Evaluate the adverts (U20: M3, D2)

 Task 8: Evaluate the adverts (U20: M3, D2)

Learning outcome 3 (U20): Be able to produce the planned media components 

We were inspired by the video advertisement from the 2013 Evian campaign, which influenced our video advert. In this video, people walk past mirrors and reflections and see their baby-self in their reflection. This influenced our video advertisement as we had the main subject see a younger version of themselves in the mirror. As well as this, the people start dancing upon seeing their baby selves in the mirror, which inspired us to also include dancing as music is a heavy theme within our campaign. This addition also made the advertisement funny and humorous which would lead to the enjoyment of the advertisement meaning we can hopefully get more sales and attention for our product. As well as this, the Evian advert itself is to advertise a drink (Water), so by taking inspiration from an advert exclusive to a drink, were more likely to get a better result. The Evian advertisement used upbeat music when the reflections started dancing, we took influence from that aspect of their advertisement and decided to incorporate a dance of upbeat music into our own advert too as it supposed to be a fun advertisement for a fizzy drink. Moreover, towards the end of their advertisement, they have a shot of the drink by itself, which we also decided to incorporate into our video advertisement. This way, watchers can get a closer and more detailed look at the drink can itself and will we able to spot it in stores. Another element of our video advertisement influenced was the editing. In post-production we used straight cuts in our advertisement to create a more linear and natural feel in our video, this technique was also used in the Evian advertisement. Lastly, at the end of the video advertisement, they have a shot of the water bottle, along with their logo and slogan. On top of this shot there is a voiceover which says their slogan. We also decided to include this element of voice over in our advertisement as when something is being said outlaid to you, you are most likely to remember it, meaning audiences will most likely remember our slogan, hence remembering our drink as well.

A pre-production document which helped us with the development and filming of our video advertisement was the storyboard. With inspiration from the Evian advertisement, the storyboard simply illustrated each shot of our video advertisement along with directions for camera movement and sound effects. The storyboard illustrated someone grabbing the PhizzWizard drink out the fridge, they went on to drink it, then find their younger self in the reflection of the mirror and dance to music of their youth. Our video didn’t stray away from the storyboard narrative when filming our video advertisement. This was extremely helpful when it came to actually filming the scenes as we had a detailed storyboard to reference back to. As well as this, our shot by shot list was made with influence from the Evian advertisement. The shot by shot lost was effective in helping us film and also edit our final video advertisement.

Our billboard advert was inspired by the #Shareacoke billboard advertisements. Much like our billboard, the Coca Cola advert features 2 Coca Cola bottles together. This is the highlight the ‘share’ part of their campaign as it connotes togetherness when there are bottles clinking together and also a celebration as people clink drinks when toasting. So by use mimicking this in our billboard advertisement we show how our drink bring you and and your past self together. Furthermore, in the billboard shown, the actual drink itself is a main subject of the billboard in order to really attract attention to the product being marketed. We made sure that we followed this principle in order to make sure that its obvious that the drink is the subject of the advertisement, so by doing this, people can get a look at what the can itself looks like so they’re able to look for it in stores. As well as this, we made sure to include the logo for the drink in a visible area as it may be hard to see on the cans. This meant that viewers of the billboard can clearly see the name of the drink and what the logo looks to help make the brand that bit more memorable. However, this share a coke advertisement does advertise the price of the drink whilst ours does. If you advertise the price, and the price is cheap, people will more more inclined to try it rather than an advert that doesn’t advertise the drinks price and you later find out its more expensive than you thought. Furthermore, having Coca Cola logo reminds viewers of the company behind the drink, so we made sure to include the Carter soft drinks logo in order to keep the company behind the drink in the eyes of the public.

Pre-production materials such as our visualisation diagram for the billboard were extremely helpful when it came to actually digitally designing our billboard design. By having this original visualisation diagram present whilst creating the final product, we had something to reference back to if we weren’t sure where a certain element went. As well as this, the mood-board we created was helpful in terms of creating our visualisation diagram as it gave us all the conventions and ideas from the 90’s in order to include. Lastly, the gantt chart we made helped in terms of keeping within deadlines and getting it finished before we had to start the next thing.

 This Dr Pepper magazine advert had some influence towards the final outcome of our Phizzwizard magazine advertisement. Firstly, just like this advert, we decided to have our drink front and centre of the magazine as that is what the eyes would be drawn to first. So by having our drink can there, people will see the drink and become interested to look at everything else such as the brand, slogan, and the name of the drink. The second thing we took influence from is having our slogan on the page and visible. By having our catchy slogan visible, people are able to see it, and seeing as it is catchy, they most likely will remember it, and be reminded of it whilst shopping and so they will actively search for our drink. Lastly, the Dr Pepper advertisement influenced our choice to not put any elements in out background. By having a plain, flat coloured background, we made sure that all the attention is on the drink instead of busy elements in the background. However, unlike the advertisement, we chose to include the music notes that are also featured in our billboard advertisement in order to keep the link to music strong. Much like the Dr Pepper advert, we have decided not to advertise the price of the drink in this campaign advertisement. Both our billboard and Video advertisement included the price so we decided to leave it out of the magazine advertisement.

