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2 x 2

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Last Proposed Logos

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Logo Development- Route 1

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Logo Development- Route 2

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Logo Development- Route 3

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Logo use- D.O.G (Digital On-screen Graphic)

Simple version of logo, without icon, used for D.O.G

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Logo use- Ident

Last shot of Ident

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Creative

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Concept Summary

In this idea we make a slightly sinister but also humorous take on warning signs that are used toprotect properties or warn us of danger. In this instance the signs are used to create messages

that communicate 2x2 is not for children - it's a place for adults.

The different scenes from the campaign of idents create an overall sense of place and suggest

that there is a real 2x2 behind the scenes.

Big fences, security guards and vicious dogs protect this "place" but the warning signs on thefence hint at the ironic humour that is contained within - either with words or pictorial images.

e.g. "any children left in this area will be sold to the circus" and " WARNING this sign has sharp

edges"

Sirens and lights could also be used to reinforce the warnings.

A voice may also come over a security sound system giving different warnings like "This area is

not safe for children" or "Kids go and play somewhere else"

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Sense of place- fence

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Sense of place- tannoy, CCTV and lights

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Sense of place- guard dog

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Sense of place- security guard

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Sense of place- night and use of lights

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Signs

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Signs- Some favourites

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Signs- Before and After

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Ident Scenarios

Entry

Starts with beeping of an entry system. This rhythm kicks off the music. The tyres of an old vehiclecrunch past and the heavy gates slam shut with a loud clunk leaving the camera firmly on the outside.This reveals the signs on the gate.Kids Keep Out booms over tannoy.End shot of signs on fence, 2x2 logo most prominent sign.

Tannoy

Close up on guards hand on tannoy button. He presses the button, cut to outside shot of tannoy,feedback rips through the air, guard clears his throat. Cut to outside fence. Dogs prick up their ears.Wide shot of porta cabin and tannoy speakers Kids keep out! Dogs go wild jumping andbarking to music. Childs point of view, running away.Kids Keep Out booms over tannoy.End shot of signs on fence, 2x2 logo most prominent sign.

Dogs chain

We focus on a thick, coiled chain on the floor. After a pause this chain unravels quickly, similar to whena boat drops anchor, the chain snaps taut, suddenly the dog is at the fence.Kids Keep Out booms over tannoy.End shot of signs on fence, 2x2 logo most prominent sign.

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Ident Scenarios

Creeping along the fenceTracking slowly along the fence, signs in close up move in and out of frame. Behind the fence we focuson a dog kennel with chewed childrens toys. Dog on chain is sleeping. Cut to close up on dog, musicquietens. Cut back to creeping.Kids Keep Out booms over tannoy.End shot of signs on fence, 2x2 logo most prominent sign.

Fluorescent light

From in front of the gate, through the dark the security guard enters the porta cabin and turns on thelight. The fluorescent bulb flashes on then immediately off, pausing. Light flashes back on, dog is atextreme of his chain barking close up to camera, security guard is at his window, light goes off. Lightcomes back on, dog is lying in kennel, security guard sits down. Music mimics and enhances stuttersof light.Kids Keep Out booms over tannoy.End shot of signs on fence, 2x2 logo most prominent sign.

DesertedCamera tilts up past signs to the top of the fence. A childs clothing is caught on the barbed wireflutters on the breeze. Quiet atmospheric music. The security guard shouts Its too big for you!Kids Keep Out booms over tannoy.End shot of signs on fence, 2x2 logo most prominent sign.

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Ident Scenarios

Pitch black

Darkness. Figures can be roughly made out as we adjust to the lack of light. Everything we learn aboutthe situation is from audio. Rustling movement can be heard far away, there are footsteps close by, thejangling of keys. The security guards shrill whistling cuts through. Occasionally we see a flash of areflective part of the guards coat or torch.Kids Keep Out booms over tannoy.End shot of signs on fence, 2x2 logo most prominent sign.

Hole in fenceLocked off extreme low angle, everything we see is at floor level. Looking through a hole in the fencebig enough to fit a child, only the beat in the music resounds like a heart beat. A tricycle lies on thefloor with a wheel spinning. The dogs nose arrives sniffing the hole, but is tugged away towards thekids bike, heart beat begins again.Kids Keep Out booms over tannoy.End shot of fence (with hole) 2x2 logo most prominent sign.

Barking dogStanding a safe distance from the sign laden fence, transfixed by the dogs slobbering snarling mess ofteeth as it jumps and crashes against the fence, and paces the fence in an aggravated fashion. Barksand camera zooms hit beats in the music.Kids Keep Out booms over tannoy.End shot of signs on fence, 2x2 logo most prominent sign.

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Ident Scenarios

Security breach

Darkness for a pause. Security lights blindingly flash on illuminating fence and signs, a deafening alarmbell sounds. Alarm triggers the music beat. Pace escalates. Cut to CCTV monitor switching views,stomping footsteps are heard exiting the porta cabin, we have a situation x is shouted over a walkietalkie. A succession of quick, searching shots of the environment cut to music, include the starkshadow of guard in bright light. Security has been breached.Kids Keep Out booms over tannoy.End shot of signs on fence, 2x2 logo most prominent sign.

Security measures

The camera reveals the extreme security measures that 2X2 have gone to to keep kids out. Heavypadlocks and thick chains secure the front gates with warning signs on, a CCTV camera turns andzooms; barbed wire, razor wire and shards of glass line the fence and walls of the area; we pass rustybear traps, electric fences hooked up to large batteries, beams weave across the dusty floor.

Everything is over the top.Kids Keep Out booms over tannoy.End shot of signs on fence, 2x2 logo most prominent sign.

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OSP Route 1- Live action

For this OSP route we would shoot backplates of some battered warning signs in theenvironments from the "Kids Keep Out" idents and use these to contain the typographical

navigation messages and programme information (e.g. Monday Wondershow Zen 6.35pm) for all

the different OSP elements such as "now" and "later" messages and menus or promo ends.

Using live action backgrounds in this way would offer a clear visual distinction from the

animated programmes on the channel and therefore ensure that 2x2 can clearly communicate

it's different messages to the viewer.

These scenes may feature incidents which hint at the action in the idents such as a balloon

drifting by in the breeze (released by a child), a guard dog trotting past the fence, or the tattered

remains of a child's clothing fluttering on the fence.

Menus and promo endboards could contain clips from programmes being promoted, or be purely

typographical.

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OSP Route 1

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OSP Route 1- Now, Next, Later

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OSP Route 1- Menu

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OSP Route 1- Promo end

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OSP Route 2- Graphic animation

For this OSP route we would depict our "Kids Keep Out" message by creating our own animatedsigns to form background plates to display the programme information. The narrative of these

animations always involve children being the victims of adult pranks (e.g. falling in a hole and

being buried by the man from the workman sign).

The colour palette of the different messages would correspond to the colours used on signs to

reinforce that the characters have come from the signs and that 2x2 is not for kids (e.g. red,

black and white, yellow and black, blue and white and green and white).

This graphic route provides a clear link between the live action idents and the animated content

of the channel.

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OSP Route 2- Now and Next

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OSP Route 2- Later and Menu

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OSP Route 2- Promo end

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OSP Route 2- Promo endboards

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:-) Thank You!