliver some offline promotion at low cost. SONIC MANCHESTER BRAND GUIDELINES The toolkit should incorporate the current Sonic Manchester logo (to be provided). The logo colours should be preserved although the design can use an alternative colour palette. The partner logos (to be provided) must be included on any print designs – these can run along the bottom or back GUIDELINES FOR THE POSTER:
TARGET AUDIENCE:
· A3 poster featuring upcoming Sonic Manchester events (copy to be provided)
The target audience for Sonic Manchester is University and College students, both undergraduate and postgraduate of any age (although most will be in the 18-25 age bracket).
· It should highlight the student discount. · Drive Facebook page likes · To be displayed at university sites, venues, music stores, student unions etc. PUBLICITY CAMPAIGN
Create an innovative campaign with exciting ideas that can be spread virally, utilising social networks (and traditional media) to raise awareness. This could include Gifs/Youtube shorts/ shareable interactive participatory ideas on Facebook etc. Show the customer journey and the narrative. The Sonic Manchester Facebook page currently has 420 likes, however the partner sites have much greater reach and could share content to drive uptake on the Sonic Manchester page.
BRIEF OVERVIEW - Get students between 18-25 to sign up to Sonic and go to the events and enjoy the music. - Change the perceptions of students. Create an interest and positive engagement. Develop a buzz, make it viral. - Get students to like classical music.
AREAS TO CONSIDER QUESTIONS TO ANSWER -
How can the partner sites help drive uptake? How do I get students to change their negative perceptions? Does the brand communicate the right message? What are the negatives and the positives? How do I catch students attention? How can I make them sign up and go to these events? How do I make classical music cool? How can I create a buzz within the subject area? How do I get them to go?
RESEARCH TOPICS - What is the experience like? - General Research into BBC Philharmonic, RNCM, The Bridgewater Hall, and Manchester Camerata, Halle, Proms and then widen into festivals, pop music, Youtube. - Look into popular festivals, what makes them interesting? - Look at Viral Integrated campaigns. - Look at Social media campaigns. - Print advertising campaigns. - Graphics associated with pop music/ festivals/ gigs. - Strapline/Copy lines. - Has someone changed perspective before in this area?
RESEARCH
Sonic Manchester Facebook page - 441 people like the page. - They use facebook to put up there events and the info for that event. That seems to be it. There is no life to the page, no contact or interaction with the actual audience. Facebook is much more active then their Twitter page. At the briefing they said that they don’t have a specific staff member to take control of social media. They want to create activity on here without having that staff member. Ultimately they want to gain more likes so I think the end product should direct the audience to liking the page. But then the page needs to be more exciting.
Sonic Manchester Twitter page Same as the facebook page twitter is used to promote the events which then get re-tweeted by their partners. The last tweet as on the 8th of November 2013. Their main direction and attention is on Facebook but I feel there still needs to have more activity within social media be it, Facebook, Twitter or even Tnstagram. Could the partners of sonic Manchester help spread their features somehow. I wanted to get a scope of what their facebook and twitter are like so I could possible raise ideas in certain areas. For example they could set up an Instagram account and get that to connect with both facebook and twitter. This could allow users to express themselves through pictures of them at events. I could make the use of Hashtags (#) to help drive the audience
SONIC MANCHESTER’S PARTNERS I gain a want a better understanding of the idea behind Sonic Manchester. To my knowledge Sonic is a group that attracts the Students in with it’s offers. These organisations below are where the events will be taking place, they are the hosts. So really it’s down to Sonic to attract the audience. But because they are linked to the four below they could help spread a campaign idea to the masses.
THE BRAND- THOUGHTS
Sonic Manchester Brand Thoughts Personally as a student I don’t like the branding. Maybe because I am a design student so I will look at this differently to others but I thought It’s worth bringing it up. I can see their direction with the choice of colours and making it at a angle to give it that student vibe but I feel it just falls into the category of stereotypical English University/College logos. It’s not very attractive and it does not communicate the right message.
