Meeting at the British Library

We decided to meet up in the British Library; as it is a SUNDAY and most places are closed. We have continued to develop the previous idea established from Thursday's presentation feedback. This was the tagline 'We Are With You'. We felt that the WHO WHAT WHERE WITH concept tied in well because of it's element of intrigue; and the need to be part of something. It also plays on the social aspect of WITH, being part of an experience.
From this concept we started to brainstorm some ideas and visuals for both the taxi and pop up idea. The initial idea is all about capturing/ chasing the taxi and being part of the WITH experience; the taxi becoming a symbol of the POP UP ethos; now it's here, now it's gone. The graphic visual for the taxi would be every day people 'jumping on board' the WITH brand (TAXI)

It has now been decided that the rest of the campaign will be online; made up with an online pop up store; pop up advertisments; banner advertisments; emails and social networking. All of which again represent the POP UP ethos.

Visuals of the idea generation

Post feedback brainstorming

Exploring the WHO WHAT WHERE WITH idea

WHO - The commissioner

WHAT - A Live Experience

WHERE - At the WyStore

WITH - Whoever the commissioner wants to 'Share the experience with' 

- adding an element to With (brand identity) as a social catalyst (between more than 2 ppl) 

- experiencing WITH You 

Art as an experience, With someone.

The Wystore as a different shop experience; The customer doesnt just walk in and buy. 

It is bought (online), the customer walks in to 'experience' the item purchased (solution) 

Your Art/Solution is created for you Live. -> A With Experience, Shared with Someone. 

Also works with We Are WITH You. 

Some bits to get your brain round, on sharing the experience, and vending machines, which we like and have used. 

Coke - share the happiness

The outcome of the experience is light hearted, fun, memorable. 

Hope this makes sense, if it doesnt skip it, i'll explain it tomorrow if the idea has grown. 

Peace

 goin out to farm more ideas

Bedroom Mind Blank - Back to Drawing Board

After the feedback from the practice pitch it was quite clear that some changes had to be made; so back to the drawing board it was. Sat on my bed; with an oversized sheet of paper I tried to force out ideas; and refine some of the ideas that we have already had; but this proved extremely difficult. Next time I think i should try and get out of the confined space of my room and explore! These 'scribbles' illustrate some of the ideas i did manage to come up with (not many.) I'll present my ideas to group next time we meet to see what they think.

I really wanted to come up with some new ideas for the cab; as this has to be one of the main drives of the campaign. But I found it really difficult to be creative with the restraints that come with designing graphics for a taxi cab. I came up with a few ideas; but in their current state; all a little useless; so we'll have to see what everyone else has come up with.

I also have tried to split the campign down into sections that we felt were strong enough to take forward. I thought i could develop ideas for each section; whilst also adding clarity to the points that had already been made.

25Feb Pre-Pitch with Sian and Monica

The team presented the pitch ideas to Sian and Monica. 

Outline of the presentation: 

- Aims of the campaign

- Campaign mediums, posters, installations, taxi, website, packaging

- Indepth into mediums

- Viral + Website (Wystore)

- Packaging

- Campaign timeline

end

Feedback: 

• Posters (read billboard) look fine but carried a different tone to this campaign, instead were more reminiscent of Insurance Ads. 
• Speech bubbles and swearing presented a slightly too aggressive approach. 
• Posters are also not within the desired campaign formats. 
• Colours used too blaring, not in line with 'WITH's minimalistic subdued tonal range.
  
  

• Viral a good experimentation but should be highlighted as a glimpse of a bigger idea (which we lacked the resources for). 
• By itself, the visual nature of the viral lacked the motivation to drive viewers to publicize it, however might work on a different format like a web banner. 
  
  

• Campaign site a good idea, Online Wystore to sell solutions before store launch. 
• Who What Where With works as a navigation (and possible idea for exploration). 
• Countdown timer to shop launch a good feature to have, drives urgency with campaign.
• Wystore page has good layout, the clear display of glasses and buying function. 
• Purely sketched page beautiful but does not work when juxtaposed on the minimalistic site.
• Mix of sketch and photo presents an interesting visual. 
• Wystore page with till counter and purchased products serve as a good feature to give customers an overview or the sale and work well visually.  
  
  

• Packaging had a few gems, like the ideas presented in the copy for the receipt.
• The idea that customer was buying nothing and taxed £100 was witty.
  

Analysis:

A variation of ideas were presented, and the team was advised to cull some of those that were not working in favour of the entire campaign as a bigger picture. Some of the smaller features were highlighted as interesting points for idea generation that might be used as a main campaign idea. 

