LO3: Final Pieces

Promotional video:

Web banner:

Magazine Adverts:

LO3: Evaluation [Frazer]

Evaluation of Unit 20: Advertising: 

 For this unit me and my partner Oliver Fletcher were tasked with creating a media campaign for The Vintage Leather Company, a local business which creates clothing which is available for purchase all over the world. It was of up most importance that the pieces we created to advertise this company were made to a professional standard as that they would be viewed by people all over the world in order to create a first impression.   
 I have attempted to justify all of the materials we have created below: 


Advertising piece one: posters 






The posters we have created for the Vintage leather company aim to demonstrate the urban and vintage themes of the brand in order to effectively target our audience. We did this by using models who are part of the audience, that being students and young professionals living ABC1 lifestyle. I feel that the poses as well as the settings that i chose for these photos perfectly reflect these themes. 
If i was to create these again i feel that it would be be fit to create several different styles of advertisement in order to show that the brand can be presented in many different ways to the client. This would leave far more flexibility for our client to decide which of our pieces they feel is the best for representing their vision for the brand which they have created. 



Advertising piece two: Web banners 





 When creating this pies of our campaign we had the vision of it being synergistic with the posters we had created previously. This ,we thaught, would help to make the brand stand out further due to t havng a clear and constant tyle which can be remembered. This would also help our target audace identify the brand and therefore buid up a subcouncus assosiation of correspod the look of the brand.  
If we were to create this aain i feel like it would be very benifital to create them in muliple sides so that they would be accsessable across multaple platforms incluing the main banner on the vintage leather companys website. 








Advertising piece three: stopmotion video. 






When it was decided that i was in charge of creating the video for the advertisng project I put a great deal of thaught into how i would efectivly encasulate the target audince that i was trying to reach in the work i was doing. The first idea we had was to have a video where the bag is emptied at a resturant where the model who is wearing it (a  member of the target audiance) would take out many items aimed to make light of the particualar subculture that the target audiance is assosiated with. This advert was to be humorous and after putting in a grat deal of thaught i decided that between the long time it would take to film and edit, the job of trying to gain access to an inner city cafe or resturant and the absance of any vintage iconography withi the idea it would be more approprate to create something more simplistc such as a stop motion video. 
Stopmotion was the very first style of annimation ever to be used proffessonally. It consists of taking a large number of photographs of the subject of the piece moving it slightly each time in order to crate the illusio of the itam moving on its own when the images are played one after another individually. I decided that this would be a brilliant way of creating the advertisment due to the simplicity of creating it as well as the vintage connotation it carrys with it.
 If i had the oppertunity i would have created both advertisments however and decide on which one was better when they were finished by presenting them to the client. As well as this i feel like the images within our stopmotion advertisment were not perfect at creating the vintage theme that the company wants to be known for. 




Adverting 

LO3: Codes and conventions of The ASA and Ofcom [Frazer]

The ASA: 

The ASA have many rules in place in terms of broadcasting advertisements laid out in the CAP Codes. This campaign would have to make certain that none of these codes are broken in the categories of: 

• Misleading advertising
• Privacy 

Privacy:

As that the simplest of these issues is privacy i will begin with this. This ruling relates directly to people appearing within advertising materials (models etc.) and the distribution of their image. However it is also of vital importance that no advertising materials are distributed to the public with members of the public (who were not asked for permission) appearing in them. Therefore in order to solve this issue we will first take the provision of only taking photographs in places where there is unlikely to be large amounts of people due to them being relatively isolated, all the models who we ask to be in our advertising materials will also be provided with a release and consent form to sign before any photography takes place in order to ensure the legality of their image being used in the materials being produced and any members of the public who do by accident end up being in our advertising materials will have their faces blurred out in order to ensure their image is not used illegally.

Misleading advertising:

The subject of misleading advertising is far ore complex and therefore will require much more deliberation over the course of the project. The main thing that it is vital to keep in mind for this is that we are not putting out any statements about the product we are advertising for
 example the bag possessing quality it clearly does not and other blatantly untrue remarks. We will also ensure that the pieces we make will not give any inaccurate representations of the product.

OfCom:

The office of communications (OfCom) also have a list of their own codes in relation to advertisements that will be presented via the Internet in order to be suitable for consumption by an audience.   

After reviewing the codes that this organisation enforces via the communications act of 2003 I have decided that the advertisements we have made must not contain anything blatently inapropriate such as violance, drug use or sexual themes due to the fact that it will be due to the fact that it will be approprate for all age groups and therefore suitable for mass advertisng via public distrobution.

LO3: Evidence of development, creation - MoodBoard, logo design, mag ad design, photography

LO2: Treatment [Frazer]

·      A short video featuring the bags.

      

 3) Distribution systems for the advertising campaign:

The video advert would be shown on the social media pages, which would also contain pictures of the products that the company makes taken by us.