I think they have gone down to much of the keeping it student-like which I understand because it’s aimed at students but I feel they have to pull away from that to make it more attractive, this stuff is everywhere and no one really pays attention to it. I wish they would of kept some aspects of this but also made it more genre accurate. I do feel like the branding could be letting the side down, it needs to be slightly more professional in the approach. A re-brand may help secure those Facebook likes.
CHANGING PERCEPTIONS What are the negative perceptions associated with classical music? Why don’t young people listen to classical? I looked up some questions to find out why student’s don’t like or want to listen to classical music. I basically typed this question in and found some interesting responses to why.
https://www.quora.com/Why-do-young-people-express-dislike-for-classical-music
“I’ve wondered the same thing, why most young people are more interested in pop music. I think that the reason they like this music is simply because it’s the social standard. They’ve never thought to break the societal barrier to explore the wonders of classical music”.
“Plenty of classic cartoons used classical music soundtracks because there were no royalties...” - Maybe I could remind students about how they actually listened to classical without knowing. Warner bros - Disney
“Often, because classical music tends to be seen as inaccessible or “snooty”. When exposed to this new (well, not really but new to them) style of music, they are surprised when they realize that it isn’t all that bad. In fact, sometimes they can identify with the emotions in the pieces. I have been involved in music for some time and always get a thrill when more of my friends come to my orchestras concerts and leave inspired.”
“I will say that under a certain age, there’s simply an attraction to anything related to ‘fun’. Classical music is beautiful and ill listen to it from time to time, but while it is beautiful and it does bring about certain emotions, it doesn’t have that “fun” quality. You cant imagine jumping around dancing to it like you could pop or hip hop. When you’re young, life is more about fun, its natural. Maybe that’s why it seems like we don’t like it.
“It doesn’t take much effort to appreciate mainstream music. It’s designed to be easily approachable, quick and fast. There’s nothing wrong with teenagers listening to Miley Cyrus. It serves different business functions and appeals to a completely different market. Classical is just much less approachable and requires time and effort to get to that level.
“I think it is in how you are brought up, what you are exposed to.” “I think it is that interactivity that makes contemporary/popular music more popular”. “They aren’t exposed to it like kids were in the past, so they don’t learn to like it, to appreciate it”.
“I think there’s two kinds of art: Art that comes to you, and art that you have to go to”. “The creators intentionally try to make music that is as addictive as candy and this trend has accelerated with hiphop. A different type of artist tries to make art that you have to “go to.” Whether it’s serious painting and sculpture, classical music, jazz, modern electronic music, serious novels or whatever, this kind of art may require the audience or listener to confront new ideas”.
THOUGHTS University and college are times where students are discovering themselves. They are most open to new ideas and experiencing new things. I think It’s also about exposing them to this music. At the moment it’s all the mainstream music that is more attractive because it’s more fun and you can interact with it more. But the more they are exposed the more likely they would go along and see it. It also seems like this genre is hiding and is afraid to target young people, just as young people are afraid of making that step to go see or even listen to classical.
It is about changing their perceptions, instead of students thinking it’s boring and for pertinacious Artsy type. I need to make them think it’s the opposite, that it evokes emotion and is fun and engaging once your give it a try. I need now to brainstorm and research differen’t campaigns so I can begin to come up with some ideas on tackling the problem in the most effective way I can. The narrative of the problem must lead the audience to the sonic manchester site where they can purchase the tickets.
- It’s OK not to like classical music.
- Make Classical as if it was mainstream. Make it trending.
- Bucketlist - Been to a classical music gig before?
- Make it seem like it’s always been cool.
- Open to new ideas? Why not go for something a little more classical?
