Get the young eating Heinz salad cream again!
Monday, 6 February 2012
Triumph
Create a piece of communication that promotes Triumph’s bra fitting service
Typical POS elements we produce for a standard promotional kit include:
• A4/A3 tent cards – perfect for placing on tops of stands in store and on till/display counters.
• Product swing tickets/garment stickers – for display over the neck of the lingerie hanger. The stickers would stick to the actual garment.
• Floor free standing display option – typically we have used lifesize strut cards/toblerones to promote the message. This element can also provide the retailer with a window solution if they have allocated one for the promotional message (varies between different retailers).
• Promotional flyers – A5 size to hand out in departments or in store.
Your creative concept must be able to scale to contexts beyond Point of Sale and we would also like to see how you think it can come to life elsewhere. For example, you might want to consider how things scale online or how advertising local to stores would work. How you approach bringing your idea to life more broadly is entirely up to you.
We are very open to new innovative ideas, so long as the fitting message is conveyed in an approach that will appeal to the target audience.
We would like customers to instantly recognise Triumph as the first choice for fitting. We already have an active training schedule in place for new and existing staff, so can be confident that the fitting is of a high standard across the board – this should be reflected in your communication.
Historically Triumph have used model photography to convey the fitting message, however you are welcome to explore how we can move on from this, and look at other methods such as illustration.
CopyRequirements
In the project pack you will find a couple of previous examples of our fitting communication, so feel free to use the copy from this. Alternatively if as part of your concept you think of a ‘fitting’ strapline, or alternative wording which sits well within your concept then please do use this.
Analysis of the brief.
The words that
I don’t really understand within this brief are ‘swing tickets/garment
stickers’ It says here that they are for display over the beck of the lingerie
hanger and the stickers will actually stick to onto the garment. To find the
answer to this if I choose to do this brief, I will go into lingerie shops and
see how they have done this.
The parts that I must to do this project are the points that I have listed
above. I have also put there the parts where it talks about the copy
requirements.
The boundaries that this brief has are quite open. There is room to explore
other methods with the advertising “Historically Triumph have used
model photography to convey the fitting message, however you are welcome to
explore how we can move on from this, and look at other methods such as
illustration.”There are not any
other choices within this brief; I think that the selection of POS elements
that this brief has is already good without adding a choice, there is only
certain things you can do to promote a perfect bra fitting.
The submission guidelines are all found on the YCN online at: http://awards.ycnonline.com/submission-guidelines/
To start work on this brief I am going to do some further research into the
company of Triumph. I am going to go out and do some research in shops also,
which will help me in the way that they already advertise in shops and also
other bra fitting services, how they try and convince customers to come in and
get fitted, there will be a certain choice of words, these have been given
already within the pack, but there is also room to change these words if they
fit in with my work. Feel Good Drinks Company
Get fruity, make people smile and kick start your career
Brief 1
Make us famous.
Create a campaign that communicates 3 simple things: our brand name, what our drinks look like and that our drinks are choc-full of natural, tasty, fruitiness. And do all this in a way that is unique, memorable and makes people laugh.
Brief 2
Fruit not sugar.
We asked some people if they like their soft drinks to have lots of added sugar in them and they said no. No surprises there, then. Of course, we don’t add any sugar to our drinks – nada de nada, niente di niente, absolutely zilch.
Analysis of the brief.
The part in the feel good brief that I don’t
understand is the ‘Tone of voice’ I don’t really get what they mean by one of
voice. I think that what they mean is the way that the text on the pieces is
perceived and understood by the consumer.
The parts that I must do in this brief if I choose to do it is one of two things. There is a choice of briefs to do here. Brief 1 is: Make us famous. Create a campaign that communicates 3 simple things: our brand name, what our drinks look like and that our drinks are choc-full of natural, tasty, fruitiness. And do all this in a way that is unique, memorable and makes people laugh. And brief 2 is: Fruit not sugar.
The parts that I must do in this brief if I choose to do it is one of two things. There is a choice of briefs to do here. Brief 1 is: Make us famous. Create a campaign that communicates 3 simple things: our brand name, what our drinks look like and that our drinks are choc-full of natural, tasty, fruitiness. And do all this in a way that is unique, memorable and makes people laugh. And brief 2 is: Fruit not sugar.
We asked
some people if they like their soft drinks to have lots of added sugar in them
and they said no. No surprises there, then. Of course, we don’t add any
sugar to our drinks – nada de nada, niente di niente, absolutely zilch.
Within this brief there are a few boundaries and rules in the creative requirements, this is: Often the best ideas have the potential to work across all manner of channels. Do consider all types of new and traditional media, including on-pack and even point of sale if you want to. You may also have noticed that we’re big fans of digital, spending time with our Facebook and Twitter families and spreading our message virally. The idea is to spread the word, so talking to consumers directly can’t be a bad idea. Feel free to incorporate the Feel Good Drinks logo and images of our bottles into your work where appropriate. For this work, we’d like you to focus on our small bottle still and sparkling juice drinks. Images of these can be found in the brief’s project pack.
