Formal Proposal

Upon reflection of my work throughout units 1-6, I feel as though my creative side has been able to flourish, in terms of both digital and physical models. The skills I have acquired in this course have allowed my confidence to develop in particular areas, such as using software that I had previously used. As far as personal growth, this course has allowed me to better my team working and enhance my independent study skills.

For my final major project, I have chosen the design pathway. This is the sector prior to and within the course that I enjoy most. My plan to study Advertising at Edge Hill University has motivated me further to showcase my skillset in this project that I have developed over the course of this year.

For my design project, I am working to a separate creative brief of which I found on the website, YCN. The brief I am working to is relatively flexible and mainly outlines that my objective is to “reconnect 18-24 year old males to the bar environment” for the spirits company, Bacardi. In order to be successful in my campaign I will carry out in depth research relating to all aspects I am looking to cover, including:

• Research on the brand, its history and identity
• Research on other brands in the same industry, their competitors
• Research on advertising campaigns that have been successful in the industry

 By developing this research I will be able to further understand Bacardi and its target audience, which will result in a reliable advertisement, staying true to the companies values. Further into my research process, I seek to conduct a survey using 18-24 year old males to find out what appeal to them in an advertisement. This way I am in direct communication with the target audience and will gain a better outcome. As I like to learn visually and kinaesthetically, I am going to create different mood boards in my design process to showcase my ideas throughout, and showcase my development within the project itself. I am confident in my ability to complete this task to a high standard of work, which will reflect my development accurately.

To conclude, I plan on keeping on a strict time schedule in order to stay organised on this important project. I have been keeping record of everything I have done so far and will continue to do so throughout the project, using different platforms to record my progress such as my FMP blog and my sketchbook. I like the creativeness of using my sketchbook to display ideas/inspiration as I like seeing my work in a physical model, however I also find it useful to use my blog as it helps me to stay organised and professional in my work.

My Schedule

Feedback

I presented my pitch to my tutor on Thursday April 19th. I was confident in the explanation of my idea, ensuring I made my points clear so they were well understood. Having created a Prezi presentation allowed me to feel more confident in my work as I had a visual reference as well as my notes. I am proud of my Prezi as it was the first one I have created, therefore I was unfamiliar with the website however the outcome was of a good standard. I received the following feedback:

• to ensure I research who are Bacardi’s competitors and who do they market their product to
• to ensure I research other spirits companies
• to deconstruct Bacardi’s brand label and other brand labels referring back to our semiotic work
• to research and analyse other advertising campaigns that have been successful in the alcohol industry

Prezi Presentation

https://prezi.com/view/cjWBWHHdOoExq1CCdF3N/

Creative Brief: Bacardi

“Help us reconnect with 18-24 year olds in the bar environment”. 

To begin my research I had to find a creative brief of which I could work to. After searching through different competitions and briefs, I came across the website ‘YCN‘. YCN stands for YOU CAN NOW. It is designed to give creative people a platform to to build upon their capabilities in connected ways. YCN runs an awards programme for young people to participate in. The YCN Awards uses a collection of several different briefs (designed specifically for this programme) to allow participants to showcase their creative skills. I chose a brief from the company, Bacardi. It states:

“Come up with ideas that will make 18-24 year old guys want to order us in the mainstream bar environment.This could be anything from jazzy new glassware to augmented reality drink coasters.You may even decide to invent an amazing new drink and a campaign to support it!Whatever you come up with, it should feel masculine, authentic and support our quality credentials. It should also be relatively simple – this might be replicated in mainstream bars across the world!”

 

Purpose

The purpose of this blog is to record my progress throughout my Final Major Project. This will help me so I can look back on my journey and critically analyse myself towards the end.

I am currently in the Design pathway on my UAL Art and Design Media Production Course, hopefully I plan on studying Advertising at University next year as this is is what I am interested in.