case study power point for unit 1 - lynx peace campaign

Case study 2.0 from Chris Yarwood

-additional power point slides.

production process.
- initial brief to lynx marketing company
- pitch to the lynx marketing company
- development of adcepts and branching idea
- finalising final advert idea
- getting contact for making the action plastic models
- photographer for shoot
- art director to create landscapes for models
- photo editor to get the assets into place and lite correctly and then adding post visual effects. e.g smoke, fire etc.
- typographer to come in and place the logos and brand name
- print based specialised to come in and get numbers and details for the print.
- creative director gives the final go ahead
- last touches then print off
- sent to client for print.

audience research

legal and ethical issues

The effects on audience: many of people from my audience research found it too be too busy/crowded and had way too much going on, also a few found it too be offensive and sexist in it's messages.
and lastly the art direction and textual multi-media formatting was found to have a mixed response, from it being too confusing and hard to read and absorb to others liking the style and colourful feel.

issues of representation: the representation here could have many issues in the representation of soldiers, americans, white people, and females.

in this advert 90% of the characters are white skinned in the advert which represents axe's product in a bad way to be only be relating to the white race, so it is limiting its audience rather a lot straight of the bat, also they are secluding other races and don't see them in this image.

females are shown here to be worshipping the men on this paradise island, so straight away its bottom line sexism however we tend to see this from lynx in there target audience and the extent lynx will go to try and win people over with hot girls.



legal and ethical issues: some ethical issues could be the Vietnam war looking scene with no vietnamese people in it, as if the americans came over took the land and brought the white girls with them. so this has an ethical issue of americans conquering then using lynx and parting over the war, possible reading from the audience.

another ethical issue is the lack of mixed race in the scene, it shows only white american girls and all white american men having fun on a Vietnamese  island. so no black or other races are shown in the print advert, this is an ethical issue due to hiding an entire culture to have as customers.
a legal issue could possibly be the adverts likeness to the film apocalypse now, so the owners of that film have issues with the adverts and it's similar styling to the films art style and feel.

distribution channels

Video of axe's peace campaign was on television in the usa and the uk and international across the world during the campaign, the advert was even played during the USA superbowl on 02/02/13.

profile of my agency

Advertisement agency - Bartle Bogle Hegarty.

the agency was founded in 1982 by john Bartle, Nigel Bogle and John Hegarty. 

owners of bartle bogle hegarty is publicis that took the remaining 51% of the company in july 2012 when they already owned 49% in 1997 that they got from Leo burnett wordwide .

Bartle Bogle Hegarty history of work started with its work for levi's clothes and carries on too this day, ranging from car manufactures, levis' jeans, axe deodorant too waitrose food store.

Operation model:

The agency has over 1,000 staff worldwide.

roles in bbh.
strategist:  Jamie Watson is strategist for BBH which involves creating the briefs for creative teams, in what the brief says for the team and what angle or position they want to take on it. he also does creative reviews of the campaigns and checking that are on brief and are what they are looking for.

Team Manger: Jonny Price is a team manger for BBH which involves being involved from start to finish overseeing all workers and getting them to stuff and communicate. also a team manger is a perspective on the project as a whole in a bigger picture due to being there from start to finish.

BBH clients;
Dulux
Axe
Waitrose
Barnados
British airways
Adias
and many more..

Print Case Study

Axe Body Spray - Make Peace not war campaign 

the content of this piece has toy soldiers with toy barbies in a war zone all in love making peace and not fighting. the style is bright in colour and has a wide vibrant selections of colour in a large landscape with the conceptual elements of weapons and tools of war/death used for peace/love.

Also the choice of having toys as the models adds extra value to the innocence and play games feel.

we also have the product in the corner of the print with the campaign slogans.

The copy in the print is simple and effective to the audience being a famous product already as axe and only using four words to bring out their new campaign and copy is very effective for the matter by using the word peace as almost a replacement for the word love or even more because thats what their are trying to sell that they can get the girls with their product so having the angle of making peace (love) not war sets up a huge look of having lots war environments and instantly lets set up the opposite of these war situations of 'peace' happening so its very clever to have copy by the copy writer and easy to remember too.