- Make them aware that classical music is around them Movies - Cartoons - Games
http://blog.musicteachershelper.com/getting-students-excitedabout-classical-music/ ‘Why not show them various ways this genre is utilized in pop culture and perhaps even find the sheet music. A prime example of this is video games; games like Uncharted and Final Fantasy’. ‘Each game has its own original orchestral soundtrack that has been performed (and in most cases uploaded to YouTube) by young musicians and some of the best orchestras in the world’. ‘Popular movies like Star Wars and Harry Potter may be another vehicle through which you can demonstrate the power of classical music’. https://news.usc.edu/71969/studying-for-finals-let-classicalmusic-help/ Studying for finals? Let classical music help A number of academic studies recently zeroed in on classical music, showing that listening benefits the brain, sleep patterns, the immune system and stress levels — all helpful when facing those all-important end-of-semester tests. University research in France, published in Learning and Individual Differences, found that students who listened to a one-hour lecture where classical music was played in the background scored significantly higher in a quiz on the lecture when compared to a similar group of students who heard the lecture with no music. The researchers speculated that the music put students in a heightened emotional state, making them more receptive to information.
CHANGING PERCEPTIONS - CAMPAIGNS Age UK’s No One Should Have No One and its #NotByMySelfie As part of its No One Should Have No One campaign, Age UK has launched #NotByMySelfie. The charity is inviting the public to post pictures of themselves with an older person in their lives on Twitter and Instagram, and also to text donate £3 to help address the loneliness many older people experience. “Through our #NotByMySelfie we want to connect with the public in a fun and creative way to help raise awareness of the fact that so many people are facing later life alone.” It’s clearly similar to the #icebucketchallenge and #nomakeupselfie idea but it’s much more about championing the issue than raising funds.
What could I do? I could create a # (hashtag) and get audiences to post photos of themselves engaging in classical events from sonic Manchester. The hashtag could be a way of getting students to join in on a trend/ activity. If everyone else is seen doing it, it’s most likely other students would tag along and do it. I bit like the Ice bucket challenge. or It could be actually be a challenge. # GetClassical ??? # ClassicalChallenge ???
BRAND JUDO http://sametz.com/authored-articles/leverage-your-inner-lemonuse-brand-judo-to-flip-negative-perceptions-into-memorablecampaigns/ (by Brandon C. Walsh for Entrepreneur.com) Leverage your inner lemon: use “Brand Judo” to flip negative perceptions into memorable campaigns. “Brand Judo” can be described as the practice of turning negative brand perceptions into positive ones. The practice of Brand Judo can help undermine your opponents’ marketing campaigns and insulate your brand from ongoing or potential attacks. Examples of Brand Judo 1960s Volkswagen campaign ‘Lemon’. ‘Volkswagen’s Beetle was seen as too small, too ugly and too German. The now-legendary campaign played up the small and ugly perceptions with headlines touting its status as a “lemon” and clever copy that then drove home the benefits of driving a small, German (re-branded as “wellmade”) automobile.’ - They went with the strengths of the beetle rather than hiding it’s differences.
- What’s more, in this age of transparency, you can’t afford to try to hide what’s real—big or small, warts and all—so don’t even try.
Nike ‘Driven’ campaign Lance Armstrong The spot portrays cancer victims undergoing a variety of treatments inter-cut with close-ups of Armstrong biking— hard. Through a voiceover, Armstrong is heard saying: “The critics say I’m arrogant. A doper. Washed up. A fraud. That I couldn’t let it go. They can say whatever they want. I’m not back on my bike for them.” - Bringing perceived weaknesses out into the open.
Brand Judo is more fun ESPN’s “Is It Monday Yet?” ‘ESPN latched onto perhaps the one negative association NFL fans have with the four-decade institution of Monday Night Football—the fact that it takes place on Monday’.
How do you begin? Look inward, and don’t shy away from what’s real. The best campaigns are always brand-focused, so think long and hard about all aspects of your brand, including those aspects you know are either weaknesses or have otherwise ignored because you think they’re a little unsightly. Weaknesses in classical Music
- Use these weaknesses to come up with an Idea.
