The brief clearly states a focus surrounding British Moments to reinforce the heritage and patriotic nature of the brand. Working with this focus during my initial exploration of the brief I created a quick mind map to get ideas down into a physical form from which they could develop more logically. Thinking about these concepts for a focal point of the creative response I found myself restricted by the nature of the product. Focusing the response around events such as summer faits would be innapprotiate due to there being a lot of children present, other occasions such as beer gardens aren't appropriate to the product despite being british traditions and other suggestions weren't specific enough to britain as a culture. The most appropriate suggestion was bank holidays as these are often specific to the UK, often contain social occasions entered around family and celebration and typically contain a drinking atmosphere because of the extra day off work meaning people typically don't have to get up early or drive making it more responsible.
Extending beyond this initial exploration, within my dissertation I ascertained that brands who connect directly with their target audience often succeed on a much more personal level therefore I started to think about the commonalities of British people, the key area that stood out to me was their enjoyment to moan about minute details as a means of breaking the ice and holding conversation areas like the weather are particular good for this as it allows a sense of shared association which has become stereotyped as a British personality trait.
Putting these two ideas together it begins to establish the bases for a concept centring around social drinking occasions (highlighted within the brief) which bank holidays are particularly appropriate and responsible settings. Combining this with the unpredictably of the British weather and a stereotype to moan about this creates a personable and humorously engaging concept to work with.
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