In response to the feedback from the crit session with the other creative advertising students, as a group, we decided to
develop two of the ideas into digital developments. Through doing this Hannah
and I could present the ideas to the creative advertising student to be able to
offer an initial visual direction past sketch. We believed this to be an important
factor in the decision of which campaign to move forward with, as per the research
the chosen idea must be representative of the current brand, as well as focused
towards a new audience. Therefore what may seem fitting on paper may not be visually
coherent with the needs of the brief once produced, by testing the appropriation
at this stage it allows more time for visual research and development of the
chosen idea.
Bottle Idea:
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Idea 1 |
Typography Idea:
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Idea 2 |
The second digital development that Hannah and I created was a development of the typography-based idea which was presented in the initial crit. This idea proved to be the second popular, through directly linking to 'what makes a man' (which is the current focus of the brands advertising campaigns), but in a direction that focuses towards a younger target market. It does this through the typography itself, the copy states situations that mark a time of passing from being a 'boy to a man', implying that 'Brut' has helped them do so. The typography itself shares a typeface sampled from the bottle of the product itself, this compliments the logo but offers a slight contrast offering a point a variance to the audience while subliminally implementing the brand identity. Although this strongly represents the brand identity, it was bought up in the feedback that due to the fact the new audience is new to the brand entirely a picture of the product itself would help reinforce its link to the product being sold.
Feedback: In order to gain feedback on which idea we would be progressing with we decided to meet with the creative advertising student. In the meeting we decided on progressing with Idea 1, we all felt this idea was a better representation of the product itself, as well as being more visually familiar to the target audience because of the brand being resigned. Therefore we will be moving forward with idea 1 in terms of visual research and development.
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