BENJAMIN ZANDER - THE TRANSFORMATIVE POWER OF CLASSICAL MUSIC
I came across this video on Ted Talks through Stefan Sagmeister’s Playlist be complete accident. Turns out it is very helpful for my Sonic Manchester Brief. Benjamin Zander is an American conductor from the United Kingdom and he shares his outlook on classical music. It really inspired me, he helped me understand more about classical and he also helped me with some Ideas. Benjamin explains with examples of how Classical music can be Transformative and gives some really amazing theories in such an engaging positive way. I just want to pull certain parts of the talk into bullet points as these are trigger points for some Ideas. - “Everybody loves classical music – they just haven’t found out about it yet.” - Classical music is for everybody. - Just Listen I really like ‘Just Listen’ as a campaign strapline. Short, powerful and tempts the audience. It’s also diverse so it can speak not just about classical but about the other genres. Taking it from this video It’s all about listening and feeling the music, so why not #just Listen. Maybe I can look further into the concept.
LYNX
‘ The Lynx Effect’ - Lynx uses their weaknesses as their USP. It’s an affordable deodorant that targets boys. Their approach is to make you feel like a ‘Man’ if you use Lynx. They have created a exaggerated approach to make the audience believe you get the girl, when we all know that’s not the case.
SKITTLES
‘Touch the rainbow’ - Touch the rainbow linking with the colours of the sweets, but that’s all they are. To respond they produced a weird and wonderful approach to exaggerate the brand to create more of an interest. It’s totally random - Maybe I could be random with my approach.
POTNOODLE
‘The slag of all snacks’ Pot Noodle opening showing their weaknesses but using them as a platform to advertise. The snack is cheap and not that great taste wise. But they use that as their USP it’s more effective to be upfront with the audience.
MARMITE
‘Love it or Hate it’ It’s as simple as you either love it or you hate it. That is the reaction to Marmite. Again they aren’t shying away in fear their open to the audience. Ideas and concepts revolve around this concept. Changing the audiences perception of the product.
STUDENT PROFILE
Student Profile -
Going out Sleeping Watching (Movies,TV,Youtube) PlaIying Games On the internet/Phone/Laptop Reading Part time work Studying Experimenting Living at home Living away Physical activities
Student profile so I can understand what a student gets up to day to day. This will help me to understand my target audience more so I can communicate to them more effectively as I begin to create ideas.
CLASSICAL MUSIC - BRAINSTORM
Brainstorm session I sat with Catrina and Dean to discuss classical music. We put down as much words as we can that we felt expressed classical music and how students feel about the genre. It will help me source new ideas which could lead to a concept. I will be keeping this to refer back to and maybe ad new words as I continue researching. I want to focus my research on more integrated campaigns and how they use social media to get the audience interacting. For me looking at previous campaigns helps me understand the communication and also helps me with adapting and synthesising ideas into my brief.
Ideas 1. Just Listen. (Nike?) 2. Would you rather?
3. Take a time out from everyday things. (Just listen)
- Being on phone
- Drama
- Laptop - Routine - Work
- Uni
4. Compare pop festivals negatives to classical positives.
- Bumping into you.
- Smelly sweaty people. - Too crowded.
- Throwing beer.
- Drunked Douchebags - Pushing past
- Standing on your feet. - Dirty - Talking
5. Be rebellious (Go against the Grain). 6 . Students have killed classical music.
7. Classical is medicine to students. (Stress of studies) 8. Your taste is changing. (try something new) 9. Take the music away. (films, Tv, Cartoon)
10. Concentrate on the pricing (Compare things for £3)
- Willy Wonka ticket.
11. Notice me? (Notice me senpai)
12. The most interesting ‘Student’ in the world. 13. Head of the curve. (One step ahead). 14. Don’t knock it til you’ve tried it. 15. Memes?
- Deal with it.
