Unit 18 Evaluation

Liberty Watts

Step 1Advert Analysis

• Our first task of the unit was

to analyse 4 different TV

adverts.

• We had to note down in a

table the visual/text,

music/sound FX, audience

and meaning/message in

each advert.

• We watched adverts for a

Honda car, a Sony Bravia

TV, ale, and T-Mobile.

Step 2 Agency Case Study

• Next, we had to choose an agency behind one of the adverts we watched and write a case study on it.

• I chose Fallon Worldwide, the agency behind the Sony Bravia TV advert.

• I included some key facts about the agency, such as its founders, the location of its headquarters, and some of the other brands they worked with and campaigns they worked on.

Step 3 Our Agency

• Next, we had to come up with a name, slogan , logo and details for our agency.

• We decided to go with a simple, easy-to-remember name of CLL Design. The inspiration for this name came from the initials of our team’s first names (Cloudia, Liam, Liberty).

• Our slogan, ‘Innovative Thinking,’ is short and catchy, and will stick in people’s minds. It also defines our agency well.

• Our logo shows sections of a circle connecting with each other, representing how we connect with people.

• We also added details such as the year the agency was founded, the location of our head office, the roles that each team member played, etc.

Step 4 Ideas for Product

• We decided that gum was the product that we would be advertising, so our next task was for each of us to individually think of our own ideas for our gum’s name, slogan and colour scheme, and also outline the positives and negatives of our ideas.

• Because we wanted our gum to have a theme of explosion, I suggested the name “BANG!” with the slogan “Explosion of Flavour”. Also, I thought colours like pink, purple and orange would make a good colour scheme because they are eye-catching colours.

• The positives of my idea are that it describes the product well and is inventive, however the name can be seen as aggressive since it has connotations of guns.

• The name we finally decided on was “Napalm” with the slogan as “Let It Explode”, which came from Cloudia’s individual idea. Our colour scheme includes fresh colours such as light greens, and also black and white, as these colours show that our gum is refreshing.

• The other decisions we made was that our target audience would be teenagers, as well as anyone else that likes to chew gum, and that the gum would be sold in the form of pellets rather than strips as you can fit more of them in the packaging.

Step 4 Ideas for Product

Step 5Creating the Adverts

Web banner advertMagazine advert

Magazine advert

Poster & bus advert

Poster & bus advert

• In the next task we had to design and create

different types of advertisements for our product.

• We had to make a magazine advert, a web banner

advert and an advert that would be shown on the

back of buses and in train stations.

• The adverts were created in Photoshop.

• On the previous slide are the finished adverts for our

chewing gum.

Step 5Creating the Adverts

Step 6Video Advert

• Link to our video advert: https://drive.google.com/file/d/0B2ZCE750T8BLQUJ0SXFwWUgyUHc/view?usp=sharing

• One of the final steps in the unit was to create our own video advert; we decided to go with the concept of the gum being an out-of-this-world object that is discovered by a disoriented man in a strange world. The star of our video is our teacher, Mr Drummond, who plays a man who wakes up not knowing where he is and explores the area with caution until he finally finds the gum, grabs it and has power released from inside of him, with the gum’s name and title of the advert showing at the beginning: ‘Napalm presents: Be Your Inner Wolf’, and one of the slogans showing at the end: ‘Feel the Power, Control the Power’, followed by the logo.

• Stills from the advert:

Step 6Video Advert

Step 7 The Pitch

• Finally, we had to create a presentation to pitch our idea to the class.

• In our pitch, we included a description of our agency and our product; we talked about the inspiration for the names and slogans and why we decided to choose gum as our product, who our target audience is, etc. and how our rival gum is 5 Gum because of the similar design for packaging and audience.

• We also showed our print and video adverts and explained the meaning behind them.

• As well as this, we handed a sample of our product packaging around the class so everybody could have a close-up look at it.

• We took some questions at the end, and found that the class was interested but also had some criticism towards our product.

EvaluationInitial Ideas

• My individual initial idea for the video advert featured a young man that would be considered “geeky” by most people, with conventional aspects such as wearing glasses, braces, etc., who then eats a piece of our gum and transforms into a more attractive, “cooler” person.

• This isn’t the idea that we went with in the end, I think the reason for this is that this idea was not convincing enough; viewers probably wouldn’t believe this would happen to them after eating the gum, despite the ad having an entertaining feel to it.

• I could’ve improved this idea by making it more realistic and relatable for our target audience, while keeping it interesting and fun at the same time.

EvaluationRoles

• My main role in the team was brainstorming the

ideas for the product’s features and adverts. I

thought of various ideas for the video advert, and

also names, slogans and colour schemes, and

designs for our logo.

• I would have liked to have contributed a little more

to the designing and creating process, however I

unfortunately missed a few lessons which would

have made this difficult.

• I think that we worked well as a team and that

everybody contributed as much as they could.

EvaluationOur Pitch

• I think that our group pitch went relatively well but it could have gone better; we described the product well and didn’t miss any important information so the class got a good idea of our gum and what it’s all about.

• My regret is that I didn’t speak more as doing so would have gotten me a better mark.

• I am quite pleased with the feedback that we got from the class; most people liked the concept of the gum and thought that it was an interesting idea, but there were some doubts on the name “Napalm” because it has connotations of bombs and violence and may upset some people.

EvaluationIf I Did This Again

• If I were to do this assignment again, I

would possibly try to make the idea a

little more relatable and open to a

more various audience.

• Also, I would like to participate more in

the creative side of the project despite

enjoying the part that I played in it all.