The ‘Come or Shine’ campaign exceeds the commercial expectations of the brief embodying the brands classic sense of humour, with a touch of irony to actively engage a millennial audience. This effectively positions the brand as a catalyst for having a good time, instigating social drinking environments irrespective of the stereotypical British weather, and enjoying the summer with Greenall’s. The concept is contemporary and engaging to the clients target audience, it is also holistically reflective of the brands tone of voice and engages the user within the brands playful personality. The physical resolutions succeed in promoting the campaign across a range of different platforms through a consistent campaign aesthetic to ensure easily identifiable campaign extensions. The umbrella iconography is used consistently throughout the campaign and inspires innovative collateral to develop that is uniquely appropriate to the concept, this ensures the campaign will work holistically across platforms and allow the audience to fully engage with the brand to develop brand equity.
The resolutions work appropriately to engage the audience while ensuring a commercial focus, the physical outcomes are innovative and exciting yet manufacturable on a really small budget being small card outputs. Commercially this would be produced with a die cutter and commercial grade foiling process however I effectively imitated these industry practices with the faculties available to me within college. The time management of the project took slightly longer than first anticipated to resolve the brief this was due to learning new processes such as after effects for the website animation and testing time to ensure the most approbate scale for the outcomes, however this was unavoidable when committed to producing a high quality resolution. Overall the brief is finished to a high standard that creates a strong competition entry to the YCN student awards, will function as a stand out portfolio piece and demonstrates my ability to think critically about product range and distribution to fully engage the audience.
No comments:
Post a Comment