BRUT - Rationale

An ad campaign for the male fragrance BRUT with the main insight being that teens use this as their first cologne, transitioning them into manhood. The design has been driven with the idea that BRUT is the key to manhood with the copy on the ad showing that there is ‘two sides to every bottle’.

BRUT - Evaluation

Overall we believe that the outcomes were successful in meeting with the requirements of the brief. The advertising campaign we created allows for BRUT as a brand to be relevant to a new audience, whilst retaining the fortunes and positives of the established brand. This is evident through the reinvigoration of the language used within the campaign itself. The brand's persona exemplifies what masculinity was during the peak time of popularity of the brand. The persona we have evolved allows for an example of the audience's perception of masculinity today. Our audience being of college/sixth form ages allowed us to adopt slang from this demographic to bring the concept to life, through using already known familiar language the copy regarding what BRUT could do for the consumer is instantly made relevant to the aspirations of that particular age group. These aspirations and language were obtained using primary research ensuring the information is current and correct. Visual literacy being influenced by the existing brand it retains the brand identity and pushes the brand towards a new direction whilst not changing the core values of the brand itself. This was achieved through the successful use of brand colours, typography and layout.

On a whole working, as a team went smoothly, this was because of the strategic and professional manner that we approached the project. Through the use of vigorous and regular communication, each step of the process was done to the full knowledge of each member of the team. Interactions across the way we received feedback from both courses were used to their full potential with having all members of the team present at aspects of both the visual and creative thinking critiques. The brief was interesting to work on as it gave a more industry style approach to receiving a brief, rather than having to jeopardize creative process time on the creation of a made-up brand/brief, before looking at the creative aspects.

We believe the brief could be improved through have a longer period to be able to complete it, due to the fact we were only made aware of the brief 3 weeks before the deadline; whilst also completing one of the most intensive periods of our university careers (dissertation).

BRUT - Final Design

In response to the feedback on the refined designs, we continued with the development and applied the changes that were needed and in the formats that Lucy had decided were most appropriate to the brand.

BRUT - Refinement

Final designs

Feedback

All

Mock up looks squashed. - Make sure they are in proportion.

Try copy at the top of the page. Up to us which looks best. But try.

Make mock ups easier to look at and read.

Adshel

Change Copy to 

Churps

Send nudes

Netflix and chill

Repeat 

Magazine 

Don't Squash the advert to fit into mock up. Keep in proportion. (The text and bottle look Squashed)

Turn opacity down on the reflection layer 

Make Mock up easier to read and look at - Magazine not at an angle  

Copy - Take out ‘Meet each others friends’

Tabloid - metro 

Don't Squash the advert to fit. Keep in proportion. (The text and bottle look Squashed)

BRUT - Final Presentation

Presentation Notes:

Presentation note 

Lucy and Hannah

Main insight - Brut used to pride itself on being the brand that teens use as their first cologne; transitioning them into manhood.

This led to our strategy ‘Show that Brut is the key to Manhood’

Target Boys graduating from using Lynx (For teenagers) To become men using BRUT (For MEN). 

Proposition - Manhood Essential 

Big idea - There's two sides to every bottle.

Show campaign 

Lucy - Read out loud the copy.

Hannah - Talk through design

BRUT - Production

In terms of production, this brief did not require the finals to be physically produced rather mocked up into the correct visual environment. As the outcomes are advertising it wouldn’t be viable to be able to print due to the industry standard equipment needed to be able to produce such an outcome.

As part of the briefs progression, creative advertising created a media plan describing the way in which the outcomes needed to sit if produced in the industry. The media that is needed are a full-page magazine print, and outdoor ad shell and two tabloid adverts, one a half of the page and another a third. To be able to plan which ad needs to go into which position we decided to create some small scamps, working out the positioning of each ad. This also allowed us to take into consideration which products to put on which size ad, as there were three types of bottle we photographed.

Media Plan:

BRUT - Timeplan

BRUT - Imagery

Photoshoot

To be able to get the best possible images that have a visual consistency throughout the campaign itself, we decided to have our own photoshoot of the products. this ensured the same quality of image, lighting and background throughout. We asked a photographer who was also a student at Leeds Arts University to take the images, by asking someone who specialises in photography we also ensured having the best quality images as possible.

Photoshoot Setup

Once we had selected the best images from the shoot, to be used within the campaign, our attention turned to the fact that the bottles are made from different materials. As the whole point of the shoot was to give the best consistency to all of the images it was important to note that the bottles which were translucently needed to be edited due to the information on the back of the bottle showing through. As can be seen below in figure 1. 

Figure 1

Through removing this factor, it allows for a cleaner image, as the cleaner the image, the more focus that will be on the typography that is set around the image itself, which is the key basis of the campaign. Once this was completed we were able to edit the images in Lightroom, again visually reaffirming the consistency between the images on the campaign.

Three Selected Images: