However, inspiration has to come from somewhere so I will be investigating this below.
Since my project focusses on how guerilla advertising can help promote a new media branding campaign (in this case motion graphics adverts), I will be looking at the design issues firstly, behind new media branding and then looking at techniques of guerilla advertising that may be effective in promoting it.
Ideas can come from anywhere but in particular, it is when experiencing something that you find impressive that makes you think: "I want to be able to do that!". Specifically for this project, I have been really inspired by using motion graphics as they play a massive part in advertising particularly online and on tv.
An example of internet advertising using motion graphics:
Motion graphics artists create demo reels to showcase their talents for prospective employers. This is a widespread form of advertising their skills.
Other examples of this:
An example of motion graphics in TV advertising:
This technique has become extremely popular for many of the largest brands in the television industry. Proof of this is below:
McDonald's
Volvo
*The above in particular really interests me and I hope to do something similar to this in my commercial for volunteering which will be displayed online. The use of typography is an area I have always been interested in and I will be exploring this later.
Lloyds TSB
Barclaycard
Above are just a few examples that you can find from major brands
adopting the motion graphics techniques.
Motion graphics are generally created by using 3d applications such as Maya, Cinema 4D and 3DS max and video compositing software such as the industry standard Adobe After Effects.
Exploration
I research ideas from taking in visuals. By noticing things that look good and a general curiosity of how it was achieved. Just by watching TV and exploring Youtube, I find this a very effective way to gather inspiration. This is especially true when trying to undertake research into advertising using new media.
Ideas for my own work can be taken from typography from the way it is presented but also what the words actually say must have an impact also.
For example, my current project involves finding ways to advertise using new media techniques for volunteering services.
So by taking inspiration from slogans on adverts, (I find this a good way to generate a memorable campaign) slogans should perhaps be used in my project.
Examples of slogans:
List taken from: http://www.adslogans.co.uk/hof/top10.html
"We try harder."
Avis
"Go to work on an egg."
Egg Marketing Board
"Guinness is good for you."
Guinness
"Don't be vague.
Ask for Haig."
Haig Scotch Whisky
"Happiness is a cigar
called Hamlet."
Hamlet
"Heineken refreshes the parts
other beers cannot reach."
Heineken
"Beanz Meanz Heinz."
Heinz
"It is. Are you?"
The Independent
"Just do it."
Nike
"Think small."
Volkswagen
These were the top 10 most popular slogans. I must then think of how create such a slogan to go along with my project.
Slogans that I have in mind include:
Know your mission, maintain your vision.
Get Experienced
Experience Work Experience
Create your own future
Build up some experience
Future exp!
Moving on from the words used, a commercial, it can be argued, is mostly remembered by its audio. Particularly the music.
I will be trying to find a music track that will encapsulate the adverts I create for each aspect of volunteering. It must be very catchy but not necessarily really well known.
Examples of catchy songs in adverts:
This tune is instantly recognisable as a Llyods TSB advert.
Some brands use songs that are high up in the top 40 charts to sell their products such as in this very popular cover of Elton John's great "Your Song" by Ellie Goulding. By using a song that is so popular, it can perhaps cause that popularity to become associated with the brand (John Lewis).
Another aspect to this technique which makes it very effective is that the song was released at the same time as the commercial was. This made it a mutual advertising campaign and further boosts the popularity of the advert because it is so new. If people like the song they become curious as to who the artist is and also what the name is(if not already known) and by personal experience, I want to see the advert again so I can hear the song.
The style of commercials is a very important aspect to their success.
As already shown above, the Lloyds TSB commercial in particular stands out to me as it creates a really unique visual and accompanied with the audio, makes it instantly recognisable. The way in which the artist has created the characters is pretty unique and if I was to be shown a picture of just one of the characters I would know straight away that it was Lloyds TSB. The same goes for the music.
I mentioned earlier that typography will play a big part in motion graphics adverts that I'll be creating. This is because it is an intriguing aspect of any design not just motion graphics: ANY design.
I have researched into the use of these specifically in motion graphics as that is what is relevant to my project.
Below are some examples that have inspired me to try and incorporate this technique into my designs.
