Brief: Develop a radio spot for Pantene’s TVC ad utilizing the big idea (“Don’t let labels hold you back”) using a creative execution technique. (50 words max)
Execution: Compare the two genders in the same fields of work (Comparison).
Radio spot: If you think that you owe society then you will never be able to reach your goal. If he is a fighter then so are you! If he is the boss then so are you! If he is a winner then you were born a winner. #winningit
Brief: Develop a set of 3 print ads for Pantene, using the big idea (“Don’t let labels hold you back”) presented in the TVC given to you.
Execution Technique: The TVC uses a technique that showcases the gender stereotyping in the corporate world and emotionally unfolds how patronizing our society is.
The following 3 print ads are extension of the TVC using the big idea “Don’t Let Labels Hold You Back.” These print ideas show how women are a labelled unfairly in walks of life that are predominately occupied by men, and if a women tries to progress by breaking the stereotypes of the genre of work then they are labelled for their efforts in a negative light.
It shows Ronda Rousey, a world class MMA fighter, who broke the stereotype that women are light fighters.
Serena Williams has been subjected to sexist slurs because of her body size and is a perfect example of breaking racial and gender stereotypes.
Sports Journalism is considered a male oriented career but Alex Curry from fox news sports defied the odds and made a place in the southern California side with her awesome and credible reporting. She is #winningIt in the field which is predominately shadowed by men.
a) Explain the big idea in one sentence.
b) Use the same idea to create another set of 3 ads for Australian Tourism.
a) The big idea is that travelling is the search to find oneself. Australia is a country rich in geographic and cultural diversity which proves to be an excellent place for people to explore themselves. Monotony can kill a person while they are alive and that is why travel is such an important aspect of life, because it helps explore the inner potential that every being possess. The big idea revolves around exploring the world but also exploring the inner world one possesses.
b) The 3 ads for Australian Tourism, with their copy are as follows.
Arrived with the burden of a stressful job. Departed with a change in perspective about life.Sandy Cay, Great Barrier Reef is a place where you can snorkel, swim or just relax surrounded by the ocean. You look at the larger picture in life, one that does not revolve around a boring job and monotonous routine but a life where everything is connected to the universe with a purpose and so is your existence.
Arrived hoping to comfort the mind for a while. Departed with a forever comfort of heat and mind. The picture shows that at the end of the day, everything will settle down. Life is cyclic so one shouldn’t worry but rather enjoy the it like there will be no tomorrow.
Arrived with a lust for art. Departed with a love for art. This poster will be targeted towards aspiring artists on how Australia can be a wonderful country capable of changing a persons view point through its creative air.
Brief: Suppose your university’s administration approaches you to develop an Ad campaign with the purpose to revamp University’s brand image among youth. Using JWT’s creative brief format, develop a coherent brief
Problem: NUST is labelled as an army academic institution so strongly that there is no creative or sport environment in it. It is considered as a strict and uptight institution among other universities.
Opportunity: NUST offers a diverse range of courses and holds many conferences/activities that can help in revamping the image of the institution. Olympaid and NIMUN can be used to revamp the image into a school that fosters creativity and a enjoying learning environment for students.
The target audience is urban youth aged between 18-26 that belong to upper middle class or higher class families. They possess at least an intermediate degree or a-levels, which can be the potential student lot of the institution. Psychography of the youth invovle being liberal free thinkers that are involved in creative arts and activities that foster an inclusive lifestyle that does not discriminate on any values. The artists as they are called, want to progress forward into a bias free world.
With the help of a campaign that fosters the ideals of artists and free thinkers, we can first hand engage the audience to take part in competitions that foster more art. The extra-curricular will be designed to foster a more creative environment and competition such as painting and photography will help in reinforcing this campaign.
The key response needed from this ad campaign is for the target audience to change their already conceived image of NUST i.e. strict army education institution to an arts and creativity institution. Where liberal freethinking is fostered and people are encouraged to take steps that they are afraid of.
The availability of art rooms, activities organized by university’s societies should help produce the desired response from the target audience.
This advertisement campaign should express NUST as a welcoming and accepting institution which not only motivates its students to be creative and innovative but also provides them with the tools and opportunities to fulfill their mental ideals. As a brand, we promise to protect the students’ extra-curricular interests.
Brief: Develop a set of 3 posters with apparels as a sales medium to promote music, arts and creative experimentation.
Target Audience: Young artists, musicians, free-thinkers, non-conformists.
Unified Theme: Breaking the stereotypes that society expects us to play.
The theme of the posters revolves around the concept of being original and breaking the stereotypes that the society has imposed on people who dare to express themselves. #OrigInals4eva is the unifying theme in the form of a hashtag to express individualism and confidence.
The tagline for this poster focuses on painters who have a knack for progressive rock music such as Pink Floyd. The painting on the canvas is a focus on his album “Darkside of the moon”. “The dark side of the moon isn’t that dark anymore”, is using his album cover and title to promote originality. It implies that one does not have to listen to contemporary music to come up with new art. It breaks the general stereotype people have against artists.
The second poster for the apparel focuses on how being educated in the current times is not being nerdy but something that is incredible. “Nerd is the new sexy #OrigInals4eva” focuses on bashing the societal stereotype that if one is involved in academics then he/she is a nerd but instead it is extremely attractive to be involved in academics.
Usually girls in music are rare and them playing a bass guitar in a dress is a rare occurrence. The tagline, “who says you cant rock in a dress?” puts focus on breaking another societal stereotype of girls being in dresses and playing guitars on stage.
The apparel focuses on being original in your own skin and owning the world without caring what the society will think. It breaks stereotype all the while promoting a sensible fashion choice that zooms in on being confident. This concept will motivate youth who believe in being “original” to purchase the brand apparels.