LO1:

Brainstorm

Kit Kat

The avert shall be set in a busy classroom close to a deadline for coursework as the situation and tension escalates between an individual and the lecturer the proceeds to engage in a heated rant at the student using slow motion to highlight the jaw movements and cutting away from diegetic sound to simple white noise. The student riled with a look of intense proceeds to take a kit Kat form their bag unwarp and in doing so complete stops time after taking the last bite of his kit Kat the ranting form the lecturer resumes followed by the slogan popping on the screen have a break have a kit Kat.

During this advert I shall be making use primarily of close ups, extreme close ups and mid shots. Furthermore I shall be incorporating slow motion into the advert during the sequence in which the lecturer begins their rant to provide emphasis and primarily for dramatic.

When observing aspects of mise en scene such as costume and lighting I shall be leaving personal style choices up to those involved in on screen role but restricting any items of clothing deemed to ostentatious or inappropriately reviling etc. when looking at lighting I shall be making use of the natural lighting in order to maintain a semi realist aspect within the production. With regards to props ect chief among these and vitality important obviously be a kit Kat of standard four bar size other miscellaneous props shall include items such as pens paper, keyboards, boards pens etc. to put it bluntly any classroom stationary .

Lucozade

Zachary Millward

LO1:

The advert itself shall focus on similar theme s to that of lucozades witness my revival advertisement with Dickson Mbi and heavily focusing on movement and choreography to cover the prime focal point of all lucozades marketing campaigns this being exercise and or physical activity. Beginning with a shot of the dancer appearing on the right hand side view of the screen this is followed by the dancer seemingly preparing mentally after placing their lucozade upon the floor and cutting to a wide shot in order to more clearly establish a location before using various shots and angles to capture the dancers use of motifs. Lastly the camera shot cuts back to a low angle shot of the dancer as they raise the lucozade bottle to their lips with a refreshing exhale of breath.

During this advert I shall be consistently making use of mid shots and close ups whilst incorporating a single wide angle shot in order to give some semblance of a recognisable location. Again I will be making use of slow motion to place emphasis on the movement and physical extrusion exhibited by the dancer.

With regards to mise ene scene costume will be fairly simple attempting to avoid pulling focus form any of the choreography occurring on screen and to prevent any of the clothing overshadowing the lucozade brand, any branding clothing must either not be worn or disguised to avoid unfair product placement and subliminal endorsement. I will aiming to make use of natural lighting capturing the video footage around sunrise however as the days are growing longer and the sun rising much earlier if may prove difficult to gather a willing crew to shoot alongside myself at these hours. Props once are to be fairly minimal to avoid and clashes of product placement and subliminal advertising and I will attempt to only feature the lucozade energy drink product itself.

Selection and justification

I have chosen the later of my two ideas as i feel this will be a greater use of my productive creativity and whilst challenging and will require more dedicated hours outside of classroom time I believe this would be the more captivating choice. Furthermore I feel that the more varied use of shots types will most definitely assist in creating a greater depth of visual advertising, I also feel that it conforms more tightly to similar advertising campaigns run by the lucozade company and its owners. Chief of these reasons is that i have a much greater passion for the content this if eel make sit without a doubt the clear choice as passion drives commitment and enthusiasm for the entirety of the project.

Mood Boards

Zachary Millward

LO1:

Zachary Millward

LO1:

Mock-up of idea

Zachary Millward

LO1:

Audience Research

Socio Economic Groupings

When examining Socio economic groupings an energy drink product will most likely fall ion with all bands from A to E as they are designed to be recreational products consumed during any form of activity which the vast majority if not all of the public engage in.

Zachary Millward

LO1:

My advert will more than likely fall into the firing line of Mainstreamers (those who purchase Brand products) and Strivers (seeking the reputation and approval of their peers that generically comes with the acquisition of branded products.)geodemography allows me to determine that with regards to property value informs me that the recipients of the products are likely to be renting a one bedroom property within a built up urban area, Financially speaking they are likely to fall within the working class salary of 25-27 thousand English pounds per calendar year. However I feel as though this is the least effective way to determine target audience as financially viability has little bearing on this particular type of product due to its low retail price.

When constructing a demographic profile the first area to examine I believe should be the broadest categories with this in mind my advert will encompass both genders and all ethnicities regardless of disabilities within an age range of 16-50. However being a sports energy drink product it will primarily target recreation and exercise enthusiasts

Question AnswerPlease indicate your age 18What is your first impression of this idea?Do you think this would be a successful advert? yes/no please indicate why.

The secondary themes were confusing.Yes because it was pretty similar to the last Lucozade advert you described.

What primary alteration would you make to this current idea?

I would put it in a studio with a white background.

Do you think this advert could compete in this designated market

Yeah I think so.

Do you have any additional notes or comments? Please explain.

