We were visited again by Gary Neill, but this time he spoke to us about the design process. First we recapped the previous talk and looked at how some brands such as Marmite use a weakness in the product as a unique selling point (you either love it or hate it). Another example of this is the Lemon ads by Volkswagen. Pointing out that the car was not the best and considered ugly. We then went on to talk about Saatchi and Saatchi, a London based advertising agency. We watched a film called 'Inside Saatchi & Saatchi - A Spirited Case Study'. In this film we learnt about the creative process that they went through to create an ad campaign for a Brazilian spirit called Sagatiba. One of the things that surprised me the most was the amount of people working on the one project, with everyone from creative directors and casting agents to models and copywriters. At the beginning we saw how they first learnt about the product and how it was made, then about the culture and stereotypes of Brazil (so they knew what to avoid), right the way though to presenting the ideas to the client and brining the idea to life in the actual shoot. It was an interesting insight into how the advertising industry works and reinforced all of the things that we learnt in Gary's last visit. From this I took away that in order to get an amazing finished project it takes a lot of time and effort (not a lightbulb moment), despite already knowing that I was able to see it on a much larger scale than I ever have before.
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May 2018
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