Much like our billboard advertisement, the visualisation diagram made for the magazine was extremely helpful when it came to designing the final product for the magazine advert. By having this on hand whilst making the magazine advert, we had something to reference back to when making the final digitalised version. And furthermore, the moodpboard made before the visualisation diagram played a huge part when it came to making the visualisation diagram and then the final product. And lastly, the gantt chart made helped us keep within the time constants set for us and allowed us to get our projects finished on time.

How the technical and aesthetic properties of the adverts meet the requirements of the client brief and the pre-production plan you made (U20:D2) 

A major requirement that the brief stated was the name of the drink. The requirement for this element was that the drink must be call PhizzWizard. This part of the brief has been met in full as our can wrap, as well as our billboard, magazine and video advertisement all state that the name of the drink is called PhizzWizard. This element is apparent as we made sure to put the drinks name big, and in full across the centre of the can. This element of the can was designed and decided during our pre-production phase when we were designing a can with our visualisation diagram.

Moreover, the brief stated that Carter Soft drinks were our client, we made sure this requirement was apparent across out advertisements for the campaign as we made sure to include the Carter Soft drinks logo in all our advertisements. As this is aspect is visible in all our adverts, viewers are able to connect the drink to the Carter Soft Drinks company. We placed this element in our campaign when designing the final advertisements with visualisation diagrams, and also our storyboard for the video advertisement.

Another requirement mentioned in the Brief, Carter Soft drinks states that on of the audiences their drink is targeted at, is a ‘retro’ audience of ’30-somethings’. In order to appeal to this primary target audience, we made sure to feature elements from their youth such as songs and fashion. For example, in our video advertisement, when the main subject was dancing, we made sure to add songs in the background that were big and popular during the 90’s (when the target audience was younger). As well as this, we put the ‘younger version’ of the main character in clothes that we found were popular during the 90’s to such as windbreakers. In order to make sure this happens, we made sure that pre-production documents such as our storyboard and shot by shot list specified that 90’s music will be playing in the background of the scenes. As well as our video advertisement, we also made sure that 90’s fashion was included in our billboard advertisement when creating our visualisation diagrams. Even though only the sleeves of the people holding the drinks is visible, one is wearing a shirt representative of the ‘older version’ whilst  the other is wearing a windbreakers and has their nails painted black in order to represent the ‘younger version’.

Furthermore, Carter Soft drinks states that there is another major target audience of 13-18 year olds. Whilst this target audience is significantly younger than the primary audience, content from the 90’s is still quite popular and widely known within younger demographics. For example, we made sure to use 90’s music that is still widely listened to by younger audiences within our video advertisements such as Brittany Spears. As well as this, 90’s fashion has become quite popular in the last few years, so younger audiences will be still be attracted to the fashion and clothing aspect of both our magazine and video advertisements. So we made sure in our pre-production documents such as the visualisation diagram, and out storyboard, that these fashion aspects were included. Moreover, we made sure that the drink can itself in every advertisement attracted those in our younger target audience. We made sure to use bright colours and funky fonts in our visualisation diagram in order to draw the attention of teenagers as typically bright colours and shapes are quite eye catching, and so therefore our younger target audience of 13-18 year olds would become interested in our drink.

Another requirement set by Carter Soft drinks was that the drink PhizzWizard must taste like strawberry laces, and the liquid itself must be red. In order to feature these aspects of the drink in our advertisements we made sure that strawberry laces, and the colour red were a big element of the design of our drink. When designing our drinks can, we included a strawberry laces design across our can as well as stating the Strawberry laces flavour underneath the PhizzWizard logo. We also included strawberries dotted around the can. We ensured that the PhizzWizard logo was the main focus of the can as we put it in the centre of our design. And over all, most of the design elements for our drinks can were coloured red in order to really enhance the idea that the drink colour is also red.

On top of the strawberry laces flavour, the brief stated that a requirement of the drink was for it to be sold in cans. We have met this aspect of the brief fully as we have put the drink in a can, and designed the wrap for the drink to fit on a can instead of bottles. This can and wrap is featured in all 3 of our advertisements for the campaign including the video, billboard and magazine. This makes sure that the audience seeing our advertisements know that the drink will only be sold in cans.

Lastly, Carter Soft drinks asked that we provided a magazine, billboard, video advertisements as well as ideas for other elements that can be posted on Facebook and their website. We have provided magazine, billboard, and video advertisements for Cart Soft drinks advertising their new drink, and these advertisements can also be uploaded to facebook as well as their website as the billboard and magazine can be both digital and traditional methods of advertisement. During pre-production, we came up with the idea for a potential radio advertisement they can use. This radio advertisement can also be uploaded to facebook and their website as an audio file for people to listen to.