Some highlighted ideas: 'We Are WITH You' (posters); 'If it can be fixed, it can be broken' (viral); 'who what where with' (website); purchased goods tax + copy (receipt)

On the whole, the tone of voice of copy on the campaign mediums should be looked at. 

Formats should be presented in a clear and concise delivery which highlights its relation to budget, and should focus on the realistic client budget (80%) with possibilities of up-scaling (20%). 

Post presentation:

Being the motivated people we are, we made light of the feedback, and went back to the drawing board right away.

Initial idea listing

Sorting

  

Yes Maybe No

Sorted

And off we go make sense of it all; generate new ideas, regenerate current ideas, or degenerate old ideas.

So heres the animation... using the stop motion technic I basically smashed the glass one piece at a time (not as easy as you might think!) and then reversed the photographs so, its as if the glass is being fixed!

Through this animation we are showing that WITH is a solution, a problem solver. The glass being built back up is like a visual for how the experiences WITH offer have an effect on the persons life. They take something away from the experience.

In a way this video is a teaser as it has minimal information, but it is about getting people familiar with the brand WITH.

We would probably choose to have this as a viral on YouTube, and also as an intro when coming to the WYSTORE.com website we have designed.

MEETINGS 5 & 6

MEETING 6- Monday 22nd February

After last weeks meeting I found my ideas moved more and more away from this idea of 'memories' and attaching a bad memory to the glass. I found it problematic to visualise the type falling off the poster, and had my doubts about the idea working as a whole.

So inspired by the Phanthom video camera effects, and slow motion in general, I began developing my poster ideas in a different direction. I thought it could be fascinating to show the glass at different stages of the breaking. This could make the posters into weird, yet captivating visuals of tiny fragments of glass, in which they are all at different angels reflecting the light as they fall...

Development of Copy- Font constructed out of 'glass.'



We agreed that it is unlikely that we would be able to get our hands on a video camera that shoots as many frames a second as we want, but we could develop this idea into a stop motion film. A glass which rebuilds itself instead of breaking.... Freya willingly volunteered to experiment with the stop motion as she has had previous experience so hopefully we can show this on our pre-pitch on thursday!

Could this istop masterpiece be an intro to our website???

I think some of the most effective advertising campaigns work purely because they have good copy. Such as the recent diesel campaign...



http://www.diesel.com/be-stupid/

I love this campaign and I keep refering back to it, because of its humour, great use of copy and it's simplicity... Also because it is based around this idea of 'stupidity' what we are selling might seem ridiculous to some..

But I think it is important to maintain this element of fun to our campaign and for it to encourage spontaneity in the viewer, thus making them buy a glass.

INSTALLATIONS:


A visualisation of WITHYOU tape wrapped around a bent bollard.

So next we discussed how installations could be a unique way of creating hype about the with brand via using guerilla advertising;


Intrusion methods- using the value of a medium;
We think the WY Store can be promoted in an eye catching and memorable way by wrapping tape around broken street furniture such as broken benches, broken cars, bus shelter windows, lamp-post and bollards.

The copy 'Broken/Smashed/Bent on your Behalf' (copy would vary depending on which object made sense) would feature either on the tape, or next to it, on a sticker if it didn't fit.

Here are some quick visuals to show more of what this idea;


(The yellow WY tape could be sealing off these car crash 'inconviences').

Other considerations:

Would the tape have the WY Store website address that we are creating, or just the WY symbol. Where could the 'Bent on your behalf sticker go?' so it can clearly be seen and connected to the bent/broken street object.

We concluded that yellow hazard tape would probably work the best because it is already used for warnings, and drawing attention.

CAB IDEAS:

Design for the side of the cab.

We decided that our vision for the cab was for it to be literally 'smashed.' So it will have lots of scratches bumps and bruises to fit in with our campaign on 'broken objects.' The cab will be an extreme version of our installations and we want to design it to look as if it is just been held together by a few pieces of tape.

MEETING 5- Meeting Tuesday 16th Febuary

With all the Interview business, I realised that we have neglected to update our ideas and development from meeting number 5.

During this meeting we concluded that the core message of our campaign should be about removal, but also about bad memories, and destroying them.

Here are some of my ideas I created around this idea and showed to the group last week:


TYPE EXPERIMENTS- Art is Fragile/Life is fragile - Everything around is us everyday is fragile, even the mundane glass we drink out everyday, sometimes we don't quite realise the fragility of things.
'Removal of the Message/ Removal of the Memory'

Here I am trying to convey the 'removal of a messages and memories' -this is a key idea in our campaign, as we are trying to communicate the idea that once you pay £100 to have your glass smashed your bad memory/embarrassing memory will be eradicated as well.

