nbw2013 approach nid 171013
DESCRIPTION
Campaign for National Book Week 2013.TRANSCRIPT
NatioNal iNstitute of DesigN. 17 october 2013. Nbt
CAMPAIGN FOR NATIONAL BOOK WEEK 2O13
Jyothi Iyer & Anwesha DaolagupuStudents of 7th Semester Graphic DesignNational Institute of Design
Elective Two
Guide: Tarun Deep Girdher, Sr Faculty, Graphic Design
Client: National Book Trust, India
NatioNal iNstitute of DesigN. 17 october 2013. Nbt
WHO(M)
WHEN
WHERE
WHY
UNDERSTANDING THE SUBJECT: NATIONAL BOOK WEEK 2O13
NatioNal iNstitute of DesigN. 17 october 2013. Nbt
UNDERSTANDING THE SUBJECT: NATIONAL BOOK WEEK 2O13
• Ourtargetaudience,primarily,arechildrenandyoungadults
• Thecampaignwouldreachthemthroughparentsandteachers
WHO(M)
WHEN
WHERE
WHY
NatioNal iNstitute of DesigN. 17 october 2013. Nbt
UNDERSTANDING THE SUBJECT: NATIONAL BOOK WEEK 2O13
WHO(M)
WHEN
WHERE
WHY
• TheNationalBookWeekiscelebratedfromthe14thtothe20thofNovember
NatioNal iNstitute of DesigN. 17 october 2013. Nbt
UNDERSTANDING THE SUBJECT: NATIONAL BOOK WEEK 2O13
• EventswillbeheldinspecificcitiesalloverIndiaduringNBW
• NBWwillbecelebratedincollaborationwithschoolsandpublishersinthesecities
WHO(M)
WHEN
WHERE
WHY
NatioNal iNstitute of DesigN. 17 october 2013. Nbt
UNDERSTANDING THE SUBJECT: NATIONAL BOOK WEEK 2O13
TheaimofNationalBookWeekistocreatealoveforreadingamongchildreninIndia.
WHO(M)
WHEN
WHERE
WHY
NatioNal iNstitute of DesigN. 17 october 2013. Nbt
UNDERSTANDING THE CONTEXT
NATIONAL BOOK TRUST
TEACHERS
CHILDREN
NatioNal iNstitute of DesigN. 17 october 2013. Nbt
UNDERSTANDING THE CONTEXT
NATIONAL BOOK TRUST
TEACHERS
CHILDREN
• VisittoNBTtounderstandtheworkingofNatonalBookWeek
• InteractedwithEditorial,ArtandProductiondepartments
NatioNal iNstitute of DesigN. 17 october 2013. Nbt
UNDERSTANDING THE CONTEXT
NATIONAL BOOK TRUST
TEACHERS
CHILDREN
• Insightsintohowchildrenperceiveadvertising&readinghabits
• Thekindofvisualstheyareattractedtoandhowtheyrespondtocommunication
• Howtheloveofreadingcanbepromoted
NatioNal iNstitute of DesigN. 17 october 2013. Nbt
UNDERSTANDING THE CONTEXT
NATIONAL BOOK TRUST
TEACHERS
CHILDREN• Studyofsomecampaignsforchildren• Childrentendtobeattractedtointeractiveandbrightvisuals
NatioNal iNstitute of DesigN. 17 october 2013. Nbt
RE-BRIEF
• TopromotereadinginIndia
• Targetaudiencenarroweddowntochildrenandyoungadults
• Thecampaignshouldhaveagenericpan-Indiaappealandshouldbeadaptableintootherlanguages
• Integratedapproachusingbothconventionalandinnovativemedia
NatioNal iNstitute of DesigN. 17 october 2013. Nbt
AUDIENCE
NatioNal iNstitute of DesigN. 17 october 2013. Nbt
Basedontheunderstandingofthesubjectandthecontext,weconceptualisedandcameupwithseveralpossibleapproachesforthecampaignofNationalbookWeek,directedtothechildren.
Theseareoutlinedinthefollowingpages.
NatioNal iNstitute of DesigN. 17 october 2013. Nbt
APPROACHES
EVENTS AT NBWAPPROACH ONE
• Communicatingthesignificanceofbooksandreading.
• Introducingreadingasaregularhobby.
• Ideasdealingwithamplifying‘thefunthatcomeswithreading books’andtheadventuresthatstoriesbringus.
