SVA NEIL RAPHAN BASIC ADVERTISING 2015
Class 1: Superbowl Commercials.
Exploring and exploding a campaign idea. TV, Digital, Social Media, Guerilla, Event, PR...
Group project in class.
Class 1: Graphic Design,
Seeing Things Differently
Strenghten your observational skills, your art direction skills, your visual thinking...
On-going project: Make a simple visual change to an object that changes its meaning.
PART OF THIS ASSIGNMENT:
YOU MUST VISIT THE SALVATION ARMY THRIFT SHOP ACROSS THE STREET FROM SVA.
The Salvation Army Thrift Shops get their items from people who donate them. They sell the stuff and use the money to help the needy. Old clothes, old toys, electronics, albums, furniture, eye glasses, cocktail glasses, vintage jewelry, broken items, over-used items.
Some items are in bad shape. The place smells. It looks crappy. The people are weird. It’s not an inviting shopping experience. It’s an unusual place to shop . But the items are cheap. And occasionally you can find something cool.
It has a lot of negatives. Get someone to shop there!
LOOK AROUND THE STORE: LOOK FOR…
1.THE WEIRDEST THING YOU SEE THERE.
2. THE MOST EXPENSIVE ITEM
3. THE CHEAPEST ITEM
4. SOMETHING YOU WOULD BUY.
5. SOMETHING YOU WOULD NEVER BUY.
•WHAT THE STORES OFFER THAT OTHER STORES DONT.
•WHY WOULD SOMEONE SHOP HERE.
•THE COMPETITION: WHERE ELSE DO PEOPLE SHOP FOR THE ITEMS YOU SEE IN THE STORE.
•WHERE DOES ALL THE STUFF COME FROM.
•WHAT KIND OF PEOPLE DONATE STUFF HERE.
•WHAT CAN YOU SAY TO CREATE INTEREST ABOUT THE STORE AND MOTIVATE SOMEONE TO SHOP THERE.
•WHERE CAN YOU PUT YOUR MESSAGE/ADVERTISEMENT: Outdoor? Print? Digital? Social? Mobile? PR? Guerilla? Event? Video?
GOAL: GET SOMEONE TO SHOP IN THE STORES.
Leverage the unique qualities of Honest Tea and
make it stand out from the competition through
selling concept, image and tonality.
Company Mission statement: Honest Tea seeks to provide bottled tea that tastes like tea- a world of flavor freshly brewed and barely sweetened. We seek to provide better-tasting, healthier teas the way nature and their cultures of origin intended them to be. We strive for relationships with our customers, employees, suppliers and stakeholders which are as healthy and honest as the tea we brew.
Things to think about:
Q:THE COMPETITION: WHAT PRODUCTS OFFER COMPETITION?
Q:WHAT DOES HONEST TEA OFFER THAT MOST OTHER BEVERAGES DON'T?
Q: HOW ARE WE DIFFERENT AS A COMPANY ? WHAT SETS US APART AS A BRAND?
Q: WHERE CAN WE PUT OUR MESSAGE-RELEVANT TO THE TARGET AND RELEVANT TO OUR IDEA?
Q: WHY IS YOUR IDEA GOOD? DOES YOUR IDEA TO STANDOUT? WHY?
ASSIGNMENT: Create a campaign for Honest Tea. Use any combination of media channels. IE,
Social Media, Outdoor, Print, Event, Print, Digital, etc.
*Start with an idea, not an execution. Come up with several ideas first.