2013 FESTIVAL TOUR 2013 FESTIVAL TOUR Kirsty Hardingham OUGD203 YCN 1:5 CONCEPT/ CONTEXT OBJECTIVE We were asked to create a fun and engaging campaign that will re-introduce a younger generation into eating Heinz Salad Cream. The campaign had to have an upbeat and vibrant tone of voice in order to appeal to the target audience of 18-29 year olds. SOLUTION We have approached the problem by looking at ways in which we can target our campaign at this audience without doing the obvious. We have created a campaign that is sunny and fun. Heinz SC and The Sunshine Van, is a Salad Cream van that will travel up and down the UK to some of the biggest summer fes - tivals. The van will be a customised 1960’s ice- cream van to enhance the retro feel of the campaign. The van will give away free Salad Cream and chips to encourage a younger generation to enjoy the taste of Salad Cream. The SC and the Sunshine Van is play on words from KC and The Sunshine Band and their song ‘That’s the way I like it’ is used in the campaign. This sets the tone of voice for our campaign perfectly; their song is memorable and cheerful. The campaign includes: • A moving image using KC & The Sunshine Band, ‘That’s the way I like it’ which sets the scene for the whole campaign • A series of Adshel Adverts to kick start the campaign • A Competition to win Festival tickets using new technology called Snap Tags. These can be linked to social media like Facebook to broaden Heinz’s opportunities to communicate with their target audience. • The Heinz SC & The Sunshine Van touring around Festivals • Free giveaway at the festivals. Dip n Squeeze Heinz Salad Cream pots based on the Heinz Ketchup Dip n Squeeze pots • Encourage festival goers to share their Salad Cream experience using a new Photo sharing platform called LiveShare This is the piece of writing that I did for our YCN submission boards. The text explains our objective of the brief and a brief outline of our solutions. 2013 FESTIVAL TOUR 2013 FESTIVAL TOUR
Transcript
2013 FESTIVAL TOUR2013 FESTIVAL TOUR
Kirsty HardinghamOUGD203
YCN
1:5CONCEPT/ CONTEXT
OBJECTIVEWe were asked to create a fun and engaging campaign that will re-introduce a younger generation into eating Heinz Salad Cream. The campaign had to have an upbeat and vibrant tone of voice in order to appeal to the target audience of 18-29 year olds.
SOLUTIONWe have approached the problem by looking at ways in which we can target our campaign at this audience without doing the obvious. We have created a campaign that is sunny and fun. Heinz SC and The Sunshine Van, is a Salad Cream van that will travel up and down the UK to some of the biggest summer fes-tivals. The van will be a customised 1960’s ice- cream van to enhance the retro feel of the campaign. The van will give away free Salad Cream and chips to encourage a younger generation to enjoy the taste of Salad Cream. The SC and the Sunshine Van is play on words from KC and The Sunshine Band and their song ‘That’s the way I like it’ is used in the campaign. This sets the tone of voice for our campaign perfectly; their song is memorable and cheerful.
The campaign includes:
• A moving image using KC & The Sunshine Band, ‘That’s the way I like it’ which sets the scene for the whole campaign • A series of Adshel Adverts to kick start the campaign
• A Competition to win Festival tickets using new technology called Snap Tags. These can be linked to social media like Facebook to broaden Heinz’s opportunities to communicate with their target audience.
• The Heinz SC & The Sunshine Van touring around Festivals
• Free giveaway at the festivals. Dip n Squeeze Heinz Salad Cream pots based on the Heinz Ketchup Dip n Squeeze pots
• Encourage festival goers to share their Salad Cream experience using a new Photo sharing platform called LiveShare
This is the piece of writing that I did for our YCN submission boards. The text explains our objective of the brief and a brief outline of our solutions.
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Win tickets
TheTour
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MENU
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CHIPS AND
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GLASTONBURYLEEDS FESTT IN THE PARK
How do YOU like it?
Liveshare
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Kirsty HardinghamOUGD203
YCN
2:5WEBSITEThis is the website Home page that I designed. The website is for the SC and The Sunshine Van campaign and it gives information about the tour, how to win festival tickets and then how to Live share your Salad cream photos at the festivals.
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Kirsty HardinghamOUGD203
YCN
3:5AD SHELL
These are the poster designs that I did for the bus stop Ad Shells. The posters are part of a series that would be released as the Salad cream campaign evolved.
These would be released one by one as the SC and the Sunshien van festival tour evolved.
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Kirsty HardinghamOUGD203
YCN
4:5
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MENU
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CHIPS AND
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SUNSHINE VANThe van was a very important part of our solution to the brief as it was what the festival tour was about. It is part of the stop motion Lisa design and it features in almost all of the design work within this brief.
The design reflects on the brand and is very bright and sunny, also fitting with the name of the tour which is SC and The Sunshine van.
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Kirsty HardinghamOUGD203
YCN
5:5CHIP CONE
Everything to do withthe chip cone was fun during this brief. I first designed the cone after finding a net online. I have kept the design consistent with all other designs. Keeping it very bright and sunny.
After printing out the cone and making it, me and Lisa collaborated with a third year Vis Com student to take quality photographs for our final solutions. Here is a selection of them.
We also had a selection of images that Lisa used in the stop motion.