  4) Roles and responsibilities.

      

Frazer

Production schedule (and other pre production)

Media planning

Advertising and editorial photography.

Social Media Strategist

Researcher.

Oliver

Creative services and production (Utilisation of Adobe Creative Suite)  

Cinematography

Creative director

    5) Deadlines and milestones:

 The first part of our advertising campaign must be completed by the first of February 2017. For this we will be completing our poster as that that is the piece that we can have completed to a professional standard first

   6) Key messages.

As that The Vintage Leather Bag company creates products which cost a lot of money it is important that within our campaign we make sure to portray the bags as built to last and strong. As well as this we should push messages such as "hand stitched" to make the audience see the bags as quality products.  

   7) Themes and ideas:

 Within our campaign we want to portray the message that the bags that the company  produce are strong, durable and will last a long time. We will also put more emphasis on the 100% satisfaction guarantee. We want the main themes of our campagn to be adventure an city living. 

 Logo: 

Our Updated Vintage Leather Bag Company Logo.

The Existing Vintage Leather Bag Company Logo.

The logo which we are creating will use conventions of the vintage archetype to make the audience think of it as an old fashioned product. This is what the vintage leather Bag Company is currently attempting to do with their logo however we feel that ours will be better for creating the vintage feel. 

LO2: Production Gannt Chart [Frazer]

LO2: Evaluation of brief [Frazer]

The Brief for our advertising project is as follows:

Briefing document: The Vintage Leather Company

Brief: The vintage leather company designs and imports leather accessories for the fashion market in the UK. Until recently their outlet through the website was their only method of attracting sales.  The company wants to revitalise its image and sales figures by developing a new multi media campaign for their products.

Ideally the campaign will attract 17-30 year olds from the ABC1 grouping in both  genders. The campaign will focus on the product as a fashionable yet functional range for young professionals and students. Due to the high value of the product the campaign designed should reflect this quality of the product.

Links to the website and all social media should be present. 

Taking the brief piece by piece we can more accurately put together what kind of campaign we need to make:
  
Brief: The vintage leather company designs and imports leather accessories for the fashion market in the UK. Until recently their outlet through the website was their only method of attracting sales.  The company wants to revitalise its image and sales figures by developing a new multi media campaign for their products.

 From this I can see that it will be important to take into account the designs of other brands when creating one for the vintage Leather company.This is of such vital importance as that it is also stated here that  "Until recently their outlet through the website was their only method of attracting sales." This line implies that the company relays heavily on their website and therefore need a look that will attract this type of Target audience. 
 I have therefore decided to use the styles of other websites and the way they appeal to their target audience in order to make targets for the Vintage leather Company's website and how we will edit it in order to make them appeal to their audience in the same ways that these companies attempt to do it. The companies i have chosen are "Levi's", "Converse" and a direct competitor to our company that being "The Leather Satchel Co."

The Home page of the Levi's website

The home screen of the converse website.

The Home screen of the The Leather Satchel Co

The Homescreen of our client's Vintage Leather Bag website.

There are a few things that can be determined from looking at the websites above compared to the vintage leather bag's company website. Firstly all of the other websites have their logos small in the top left corner so that it is the first thing that a visitor sees therefor the Vintage Leather companies website should do the same as to adhere with the conventions of this type of website. As well as this (aside from Levi's) the other websites all use a piece of iconography in their logos as can be seen below. 

As can be seen here the Converse logo uses a star which is also featured on their products.

The star can also be seen on the tab icon for the Converse website and the other logo employed by the site. 

 The leather satchel company has also chosen to include iconography for their product (in this case being a needle which would be used to stitch a bag together) for their logo. Again they have done this by making it a part of the logo and tab icon for the website. The use of iconography in order to make the vintage leather company's assets more like those of other companies is defiantly something we should consider when creating the new logo as well as posters, Web banners and video as that this should help to "revitalise its image."


  The next part of the brief states: Ideally the campaign will attract 17-30 year olds from the ABC1 grouping in both  genders. The campaign will focus on the product as a fashionable yet functional range for young professionals and students. Due to the high value of the product the campaign designed should reflect this quality of the product. 
There are several things that should be taken from this paragraph of the brief as that this is where the majority of our audience information is found.
Extracting this information we can get all the information we find the below information on our audience: 

• They are between 16-30 so therefore are either  a student or are in their early working life.
• They can be a member of either gender and therefore the website must appeal to both
• They are within the ABC1 group and therefore have a high amount of disposable income which they can use to purchase products such as the bag this website is selling. 

I have attempted to capture this target audiences interests in the moodboard I have featured below.

 The designs we make for this new advertising campaign must make sure to put an emphasis on the funtonality of this product. We therefore should use images of it in use to show that it is not a weak or easily broken piece of apparel.