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Copy  &  Art  Training  Individual  Assignments  

 

 

 

 

 Lecture  

Simon  Palser  Guido  Crolla  

 Iriana  Werleman  

418645  

Jasmien  Nanhekhan  447984  

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Contents    

Layouts .........................................................................................................................................................3  

Headlines......................................................................................................................................................4  

Storyboard....................................................................................................................................................7  

Creative  Brief..............................................................................................................................................10  

Joined  brands .............................................................................................................................................14  

Typography.................................................................................................................................................16  

 

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Layouts  

This  is  the  improved  version  of  the  L’Oreal  add  of  another  group  from  our  class.    Since  we  had  an  intensive  discussion  during  the  workshop  about  this  specific  add  we  wanted  to  improve  this  add.  

Before:  

 

After:  

   

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Headlines  

 

 

 

 

 

 Headline:  Cream  your  way  to  the  cone  

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Headline:  Fly  away  with  Calve

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Headline:  Color  your  soup  to  your  pride  

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Storyboard  

Scene  1:  Image:  A  wall  with  caveman  paintings.  Framing:CU.  Camara:  static  movement:  ><.  Change  of  scenes:  hard  cut  .SFX:  no  sfx.  Music:  the  singing  of  the  jeopardy  begins          

Scene  2:    Image:  Caveman  is  drawing  something  on  the  wall.  Framing:  medium  angle.  Camera:  static  –movement:  <>.  Change  of  scenes:  hard  cut.  SFX:  Scratching  of  his  wooden  tool  on  the  wall.        

Scene  3:  Image:  The  Caveman  is  crafting,  a  beginning  to  draw  something,  but  he  doesn’t  know  what  exactly  what  he’s  drawing.  Framing:  ECU.  Camera:  static  .  Change  of  scene:  Hard  cut.  SFX:  the  sound  of  the  crafting  and  his  grunning  (the  sound  that  a  caveman  makes).          

Scene  4:  Image:  Caveman  is  thinking;“what  the  hell  I’m  crafting?”.  Framing:  CU.  Change  of  scenes:  Hard  cut.  Camera:  Static.  SFX:  the  sound  that  he  asks  something  to  himself,  but  grunning.            

Scene  5:  Image:  The  Caveman  continues  crafting.  Framing:  CU.  Camera:  Static  movements><.  Change  of  scene:  Hard  cut.  SFX:  the  sound  of  his  crafting.            

           

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Scene  6:  Image:  He  begins  to  draw  a  bicycle  on  the  wall.  Framing:  CU.  Camera><.  Change  of  scene:  Hard  cut.  SFX:  the  sound  of  his  crafting            

Scene  7:  Image:  He’s  thinking:  ‘what  the  hell  I  just  painted  and  what  of  sort  of  thing  it  is’.  Framing:  medium  angle.  Camera  static  movement.  Change  of  scene:  Hard  but.  SFX:  Scratching  of  his  head.          

 Scene  8:    

Image:  The  Caveman  is  trying  to  figure  out  what  kind  of  function  this  thing  he  just  painted  on  the  wall  has.  Framing:  Medium  angle.  Camera  movement  static.  Change  of  scene:  Hard  cut.  SFX:  He  makes  noise  with  his  foot,  scratching  it  on  the  floor.          

Scene  9:  Image:  While  the  caveman  was  figuring  out  what  more  can  be  added  to  his  new  device,  his  companion  tolled  a  wheel  to  him.  Framing:  Medium  Angel.  Camera:  static  movements.  SFX:  The  rolling  of  the  wheel  and  at  the  same  time  the  crafting  on  the  wall.  While  he  is  grunning.      

Scene  10:  Image:  The  caveman  companion  gives  him  a  sign  that  he  can  use  the  wheel  of  his  device  that  he  drawing  on  the  wall.  Framing:  CU.  Camera  static  movements.  SFX:  the  sound  that  the  Caveman’s  companion  giving  the  caveman  a  sign,  but  in  the  grunning  kind  of  way.      

Scene  11:  Image:  The  Caveman  adds  the  wheel  to  his  painting  on  the  wall.  Framing:  CU.  Camara  static  movements,  zoom  in.  Change  odd  scene:  Hard  cut.  SFX:  the  sound  of  his  crafting        

 

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Scene  12:  Image:  The  Cavemen  is  victorious,  because  he  finished  his  painting.  Framing:  Medium  angle.  Camera:  Static  movements.  Change  of  scene:  Hard  cut.  SFX:  “yeeaaahhh”;  but  in  a  Caveman  style/sound.        

