Charlie Hedges Media Proposal

P urpose of Media product:

Inform Promote Inspire Entertain

Form:

Audio Visual- Promotional short video for a new soft drink brand designed for ADW drinks to be compatible for various outlets in the UK. This advert will be promoted and advertised within a cross media campaign. The product decided will use Kavas as the brand name for an energy drink under ADW Drinks.

Print Media- Advertising image placed in public across familiar and popular areas to gain the attention of passing people. The design will promote the Kavas brand with a positive and energetic portrayal. The brand will be advertised from billboards and posters.

Purpose of media product:

Our aim of the advert is to promote the ADW Drinks and Kavas brand and the various benefits it involves, attempting to portray how the drink can create a better lifestyle. Not only are we trying to promote the drink we are attempting to promote a positive train of thought to develop a happy lifestyle.

Genre:

Advert- Adverts are the production of a media platform and/or print media to promote a product to attempt to advance with more customers, spread the word about the product and present the product in a positive way. This can be taken in the form of magazines, billboards, posters, radio and most popular, the audio visual upon television or film or both upon the internet.

Video Content

Our advert aims to promote the new energy soft drink branded under ADW Drinks in the most positive form in a way that isn’t unrealistic or forced upon the viewer. The advert aims to portray an easily understandable narrative but impactful of an individual travelling London lost in thought, however once they receive the ‘Kavas’ energy drink their attitude and energy alters to a much more positive tone. The journey through London will reflect how the drink is targeted to please a range of diverse lifestyles as the capital city is filled with diverse culture and individuals. Maintaining a regular individual and the effect of the drink upon them reaches out to a much larger demographic, to the ordinary public that can use the boost of energy in their life. This links to the product’s slogan ‘Live for the Energy’. Using this common demographic makes the advert more relatable to the average viewer especially the youth as the actor will be a representation of the youth ages of 18 to 26. The content will not be any dialogue included; simply the music instrumental playing within the

Charlie Hedges Media Proposal

background of the visuals plus the running time of the advert shall be within a minute space or less. This makes the advert easily understandable to international viewers within the UK. The advert’s running time being a minute or less will make the advert accessible for social media platforms such as YouTube and Instagram who mainly promote adverts at that length therefore it will be performing the cross media part of the campaign.

Print Media Content

Our advertising campaign is promoted through a cross media campaign therefore there are different mediums that will be used to advertise the product. One of which being the use of print media produced upon a billboard. The billboard will be produced and rented through ‘Primesight’. The company will provide the production and place the billboard within the location for a 2 week booking. This company provides a well-priced budget with production included. This billboard must have a unique and recognisable design that has a beneficial impact on the viewer as it is most likely the view of the billboard will be brief. Reasons for this is that the billboard will most likely be placed alongside a motorway or very populated location so people will be passing the billboard briefly so the design of the billboard has to be significant enough to make the viewer remember the product. The product promotes a positive outlook and to ‘Live for the Energy’ so the billboard should reflect this selling point with a bright and stand out presentation. The billboard will present the product as much as possible in order to allow the viewer to identify it when it appears on shelves. Any billboards placed in towns or cities should be placed near areas popular in youth appearance for example a billboard placed in an area near youth clothing shops such as Supreme, Zara or Topman. These areas will attract more attention from the key demographic. This medium will gain a lot of visual attraction from viewers with more general advertising approaching the average people in the demographic.

Music:

Music presented in the advert is aimed to be copyright free to avoid legal restrictions and be positive and upbringing within moments such as the drinking part of the short advert to highlight the positive effect of the product. The music would be rather shallow and depressing during moments where a protagonist is struggling or presenting negative attitudes towards the situation. The main idea of our media product is to show the audience the benefits you gain from this drink along with the promotion. We will portray this in a way that lacks an over complicating narrative for short and easily understood advertisement. The music for this advert should be a continuous theme flowing through out the video in order to maintain an atmosphere, keeping the viewer’s interest. As a result, there’s only need for 1 song designed to be copyright free use for the advert. The song should be catchy, keeping the viewer’s attention locked in aiming to have a positive tone with an up beat tempo to reflect well with the production’s message and purpose. The music we play in our video must not be copyrighted or we have to ask for permission to use it otherwise we may face a fine or possibly imprisonment. This is because if we use an artist’s recordings or soundtrack without

Charlie Hedges Media Proposal

permission and we make money out of using their music, the artist can take us to court saying that we have used his music illegally and claiming it as copyright infringement.