This first example was the one that really inspired me. It is not that it is extremely well done, in fact the spacing between letters could be a lot better. It's the way in which it brings what Stephen Fry's words to life and gives them an extra emphasis.
It made me really listen to what he was saying because that visual aid kept my eyes busy as I was listening to what was essentially a fantastic rant about language.
Other examples:
This is another example of what I mentioned about the previous work. I really agree with one of the comments below the video on youtube that linguists and typographists should unite to create more fantastic pieces such as this.
Below is another brilliant piece from V for Vendetta.
And another...
Below: Out of my league!!
Hope I can do something as good as above eventually.
I have begun to experiment with using typography and motion graphics and an example of one of my concepts is below.
The song chosen is not yet completely decided. YouTube allows you to use songs that they have obtained copyrights for which in turn, allows uploaders to use copyright free. I want to find a song that will be completely appropriate for the projects theme which is trying to generate awareness and motivation towards volunteering.
The colour scheme is kept simple as is the use of typography in the sense that it is static type and does not move (only the camera moves during the video). This however, will be worked on to make the typography more "engaging". With regards to the colour scheme, I am trying to keep it familiar to the Volunteer Centre Dundee although their will be no affiliation with them.
I have taken videos from youtube to emphasize the words such as the two guys playing basketball and football above the word "Sport". These are only used as examples as I have not as yet gained permissions from the creators to use their works.
I will only be including work that I have obtained permissions for. If this is not possible, I will create my own videos to accompany the type.
It is only a small part (about 1 minute long so far) but I hope to finish it in time for the end of January so I can focus on the Guerilla advertising aspect of it.
Furthermore, this is just one "overview" video. I am thinking of breaking this video up into short 30 second long adverts that will focus on one word at a time. This is because I want people who are only interested in a specific subject to be able to view just that part and not have to watch the entire thing since it would be irrelevant to them.
Guerilla Advertising
I have been researching a lot into guerilla marketing recently as I think it will be a great way to promote the online video adverts.
I have been inspired by numerous different ways to creatively advertise through this method.
Examples of Guerilla marketing that have given me me inspiration:
The above video is an example of the very creative work that Tiger Beer is doing in advertising it's product. It would definitely generate curiosity.
Tiger Beer is one of the best known brands that regularly use this form of marketing. The above video shows that by simply placing stickers in spots where people will notice, this generates curiosity. It is not just placing the stickers anywhere either. The bottles are placed so that it looks like the people are drinking the beer like on windows and posters with people on them.
I plan to adopt this method using my own logo which will provide a keyword to search for in youtube. It will also be accompanied with a unique "QR Code" for use with iphones. Iphone users can scan the "QR CODE" (below) and their iphone will automatically bring up my video blog containing all of the adverts.
The above image is the actual unique code for my video blog.
These QR codes and logo will be printed out onto sticker paper and then distributed around student hotspots, bus stops, lamp posts, on the ground and just about anywhere that will be noticeable. The logo (below) will accompany QR code.
Taking further inspiration from this, I hope to be able to put the stickers on the coffee cups in the student union so that when people buy a hot beverage they will see the logo and QR code on the cup. Perhaps placing it on the bottom of the cup on the outside so that when people take a sip of their coffee, other people will notice the logo on the bottom of their cup.
These logos are initial concepts and may developed further before printing.
Other methods of guerilla advertising will be used and are explained in other posts accompanied with this one (see using outdoor projectors and my initial concepts and ideas)
Guerilla Advertising can be a very effective way to generate curiosity and leave a lasting impression.
Some examples that I thought werre very creative:
Very creative and funny way to make people aware of dental insurance.
This was an ad that cost very little but generated international awareness through being reported on the news of so many different countries. The top row of notes was the only real money used all the rest was fake. However, it didnt stop people from trying to smash it open. Very effective way to demonstrate the strength of the glass since it was an ad for security glass I think it was a huge success.
This would get people talking.
Some ad campiagns focus on serious issues and can be thought provoking and powerful such as the one above.
Very effective way to demonstrate the power of their hoover.
Advertising on buses effectively can be very rewarding as can advertising at bus stops because people are waiting and bored so something interesting would catch their eye and generate interest.
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