I like the dancing idea but I have no idea what any of the styles are really.

Question AnswerPlease indicate your age 18What is your first impression of this idea?Do you think this would be a successful advert?

It`s pretty cool

Zachary Millward

LO1:

yes/no please indicate why.What primary alteration would you make to this current idea?

Please wear a shirt and shoes if you are filming in field.

Do you think this advert could compete in this designated market

Yes I think it would do well

Do you have any additional notes or comments? Please explain.

No, nothing of particular value.

Question AnswerPlease indicate your age 15What is your first impression of this idea?Do you think this would be a successful advert? yes/no please indicate why.

I like the idea it’s become more mainstream to include dancing in adverts like in that new pen advert in which everyone’s is dancing in stripy morph suits.

What primary alteration would you make to this current idea?

I don’t know.

Do you think this advert could compete in this designated market

Yeah I think so.

Do you have any additional notes or comments? Please explain.

No it sounds pretty cool.

Question AnswerPlease indicate your age 42What is your first impression of this idea?Do you think this would be a successful advert? yes/no please indicate why.

I really like the idea its very creative, though I’m not sure I understand the metaphors and how they are going to be communicated and if everyone will get them.

What primary alteration would you make to this current idea?

Maybe change the location I’m not really sure I see the point of the green pastures.

Do you think this advert could compete in this designated market

Yeah probably although it’s not my sort of thing

Do you have any additional notes or comments? Please explain.

Sounds good but challenging.

Question AnswerPlease indicate your age 73What is your first impression of this idea?Do you think this would be a successful advert? yes/no please indicate why.

It sounds good but I don’t quite get all this modern advertising.

What primary alteration would you make to this current idea?

I don’t really know

Do you think this advert could compete in this designated market

Of course I don’t see why not.

Do you have any additional notes or comments? Please explain.

It sounds innovative but I’m not exactly an authority on this sort of thing.

Analysis of idea development after feedback

Zachary Millward

LO1:

After having reviewed the feedback from my peers a recurring comment was that some of those questioned didn’t fully understand the secondary themes communicated however as I believe it is not essential to the overall point of the advertisement I have elected to still continue to attempt to communicate these themes as if they are passed over when viewing the viewer last lost nothing but if noticed it will contribute to the consistent theme of energy and the overall message. I also greatly appreciate the positive comments many of my peers have provided giving me the confidence to fully commit and pursue this project.

Question AnswerHow many hours of TV do you watch a night? nonePlease indicate your age. 18What was the last television advertised product you purchased?

Coca-Cola

Please indicate your gender (male/female) MaleWhat do look for in on screen advertisements? please explain.

I enjoy abstract advertisement with psychedelic visuals and enjoyable, catchy music. Combined these make for interesting and appealing product-placement.

Question AnswerHow many hours of TV do you watch a night? 0Please indicate your age. 18What was the last television advertised product you purchased?

Sim City 2013

Please indicate your gender (male/female) MaleWhat do you look for in on screen advertisements? please explain.

I love seeing a demonstration of the product for e.g. if it is a gadget I would like to see it in action so you know what you can do with the product. If I was to order something and it did not work as intended I would be disappointed and likely to not order again.

Question AnswerHow many hours of TV do you watch a night? 4 hoursPlease indicate your age. 23What was the last television advertised product you purchased?

Coke

Please indicate your gender (male/female) FemaleWhat do look for in on screen advertisements? please explain.

I look for creativity and celebrities, I feel that if a celebrity is using the product it means that it would have the same effect on me, making me seem the way that I want to be rather than what I see myself as, creativity makes me attracted to the advert and makes me more excited to see and use the product.

Question Answer

Zachary Millward

LO1:

How many hours of TV do you watch a night? Not even an hour.Please indicate your age. 19What was the last television advertised product you purchased?

I placed a bet on the football last night.

Please indicate your gender (male/female) maleWhat do look for in on screen advertisements? please explain.

I look for quality in the product so if its advertised well and the advert is constructed correctly and to my need then I would be attracted to it.

Question AnswerHow many hours of TV do you watch a night? 3Please indicate your age. 17What was the last television advertised product you purchased?

Make up

Please indicate your gender (male/female) femaleWhat do look for in on screen advertisements? please explain.

Picture of product and creative advert that will make me remember it.

http://www.telegraph.co.uk/finance/newsbysector/pharmaceuticalsandchemicals/10015345/GSK-to-sell-Lucozade-and-Ribena-for-over-1bn.html

2:28PM BST 24 Apr 2013

Zachary Millward

LO1:

http://www.thetimes.co.uk/tto/health/news/article3664841.ece

Martin Barrow Health Editor

Published at 12:01AM, January 23 2013

Research into the market

Lucozade is the umbrella name for a multinational chain of energy drinks produced by the GlaxoSmithKline Company. First produced in 1927 under the name of Glucozade by chemist William Owen, it was designed to be a synthetic source of glucose and electrolytes to those suffering from common or garden illnesses such as influenza, colds etc. The definitive selling and marketing point of Lucozade was its ability to improve endurance and performance through nutrition augmentation of calories and sugars however out of 431 marketing claims only 174 sources were cited for lucozade "By helping people participating in sport to perform better and to recover more quickly, sports drinks can encourage people to exercise more”.