SNICKERS - YOUR NOT YOU WHEN YOUR HUNGRY BBDO New York We all have moments when we are not feeling ourselves irritable, whiney, bad tempered. We would firmly place the blame for these moments at hunger’s door, positioning Snickers as the hunger-busting solution to make sure you stay on top of your game. - Snicker solves the problem. Could I replace Snickers for classical music? And could the moments be replaced by something more fitting to Mainstream music. http://mediacom.co.uk/en/results/mediacom-case-studies/ snickers-youre-not-you-when-youre-hungry.aspx
BENTLEY BURIAL - Brazilian Association of Organ Transplantation Leo Burnett Tailor Made People are not shocked by the burying of organs. But they are by the burying of a luxury car. We asked a famous Brazilian billionaire, Chiquinho Scarpa, to post on his Facebook page that he would bury his Bentley in the yard of his mansion. People were revolted and the media criticized his decision. An actual burial ceremony followed, with the media broadcasting live to the whole country. He stopped the burial and the organs donation campaign was revealed – organs donations increased by 31.5% in 1 month. - Could I take away classical and then bring it back? Have students killed classical? Could I make them miss it? http://www.dandad.org/awards/professional/2014/integrated-earned-media/23065/bentley-burial/
GUINNESS IS GOOD FOR YOU SH Benson - Iconic piece of advertising. I thought It would be a cool Idea to bring this back but synthesise it. I could edit the phrase and say that ‘Classical is good for you’.
NATIONAL AUSTRALIA BANK - BREAK UP Clemenger BBDO Melbourne NAB’s huge attempt to differentiate itself from Australia’s other big four banks. Valentine’s Day – the bank launched its “break-up” campaign, declaring it was breaking out of the big four banking group to go it alone. Embraced the perception of being ‘together’. What perception could I embrace with classical music? - Boring - No interactivity - No lyrics - Long
http://www.dandad.org/ awards/professional/2012/ direct/19040/break-up/
JAPAN PILL - HARMONIC I&S BBD Prescribing the classical music as alternative medicine – namely, Japan Pill-Harmonic. The ‘pills’ are actually classical music data, put in a small package that looks like an envelope for prescription drugs, and prescribed for each ‘symptoms’ as pills for sleeping, vitamin effects or stomachache. - Is there away I can get student’s to see classical as good for your health. - De-stress - Helps studies - Get out of the virual world http://www.dandad.org/awards/professional/2014/product-design/22647/the-japan-pill-harmonic/
CLASSICALS BEHIND THE CLASSICS - Brazilian Symphony Orchestra Artplan To promote the concert season and attract young people to a genre of music they don’t usually listen to, Artplan used classic movies to make them aware that they already like classical music. They just hadn’t noticed. The banner ad campaign gave viewers a glimpse of the music behind the movies. As a result, the season’s concerts were sold out and there was a 40% surge of young people in attendance. - Showing that young people like classical through movies. - I could remove the music of films? http://www.dandad.org/awards/professional/2015/digital-marketing/24301/ classicals-behind-the-classics/
AMERICAN ROM MCcann Erickson Bucharest - Fake Re-brand the Romanian chocolate bar to have the American flag. Result was to enrage Romanians. Then to reveal the idea was a joke and bring back the original. This increased sales of the chocolate bar and restored the love for ROM.
http://www.dandad.org/en/ five-years-ambitious-integrated-campaigns/
- I like the idea of changing something to then reveal it will never change to create an online buzz.
PEPSI MAX - UNBELIEVABLE CAMPAIGN Aiming to grow its market share among 18 to 34-yearolds, Pepsi Max understood that social media and digital devices were an integral part of the everyday lives of this target audience. - The target audience is the same as mine. I should think along the same lines with using social media as the main platform for my campaign. I could Produce a series of videos that can be shared around Youtube. This is more of a concept to which my idea could be shown through https://www.thinkwithgoogle.com/intl/en-gb/case-study/how-pepsi-maxs-unbelievable-youtube-channel-helped-increase-market-share/
100 WAYS TO CREATE A GREAT AD - TIM COLLINS This book helps categorise different elements for creating a great ad. Most of the ads in here are not social media based but I hope some of them can help me come up with some ideas. 1. Reveals 2. Mash-ups 3. Double meanings 4. Puns 5. Visual Puns 6. Visual metaphors 7. Visual Similes 8. Analogy 9. Omission 10. Minimalism 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 31.
Rhyme Alliteration Questions The rule of three Contrasting Pairs Lists Storytelling Consequences Sequences Homage Borrowed interest Reversal Displacement Disruption Contradiction Repetition Hyperbole Visual Hyperbole Understatement Comparison Surrealism
32. 33. 34. 35. 36. 37. 38. 39. 40. 41. 42. 43. 44. 45. 46. 47. 48. 49. 50. 51. 52.
