Campaign and Strategy
David Ogilvy - " The creative process requires more than reason. Most original thinking isn't even verbal. it requires a growing experimentation with idea, governed by intuitive hunches and inspired by the unconscious".
"Advertisers who ignore research are as dangerous as generals who ignore signs of the enemy".
Understanding an advert as part of a campaign or a series of messages.
Understand a brief, identify insight and define a visual proposition.
Develop narratives that are able to evolve and build across a range of media channels.
How a story grows and changes, how a story was constructed.
How to role a narrative out in different media channels.
Structure
Creative development Framework
1. Research/ understanding
Read/look/analyse: Find out as much as you can about your subject.
2. Insight
Identify an opportunity to change/ enhance perception.
3. Creative Development
Illustrate/ explain your insight. Use exaggeration/ analogy/ metaphor/ example.
4. Tone of voice/ creative direction
Identify the appropriate tools with which to communicate your creative proposition.
Reverse Ad-gineering.
Insight, creative proposition, art direction
Working in pairs, we took a piece of paper containing on of the following adverts
.
1. KFC- FCK
2. KFC - Chicken Town/ from AFC-ZFC
3. Stabilo - Highlight the Remarkable
4. Tinder - Single not sorry
5. Greggs - Vegan sausage roll launch
6. Macdonalds - Follow the Arches
7. Oatly - Ditch Milk
8. Nike - Just Do it! (Colin kaepernick)
9. Billie - Project Body Hair
10. Nike - Nothing beats a LDNR
11. McCafe - Flat what?
12. Audi - Clowns
13. Absolut - nothing to hide.
The advert we received was Nike - Nothing beats a LDNR
The task was to break down the finished advertisement campaign 6 ways.
Which agency?
Find print/outdoor/online.
Insight
Creative proposition?
Tone of Voice
Creative Direction.
Agencies. W+K Wieden & Kennedy. The campaign's creative directors were Paddy Treacy and Mark Shanley. They spoke via email to Megaforce directors from Riff Raff films - Léo Berne, Charles Brisgand, Raphaël Rodriguez, and Clément Gallet.
ON ROAD was a company that did the research for this campaign.
They explored estates, nosed around bedrooms, spent time in youth clubs and hung out on street corners to get the truest sense of people and place. Building a holistic image of young Londoners from countless conversations across the city, ON ROAD translated these exchanges into tangible insights for both brand and agency.
The insight we defined was.
Strong youth overcoming barriers in London.
LDNR logo was designed. Alongside posters by an illustrator named Ullus Puggaard. In these posters they used youth from the video to keep everything related to London.
The advertisement campaign was dominantly focused on video as it was meant to spread around youth culture on social media, using quick cuts, fun edits to created gifs and memes which were popular and are still popular on all social media platforms.
The advertisement campaign has since been taken down due to copyright claims from a smaller company with the name LDNR.
"It felt like the brand was disconnected from the kids of London."
The proposition was to make Nike more connected with the youth of London at a grass roots level as it was seen as a dominant American Global Brand.
To do this their aim was to make the advert as relatable to youth in london as possible.
They used different classes to portray the youth struggle from different backgrounds, such as the guy rowing from a posh background, but still relating to the struggle of an everyday London lifestyle when trying to overcome barriers.
258 young Londoners were used to film this advert.
Series of short stories of different youth overcoming barriers to play sport and be active. Showcases how young Londoners shape sport and culture.
They used major influences such as Skepta, Michael Dapaah to relate to the youth culture.
Grime music, London slang, explaining strengths and what it takes to succeed in London
From a schoolboy “running from zone six – with my school bag” to an angry teenage girl who has to “fight my whole family before I even walk in the ring” the video represents all walks of life and the humorous struggles they encounter.
From filming in street cages to the Wembley stadium captures the imagination and the dream of a London Youth playing football in the street cage pretending they are the next best professional footballer and working hard to achieve this.
With the variety of relatable scenes, but the same mentality, it looks at London as one whole community rather than multiple communities within London.
There are countless of metaphors, analogies within this advert and the amount of research that went into creating this staggering, this really taught me how important hands on research is in producing good quality relatable work.
The risks Nike took when creating this advert was that it is aimed solely at the Londoners, but by executing it so well, it became relatable to all athletes aiming to achieve.
This advert brought good light into working class areas that aren't portrayed as "good" areas, that the people in the area are tough and overcome barriers to achieve their goals.
My idea:
My idea is using the proposition of relating to London youth rather than the same insight of the ad campaign Nike used.
An ad campaign, social media based, using #Nikeinmyends where people take and post an image of a Nike logo in their local area using this hashtag.
The hashtag is relatable to youth in London using London slang, it also makes it feel personal using their area and where they hang out, whether its playing sport at the street cage or clothing they wear, it is relatable to them or their friendship groups in their local community.
Other Campaigns:
One of my favourite campaigns from the list was KFC - FCK.
This advertisement campaign was so clever using the insight of no publicity is bad publicity. The no chicken at a chicken store was a huge headline within the media and they took that and flipped it upside, making it relatable to everybody fucks up, in a "we are human too" approach, in a witty way accepting their faults. This campaign had such an impact, it used a problem and turned it into a strength.
Another advert that stood out to me was the McDonald - Follow the Arches ad. Which i think is beautiful in its simplicity. It showed McDonald know the power of their logo and brand and that they could use their logo in a playful way and it still be recognisable.
I enjoyed this workshop and seeing how everyone stripped down their adverts to what they perceived to be the truths.
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