In November 2012 lucozade announced a withdrawal from premier league football sponsorship in order to concentrate on more nutritional research value for their products in order to keep ahead of competitors such as PepsiCo Gatorade and the Coca-Cola owned Powerade and Relentless. The latest marketing push by lucozade as well as much other energy drink manufactures targets young men aged between 18 and 30, the brands themselves are attempting to broaden their market. specifically by aiming their sales towards demographics such as manual labourers consuming at

Zachary Millward

LO1:

more of a soft drink beverage as oppose to an energy replenishment source and as such 2.2 million out of a 5.5 million budget has been dedicated to outdoor marketing.

Identify a range of materials you need to use

Cameras-Bottom range: Sony HXR-NX3D1E NXCAM 3D Complete Shooting Kit, Day-£60 Week-£225                                        Kit Includes: Tripod, All necessary cables, Batteries.                Top range: Sony PDW-F800 XDCAM Complete Shooting Kit, Day-£325 Week-£1295                  Kit Includes: Tripod, All necessary cables, Batteries.Audio Reccorder-GZoom Q3 HD Video/Audio Recorder Day-£25 Week-£90 http://www.newdaypictures.com/Video_Camera_Hire.html?gclid=CJ6l9v6g87ACFa4mtAodhjdSgg Lighting-Bottom range:CL-SFT1 Cool Lights Fluorescent Video Softbox Fixture $69.00                             Top range:CL-655PMD Cool Lights Portable Dimming 6 x 55 watt Softlight $799.00 http://www.coollights.biz/softlight-fixture-series-portable-models-c-25_32.html?osCsid=47fc6c96dd86557cca426aca1cf77af8 

Transport-Taxi: £162 return up to three persons plus suitcases or four passengers plus hand luggage. https://www.airporttaxis-uk.co.uk/Gatwick/?gclid=CPDdtv-k87ACFa4mtAodhjdSgg?refresh=true 

Talent-UK talent acquisition cost stands at £5,311 per hire. Cost per hire is a key metric of talent acquisition spending since this measure indicates hiring efficiency and productivity. http://www.hrmagazine.co.uk/hro/news/1020605/talent-aquistion-costs-rise-uk-gbp5-311-hire-compared-gbp2-226-us

Crew-

Camera hire from £120

Gaffer/ lighting technician from £275

Makeup artist from £250

Camera operator from £260*

Camera/Jib operator from £260*

Sound RecordistEditing/half dayfrom £260*from £150

http://www.livevision.co.uk/prices-fees/ Materials- Facilities- Price list:

£150 Per Day Dry Hire of Edit Suite £320 Per Day Edit Suite + Editor £200 Per Day Blu-Ray Authoring 

Zachary Millward

LO1:

Identify the skills you have to carry out this project (not just yours but your crew as well) and Research into production techniques needed to complete production

When observing the necessary skills required for production of this advertisement they can be covered by and broken down into three select skill bases these are as follows filming and camerawork, editing and management. My actor involved will have to demonstrate competent use of the movement techniques and styles mentioned earlier as well as being able to exude and communicate an air of confidence and screen dominance. Whilst I do not intend to add and additional effects other than a touch of slow motion the editor must demonstrate a high level of skill when setting clips to music and cutting clips together to ensure they flow together precisely and without and cuts that may be on any level uncomfortable for the viewer. The sound engineer must be able to create a minimalist soundtrack to augment the video without pulling focus from the visual content of the advertisement they may also be required to record additional dialogue for a voiceover using hardware and software deemed most appropriate to produce the highest quality. The individual operating the camera will be responsible not just for capturing the desired angles and shots(predominately mid shots and close ups) but for determine the most desirable angle in which to capture the early morning sunrise and consequential sunlight without producing any adverse effects such as camera angle etc. Where the management is concerned they must be responsible for marinating efficient contact and schedules both with and for the members of crew concerned furthermore this encompasses the roles of producer and director both requiring the skills to lead and direct others involved in the production.

