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.
So after a week of trying to figure out who to write on, I finally have a pick! *epic drum roll* THE MANGO PEOPLE DUO! I think art on social media rarely gets a voice and are showcased on a platform. This is my opportunity to shed some light on the world of social media art. The mango people duo comprises of Tayyab Tanvir and Sheher Bano. Both are located in Islamabad so grabbing a time slot for the interview won’t be that hard. Also, the character of Piddi is very famous on facebook so this is the perfect time to introduce my instructor to comics!
I’ve already picked this Monday evening as the interview time and am hoping to keep it all casual. Also, some techniques as approaching this in the form of prose writing style with descriptive manner would help me polish up my writing skills. Nut graf is also very important in chalking up a good profile story. I’m going to be drafting some questions to ask them but overall will keep a more casual tone with the interview. We were provided with sample feature stories in class so hoping to apply some of it in my own story.
News reporting and writing has been a very demanding course where almost everyday I have to keep an eye on for a potential news story. We got our profiles assigned and have a couple of days to decide on who we would want to do our profile on. I am thinking of either doing it on DD sports of NUST or an internet celebrity. People on the internet will be hard to get in touch with and physically the interview will not be possible, majority of the artists are located in Karachi. However, I was also thinking of doing a feature story on one of our seniors who is involved in creative writing and has her book published in 2014. I can also do one on the teacher in SEECS who is a well known engineer with multiple software houses working in the Silicon valley.
I’m still trying to decide which idea to pitch to my instructor and then develop a report on. In class we covered the basics of headlines and objectivity. Every news report should have a catchy sentence in the first so that the readers get hooked. Some interview tips were also discussed in class. I’ve submitted two reports on the recent champions league but none of them have been published. Hope they get to see the publicity fame soon.
Creative Brief: Convert/modify same creative idea (messages from God) to engage the audience with brand, message or medium.
Objective: Getting more people to attend the church service on Sunday
Target Audience: Catholics/ Protestants
The campaign aims to appeal to the modern day youth and encourages them to get involved with the church in their Sunday services. The idea of the campaign is to spread the message about how God does not judge. It blends in with the modern day youth culture instead of being fixed on the old ideals depicted in the christian testament.
The first message shows two rolled up joints in the form of a cross. Usually, spiritualists and hippies use marijuana to reach what they call a “spiritual high”. This message shows that to God it doesn’t matter how you get your spiritual high and people are more than welcome in the church. A person can achieve the nirvana stage through hallucinogenic plants or attending the Sunday service-which has the same ecstatic impact on the human body.
Since, Sunday is the day when people go out to party because it is the weekend. The picture of church with the message outside it says, “Get your blessings before you party” which conveys the idea that God has nothing against individuals partying and is the least judgemental about it. It appeals to the urbanized people in the sense of modernized religion.
God is dead is the widely quoted statement by Friedrich Nietzche in his book, “The gay science”. The message shows the book and the tagline that shows that man is mortal but God is immortal. It appeals to the spiritualists and philosophers to consider the existence of their creation and come to church in order to discover more about religion.
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.
Brief: Create a 3 ad campaign urging youth to donate food, clothes, books, toys, etc to the poor.
Target Audience: Youth and Teenagers
Tagline: What if tomorrow you were in his shoes?
Unified Theme: The use of a well for giving
The concept of the advertisement campaign is donation. Donation can be in any form and doesn’t necessarily have to be money. The youth does not always have monetary benefits to give but can donate their extra clothes, food, books and toys. However, the main strategy used here is the perception of being in someone else’s place. It means the privilege or well off youth are made to contemplate the idea of being under privilege. This message has a more emotional appeal to it making it effective in conveying the idea of donations.
In the campaign there is a man who is shown throwing stuff such as books, clothes and food in the well. While, there is another man who is on his knees trying to get to the well in order to receive the goods. Now, the tagline what if tomorrow you were in his shoes will show role reversal that will be emotionally appealing to the youth because nobody wants to be under privilege in the society.
How can this appeal to the youth?
Emotional appeal is the best way to mobilize the audience to take action. The campaign will focus on role reversal and will put a focus question up front which is determined to make the audience reflect for a minute. A reflection of hardships is bound to trigger a response in the audience that will make them donate items to the less privileged people. The representation is more like the wishing well often seen in movies and so one has to give in order to get. The idea of being someone who has nothing will be appealing to the sense of kindness that will bring about donations.
In our class we got a twitter assignment and I decided to do one on my beat. PSL is really in these days so my first intuition was to search for it in the search bar. Karachi kings are against Islamabad United in the second playoffs. Twitter seemed to be a cluster of opinions at the moment but what got my attention was how people stereotyped a lot about the teams in relation to which city they were from.
The people near me, since my location option was turned on were cheering for Islamabad. However, citizens of Karachi were seen making fun of Islamabad. Islamabad was doing the same, personally, I’m from Lahore so neither of these two teams appeal me much. I’m in full support of Lahore, but what I got the gist from general public opinion was that Peshawar Zalmi and Karachi Kings are the audience favorite.
And people showed support for their players even though, its a Pakistani league but even within it everyone has picked their favorites. There are polls on twitter deciding which team will take home the glory and while Karachi and Peshawar are favorites, Quetta Gladiators marked their ground in the previous match. It came off as a big blow for those who had been taking Quetta very leniently and now, they are considered a strong team in opposition with others for the cup. This can turn out to be a potential story, “who will take the glory home?” in which I could analyze audience point of view and go through the pros and cons of the players, but it would be more of an opinion piece than a news story. I can ask my teacher if asking audience opinion would turn it into a potential news story.
While, some seem overly eager for the PSL there are some who think it is being taken all too seriously.
I tried optimizing my search by focusing on the official hashtag of the match which helped in getting a lot more better feedback. So, in order to search something on twitter be sure to know the official hashtag and then go into advance searches. This really boosts up what you’re looking for in the audience response.
My potential story can be covering the PSL or analyzing who will take the cup home, but first I would need to talk to my teacher and editor about it.