Victoria Yujuico-Keet

Olympus Slick: Sample Creative Brief

Client:
Olympus

Overview:
-    The influence of fashion blogs has been evolving at a rapid rate…
-    …Because of the soaring following of ‘it’ bloggers, whose popularity partly rests on the fact that they embody the idea that blogging is an easy route to celebrity for ordinary people ‘like you and me.’
-   Bloggers are beginning to be positioned in the same category as stylists, makeup artists and photographers. Their style becomes desirable to imitate relative to their popularity, as do the brands/products they are seen wearing/using on their blogs. They therefore mould what the consumer will buy.
-    As such, it has become common for companies to seek out fashion bloggers to endorse their brand, whether it be through web banners, sending free merchandise to be blogged about, collaborating with the bloggers to produce special segments, or using the bloggers themselves for campaigns. In short, they are being treated as the next generation of people who will be used for advertising. Some examples:
       - Monki for Susie Bubble
       -   H&M for Hanneli Mustaparta
       -   Forever 21 for Bip Ling
-    The fashion blogging industry is heavily reliant upon photography. Viewer interest is exacerbated by the quality and artistry of the bloggers’ photos. This association is evident in websites such as http://lookbook.nu wherein users post the camera model used to take their posted photograph.
-    This accounts for the target consumer’s predilection towards high-quality DSLR’s or models of a similar calibre. Leading DSLR manufacturers include Canon, Nikon and Sony.

Objective:
-   To encourage sales of Olympus’ new model, Olympus Slick, a handheld digital camera (imaginary product).
-    To entice the consumer to visit the Olympus Slick website and to watch its web show.
-    The creation of a new web show called Olympus Slick TV using YouTube or Vimeo: the most popular Philippine fashion bloggers each have his or her own ‘episode’ wherein they are shown using Olympus Slick to take pictures of their favourite looks, in different locations, using the camera’s available features.
-    The creation of a website for the product that contains an archive of the Olympus Slick TV series as well as the bloggers’ photographs taken with Olympus Slick. It may also contain a promotional section in which the consumer can upload photographs of themselves in their best outfits wherein visitors to the page may vote for their favourite look. The look with the most votes wins an Olympus Slick camera.
-    Billboard, print and television advertisements, and Facebook page and Twitter account to supplement the campaign.

Target Audience:
- Alex is 19 years old and studies at Ateneo. She comes from a family with a middle to high household income. She is enthusiastic about fashion and likes to shop in TopShop, Zara, bazaars, Forever 21, SM Department Stores, and Multiply.ph for unusual items. Her favourite magazines are Teen Vogue, Meg, and Nylon but her main source of fashion news comes from online blogs. She has accounts on Tumblr and Chictopia.com. Her style icons are Alexa Chung and Rumi Neely. Alex and her barkada are interested in photography, particularly fashion photography and lomography. Alex does not have a DSLR but a few of her likeminded peers do. Her and her barkada enjoy frequenting student bars or places like Izakaya in Greenbelt on the weekends and sometimes go to larger clubs or bars such as 7^th High. Alex likes to think of herself as ‘indie’ but is not reluctant to engage in overtly mainstream culture, hence why her favourite channel is ETC. She has always wanted to start her own style blog which would also cover music, beauty and food, but keeps putting it off.

Product attributes:
-    Olympus Slick has a large variety of effects not usually available to handheld cameras, for instance: filters that make images look vintage, ethereal (for an otherworldly effect), colour filters, a filter that replicates a slick editorial look called ‘studio’, a skin smoothening filter for close up portraits, and more. The large number of effects is an asset given the camera’s portability as having this diversity at one’s disposal would require a larger camera with a variety of lenses.
-    High megapixel count.
-    Aesthetically attractive. The camera casings are brightly coloured and some boast designs.

Key message/single minded proposition:
-    Olympus Slick is THE camera for fashion and photography lovers.

Substantiation:
-   Your favourite bloggers think so!
-   Olympus Slick’s wide variety of features and its portability allow you to take high-quality pictures wherever you are.
-   Fashion and photography go hand-in-hand.

Desired brand character:
-   Temperament: Upbeat, playful
-   Character: An intersection between hipster/alternative and mainstream, slight vintage feel, hip and stylish
-   Presence: charismatic, inviting
-   Feel: As if Sofia Coppola was directing a music video. Billboards and print ads should include quirky, up to date graphic design.
-   Sound: Everlasting Light by The Black Keys
-   Texture: should mimic that of different types of Olympus Slick features (vintage, fisheye, sleek editorial, coloured filters, ethereal.)

