Above: Initial �oughts.

My main roles in the collaboration were idea generation and visualisation. Our initial idea was to use ambient media to promote P&O, but we ditched that idea a�er some feedback from crits.

We explored several avenues before deciding togo with our �nal idea, the Scratch ‘n’ Sni� concept. Ed and I tended to come up with ideas together, then go o� and develop them individually. We’d thenreconvene and share our developments. I found thisto be a very productive way of working.

Above: Initial Scratch ‘N’ Sni� Idea.

�is was my response a�er Ed and I decided togo with the Scratch ‘n’ Sni� idea. A�er coming back with our own developments, we mutuallydecided that Ed’s visuals were more appropriate.

My idea would’ve had an image of a porthole thatwould be peeled o� to reveal a Scratch ‘n’ Sni� surface beneath.

We couldn’t describe theexperience of a P&O ferry.we had a little troubledescribing THE SEA AIR.SO WE THOUGHT WE'D let you do it.

Above: Web Advertising.

�e digital side to our brief was le� for me to develop, we mutually decided to propose web banners that would promote P&O Ferries on relevant adventure sports websites.

�ese animated web banners would rely upon user interaction, moving the cursor over the imagewould reveal the tagline underneath, and direct the user to the P&O Ferries main page.

Above: Scratch ‘n’ Sni� Publication.

Our �nal idea was to evoke an emotional response in our target audience by using a Scratch ‘n’ Sni� element in the printed side ofour brief.

It would smell of fresh sea air, and hopefullythe user would associate this with the adventuresport they were involved in, the idea of freedomand being outdoors as opposed to being stuck ineconomy class.