To start work on this brief I would do initial research of finding out about the brand more. I would buy a bottle of the juice to look at the bottle design in more detail to see what is already included information wise on the bottle cover. This way I can decide how I would like to change to designs to include the brief description that I decide to go for.
Within this brief there are a few boundaries and rules in the creative requirements, this is: Often the best ideas have the potential to work across all manner of channels. Do consider all types of new and traditional media, including on-pack and even point of sale if you want to. You may also have noticed that we’re big fans of digital, spending time with our Facebook and Twitter families and spreading our message virally. The idea is to spread the word, so talking to consumers directly can’t be a bad idea. Feel free to incorporate the Feel Good Drinks logo and images of our bottles into your work where appropriate. For this work, we’d like you to focus on our small bottle still and sparkling juice drinks. Images of these can be found in the brief’s project pack.
To start work on this brief I would do initial research of finding out about the brand more. I would buy a bottle of the juice to look at the bottle design in more detail to see what is already included information wise on the bottle cover. This way I can decide how I would like to change to designs to include the brief description that I decide to go for.
M&S
Package the perfect M&S picnic
The creative challenge
Your brief is to create the ultimate picnic pack. It could be themed around a type of picnic or event, or around the type of food included eg. a romantic first date or anniversary picnic, a Spanish picnic, a picnic for an open air classical concert, a foodie’s gastro picnic etc. You should include everything needed for the perfect picnic: food (sweet and savoury), drinks, cutlery, plates, napkins etc. Think about the occasion, then devise the menu and decide on the physical packaging for all the food items and design of each item. Consider the overall carrier. It could be a picnic hamper, a cool bag or even just a cardboard box, but it will also need to be designed within the theme. Consider physical packaging; your design needs to be fit for purpose while creating minimal waste/refuse. The customer should feel like this is a fantastic treat and that M&S have thought of everything to make the occasion perfect.
The part in
this brief that I don’t really understand is where it says “Consider
physical packaging; your design needs to be fit for purpose while creating
minimal waste/refuse.’ I don’t understand what it means by physical packaging.
To solve this I would do research into other purpose build picnic boxes. Not necessarily
from M&S, but from other places too. They would all have similar types of
ways of making as minimal packaging as possible to seem environmentally
friendly.
The parts in the brief that you must do are ‘Your brief is to create the ultimate picnic pack. It could be themed around a type of picnic or event, or around the type of food included eg. a romantic first date or anniversary picnic, a Spanish picnic, a picnic for an open air classical concert, a foodie’s gastro picnic etc. You should include everything needed for the perfect picnic: food (sweet and savoury), drinks, cutlery, plates, napkins etc. Think about the occasion, then devise the menu and decide on the physical packaging for all the food items and design of each item. Consider the overall carrier. It could be a picnic hamper, a cool bag or even just a cardboard box, but it will also need to be designed within the theme.’
There are rules within the brief, one of them to be to include the M&S logo. There has been other parts listed in the brief where they have asked me to consider other parts, such as ‘Bear in mind that M&S is a brand which is known for Quality, Value and Trust’ and ‘Consider print process and number of colours – all packaging should be printed from a maximum of six colours per item. Consider whether you will use four colour process (plus two specials if needed) or all specials.’
There aren’t really many choices in this brief, there are small choices to make, such as the way you design but there is limits within what you can do. There are guidelines, which I will need to follow.
To start work on this brief I will do specific research and then look into current M&S packaging designs that already exist, so that I can stay true to the M&S theme.
The parts in the brief that you must do are ‘Your brief is to create the ultimate picnic pack. It could be themed around a type of picnic or event, or around the type of food included eg. a romantic first date or anniversary picnic, a Spanish picnic, a picnic for an open air classical concert, a foodie’s gastro picnic etc. You should include everything needed for the perfect picnic: food (sweet and savoury), drinks, cutlery, plates, napkins etc. Think about the occasion, then devise the menu and decide on the physical packaging for all the food items and design of each item. Consider the overall carrier. It could be a picnic hamper, a cool bag or even just a cardboard box, but it will also need to be designed within the theme.’
There are rules within the brief, one of them to be to include the M&S logo. There has been other parts listed in the brief where they have asked me to consider other parts, such as ‘Bear in mind that M&S is a brand which is known for Quality, Value and Trust’ and ‘Consider print process and number of colours – all packaging should be printed from a maximum of six colours per item. Consider whether you will use four colour process (plus two specials if needed) or all specials.’
There aren’t really many choices in this brief, there are small choices to make, such as the way you design but there is limits within what you can do. There are guidelines, which I will need to follow.
To start work on this brief I will do specific research and then look into current M&S packaging designs that already exist, so that I can stay true to the M&S theme.