Research into competitors

When observing competitors within the uk market for lucozade there are two primary antagonists for the GlaxoSmithKline corporation Red Bull and Coca-Cola`s Relentless in 2012 it gained 17% in value share and is now worth £791.8 million making it the UK's third biggest soft-drinks category according to the Britvic Soft Drinks Report 2012. Red Bull was also particularly successful with its sponsorship of Formula 1 motor racing in 2011, with the Red Bull driver Sebastian Vettel winning the world title once again. In May 2012 Red Bull unveiled plans to launch Editions three fruit-flavoured variants in lime, cranberry and blueberry in the UK. The range is aimed at consumers who like the effects of Red Bull, but not the flavour this brought red bull directly into contention with the more heavily flavoured lucozade products up and until which point had held their quality flavours as a distinctly unique selling point within the uk. GlaxoSmithKline continued as the leading player in the UK energy drinks market in 2011, by accounting for an off-trade value sales share of 40%. This share was entirely accounted for by the company's iconic Lucozade brand. The company's off-trade value sales reached £498 million in 2011. The company invested £32 million in marketing and advertising for its Lucozade brand in 2011. An amount far above the already significant investments made by Coca-Cola in relentless and red bull after both suffered marketing flops with the sale of their branded energy shots leaving GlaxoSmithKline sitting comfortably at the top of uk energy drink sales.

Undertake research into appropriate content base for your TA

This map shows the 13 different ITV advertising regions. As a network ITV1 reaches 26.1million homes, 48,640,000 adults and 8,599,000 children aged 4-15. Each region can be bought individually allowing advertisers to target specific regions.

Zachary Millward

LO1:

When examining the appropriate platform channel for the broadcast of my advert it seems key to focus on the larger mainstream broadcast channels that are readily available through systems such as Freeview not just specially purchased packages form providers such as Virgin or Sky with a large youth demographic. With this in mind I have chosen to select the channels E4, E4+1, Viva and 4 Music all of which are readily available through generic Freeview. This is due to the fact that viewing statistics suggest that they have some the largest ratios of young to senior viewers with complimentary programming, themes and vernacular consistent with the marketing of an energy drink product. The advertising video shall also be uploaded to YouTube under multiple appropriate tags to provide the highest possible chance of the online populace viewing and absorbing its advertising message as online and viral advertising form a large and critically essential percentage of modern marketing.

Production management requirements

Project management calendar

May-June

Monday Tuesday Wednesday Thursday Friday Saturday Sunday13th 14th 15th 16th 17th LO1 Deadline 18th 19th

20th Photography

Exam21st

Photography Exam22nd Photography

Exam23rd 24th Book out

equipment and

materials

25th Early morning

filming26th Early Morning

Filming

27th 28th Early morning

filming (TBC)29th Initial rushes 30th Early morning

filming (TBC)31st 1st 2nd

3rd 4th 5th 6th 7th 8th 9th

Zachary Millward

LO1:

When discussing project management and allocation of time to work and resources as well as the prioritising of my effort I will initially be losing three weekdays worth of lessons due a fifteen hour practical photography exam and as such shall leave me to be playing catch-up with such a short space of time. However the subsequent days I believe I have allocated highly efficiently given the time remaining for this project to be completed furthermore I have made myself further flexible both outside and inside college with time available in order to account for any possible disruptions allowing me to reallocate the shooting period to a different time slot without falling behind.

Potential codes and constraints

Advertising Codes

The Advertising Codes lay down rules for advertisers, agencies and media owners to follow.

Who writes the rules?

The ASA is not responsible for writing the rules. The Advertising Codes are written by the advertising industry through the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP). The members of these committees comprise the main industry bodies representing advertisers, agencies and media owners (including individual broadcasters).

BCAP is responsible for writing and maintaining The UK Code of Broadcast Advertising.

CAP is responsible for the rulebook The UK Code of Non-broadcast Advertising, Sales Promotions and Direct Marketing. Non-broadcast means ads in media such as cinema, press, posters and online.

What do the rules say?

The Advertising Codes contain wide-ranging rules designed to ensure that advertising does not mislead, harm or offend. Ads must also be socially responsible and prepared in line with the principles of fair competition. These broad principles apply regardless of the product being advertised.

In addition, the Advertising Codes contain specific rules for certain products and marketing techniques. These include rules for alcoholic drinks, health and beauty claims, children, medicines, financial products, environmental claims, gambling, direct marketing and prize promotions. These rules add an extra layer of consumer protection on top of consumer protection law and aim to ensure that UK advertising is responsible.

The ASA administers the rules in the spirit as well as the letter, making it almost impossible for advertisers to find loopholes or ‘get off on a technicality’. This common sense approach takes into account the nature of the product being advertised, the media used, and the audience being targeted.

Zachary Millward

LO1:

To ensure that my advert does not violate the broadcast terms set by CAP and the BCAP I have acknowledged that whilst my advert potentially misleading though it may be poses no direct or indirect harm to the consumer society as a whole. I have also acknowledged the placement for other brand products such as clothing I intend to incorporate the product placement logo into my advert.

Zachary Millward