Shock Irony Bathos Paradox Slang Killer Facts Self Awareness Anti-Advertising Advertising parodies Brand Mascot Bringing the product to life Personification Catchphrases Neologisms Long copy The curiosity Arouser Arguments Advice Insults Compliments Challenges
53. 54. 55. 56. 57. 58. 59. 60. 61. 62. 63. 64. 65. 66. 67. 68. 69. 70. 71. 72. 73. 74. 75. 76.
Crusades In-jokes Interaction Crowd-sourcing Ambient Installation Special builds Stunts Using mediums Hoaxes Hidden Camera Documentary Big Ads Branded Content Playing with logo Symbols Typography Pricing Competitive ads Range Product demo Product Shot Product Samp Topical
77. Puzzles 78. Illusions 79. Diagrams 80. Annotation 81. Perspective change 82. Details 83. The effect of time 84. Dramatizing the negative 85. Dramatizing product experience 86. Scale 87. National Identity 88. Regional Identity 89. Alternative Uses 90. Transformation 91. Product transformation 92. Heritage 93. Product Story 94. Product Features 95. Local Knowledge 96. Endorsement 97. Testimonial 98. Reverse Testimonial 99. Manufacturer’s Testimonial 100. Staff
Narrowed down the book into sections that I think fit the brief. From here I can research these areas and use the areas for Idea concepts.
THE MOST INTERESTING MAN IN THE WORLD - DOS EQUIS
Euro RSCG The most interesting man in the world was created to sell a product, in this case a beer. The ad shows this character in scenarios that show just how cool he is. At the end of the video the man says ‘I don’t always drink beer. But when I do I prefer Dos Equis. The audience really connects with this man, making him a role model. He is so cool and he drinks DOS EQUIS. I want to drink it because he is.
The most interesting man soon turned into Meme.
was
DEAL WITH IT - MEME - CATRINA TEAM UP http://knowyourmeme.com/memes/deal-with-it
About “Deal With It” is an expression used as a retort in response to someone’s disapproval. It is often associated with image macros and animated GIFs in which the subject wears a pair of sunglasses. Origin “Deal with it” as a colloquial phrase has unknown origins. The Idioms and Expressions[1] online database entry for “deal with it” defines it as a means of promoting acceptance. From the previous meme, Me and Catrina shared an interest with the #Dealwithit meme and we realised the definition of this meme would suit perfectly with this brief. There is a stigma associated with classical music of it being boring and if you like it your frowned upon by your peers. Can we make students seem cool by showing them enjoying sonic events.
Sexy Idea - Catrina Concept Sex Sells - Encourage students to listen to classical music when they touch butts (have coitus) instead of pop music or whatever and instead release their passion in a more classy manner. It’s also funny and I think with all the raging young hormones students will respond to this type of humour. Execution Using sexual undertones and innuendos. Giving away a pack of condoms with download codes in them for classical music pieces to students that have signed up/bought a ticket for a concert. Puns/ Innuendos -
Take it all in. Hit the right note. Wait for the climax. Release/Share your passion. A deeper connection.
NOTICE ME SENPAI “I Hope Senpai Will Notice Me” is a catchphrase commonly associated with anime shows and manga books that can often be found on the microblogging site Tumblr to express a quest to resolve unrequited admiration.
Sonic can be the one that is looking for this admiration from the students.
http://knowyourmeme.com/memes/i-hope-senpai-will-notice-me
#Dealwithit Concept Because listening to classical music is seen as being lame and uncool by students we want to bring it out into the open as something not to be ashamed of. We want to have students confess hobbies and behaviours that are thought of as uncool or gross in a manner that says “I’m comfortable with myself and I don’t care what anyone thinks” because not caring about what others think has become cool itself. The message would be that students shouldn’t be ashamed or feel it’s not for them if they want to go to a sonic event. Hopefully this makes it cool and appealing. Execution Video - Get students to admit to embarrassing things in a confident manner. Challenge your friend. Memes - Creating shareable images that are captioned with #Dealwithit Vines & Gifs - Videos that people can upload to social media. Posters - Giant memes. Pop up confession photo booth - Take photos with friends. Dealwithit Glasses The sunglasses could be given out for selfies taken at sonic event to encourage attendance. Selfies would then be shared via social media sites with #Dealwithit @SonicManchester. Result - Getting them to sign up to sonic and attend their events.
