Evaluate the adverts (U20: M3, D2)

Learning outcome 2 (U20): Be able to produce the planned media components.

EVALUATE THE ADVERTS (U20: M3, D2)

Billboard

For our billboard we gained ideas about codes and conventions from various fizzy drink billboard layouts, this Pepsi billboard is a layout that we utilised for inspiration for our Phizzwizzard campaign design. Within this advert, the use of colour inspired our billboard design because pepsi uses colour deliberately to reinforce brand identity as well as adhering to billboard codes and conventions of using bold colours to ensure the billboard is striking to drivers passing by. The color choices directly support the billboard's need to be understood in a fleeting glance as the blue background provides a clean canvas, free from clutter, allowing the red and white Pepsi text and visual can to dominate the audience's attention. This simplicity aligns with the convention of prioritising a clear visual message for billboards. This is further conveyed through the bold white writing of the message itself, 'Where there's Pepsi, there's music,' which is concise and memorable, meaning that it can be readily absorbed by audiences with limited time. The message of the slogan is maintained consistent throughout the billboard through the energetic colour of red, because red is a naturally stimulating color which is often linked to excitement, energy, and action, mirroring the message of the slogan, it grabs the viewer's attention and injects an effective contrast against the calming blue. Another inspiration we gained from this billboard, is from the central image, this is because within this billboard it is evident what product the advertisement is about and the reason for the billboard, which we adopted for our billboard, however this is also strengthened through their iconic house colours being blue, white and red simultaneously, which is easily identifiable by drivers. Within the pre-production stages of our billboard campaign, we created a visualisation diagram to be able to visually experience what our campaign would look like on a billboard, to ensure we were adhering to codes and conventions of a billboard. To conform to the codes and conventions, my agency ensured that the visual message of the hands meeting over the drink was central to the billboard to enable passing drivers to understand the message behind the campaign. We also ensured that the hashtag was in Sans serif font to be bold and clear for audiences to understand the slogan of the campaign, which is conventional of a billboard. 

Social media Advert

For our social media advertisement we also adopted inspiration from various other drink social media statics, this advertisement being the primary inspiration. This social media static follows conventions through their consistent house style and brand awareness (colour scheme, use of imagery, composition). The advertisement contains a powerful central image of the Pepsi max can surrounded by splash of the drink itself, this ensures that the audiences are aware of the product being advertised immediately, which is conventional of social media statics because it is striking while media consumers are scrolling on platforms such as instagram to catch their attention. This is something we focused on to ensure that the product was clearly advertised. Another aspect of the Pepsi static that inspired our campaign advertisement was the use of consistent typography, the bold sans serif font is within the house style of all pepsi advertisements, meaning that audiences are able to identify the Ad creator from the text alone, which increases brand awareness and meets cross-promotion conventions, this bold font adheres to social media Ad conventions because it makes it easier for viewers to understand the core message that the campaign is displaying, this is also reinforces through the highlighted 'NO SUGAR', to solidify the niche of this specific pepsi being the 'max' variation, therefore audiences instantly are aware of the product advertised. We mimicked this and ensured the font was clearly visible for all to see, the importance of a consistent typography ensures clear brand identity. For our social media static, our agency utilised pre-production materials to help with planning the design and display of our advert. The pre-production material that helped to design the campaign to ensure it met conventions was solidifying the genre of the campaign, this is because our agency were able to decide on the romance genre therefore we were able to mirror this in our Instagram static, through consistent colour scheme being pink, red and white, to mirror the love theme, which strengthens our campaign message as well as our central image being two hands meeting over the drink to mirror reconciliation, consistent within the genre of romance, to create an easy message for audiences to identify. The message of the campaign is further strengthened through the hashtag of our slogan 'TASTE THE LOVE' that is large on the advert at the top to ensure our message is fully established.

Video advert

Finally, for our video advertisement, our agency also gained inspiration from this pepsi max advert because of how meticulously it follows the codes and conventions through transitions and setting and other conventions such as product placement. Within this Pepsi video Ad, one way it follows conventions is through jumpy and fast transitions, this reflects the slogan of the campaign being 'all the best moments are better with pepsi', because the different settings are reflective of people having fun while enjoying pepsi, this follows conventions because the scenes are mirroring the basis of the campaign, strengthening the message for audiences, while also being interactive and engaging through the jumpy and fast paced transitions. We too aimed to use a similar editing style to ensure that it met the needs of the purpose of being an advertisement campaign. The consistency of product placement throughout the video is also conventional of a video advert because consistent product placement ensures the viewer's attention stays on the advertised product, which is evident in this pepsi ad as it maintains central through the entire video, therefore consistent placement reinforces the brand's presence throughout the ad. For our video advert we ensured we created sufficient pre-production materials that helped and guided us to create a video reflective of our genre as well as our message, a material that we used to complete this is a storyboard. Utilising a storyboard to grasp the order of out video advertisement scenes, allowed us to ensure the audience can be fully engaged and immersed through the post production editing that later followed, because the editing shown on the storyboard, conveyed to us how we would be reflecting our romance genre to keep the advertisement consistent as well as ensure the message was clear communicated well through the video. The storyboard also helped to identify effective product placements to ensure audiences understand what the advert is about, which consolidates the brand image and awareness. 

