KCB10130 second storyboard Product: Shovel

Aaron Needer Dennis Riggs

Lochy MclvorGemma Drake

Brand Concept

• Brand name and slogan- Shovelworks – It works

• Brand values and identity– Family, quality, loyalty, nationalism, community

• Target audience• DIY Dads, community, tradesmen.

Concept

“let’s dig to China”

ConceptHave you seen the

kids?

No love I think

they’re in the yard.

Concept

ConceptHow big is the hole

this time?

Concept

Concept

Concept

Concept… Where

you digging to

kids?

… dunno, China?

Concept

Concept

Concept

Context

• Where and when it will be aired• Framing

Likely interpretations

• Hugh Jackman as a signifier– Strong– Adventurous – Heroic

Likely Interpretations

• Values associated with Hugh Jackman– Strong– Adventurous

• Shiny shovel – Quality

Conclusion

• We have presented a simple concept– Relevant– Targets demographic

• Through this storyboard we have aimed to convey our business values and identity to our target demographic so that they will buy the product and want to have an association with our brand.