- Some potential bloggers, chosen on account of their large fan base
http://blog.triciagosingtian.com/
http://behindbjornmanila.com/
http://itscamilleco.com/
http://thirstythought.wordpress.com/
http://itspatriciaprieto.com/
http://www.lissakahayon.com/

1 year ago

Nescafé Extra Strong: Sample creative brief and campaign

Client:
Nescafé

Overview:
-    A high percentage of the population are not ‘morning people.’
-    Annoyance in the morning is exacerbated by having to wake up early to go to work, the grogginess accompanied by early rising, and dealing with traffic congestion that might make them late.
-   Coffee is ingested at several points of the working day: at home before going to work, in the car and in the office.
-   There are strong links between coffee drinking high-stress jobs with a heavy workload.
-   Many who commute by car listen to the radio on the way to work.

Objective:
-   To entice consumers to switch their favoured instant coffee brand to Nescafé Extra Strong (imaginary product).
-   To capitalise on this feeling of early morning annoyance with the goal of increasing sales of Nescafé’s new product, Nescafé Extra Strong Instant Coffee .
-   To encourage the consumer to form an association between morning frustration and the product, therefore inducing them to have the product at the forefront of their thoughts whenever they experience this aggravation.
-   To craft a campaign that works across a variety of media: radio, TV, print, billboard, and social media.

Target Audience:
- The consumer will be aged between 20-53 with a middling to high household income. They are not morning people and experience early morning irritation in several areas: the interruption of sleep, the process of getting ready for work at home (e.g., showering, making breakfast, putting on work clothes), and the journey from home to the workplace. The consumer works in a high-pressure or fast-paced office environment with a heavy workload and thus requires energy and a clear head to function and to be in an agreeable mood. 40% of the target audience will drive a car to work. The consumer must be comfortable with drinking coffee whether it is an occasional or regular occurrence.

Product attributes:
-    Nescafé Extra Strong boasts a high concentration of coffee.

Key message/single minded proposition:
-    Make mornings easier (this will be the slogan)

Substantiation:
-    Nescafé Extra Strong helps alleviate morning frustration by making the process of getting up and going to work endurable.

Desired brand character:
-   Temperament: good-humoured, sympathetic
-   Character: comical and witty, surreal and absurdist, highly quotidian
-   Presence: startling, must incite curiosity
-   Feel: annoying in the sense that one must relive their frustrations when encountering the campaign. However, a sense of relief must be projected as a final impression
-   Sound: alarm clocks, car engines, radio programmes, email alerts, kettle

Sample Radio Script #1

Sample Radio Script #2

Sample Television Script #1

Sample Television Script #2

Sample Television Script #3

1 year ago

— Sample Creative Brief —

Client:
Happy Foods Inc. (imaginary client)

Overview:
-    By following trends and engaging with social media outlets, young people attempt to satisfy the need states of connection (within a community) and identity establishment that are prevalent amongst those in their age group
-    This accounts for the high activity in social media websites throughout the nation
-    Following a new trend leads to it becoming a topic of conversation amongst peers and ultimately to product awareness
-   Young people are attracted to humorous and cute cartoons
-    A large avid gaming community exists throughout the Philippines
-    Good quality yet simple online gameplay has proven to be extremely popular (Angry Birds, for example)
-    Commission of said gameplay can be achieved cheaply if done through freelancers or independent, small companies
-    The strategy of supplementing a product with an online game is relatively novel to the Filipino market

Objective:
-   To promote and encourage sales of a new corn based snack product, Snacky Corn (imaginary product)
-   To do so via a variety of mediums: television, print, billboards, radio, Facebook, Twitter, and an online game
-   To encourage consumers to play a free online game featuring the Snacky Corn ‘characters’ which will serve as the primary means through which the product will establish its reputation.
-   The game must have a narrative and as such, all resultant media outlets must articulate this narrative and any new developments in the plot that may be added as the brand grows
-   To encourage consumers to ‘Like’ the Snacky Corn Facebook page and to follow Snacky Corn on Twitter by calling for immediate action (e.g., ‘Like us now on Facebook!’ )

Target Audience:
- J.R. is a 14 year old boy who comes from a lower middle to middle class household. Raymond is 9 years old and is from a family that enjoys a high household income. Raymond, J.R., and their friends spend a lot of time surfing the internet playing games. J.R., like his peers, frequents social networking websites such as Facebook. J.R. and Raymond’s favourite TV channels are Cartoon Network and Animax. Both boys enjoy Spongebob Squarepants yet whilst Raymond counts Ben 10 as a favourite, J.R. does not. They both enjoy going to the cinema and frequenting video arcades. They like following the latest trends so they can keep up with their peers.

Product attributes:
-    Supplemented by a variety of interactive media:
        - A free online physics-based puzzle game wherein the objective is to obtain the advertised corn      snack by solving a series of puzzles
                  - High scorers may be subject to deals or prizes
                  - New levels or features may be added to the game to maintain interest
                  - Engaging gameplay and humorous characters
        - A twitter page which can include tweets by celebrities endorsing the product, promotions, or tweets about how great the product is (e.g. ‘I can’t wait to eat some Snacky Corn today!’)
-    Good tasting product
-    Aesthetically appealing product design (packaging and online game)

Key message/single minded proposition:
-    Snacky Corn is the cool new thing!

