Class 4 - Links

Hi all,
Below are a few of the useful links that you may want for another look.

HBO Voyeur - Campaign
Positioning: We're the greatest storytellers in the world! And we're going to tell that story in a wide variety of mediums. HBO's unequaled level of storytelling craft.
Concept: HBO Voyeur

http://www.youtube.com/watch?v=QCr853VVo9c&feature=related

HBO Voyeur - demo
http://www.youtube.com/watch?v=FRWxaqINhZM

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Making of "Get the Glass" campaign
Positioning: Make milk fun = it's an ordinary product
Concept: Make a fun game

http://dchpl.blogspot.com/2007/04/making-of-get-glass.html
http://www.gettheglass.com/

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Making of "Coke Zero Game" campaign
- The process behind it
http://dchpl.blogspot.com/search/label/North%20Kingdom%20project

http://www.cokezerogame.com/main_en.html

Please Bring your Tools

Please remember to bring your stuff for sketching and ideation for the next 3 weeks.

Pencils, Pens, Paper (process template), Highlighters, Post-its, etc...

Thanks in advance.

Other Brand Driven Moodboards

Below are some more examples of moodboards that fit the quote: "Where we think your brand needs to go on a visual level".

Again you will notice that the boards acknowledge more than the photographic style. They address issues such as Font styles and even tone of deliverables such as brochures and ads. Remember that you can pull visual examples from anywhere. You could use an example of a car ad to help you present an idea for a t-shirt company (as long as the feel is right).

Remember that your moodboards should help you describe the overall brand direction to your clients and colleagues.

The 3 moodboards that you see below represent 3 different visual directions for the same project. Each direction was presented with a different name. The common threads were keywords like "Community, Leadership, Vision, Authenticity and Sustainability"

Bellwether Park:
Polaris:
The Range:

Sungod Case Study

The following screens showcase the visual moodboards that we used to illustrate what we verbally articulated in our brand positioning statement.

Notice how the final moodboards begin to imply possible visual directions for the final deliverables. They begin to address colors, font treatments and photographic styles.

Final Taglines and Brand Positioning Statement:

Competition:
Yikes
Better:
Where they are now:

Where we think there brand should/needs to go:
Inspirational websites that imply possible visual styles that would suit the brand and demographics:

Process Template Examples

Here are some examples of how some past students have used the process templates for their projects.

BRAND POSITIONING STATEMENT + MOODBOARDS

Brand Positioning Statement: Sample

Where the brand is now: Persona - Authentic Female Athletes
Where the brand needs to be: Edgy, Real, Grassroots
Where the brand needs to go: Visual Aesthetic Positioning

Project #2: Help the ZUNE

CLASS PROJECT: THE ZUNE

PROBLEM: The Apple iPod and other portable MP3 players take up too much of the valuable market share. The ZUNE is a good product but is having a hard time breaking through to the masses, especially GEN Yers.

GOALS+OBJECTIVES:
· Create an overall BRAND position and strategy that will make the ZUNE irresistable to your target demographic. Can your brand prove to be valuable and memorable.
· The sky is the limit. You have no budget. We will celebrate innovation, the cool and the fantastic! Even if you have to
· Remember, you're working for Microsoft! You have lots of money and excellent resources.


REQUIREMENTS:
· Students will work in groups of 2
· List all the advantages/disadvantages
· Consider all other competition

REPOSITION IT (business+philosophy)
RENAME IT (if need be)
NEW VISUAL STRATEGY
NEW CAMPAIGN CONCEPT (touchpoints)


TARGET MARKET:
· GEN Y

FINAL DELIVERABLES:
WEEK 2 - November 6:
IN CLASS:
- Get in your pairs and develop a strategy for the next 4 weeks
- Write down everything you know about this topic or don't know
- Immediately brainstorm 3-6 assumptions/ideas/ways of tackling this problem
- State initial repositioning ideas (HOW?)
HOMEWORK:
- Research and validate your ideas that you generated in class
- Develop another 3 solid ideas
- Where do you think the brand needs to go to be successful in your own mind?


WEEK 3 - November 13:
- Have all your research and development posted on the blog before class (otherwise late)
- Present your assumptions/ideas and all related research (6 in total)
- What do you know right now?
HOMEWORK:
- Where do you think the brand needs to go to be successful in your own mind?
- Refine your ideas/directions
- From your research, develop a brand positioning statement, visual moodboards
- Have multiple campaign ideas (IN SKETCH FORM) generated and ready to present in class

WEEK 4 - November 20:
- Have all your development posted on the blog before class (otherwise late)
- Present BPS, visual moodboards and campaign ideas
HOMEWORK:
- REFINE, REFINE, REFINE

WEEK 5 - November 27:
- PRESENT
- REFINE, REFINE, REFINE, REFINE.

WEEK 6 - December 4:
- Present final Brand Positioning Statement
- Present final Campaign Strategy
- All final content must be posted on the BLOG in a clean, professional manner.
- Ready for Digital Design


GRADING CRITERIA:
1. Successful completion of all required elements (all essential elements have been CLEARLY laid out in the previous section). Failure to complete any of these required elements will result in the loss of marks.
2. The ability and the EFFORT to make proper decisions regarding major issues addressed in class lectures. These issues include; ideation, conceptualization, storyboarding and research
3. Students will also receive marks for their participation in in-class critiques and professionalism when presenting their own project.
4. Students will be graded on how well they can stay on task throughout the duration of their project schedule. Failure to meet any of the class deadlines will result in a loss of marks.
5. Instructor has the right to give separate marks to each student within the pairing based on their individual performance/participation

BREAK DOWN OF MARKS
Successful completion of all element: 15
Participation/Effort in class and brainstorming: 35
The pursuit of Blue Sky Creativity: 30
All aspects of presentation (in-class, blog and speaking): 20