The typography here is not too interesting within the print however has some interesting elements to talk about like how the axe logo and new product are in a smaller font above the slogan however still using the slick, cool, font axe is known for so its not missed.

The slogan however is larger and goes even slightly larger in the second line so it grasps your attention straight away in terms of the copy. also the slogan is in a war/military style looking harsh and blocky to get in your face, so straight from that it means the logo and product copy doesn't need to be big because the attention of the slogan slowly drifts too the logo above it and carefully placed above because usaully titles and headings are above writing for the biggest information giver.

however in a opposite style the slogan is bigger and logo above smaller the audience will look at all of the information rather then just see the big title and not bother with the slogan/ rest of the the copy.

the key art here is toys being used to show love with the soldiers whom are choosing to "make peace, not war", with this art style it gives the message to the audience that they could easily create a fantasy world like this within their own reality and "make peace".
also the graphics within the key art are very low if dont count the toys themselves, however there is a piece of graphic used of there being a set of helicopters information of a heart to be one of the biggest message of psychical examples of destructive weaponry being used as a symbol of love in liture form.

two adverts analysed

Green peace advert on oil.

content: leaflet with polar bear and human print oil slicks in black that goes with copy that is in black, adding the two together that us as humans are taking oil and ruining the polar bears that are paired with the white copy of positive messages to save nature.
Copy: the first statement on the leaflet uses the word 'we' which connects the target audience with green peace and that together they can preserve, whilst the bottom statement is calling out oil companies to be greedy and evil.
Typography: the font its self is generic and is the same with both statements on the leaflet expect on the black text it has melting oil flowing off it to secure with the audience that this is the evil oil companies that are the ones doing bad here for their greed.
Key art: the key art here is the polar bear, the arctic desert and the black oil and black hand prints.
Graphic: The graphic here is the oil slick in a human hand print covering over the polar bear, showing that us humans are taking priorities in oil and destroying wildlife.
Colour: The colours used here are in two opposite ends of black being used to represent the oil and oil companies and correlating the two together with the black oil having the words 'greed' above it
layout: The layout has the context of text from the 'good' of the savers of the wilderness at the top of the leaflet away from the oil print of the human hand and away from the text of the black coloured oil company statement. another layout element here is that the hand print is over the polar bear and his habit showing that we are taking over destroying it and further more the text about oil companies is overlapping the handprint so meaning more that the oil companies are destroying the wilderness.
Branding and logos: One branding element that covers over throughout the campaign is the oil slick hand print which is rather identifiable, Also the logo of the green peace is throughout in its out standing style of being untidy and blurred and smudged in look is recognisable.

Aviva advert on insurance.

Content: A group suited people are together working as a team and suitable looking like one unit or main image to go with the text of 'all as one'
Copy: the copy is the company name "aviva" and the line "all as one, all knowing, all sharing, all st helens".
Typography: the typography for avia is the same as its normal logo, which is very clear and eye catching due to the large spaced out letters. and the statement in white is however at the bottom where it has a lot less attention and also its in a small font and close together so it makes the audience not want to read the content
Key art: the key art here is the group of business people all together as a team working together to get results.
Graphic: the graphics here are on the low however we still have the logo of aviva at the top which is eye grasping and is related to the copy logo
Colour: the colours here are a very bright yellow and blue and thats about it really, the yellow contrasts the blue well and thats its only redeeming feature about it really and maybe its happy vibrance. the other colour blue is just the logo colour and the audience connects with that.  
Layout: the layout is very basic however is good because it doesn't take your eyes just to one place, the main image is the main attraction however the statement is our context to it, and helps us make sense of it and then we have the logo.
Branding and Logo: the logo is well remembered and can be identified well with people in its typography and colours, however the branding is off and the campaign doesn't stick with me.