Do your research. Look for opportunities not problems. Think creatively. Write down EVERY idea & thought. Use the framework.
01. Research/ understanding Read/ look/ analyse: Find out as much as you can about your subject.
02. Insight Identify an opportunity to change/ enhance perception.
03. Creative proposition Illustrate/ explain your insight. Use exaggeration/ analogy/ metaphor/ example.
04. Tone of voice/ creative direction Identify the appropriate tools with which to deliver your creative proposition.
Task.
Propose a launch campaign for a product or service created through collaboration between a brand and a celebrity. Work in pairs…
I teamed up with Jack and Mans.
We had to choose one of the following celebrities out of a hat.
Celebrities.
Gwyneth Paltrow
Boris Johnson
Bear Grylls
Michelle Obama
Kylie Jenna
Giggs
Sir David Attenborough
Harry Rednapp
Rihanna
Beyonce
Jessica Alba
Dwayne Johnson
Zadie Smith
The F2
Dele Alli
The Celebrity we received was Rihanna.
We then had to do some research. Understand everything about the celebrity.
We decided to research values of her personality and qwerky interests rather than conventional information.
We then had to choose a brand from the following list to collaborate with.
Brands.
Birds Eye
Balenciaga
Patagonia
Haribo
Gucci
British Airways
Oreo
Stussy
KFC
Persil
Jaguar/ Land Rover
Faber & Faber
Cillit Bang
EE Waitrose
The brand should connect with the personality of the celebrity in some way… but not be directly connected with what the celebrity is famous for.
For example:
Dwayne Johnson is known for his muscles so Cillit Bang might be a good partner as they are promote themselves as a high strength cleaning brand.
Identify an insight that might provide an opportunity to launch a product or service.
Back to our example. Cillit Bang launch a range of super high strength cleaning products endorsed by Dwayne Johnson. Not just clean… ‘Dwayne Johnson clean*’
We chose to colab with Jaguar.
Propose a launch campaign.
We decided to look into a visual language that would work for a campaign.
Using the chrome from both the Jaguar Logo and Rihanna's umbrella album we decided to use this style for our campaign.
We had our visual language, but not our idea, we come to the conclusion that an insurance company by Jaguar would be a good route to take, using the name umbrella.
Insight: Rihanna insured her legs for $1 million.
We Came up with a design for a logo.
Using different fonts to suit the branding.
We thought about ways we could campaign, using different qwerky things we could supply customers.
We then presented our campaign idea to Derek and received feedback that we needed to focus on our Unique Selling Point.
We came across the idea of using hallmarks, that the USP could be an insurance company for social media influencers, using Rihanna's outrageous follow count on all social media platforms, we decided to take this idea further.
In Search
These where some ideas that could be used for campaigns.
We decided to take another look at hallmarking and finalise the campaign and style.
Here is our final Presentation.
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