WITH. Project: 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.