Substantiation:
-    Eating Snacky Corn and playing the Snacky Corn Game means that you’re in the know and makes you part of a community of cool and like-minded individuals

Desired brand character:
-   Temperament: cheerful, frenzied but not over the top
-   Character: comical, cute, slightly ridiculous, yet each Snacky Corn character exhibits a distinct personality
-   Presence: mesmeric
-   Feel: highly stimulating, addictive
-   Colour: bright, eye-catching colours
-   Sound: hyperactive but not overbearing
-   Texture: flat, slight gloss

1 year ago View high resolution

RESULTING STORYBOARD
The following storyboard is intended for television. I have included this to demonstrate that the propositions set out in my brief can be interpreted into what I feel is a touching and compelling television campaign.

The television storyboard takes its narrative from a real incident that my friend witnessed and posted as her Facebook status. Her status generated enthusiastic response from many people from a diverse range of demographics.

1 year ago View high resolution

SAMPLE RESULTING CAMPAIGN

The following campaign was designed by myself. I included it to show that what I believe to be an effective and innovative campaign can result from the ideas proposed in my brief.

Additional ideas:
Other images on the elevator doors may be used, each in a different location, such as a vertiginous mountain path to be traversed, a steep and long temple stairway, a military obstacle course, a view of the inside of the elevator shaft with a long rope to be climbed.

1 year ago View high resolution

here’s…a dog
2008
Watercolour, pen, and digital rendering
Both outer and inner sleeves are 4.75 x 4.75 in

Album art for my friend’s DJ promotion mix

1 year ago

Handmade greeting cards for Atelier Pont Corporation - stationary exporter
Paper collage and watercolour

The above images designs won the Louie Award of the National Stationary Show in New York in 2006 and 2007, respectively.

The above designs were two of the most popular in Europe and the United States. Selected clients include Pier One (USA), à la cards (USA), Porte Cochère (France)
2006 (left), 2009 (right)

These designs are two of a selection of cards commissioned by Sanwa (Japan)
2011

1 year ago View high resolution

Untitled (hair series)
2008-2010

The forms in this series derive from the hair that falls out each time I shampoo which I then collected rolled into balls of different shapes.

Above image
Pen on paper
2008
10 x 10 in

Acrylic on canvas
2008
5 x 3.1 in

Acrylic on canvas
7 x 5.7 in

Pen on paper
8.3 x 11.7 in

1 year ago

Hidden Places (series)
2007

This series explores adolescence, particularly the struggle of establishing and coming to terms with one’s identity and the navigation of and assimilation with one’s environment that one confronts as a changing person. My work has been informed by psychological literature and by talking to adolescents both in person and on online forums. As such, I discovered that defining one’s identity at this age entails both assertion and, conversely, concealment or secrecy. I have replicated these aspects of adolescent behaviour in this series through what I believe to be analagous materials and processes such as tracing paper, tape, collage and xerox which I feel denote the ephemeral, constantly shifting, pieced-together and unsure nature of this stage in life.

Above image
Mixed media on paper
10.2 x 9.9 in

Masking tape and pen on paper
13 x 7.1 in

Pen and acrylic on found cardboard
8.3 x 5.6 in

Pen and acrylic on paper
8.3 x 11.7 in

Mixed media on paper
8.3 x 11.7 in

Mixed media on paper
6.8 x 11.1 in

Mixed media on paper
6.9 x 12. 2 in

Mixed media on paper
6.2 x 10.1 in

Mixed media
5.5 x 8.9 in

Mixed media
7.4 x 9 in

Floor sculpture
Mixed media on board
13 x 11 x 5 in

Floor sculpture
Mixed media on board
9.7 x 7.6 x 6 in

Floor sculpture
Mixed media on board
4.6 x 10 x 4.2 in

1 year ago View high resolution

hierarchy
2007
Watercolour and pen on paper
11.69 x 16.54 in

Let’s pretend we don’t exist
2007
Pen and watercolour on paper
11.69 x 16.54 in

1 year ago View high resolution

Mogwai Band Poster
2006
Watercolour and pen on paper
11.7 x 16.5 in

Note: this poster was not commissioned by the band but was part of a school project.

[link]

1 year ago View high resolution

Untitled (portrait)
2006
Pencil and pen illustration on paper
11.7 x 16.5 in

1 year ago

Early Bloomers (sculpture)
2006
Plaster, acrylic, false eyelashes, baby-gro, padding
Each sculpture is 10.8 x 16.2 x 5.1 in

1 year ago View high resolution

Death Before Birth Series
2006

This series explores the concept of genetic predisposition, namely being fated to psychological unrest. This notion derives from psychological studies that have recognised cerebral and genetic makeup as the causes of neurosis and criminal or antisocial behaviour. These works question to what extent such scientific conclusions render these acts pardonable or not and whether or not such behaviour can be rectified.

Above image (triptych)
Mixed media on wood
Each panel 7 x 12 in