INTRODUCTION
We used images and text to create a short & stimulating video to create curiosity towards the brand. The essence of this is that the blunt and somewhat controversial message will grab attention and engage with
The phrase " Get your sh*t together " is engaging because it communicates the values of effect.
Through mental stimulation - the drink can help enable you to become the student you want to be.
of the phrase
- Organize oneself so as to be able to deal with or achieve something
- To get oneself mentally organized
PROMOTIONAL MATERIAL
We wanted to create work showing that effect can play a positive role in becoming the student you want to be.
By placing the can in the center of the image - it tells the consumer that it's an important component.
It's unlikely that every student is perfect - so we have surrounded the can with perfectly organised tools relating to three different subjects to try and get across the message that by drinking a can of effect you can become this metaphorical image of perfection - or atleast enable yourself to get closer to that image.
We spent the morning emptying our student bedrooms of anything a student would want/need and placed it across an entire table to pick and choose the contents of each poster. Let's say it was an organised mess ...
1 of 3: Lining everything up as much as possible before editing on Photoshop saved time and enabled us to leave the poster as natural as possible. Unfortunately this took a while due to our picky nature - we wanted to balance the positioning of colour as much as possible to make sure the eye wasn't drawn to any other spot, other than the can in the center.
The final outcome (Produced in A1). Some ask why the phrase at the bottom isn't more dominant. We feel the image itself gives off a great message and the phrase compliments it at the end when the eye of the viewer starts to explore and witnesses the unexpected message - blunt and honest re-inforcement - hopefully making a lasting impression.
This will feature on the reverse side of the poster - on a smaller / more manageable print out (Produced in A3).
This way students can pick it up and view it later on if they haven't much time at the particular moment.
The quote is dominant on this side as it has already been discovered on the front and doesn't need the element of surprise this time. Once they get to this part they can then learn exactly HOW it can help them. The drink contains vitamins they're proud to display and makes a point of showing their world-wide success / popularity, hopefully allowing newcomers to trust the brand which has a little reputation in the UK at this point.
2 of 3: You may notice the difference in lighting & colour between the picture showing the image being put together and the final poster. Although we took pictures in a well lit room, the editing needed to allow colour to be more vibrant and have an effect that makes everything feel almost perfect. We wanted to makesure simple colour and simple looking tools were used - complimenting their already simple / contemporary style.
Each of the handouts have a back which compliments the front. The use of colour and adding in an object relating to the front made each one feel slightly unique to the other. Ideally this would engage students even further by giving them an opportunity to talk about the unique poster they had recieved.
3 of 3: Curse the banana! It didn't have a straight edge (obviously) - but even due to our extreme risk taking;
everything turned out to be alright and the final image was as satisfying as the first two.
We felt taking advantage of the phone image was great as we could show the effect Facebook page and show the viewer what they can expect. They won't feel reluctant to search it on Facebook and can see that they now have a whopping 1,000,000 "likes". I suppose they might wonder why and may become subject to the term "FOMO" (Fear of missing out).
SOCIAL MEDIA
We want to create a dialogue with the consumer - allowing them to engage with the brand, through the sharing of these images via social media and the possibility of responding to the proposal. Hopefully people who respond will generate far more interesting and unique images and potentially spread the campaign in a viral sense.
It's a celebration of ones self to be unique / different - so why not share it with everyone else?
A classy little .GIF image that can be used for web content. More than three subjects could be created and it could show a huge range of interesting tools - but always keeping the can in the middle as the dominating feature -
primarily indicating that it is the effect of the drink that can help any student to be better in any subject.
primarily indicating that it is the effect of the drink that can help any student to be better in any subject.
