ADVERTISING: WEEK 05

Week 5: 6 February - 8 February 2017
B. Interactive Multimedia Design Short Semester
Advertising Principle & Practice
Chew Von Pei (0322900)

Lecture

None

Instruction

Mr Vinod had brief us with our Final project which is Advertisement Campaign (Part 2).

Final Project & Portfolio 40% The Brief
Advertising Campaign (Part 2): Art Direction
Duration of Assignment
3 Weeks (Briefing on Week 4)
DEADLINE
Week 6 & 7 (8th Feb 2017)
Description
The student now has the task of developing an Advertising Campaign – a total of 3 ads across different/same media – for the Playsafe Condom Brand, and its Air Ultra Thin product. Utilising the insights researched (Project 1), the ideas developed (Exercises), and the determined media strategy (Project 2), execute a well art directed, crafted, creative advertising campaign that maintains the mood, tone and most importantly conveys the ad message (USP/SMP) consistently throughout the different/same media. Create an advertising campaign that is on message, on target and makes a lasting impact visually and emotionally.
In part 2 of the advertising campaign, the focus is on the students ability to translate the creative idea into concepts that are well art directed and crafted ad. campaign, taking into consideration the target audience, media and the socio-cultural factors.
The brand: Playsafe Condoms
The product: Air Ultra Thin (See figure 1.)
SMP/USP: Extremely thin condom for extra sensitivity Target Audience: Gen Y. 

 

Figure 1. Playsafe Condoms: Air Ultra Thin. Packaging of 10, 2 & 1 pieces.
Requirements
The student must document their progress in their eportfolio and the A4 hardcopy portfolio. The final results must be printed out for the A4 hardcopy portfolio, and the Adobe PDF and JPEGs of the final artworks must be uploaded to your eportfolio. Ensure all aspects of your journey in this process is documented – failures, successes, epiphanies, sketches, visual research, etc.
Submission

1. All gathered information (failures, successes, epiphanies, sketches, visual research, etc.) documented chronologically in the A4 Clear Sheet folder. The works must be labelled and dated.
   
2. All gathered information (failures, successes, epiphanies, sketches, visual research, screen grabs, websites, images, etc.) documented chronologically in the eportfolio cummulatively, for the duration of the project.
   
3. A3 print outs of the individual ads from the campaign and simulated print outs of what it would look like in its actual setting.

Objectives

1. To develop students ability to ideate effectively.
   
2. To develop students ability to synthesise knowledge.
   
3. To develop students ability to gain and utilise insight for effective advertising
   
4. To develop students ability to create and execute an effective ad. message.
   
5. To develop students ability to determine a media mix based on analysis. 

Submission for Project 2

Feedback from Mr Vinod:

"The presentation are good, just change the printed media-poster to ambience ad(printed on security gate at shop front). Add the conclusion on the social media section."

Reflection:

I had gain a knowledge of the choice of selection media that used to advertise the products. With this, each different media used and strategy planed will cause the advertisement whether it is successfully convey the message out to the audiences in the market. Based on the research that I had done in this Project 2, a mix media  (traditional printed media and social media advertisement) used will be more effective compare to just only with one media used. So in this project, I had decided to use 2 social media advertisement and 1 printed media.

Book of the weeks

Name of the book : Creative Strategies

Research Progress

This week, I had done some digital sketch based on my concept idea of Dr Propolus. I had chosen a sexy naked guy, and I used a thin line to doodle a sexy girl position on top of the images. The Image below will show the list of rough digital sketch to Mr Vinod.

 

Image 1.0 Artwork progress 1

 

Image 2.0 Artwork progress 2

Image 3.0 Artwork progress 3

Based on all the artwork progress that I had show to Mr vinod, he had commented the first 2 Image which is Image1.0 and Image 2.0 was not a good depiction, and he recommend me to focus on the cropped images of "sexy" bodies and from there, just draw the thin lines on the images such as Image 3.0. Beside that, he also ask me not to use the shading line to shade the images.

After get the feedback from Mr Vinod and I decided to fix my artwork. So, on the next class which is on the 8 February, I had show him another few more artwork progress.

 

Image 4.0 Artwork progress 4

 

Image 5.0 Artwork progress 5

 

Image 6.0 Artwork progress 6

Once Mr Vinod view the Image from 4.0 to 6.0, he also give me feedback based on the all the artwork that shown on the above. He commented that the image wise are too explicit and the thin line are not neat and clear. Besides that, he do ask me to take done the shading part which shown in Image 4.0, due to the shading of the visual doodle get more user attraction compare to the images and the line that shown in Image 4.0 are not thin enough to represent the the USP/SMP from Playsafe Condom Ads. Based on all the feedback that given from Mr Vinod in this week, I had yet to fix all the issues that he had commented.