 Scene13:  

Image:  the  bicycle  of  Batavus.  Framing:  Medium  Angle.  Freeze.  Text:  BATAVUS  OERDEGELIJK!!.  Music:  Music  stops.  SFX:  a  sound  like  “pinggg”  

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Creative  Brief  

 

Who are the ads talking to?

Fast or busy persons

What do they want the audience to think or do?

Butter, which you can or should use as an everyday product that you can add fast to or on

everything.

What is the proposition? What is offered?

Butter that you can use on everything every time

What are the objectives?

Introduction

What is the tone of voice?

Simple and easy

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Who are the ads talking to?

Housemothers

What do they want the audience to think or do?

Use Ariel whenever they have to wash out stains out the clothes

What is the proposition? What is offered?

A washing powder that will help you with your laundry to get the stains out the clothes

What are the objectives?

Convincing

What is the tone of voice?

Strong/Practical product that will help you doing your laundry

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Who are the ads talking to?

People/Housewives that want a strong notorious soup

What do they want the audience to think or do?

To know that their soup is so nutritious (strong) that it can bend a spoon or break a pan

What is the proposition? What is offered?

A soup, which is strong (nutritious)

What are the objectives?

Promotion/Convincing

What is the tone of voice?

Strong/Simple

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Who are the ads talking to?

People who want to live healthy, but still want to enjoy “fat” products, but also lose weight

What do they want the audience to think or do?

That Hellman is so low of fat that it actually makes you lose weight.

What is the proposition? What is offered?

A low fat mayonnaise

What are the objectives?

Brand recognition

What is the tone of voice?

Light/slim

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Joined  brands  

Possible  joint  partners:  

 

                                                           

1. Capri-Sun and V&D (school campus) Promotional idea: V&D annual School campus attracts students of all ages all around the Netherlands. Therefore a joined promotion between these two brands will be great, since it has the same target audience. The promotion can be; buy certain amount of school supply at the school campus you can get a package of all the Capri-Sun products. This not only promotes Capri-Sun by showing the costumers all the product of Capri-Sun, but also is also encourage the costumers of V&D to buy more just to receive the package. Timing: July till August

2. Mc Donald and Starbucks Promotional idea: In the winter when it is freezing and everyone is cold, people are searching for a hot cup of coffee or hot chocolate. Starbucks is known for its famous its various kind of Coffee, but is not available everywhere in the Netherlands like the Mc Donald food chain. By joining these two brands together, it will make it possible that Starbucks coffee will be available in every Mc Donald in the Netherlands. This will benefits not only Starbucks, but also the sales of Mc Donald since the chance to buy products of Mc Donald self is higher, and you are attracting two different target audiences. Timing: Beginning of November till January

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3. Jonny Walker and Coca Cola> New Alcoholic Drink Promotional idea: People who are drinking Whisky Coke have to mix the coke and whisky to created the drink. Therefore, by joining these two brands, both Coca Cola and Jonny Walker will develop a new product with where the end result will be a ‘Ready-to-go’ whisky coke. To promote this new drink, it should be promoted in nightclubs, with exotic looking females. Timing: Summer

4. Beats by Dr.Dre and Jordan sneakers Promotional idea: Beats headphones you can relate it with music and Jordan is famous for its sneakers. These two brands can be joined together to make an all star basketball game. These two brands are endorsed and worn by celebrities, so this event will be packed with celebrities. All basketball players need to wear Jordan sneakers and through the whole event there will be hot music to entertain the audience. This will encourage people to buy Beats’ headphones and Jordan sneakers because they will see their favorite celebrity wearing these products and of course they want to be as cool as the celebrities. Timing: April till the end of the summer

5. Xbox and Redbull Promotional idea: Redbull sponsors a lot of sport events; at on of these events, the two brands can join together to approach their target audience that are similar. The event; e.g a skating event can be a combination to promote a new Xbox game of skates and the costumers can play with the Xbox. It can also be a tournament of both skating event sponsor by Redbull and a tournament of Xbox x-games. Timing: In the summer (July)

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Typography  

 

Print  

Dát is nou het Zwitserleven gevoel.

Poster  

Rotterdam durft. Billboard  

Je bent een rund als je met vuurwerk stunt. Poster  

Mona. De zuivelste verwenners.

Online/Print  

Bloemen houden van mensen. Print  

Lipton. Tea can do that. Online  

ABN AMRO. Maakt meer mogelijk.

Print

INHolland brengt je op ideeën.