NatioNal iNstitute of DesigN. 17 october 2013. Nbt
APPROACHES
APPROACH TWOREAD BOOKS; AT NBW 2O13
• PromoteNationalBookWeekbypublicisingtheirbookreadingevents.
• Focusonthevariouseventswhicharetakingplaceandusethemasaplatformtoeventuallypromotetheloveforreading.
NatioNal iNstitute of DesigN. 17 october 2013. Nbt
APPROACHES
APPROACH THREE
KICKSTART READING AT NBW
• Thisoneisamiddlegroundbetweenthefirsttwo.
• Communicatinghowimportantreadingisandatthesametimestatingthatitisnevertoolatetopickupareadinghabit.
NatioNal iNstitute of DesigN. 17 october 2013. Nbt
STRATEGY
PRE-EVENT AWARENESS
DURING EVENT POST-EVENT
POSTERS
NEWSPAPErAdS
METrOPANElS
WEBPrESENCE
SOCIAlMEdIA
BANNErS
STANdEES
BOOKMArKS
BAdgES
CErTIFICATES
REPORTS
OTHErgIVE-AWAyS
NatioNal iNstitute of DesigN. 17 october 2013. Nbt
CONCEPTS
Withtheprocessesabove,weareprovidingyouwithtwoalternateapproaches
Basedontheselectedapproaches,thevisualstylescanbeappliedtoallthedeliverables
Thetextualcontentusedisopentofurthermodificationbasedontheselectedconcept
NatioNal iNstitute of DesigN. 17 october 2013. Nbt
CONCEPT ONE
FIND WHAT YOU SEEKFromVolcanoestoIcebergs;bookstellyoueverything.Theideaofthisapproachwastocapturetheexpanseofwherebookscantakeyou
Itusesbinariestoillustratedifferentsubjectsthatbookscoverandtheknowledgeonegainsisalmostlikechancinguponhiddentreasure...
NatioNal iNstitute of DesigN. 17 october 2013. Nbt
Theseriescanbeextendedtomoreofthesebinaries—Fromtheskiestotheseas,
FromJawaharlalNehrutoAPJAbdulKalam,etc...
NatioNal iNstitute of DesigN. 17 october 2013. Nbt
Theideaistohaveaseriesofthreesmallvisualsoneachpageofthenewspaper–say–onpage3,5and7,andonpage9theconcludingvisualwhichconnectsthestoryandannouncestheNationalBookWeek2013.
Theoverallcontentwillbelargelyvisualdirectingalltraffictothewebsite,whichshallprovidealldetailsofeventsandschedules.
NatioNal iNstitute of DesigN. 17 october 2013. Nbt
POSTER LAYOUTaseriesofpostersadaptingthesamevisuallanguageanddirectingthetargettothewebsitewhichcontainsalldetailsabouttheevent.
NatioNal iNstitute of DesigN. 17 october 2013. Nbt
POSTER LAYOUTanothervariationinthesameseries.
NatioNal iNstitute of DesigN. 17 october 2013. Nbt
VISUAL STYLE
TactileArt
Papercutillustrations
Connectingbinaries
NatioNal iNstitute of DesigN. 17 october 2013. Nbt
CONCEPT TWO
IMAGINE, DREAM & GROWThisapproachtalksofachild’simaginationwhich,fuelledbybooks,goesintothewildestadventures.
Adventuresinspace,orunderwater,orevensunnyskies,everystoryreadwillkick-startanewjourney...
NatioNal iNstitute of DesigN. 17 october 2013. Nbt
Startingwith‘Imagineif...‘,thiscampaignurgeschildrentopickupabook,becausethat’swherethebeststoriesawait
Thenewspaperadshaveelementsthat‘fly’offthegrid,showingthatimaginationknowsnobounds...
NatioNal iNstitute of DesigN. 17 october 2013. Nbt
POSTER LAYOUTaseriesofpostersadaptingthesamevisuallanguageanddirectingthetargettothewebsitewhichcontainsalldetailsabouttheevent.
NatioNal iNstitute of DesigN. 17 october 2013. Nbt
POSTER LAYOUTanotherposterintheseries
NatioNal iNstitute of DesigN. 17 october 2013. Nbt
VISUAL STYLE
Illustrated
Watercolourtextures
Thickdefiningoutlines
Mixmediaart
NatioNal iNstitute of DesigN. 17 october 2013. Nbt
THANK YOUJyothi Iyer & Anwesha DaolagupuStudents of 7th Semester Graphic DesignNational Institute of Design
17.10.2013