Mis-en-scene:

London- England. London, Central city provides a range of culture and diverse lifestyles as it is one of the biggest and popular cities in the world. The location is relatively simple to get to through public transport. The area surrounding Charing cross station, Soho and China Town provide amazing visuals especially at night with the lights and decoration spread everywhere creating a spectacular atmosphere to view visually. London is also very convenient for travelling to nearby locations providing very visually pleasing spots for film and photography, contrasting from big fountains to small vibrant back ways, both of which are aimed to be used within production.

Costumes and Makeup:

Costumes will be casual wear for our actors to wear to present themselves as normal citizens. The clothing will not be over the top as the actors have to be realistically presentable in the normal scenario they’re placed in. The actors in our film will most likely not be wearing any makeup they will look natural. It is ideal for the actors to not present many obvious brands that could concerned with the representation of their brand in the advert along with copyright issues with big companies.

Lighting:

The use of natural light when filming outdoors settings, which can be difficult when filming within the winter months due to the limited amount of sun light. Realistic lights will be used such as lamps and house lights when filming indoors. Also the use of professional photography photo lights we have within our media department, these lights are bright enough for the audience to see the scenes clearer. Any clear lighting issues can be fixed in the editing process.

Charlie Hedges Media Proposal

Actors:

We aim to film with one main protagonist along with extras of which we will ask for their permission to film them during the production stages. With an advert with very little narrative it is important as much as possible upon the protagonist and the benefits they acquire from the energy drink. The remaining actors act as extras who don’t have much significance to the narrative presented other assisting in forwarding the protagonist and building on the environment. These actors are required to give permission for filming if their face is shown for significant amount of time however filming in the public in UK allows a lot of freedom in filming the public and the area, whereas in the USA the laws are less strict.

Demographic Aim:

The demographic we are aiming at are the youth ages of 14 to 25 as they’re the most common within purchases of energy drinks.. The youth consists of children and young adults where they begin to mature overtime. Youth is referred to as the time between childhood and adulthood. The youth can be stereotyped as being part of gangs when wearing specific clothing such as hoodies and can also be labelled as violent and aggressive, these stereotypes will be avoided in our filming and advertising approach. We want to encourage members of the public to use the drink as a form of energy and gain benefit from it no matter the condition or lifestyle they occur within. Between the ages of 16-20 individuals are usually within university years or new within the work place therefore they will desire a source of energy from their new environment that includes delicious flavour to comfort the consumer without unhealthy factors. Along with this our target demographic will be off the standard socio economic of the working class as it is an affordable drink within standard stores, supermarkets and news agents. All flavours will be produced for a standard energy drink price £1 - £1.50 therefore the majority of social classes can be considered a target.

Resources Required:

The advert will take place in various locations however placed within the same area within London. We have chosen this location as its simple to travel towards and offers a range of culture and impressive visuals. Equipment such as Camera and Tripod will be rented out in order to perform at our best quality. The software and hardware will be provided in the form of Apple Macs along with Final Cut Pro and Photoshop to edit and design. The production of the billboard will be provided by ‘Primesight’. The normal tools for pre-production such as pencils and paper are also required for sketches and draft designs for the production.

Budget:

When

creating our

Charlie Hedges Media Proposal

production, we are given a budget to provide ourselves with equipment in order to create our project at a great ability. Our budget is £1000.00, which should cover the majority of the production. The pieces of equipment we require for 1 day of filming are the Canon XF 100 and the velbon basic tripod. These products will cost us £61.00 for 1 days renting. These products will help us make the quality a lot better and smoother along with giving us the ability to record stable and clear visuals. This budget helps us get a greater understanding of what the larger industries are provided with and how the production is able to adapt when creating these adverts.

USP:

In order to present a successful advertising campaign it is key to make your presentation and message stand out and be unique amongst the competitive market. With our competition we face a challenge due to the extreme measures that our fellow competitors take to make their product the most purchased and identifiable. When promoting our campaign we aim to have a unique selling point of presenting the mix of fruit flavours and the energy needed for those who desire a quick boost. The youth will be attracted to the range of vibrant colours and use of youthful visuals such as London’s street life and the music used. Our market for this project is based around the UK area therefore it is appropriate to develop a plan that appeals well to British culture and British youth. The product promotes a fun and adventurous lifestyle therefore evidently it should be quite simple to promote a product with such a positive message, it is more significant to grab the attention of the youth through our presentation hence the age of the actor being young and the music used being relatable. Our slogan is ‘live for the energy’. This slogan illustrates a positive lifestyle that always pushes people to explore their opportunities to the best they possibly can. Our product is attempting to present a drink to the youth in the UK in a way not performed before by making it as relatable and diverse with the range of flavours for them to enjoy.