Advertising brief
As part of the same campaign to reposition Kelly’s of Cornwall, a TV/
cinema advert will be created. The same advert will be used for both sources of
media as part of the same campaign. The adverts will be based around the beauty
of Cornwall, the fresh Cornish produce, associations and memories that people
may have of holidays in Cornwall. We will
be aiming the campaign at adults who have families, people who are in the B or
C1 socio-economic groups.The advert will show the beauty of Cornwall with families spending time
together, making memories and building experiences which they can look back on.
These memories will play as a target in order to change consumer’s behaviour
making Kelly’s their first choice of ice cream. The advert will give consumers the
idea that you can enjoy Cornwall without having to be there by presenting
people with happy thoughts. We want people to associate Kelly’s with happy
thoughts and good memories.
My first idea...
My storyboard for my first TV/Cinema advert of which i drew using key points in the scenes hopefully showing viewers how each scene transforms into the next.
My second Idea...
The second advert is based around the enjoyment of ice-cream
by children. Using the children aspect of the first advert, the second advert
talks to 5 children about ice-cream and their favourite flavours, showing
action shots of the children too. All of which is all shown on the advert
meeting all 5 of the children using the idea that Kelly’s ice-cream is enjoyed
by everyone which is the slogan for this advert. The image of the cows at the
beginning is giving the audience the idea of the fresh produce whilst showing
the beauty of Cornwall. The closing image of the dad and child walking away to
the sea from the sandcastle is a good closing scene showing the beauty of
Cornwall. All of the interviews will swap from child to child but focussing on
these 5 children only showing them laugh, stare, talk, play etc. This advert as
well as the one from idea 1 is aimed at families as mentioned in the brief.
Kelly's of Cornwall has been a family run
business for over 100 years set up in 1890. The ice cream is made from Cornish
clotted cream and whole milk from cows grazing in the fresh green fields of
Cornwall (Kelly's, 2012). In order to reposition Kelly’s, a
campaign will be created using the concept of their Cornish heritage.
Advertising brief
As part of the campaign to reposition Kelly’s of Cornwall, a set of 4 different print adverts will be created. The adverts will be based around the beauty of Cornwall, the fresh Cornish produce, associations and memories that people may have of holidays in Cornwall. We will be aiming the campaign at adults who have very young families, people who are in the B or C1 socio-economic groups. The adverts will reflect the family orientated approach using children, illustrations and bright colours or the social class status of luxury and class using darker colours, fancy text and sophisticated imagery.
The 4 adverts will be based around the beauty of Cornwall, associations with Cornwall and the beach, the fresh produce going into the ice cream and the idea that it can be enjoyed by everyone whilst aiming at families so they might have a quirky and fun appeal to them. The adverts will give consumers the idea that you can enjoy Cornwall without having to be there by presenting people with happy thoughts. We want people to associate Kelly’s with happy thoughts and good memories.
All of these adverts were created by using original images and edited in Adobe Photoshop Elements 7.
My five print
advert ideas:
References