We agreed that for the next meeting we would develop our posters around the phrases 'I wish I hadnt..., I wish I'd seen....' We thought it would be effective to have the end of the billboard somehow posted on the floor, as if it had fallen off... This was a sort of visual metaphor of the glass falling off the shelf, by making the 'memory' fall or break away from the poster.
Here are some quick sketches I did in the meeting to show our thinking.



We also discussed further ideas for the website....Here are some sketchy visuals of pages we thought it could include:



The first page could be designed to give people lots information about With, who they are, what they do, without giving too much away... Once they select to buy the glass they learn more information...

We discussed further the inclusion of the countdown clock(informing you how long youve got left to purchase a glass).

The aesthetics of the glass- Will a persons name become inscribed onto the glass once they have brought it? Will it display a sold sign? Or will it disappear completely...?? These are all important questions, and the best way to solve them are like always with experimentation :)

Possible Website pages

Here are the designs for the 'shop' and 'till' page of the website- the customers can choose their glass, add details of the name to be engraved and pay... before the WYSTORE opens.

(Malcolm, I didn't remove the type, but it should be easy enough, let me know if its not good enough quality and I'll have to bring it on a memory stick!)

Also,

We had discussed the idea of smashed glass- revealing information from underneath-

here was a visual i did of that idea:

Trousers Press Event 19th February

A few snaps from the evening:

Sooo the Trousers Press event for London Fashion Week turned out to be a awesome night! Whilst intially only planning to stay there for a few hours to help out, Malcolm and I ended up staying the whole evening! We actually didn't mind one bit, as we got to meet some fantastic groups of people, and get some great insights into the WITH Project!

As most people we spoke to were from the 'fashion world' (guests included the likes of Browns, Frieze, FHM, Sketchbook Magazine)we found they had a really fresh unique responses to the WITH brief, ideas that we hadn't even considered. People were in awe of our brief and it seemed to really get peoples imagination going....

Ideas that were suggested, and debated included....

• What is the true value of art?or fashion for that matter?

• How people can still afford to pay so much money for designer clothing/ artefacts even in a recession..?


• Art is about understanding..you either get it or you don't. Generally if you are in the 'art world' if you don't know about something you want to.

• People are much more likely to respond to the WITH brief if there is an element of humour...paying £100 to knock a glass off a shelf might seem like a ridiculous thing to spend your money on...but if you use this idea of the ridiculous to your advantage, more people will want to participate purely because of novelty value.

• We explained that our campaign ideas included using a series of 'inconvient events' carried out of your behalf by with agents, and that they were all themed around the idea of smashing or breaking something (see next post for where we are up to on campaign ideas). These ideas was well recieved, and it also raised interesting questions around the concept of 'Karma.' For example...If you give all of your bad luck to someone (such as a with agent) are you likely to get it back one day, twice as bad? This can be related to earlier campaign ideas of superstition surrounding the supposed 'bad luck'you recieve if you break the glass in something like a mirror.

• Using a phantom video camera could be a really unique way of shooting the smashing and falling of the glass off the shelf...imagine the seeing the glass smashing at 1000 frames/s! This abstract image could be incorporated into the posters some how as we intend to use rough handwritten type on a disjointed glass background.

OK, so we certainly have alot to think about, and after these very serious conversations, everything got a bit silly and off to 'Hospital' we trundled....Thankfully not a real hospital, but a members only, 5 floor club exclusively for those in the Creative Industry. Hello Liberty lamps!

A very powerful video of a glass breaking- I really want to include something like this in the poster I am currently working on!

PPD tutorial with Joshua Trees

Some comments by Joshua on our campaign: 

- thus far (amongst the first 4 teams) ours is the most 'Advertising' type campaign. 

- Poster/ street installation acts as a good trigger to lead to website. 

- Website with a web-store function a good feature for commissioners to purchase before launch.

- Focus on media used to deliver campaign idea. 

- Pitch strengths and purpose of the media choice.

4th Meeting - First Look at Denim Garden

Interview with Arturs and Angel from Trousers London confirmed. 

Press Event 19Feb, Friday 6pm 

Interview 22nd Feb, Monday 7pm  

@ Denim Garden, 35 Neal Street, Covent Garden.

Denim Garden is a concept pop-up shop by Trousers London. 

Set up for a span of two weeks, in line with London Fashion Week, 

the shop will sell the up-and-coming brand's collection of mens denim.

Some images from the opening: 

 

   

 

  

 

A few visual elements that draw attention are the video-art installation, which plays videos of their trousers worn by men in orange body suits, and also the way the trousers are 'hung out to dry' on a wire over a patch of lawn. The trousers have been given form by the papier-mache models in it.