D2 (U20): Demonstrate how the technical and aesthetics properties of the media components meet the client brief

From looking at my final campaign, I have discussed below how I have met the client brief through the technical and aesthetic properties of the three platforms.

16-18 year old target audience

When planning the campaign adverts and the production of our concept material, to ensure we were primarily targeting the 16-18 target audience, we chose a love theme for the campaign because of 16-18 year olds' idolisation of love and romance, therefore they can be more immersed in the the adverts as it would be something that they are interested in. Moreover, To be able to target this specific audience we also decided in our pre-production when discussing form, that Instagram would be a suitable social media platform to advertise on because this age demographic is the highest populated age group on Instagram, therefore we were certain that the advertisement would meet this requirement. As the video Ad was also distributed on Instagram, alongside the static, we were confident that the campaign would appeal to the primary target audience because of the content of the video. The models within the video ad are of the same age as the target demographic, as well as the models being an interracial, lesbian couple, therefore the target audience are able to resonate with the progressive and inclusive aspects of the campaign as they are the generation which contains the most inclusivity, therefore the target audience will be more inclined to be attracted to the campaign as they would feel included. The music that we used was also vital in appealing to our target audience and therefore we used a contemporary soundtrack. Our pre production plan allowed us to ensure that we met the brief when planning our technical aspects. The storyboard planning and music choices were carefully considered to appeal to our audience. The proposal form section was also important to consider as we had to choose the appropriate formats.

Clear message is consistent across all three platforms

As stated in the brief, the message of the campaign was required to be consistent throughout all advertisements, we ensured that this requirement was fulfilled through the use of house style, consisting of colour scheme, font and image. Our pre-production materials also helped us to strengthen this requirement, in particular our, 'form' research, because despite the different codes and conventions on each advertising platform, our agency ensured that the message maintained consistent throughout, through our red, pink and white colour scheme to represent the romance theme as well as the colour of the drink being red itself, therefore reinforcing product awareness and the awareness of the theme. We also ensured the message was clear across all advertisements through the use of the 'TASTE THE LOVE' slogan present on all adverts, to solidify the message of the feeling that the drink can make a consumer experience. This clearly shows how our aesthetic elements of colour scheme and slogan met the brief requirement.

Ensure a Hashtag is visible and used across your campaign

Another brief requirement that our agency fulfilled was the use of a consistent hashtag #tastethelove, this is the hashtag we decided to use because it is reflective of the romance theme, that is apparent throughout our campaign including the billboard and social media static adverts. The utilisation of a technical code of a hashtag across all adverts ensures that the adverts can be accessed by multiple audiences other than our primary audience to maximise exposure, to hopefully make the campaign go viral , another explicit requirement from the Carter soft drinks brief. Using a hashtag also solidifies the theme and message of our campaign as the core message is focalised around the drink bringing reconciliation and connection, therefore allowing brand and campaign recognition to flourish and strengthen. Throughout our production, we utilised visualisation diagrams to help consider where to place the slogan to gain maximum exposure for the campaign message as well as which typography would best suit the campaign adverts to be clear and bold for viewers to understand and consume. We stuck to this plan and integrated the hashtag across all of our platforms.

Sold in can

To be able to meet the client brief requirement of explicitly conveying that that the drink is only sold in a can, we ensured that the Phizzwizard can is a central image on every advert because this instills within audiences that the can does not come in any other form. This requirement was significant to meet because the imbedding of the Phizzwizard can on every advert including our, billboard, social media static, and video, also solidified the brand recognition of the Phizzwizard drink to become more recognisable for audiences whenever they see the drink can. Our pre-production material that helped us to ensure it was evident to audiences that the drink was sold in a can was our visualisation diagram because they allowed us to identify where the can would look most visible within each advert to ensure audiences are aware that the drink is sold in a can primarily. 

Liquid is red

It is required in the brief that the colour of the liquid must be red, we emphasised this through the use of our colour scheme as red it the primary colour as it not only reflects the drink colour but also the romance theme that is dominant on all our adverts as well as the product placement within the video Ad as the can label is red, shown above, meaning that audiences can recognise the colour of the drink. We used a mood board in our pre-production stages that helped us ensure the red colour was consistent and prominent throughout. This technical and aesthetic property was clear, consistent and paramount to the brand identity of our product.

Strawberry laces

Our agency met this requirement through the incorporation of the strawberry laces within the can label which appears on all adverts being out social media static, billboard and video. This requirement was important to meet because it is the entire flavour of the drink, therefore we found it essential to incorporate it to ensure that audiences knew the flavour they were getting to avoid any misleading. Within our pre-production stages, the moodboard helped us to identify how we would incorporate the strawberry laces and mirroring colours such as red into the campaign to maximise its aesthetic attractiveness.