Glasses would be made of cheap material to save money.
DEAL WITH IT MEMES
Gathered a few example memes as a MEMEBOARD for reference.
GLASSES CONSTRUCTION We started of the development stage by creating a mock of the glasses. With the Glasses mocked up we would be able to take some images and videos to create the rest of the concept as well as it helping to communicate the idea in a more physical way rather than digital
The glasses are constructed using card at this point but we took in consideration that these wouldn’t be to much to recreate. Using black acrylic sheets for the lenses so it would be visible. This would be held in place by a card frame.
SONIC EVENT VISIT Catrina and I went to an event to get some first hand research and also to help demonstrate the action and interaction of the glasses.
We thought it would be necessary to do this as our concept is something more than a piece of design, it’s creating a trend/ Action in which students will embark on. We demonstrated Catrina here showing that she’s at a sonic event and using the glasses that were given to her on entrance. She wore the glasses in confidence and showed that she went by uploading her pictures to social media. This is the action we want to create, getting rid of that social stigma that makes students not want to go.
VIDEO
Catrina an I spent a few days video a few students on campus and getting them to admit to quirks or hobbies they have. The idea behind this is to show you shouldn’t feel embarrassed but to feel empowered and confident about your weirdness. The result we wanted was to show students that they should go to a sonic event and they shouldn’t feel awkward or out of place for doing so. We want to break down that first barrier where students feel like its not for them. Quick story board. We want the video to be short and snappy with a ‘hand made’ feel.
We had a lot of fun and so did the students, which was good to experience as it shows that they are willing to share and that the idea would be successful.
GENERATING MEMES
We used our peers from the video to then take a meme photo with the glasses. The meme was then created using a online meme generator. This was to demonstrate the viral video side of the video where we want students to admit online and challenge their friends to do it also. A bit like the Ice bucket challenge. Once the tweets and facebook posts were tagged using the sonic Manchester this would bring more traffic their social media.
PRESENTATION BREAKDOWN Our concept doesn’t really allow us to create a pretty looking visual. It is more about the idea and showing how the idea works. Our concept allows the audience to interact and produce the content as we recognised that sonic are not active on social media. The presentation will include the following to help demonstrate and get across the concept. - Intro slide - Meme mood board explanation of using #dealwithit - Video - Meme we made - Example tweets - Glasses - Poster/conclusion This is an initial breakdown of the slides and the content. The order may be altered but for now it’s our skeleton.
A3 LISTING POSTER DESIGN.
Catrina and I sat down together to discuss the listing poster. For the layout we started by gathering all the key elements together on one page. -Logo -Price -Location -Listing -Partner logos -Social media.
We created this structure of hierarchy to go by. We art directed each other and the layout of each element until we found one that worked. There is a lot of copy so it was quite tricky to fit everything on one page.
Poster Design
For the listing poster we wanted to keep the design brand focussed and very simple. We kept the colours and the use of a serif typeface and shapes. We recognised that the listings were all for the Bridgewater hall so we gave the design some hierarchy which helps the viewer guide their way through the information. We made sure to highlight the student offer as this is a very important appealing factor to help with the sales.
Converted poster design into flyers
SUBMISSON PDF JPEGS
Final presentation PDF for submission
Catrina and I altered our presentation and added more context to the campaign so that it could be clearly understandable. We expressed the brief and the direction we took in our rational on the first page. We then went on to discuss our research and how our Idea and concept took shape. From there we explained how the Idea would work through our visuals. Each page has a rationale that explains our thought process and how the idea functions. We then concluded with the A3 listing poster they wanted