Monday, 30 January 2012
graze
Make the graze brand more distinctive and desirable
Looking at the brief for graze, at the background about the company and also how graze works I found this quite an interesting brief. What I have been asked to do here is :
Part A:
The graze box is the embodiment of the graze brand; it’s charming, natural, honest, and premium, but we think it can work even harder and bring more excitement to the food inside and to the brand as a whole.
So part Aof your challenge is to refresh our graze box. All the surfaces can be changed but the structure (size, shape and the way it’s put together) can’t.
Part B:
We like our logo, it says friendly and has charm, but we’d love it to be more distinctive and unique.
So, part Bis to redesign our logo. Make graze stand out from the crowd and better communicate what we are all about.
Part C:
Part Cis a bit different... We want to see how these new elements would work in a direct mail marketing campaign. We see it as a really interesting medium and we’re looking for a creative solution that will stand out from ‘junk mail’ and make people leap onto the internet to sign up.
Analysis of the brief.
There are parts in this brief that I don’t understand
a lot. I found that the graze company are already quite well established and
well made, they have all they need to make the company what they aim for; natural.
In the creative considerations part, there is a lot there that I would need to
take in to make my work, for example there is a part where it says: ‘The
textured brown board has been a key part of the graze brand from the start. We
love the natural rough texture and the effect of printing on the surface.
However, if you think you have a better solution and brilliant reasons to back
it up, go for it.’ With this I found that the box doesn’t need to be changed at
all. I don’t think there is an awful lot that needs to be done to this
packaging,
The parts that I must do for this brief are: to refresh our graze box. All the surfaces can be changed but the structure (size, shape and the way it’s put together) can’t, Make graze stand out from the crowd and better communicate what we are all about, We want to see how these new elements would work in a direct mail marketing campaign. We see it as a really interesting medium and we’re looking for a creative solution that will stand out from ‘junk mail’ and make people leap onto the internet to sign up.
There are a lot of boundries and rules within this brief. I mentioned nearer the top about the rules and the considerations that I would need to follow to do this brief. The company wouldn’t want a lot to change, it seems to be just a small revamp on the packaging and after looking at graze, I don’t think I would change too much.
To start work on this brief, I would look futher into the brand. I have done a small section of research myself into the brand by getting the free grazy box to see what it was all about, so I would next look into the advertising, but making surveys into groups of women mostly and men to see what they would change about this brands advertising, because as I have written above, I don’t think that personally I would change much, but that is only my opinion.
The parts that I must do for this brief are: to refresh our graze box. All the surfaces can be changed but the structure (size, shape and the way it’s put together) can’t, Make graze stand out from the crowd and better communicate what we are all about, We want to see how these new elements would work in a direct mail marketing campaign. We see it as a really interesting medium and we’re looking for a creative solution that will stand out from ‘junk mail’ and make people leap onto the internet to sign up.
There are a lot of boundries and rules within this brief. I mentioned nearer the top about the rules and the considerations that I would need to follow to do this brief. The company wouldn’t want a lot to change, it seems to be just a small revamp on the packaging and after looking at graze, I don’t think I would change too much.
To start work on this brief, I would look futher into the brand. I have done a small section of research myself into the brand by getting the free grazy box to see what it was all about, so I would next look into the advertising, but making surveys into groups of women mostly and men to see what they would change about this brands advertising, because as I have written above, I don’t think that personally I would change much, but that is only my opinion.
YCN briefs
YCN have given us a number of different briefs to look at. I am going to look at 5 briefs in more details which I find interesting at first look. This will help me decide which one I am going to concentrate on as a brief.
The 5 briefs that I have decided to look at are:
Heinz Salad Cream - Get the young eating Heinz Salad Cream again!
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graze - Make the graze brand more distinctive and desirable
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The Feel Good Drinks Company - Get fruity, make people smile and kick start your career
M&S - Package the perfect M&S picnic
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Triumph - Create a piece of communication that promotes Triumph's bra fitting service
First brief
Preamble
Each year YCN online holds a
student competition in which major companies and organisations present real
briefs.
This is a live competition and we would encourage you to participate by entering
your work. Please talk to your tutors if you wish to do so.
The Brief
Select one brief and carefully
follow the instructions contained within it. You should show in your research
that you have explored and made analysis of at least five of these briefs and
show WHY you have selected your chosen one. http://awards.ycnonline.com/briefs/
Check with staff or on Moodle that your chosen brief is one that is being
permitted this year.
Please check the Learning Outcomes to ensure that you are giving yourself
opportunities to fulfil all parts of these.
The deadline for YCN competition entries is at the end of March. You are
not required to enter but are encouraged to do so.
Specific
Learning Outcomes
Please refer
to the Module Guide on Moodle for specific learning outcomes against which you
will be assessed. See note at the head of brief. Each brief has specific
outcomes but please check that you are providing evidence of your module
learning outcomes in your body of work.
Research
Research guidelines and other helpful hints are contained in the briefs
themselves.
Submission Date:
Thursday 23rd
February 2012
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