To kick off Third Year at Ravensbourne, I worked on 3 briefs as part of the Negotiated Briefs Unit.
From Minority to Major Sport
BEAR: From Minority to Major Sport
To increase the popularity of Ultimate Frisbee to rival that of a major sport.
Ultimate Frisbee is a self-refereeing team sport consisting of throwing a frisbee to the opposing goal. It is a mixed sport in the UK, yet 18-30 male participation has declined by 30% since 2014. The leading Ultimate Frisbee body in the UK is Great Britain Ultimate, making them a lead client to work with for the brief.
To speak to Ultimate Players and 18-30’s, I carried out secondary research into sports and consumer trends, as well as reaching out to users on Reddit within both the r/ultimate and r/teenagers threads, and undertaking a digital interview with Oli of the Ultimate Frisbee blog Introverted Ultimate to understand why people play Ultimate Frisbee.
Based upon research carried out with males between the 18-30 age bracket, I found that most can relate to frisbee, but only as childhood activity – rather than a competitive sport.
Based on this insight, I believed that tugging on the nostalgic heartstrings would be a powerful way to get young-adult males involved with the sport, by encouraging them to pick up and frisbee for the first time since their youth and join a local Ultimate Frisbee team.
In response to the insight, I developed the Ultimate Nostalgia campaign; a multi-channel campaign which allowed users to transport themselves back to their childhood era with the use of a frisbee. You can view the campaign case study below;
Overall, I feel as if I struggled throughout this project. Whilst I am happy with the production values of the outcome, I feel as if the concept was not related enough to the insight.
I found it difficult to relate to the sport, meaning in hindsight I should have picked another sport, but I am happy with the production skills I developed on After Effects and Premiere Pro throughout the project, which paved the way to producing high-quality case study videos for other projects.
D&AD: Burger King
Remind 18-24’s that Burger King is the home and expert of flame-grilling using The Whopper as a hero product throughout the campaign.
Burger King is not a brand to shy away from the controversial. Burger King is a brand with an edge – a bold and confident challenger in the fast food arena. However, less than a third of 18-24 year olds know Burger Kings USP – that burger is grilled, not fried.
According to the brief, 18-24’s don’t think Burger King is especially cool. Independent research also reveals the same outcome. A quick Twitter & Reddit search revealed a lot of people feel that Burger King is out of touch with younger consumers. Whilst many believed this was due to the dated interior, there’s still a belief that Burger King speaks a different language to their younger audience. Perhaps this is why 18-24’s aren’t hearing their message?
Slideshow: Just a few of the public opinions across social media.
The 18-24 age bracket seek experiences and brands that are real and authentic, and often see fast food as fake. As such, I wanted to create a campaign which really spoke the language of the target audience. What is something every younger person does with one another? They exchange insults and abuse.
As such, I researched into how brands have used sassy insults to win over customers. Brands & public figures like Wendys and Gordon Ramsy have used social media to insult customers, and the brash, unexpectedness of a brand insulting consumers has won many over. This, twinned with the growing popularity of argumentative-style shows such as Jeremy Kyle and YouTube prankers to the younger audience, makes me feel as if this is an authentic and unexpected way to talk to 18-24’s.
After all, who’d expect to be sassed by a large brand?
While young people speak an informal language; one of insults & sassy abuse, they still expect brands to be professional.
In response to the research & insight, I aimed to challenge the public perception of how a brand should act, developing the multi-platform Get Grilled campaign to celebrate National Insult Day (Feb 1st) by ‘Grilling’ Burger King customers who purchased a Whopper. You can view the campaign case study below;
I’m extremely pleased with the way this project has turned out. I feel as I was able to speak the language of the target market in such a way that breaks down the disconnect between Burger King and its young consumers and reduce the skepticism of fast food marketing.
As mentioned above, Burger King, from an advertising standpoint, is a fun brand, and I believe I have been able to create a concept which not only supports their brand tone of voice but also extends it to further appeal to the younger audience.
I think the production values, the use of found footage and narration, all added to the realism of the campaign video, producing a well-rounded, entertaining and interactive concept, which has been submitted to D&AD.
Use the power of words to explore the younger generation’s worries, hopes and dreams around the meaning of home to reinforce Nationwide’s and Shelters positioning as champions of the right to a safe and stable home.
The brief requested I deliver the following:
- One execution with killer copy brought to life by visuals.
- 3-10 examples of short social copy.
- One piece of long copy (around 800 words).
Planning on moving out in a few months, I am the prime target market for this brief. By writing down my own fears of moving out as well as speaking with Reddit users on /r/AskUK/ , /r/HousingUK/ and r/movingout/, I was able to identify that whilst many youths strive for independence, they also find it extremely daunting.
The Barclays Life Skills campaign influenced the thought process leading into the project. I viewed their website and social platforms to see what type of assistance they were giving and what sort of language had been used and found that the posts with the most engagement were those using either puns or humor within their advice posts.
As such, I believed a text-based campaign to empower the younger generation to feel confident enough to move out and buy or rent a home for the first time through an informal and humorous tone of voice would both calm and engage viewers.
Whilst they’re surrounded by all the formal legal talk when renting, it seems natural that they should have a refreshing, informal voice in the midst.
Although they are excited, many young people who buy or rent for the first time experience it as a crisis. They are overwhelmed by the many responsibilities involved in taking care of themselves and running a household.
As a result, I developed the text-based Confident Leaving Campaign: A campaign to empower first time buyers and renters by giving them the tips & skills to face life’s next big adventure.
A topical toung-in-cheek print ad aimed to encourage further research into the campaign. Media placement around urban & suburban transport hubs where working 20-30yrs pass on commute to work. Likely to impact those more in suburban areas as they live with parents but travel into central areas for work.
A variety of social copy consisting of non-promotional content and branded informative content. The campaign utilises social targeting to tailor copy based upon users interests to promote increased engagement (See Stranger Things example below).
For the long piece of copy, I created a piece of editorial content for promotion on social channels: ‘5 things I wish I knew before moving out’. In 2017, list-based content made up 5 of the top 10 most viral pieces of content on Facebook. In response, a list-based case study in first person and subtle use of slang aims to create a more human, authentic approach to writing, whilst still keeping a balance of journalism and humour as well as proving easy-to-read and shareable across social networks.
Whilst copywriting may not have been my greatest skill, I believe I was able to answer the brief in a manner that appealed to the target market and use the informal tone of voice to relate to the younger audience effectively.
Whilst other applicants may have attempted to purely craft engaging copy, I believe I was able to justify the placement & cultural relevance of my copy and campaign through background research and digital trends.
From working on a purely-copy based brief, I feel as if I have an increased understanding and appreciation for the skill of copywriting – how much time actually going into crafting a great line of copy – and the importance of background cultural research.
I believe Nationwide was the right brief for the shorter project, in the Negotiated Briefs unit, as the lack of design execution required meant I could spend more time purely on crafting copy and trying a brief that would’ve otherwise been outside my comfort zone.