BRIEF - To produce a print-based advertising campaign across as least 3 advertising deliverables. This will accompany and promote my website from Brief 3, 'A brief history of…'. The advertising needs to explore some sort or elements of interactivity. There are several methods, platforms and technologies available that can be exploited in providing interactive elements to print media therefore it is important that you research these thoroughly in order to develop an effective augmented design.
Augmented - Make (something) greater by adding to it; increase.
I have started this brief by brainstorming the different medias I could possibly use for my three deliverables. Seen as my website from Brief 3 is a coffee website (that focuses on your coffee order saying something about you) I knew it would be within the campaigns best interest for the medias to be something that would be seen in coffee stores. This way I would be targeting my key target audience, creating awareness to the correct people who I would like engaging with my website. From my summer research project when I was first looking into coffee I went into different coffee stores. From this I knew the types of products that would be available for me to print on. Things such as cups, coffee sleeves, napkins, stirrers etc. This is the type of media I would like to explore printing on while also including maybe one or two more obvious printed media such as flyer's or posters so I can get more information across:
I have been into stores again, looking at medias I could possibly use as printed deliverables:
I have then started thinking about possible concepts I could I use for my print campaign. I went back to look at my website, thinking about key features I tried to focus within the site and seeing whether there could be any ideas that would work on the campaign. My problem at the minute is that I want to explore so many option I do not know how to narrow down my ideas. I think this is better than having no ideas at all, but am unsure how to figure out which are the strongest and which ideas will not work at all. I am going to discuss all my ideas with my peers to get other opinions in which route I should go down.
As my website is all about personality I thought about the idea of making coffee cups have personality themselves, illustrating different characters for the coffees I have included on my site. The augmented element to this idea could be the characters move or talk in some way. I discussed this idea with one of my peers and she suggested this may seem slightly 'creepy'. From that I decided to move on away from that idea. I then thought about creating something personal for viewers to interact with. Again as stated before, the idea is to bring personality to the coffee, so what could be more personal then getting the viewer involved on the cup. My idea would be to have space on the cup for the viewer to right their name, put down their personality traits and then through digital interaction they could then scan this to take them to my site. Although after a critique with peers some suggested they do not feel they anyone would use this, some people do not carry pens, other may not be bothered to and so feel the whole campaign may be slightly disappointing if nobody interacted with it. It would have to solely focus on members of the public to engage with it and so that could be a huge risk.
I then had the idea of basing my campaign all on questions. I thought this was a huge part of a coffee order as we are asked what we want, whether we want milk and sugar etc and so this could be a nice link to actually ordering coffee. The idea would be these question would be applied across a range of mediums that where around coffee stores, sugar, stirrers etc. These questions would be specific to whatever product the question was on, i.e. a sugar packet: 'Having sugar with that?'. After discussing this idea again with peers, a friend suggested to make the question slightly more interesting. For example of the sugar packet: 'Aren't you already sweet enough?'. I really like this idea but am struggling to come up with 'quirky questions' that I could apply across a range of different medias. I have tried thinking about possible phrases and sentences I could use but none of them are very interesting at the minute. Although I think this could be a interest concept to use on my campaign unless I think of more effect question, do not think I will be using this route to do down.
I have been thinking back to my initial idea of making a selection of cups that have different personalities. However, instead of showing faces, I could show the personality through pattern. I have also thought of showing each section of the coffee on take-out cups as well as thinking about heat reaction. I have thought about using the heat of the coffee to possibly show a design underneath, however as it is getting closer to Christmas am unsure how I would have time to do this with the workshops been closed. This is something I am considering but need to think about further:
I have now wrote down all my concept and ideas that I am thinking about taking forward and after discussing them in critiques, will make a decisions in what route to go down.
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