CAIRN SCHULTE | CAPRICE JENKINS | JAMIE WALKER | JOANNA SIMPSONPRODUCT DESIGN | TELEVISION | ENGLISH & FILM
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Cello Signal are a vibrant, fun marketing company who seek to employ young, interesting writers and designers. Some advice that was given to us whilst on our visit here was to keep our LinkedIn profiles current and looking sharp, as Signal use this platform to seek out fresh talent.
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THE CHALLENGE
CONVINCE A VEGAN TO GO TO NANDO'S. BE CREATIVE, USE ANY MEDIA YOU THINK IS RIGHT. We were automatically drawn to thinking about why we go to Nando's - and it's not necessarily for the food. It's a social experience and it's all about the atmosphere. In our minds, Nando's biggest audience is young, university aged friendship groups who go there to catch up and to have a good time, but what if you're vegan? Nando's logo is literally a chicken! Where would this be advertised? Instagram. A sponsored ad between posts. Instagram is very much still an up and coming social media app and nearly everybody we know uses it. What content would convince a vegan to go to Nando's? After multiple ideas, we settled on the idea of an animated advert. A group chat - specifically 'ENSA Vegan Society'. A group of young, hungry students trying to decided where to meet next. In this group chat somebody suggests Nando's causing an uproar in the chat. "But Nando's only serves chicken?" "Hellooo? We're VEGAN!" In response the chat is met with a full on run down of all of the delicious food that they believe they can't enjoy because when you think Nando's, you think chicken! Not any more. A little convincing, and cut to a clip of a social group in Nando's restaurant all on their phones - then somebody changes the group chat photo to the Nando's logo - Vegan Approved! |
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The Scottish Design Exchange are a social enterprise, artist community and commercial space. They are home to over 150 artists and are in the process of expanding. They value local, ethically made products and 100% of the profit goes to the creator.
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The Challenge
USE SOCIAL MEDIA TO PROMOTE OUR COMPETITION: YOUNG PRODUCT DESIGNER OF THE YEAR 2018
Which social media platform would we use? Facebook is one of the more commonly used platforms by this demographic and the most user friendly in terms of promoting events. How would we convey the spirit of this competition to young people? This is a competition for creators aged 16-25 living in Scotland with a multitude of prizes. The company wanted us to create hype surrounding the competition in an engaging way. We decided to parody the popular Facebook page 'Humans of New York' in order to emphasise the community aspect of this company. Making it seem like a fun and supportive environment as well as conveying the wide variety of artists that they house. Therefore, showing that this competition really is for everyone. To accompany this we felt a launch event at the Ocean Terminal store would also be fun. We would use social media to promote the event but also a physical presence in the form of pop up shops at local studios and universities. This would be inline with the company's personal approach and would allow applicants to see the product range and the commercial space |
The Gate |
The Challenge |
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The Gate is a communications hub and advertising agency that prides itself on doing things differently. In order to achieve this they adopt a collaborative approach with production companies, the music industry, event planners etc. This is done with the aim of improving and elevating experiences and raising awareness of important issues.
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Here, we were given a challenge that might seem simple from the outset: Promote Persil laundry detergent.
What did we keep in mind while brainstorming? It was important for us to keep in mind the companies ethos of doing things that make an impact and do not rely on cliches. We wanted to create an advert that would not feel like a traditional advert and one that would avoid the gender stereotypes that many detergent ads rely on. We also had to bear in mind the target audience for this product and what they are interested in. We concluded that this audience would be aged 40-60. For this demographic we decided a TV would work, as this is a group still watching broadcast TV. What are they watching? Often, detective dramas and the wildly popular genre of Nordic Noir. Our Idea From this we decided to make an ad in the style of a TV show or film of this genre. It would have a classy feel and focus on a detective in pursuit of killer. Scenes of both characters would cut together. The killer in muddy and bloody clothes; The detective perplexed finding few traces of evidence of the killer- due to his diligent cleaning process involving Persil. Scebes of snowy mountains and cold setting would also be present as they are a trope of this genre and also convey the clean connotations that Persil would want to provoke. |
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THE CHALLENGE
FIREWORKS NIGHT IS FAST APPROACHING, AND CONVENIENTLY, OUR CLIENT INNIS & GUNN HAVE A BEER CALLED GUNPOWDER. WE NEED A SOCIAL POST TO GO OUT TO SUPPORT THE EVENT AND THE BEER. YOU HAVE ONE BEER, THE LOCAL AREA AND YOUR PHONE TO CREATE YOUR CONTENT. YOU HAVE 20 MINUTES. One thing in particular came to mind when we hear the words 'Fireworks' 'Bonfire Night' and 'Gunpowder' and that is 'Explosive'!
So we decided to make our social post a photo of the beer 'exploding'. We shook up the can on our way outside to the location and could feel it expanding under the pressure. 3 of us captured the footage - 1 through a slow-motion video, 1 through real-time video and 1 through taking multiple photos per minute. From this we've taken one frame and edited it in front of a bonfire to promote the atmosphere of Bonfire Night as well as the Innis & Gunn product. Along with the content for the post we had to provide Studio Something with a suggested Time and Date for the post. We suggest 4pm from 1st November leading up to 5th November. This is a time when most people would be finishing work and if they see the post might pop in to a shop to buy the beer in preparation for Bonfire Night. |
Location 4 - Studio Something - Innis & Gunn
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Studio Something
Studio Something started and Studio Something Something - representing the 2 guys that worked there. Since then it has evolved, and although only has a workforce of 9 people, it has gained big clients such as Scotland's No.1 Craft Beer provider - Innis & Gunn. While they have a presence on social media, they say they use whatever media needed to solve the problem the client has.
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Mediacom are a communications company that sell advertising space as well as advising clients on where best to advertise. They analyse data and are able to ascertain where best to advertise based on their clients personal needs and how effective an advert is.
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THE CHALLENGE
FIND AND DOWNLOAD THE TIK TOK APP OPEN ENVELOPE HOW WOULD YOU ENCOURAGE 18-24 YEAR OLDS TO DOWNLOAD THIS APP? This was a more difficult challenge, as we were the demographic for this product and we ourselves were not interested in it. In order to convince other people to download and use this product, we had to convince ourselves. Where would it be advertised? It was our task to figure out the best advertising space and we came up with a few out of the box ideas. Social Media was the first one, of course, as that is probably where we spend most of our time - whether it be a sponsored Instagram Ad, or an ad half way through a Facebook video, the demographic would see it and could be swayed to download the app. Another ideas was through physical reps making appearances at University Fresher's Fairs or designated Club nights. This would give the demographic a chance to test out the app for themselves - kind of like a try before you buy. 
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