The concept for We develop independence, one child at a time evolved into a campaign that includes a series of print ads, as well as a television commercial and a radio spot.
The campaign aims to teach, so the idea of creating a classroom atmosphere seemed like a valid execution. In the print and TVC, a blackboard is utilised for this purpose. I decided on the specific voice-over for the radio spot and TVC, as the lady's voice emphasised my idea of a caring, informative teacher.
Print
With a series of informative print ads, I wanted to educate the reader about autism and SNAP, and tell them how they can help the organisation in developing the futures of children with autism. Think of it as a brochure-like approach to print advertising.
Radio
My radio ad contains a straight read to capture the essence of the campaign for SNAP.
(I made a little clip with the radio spot, as I don't know how to upload MP3s).
Television
This animation brings the print and radio together, combining elements from both to create a nostalgic commercial aimed at educating the viewer about SNAP's cause.
There are certain gems that I appreciate till the very last drop. One such gem, goes by the name of Jack Black Beer. This micro-brewed beer has enjoyed my top of mind awareness ever since I was introduced to it, little over a year ago. Every time I find Jack Black at a restaurant, I get somewhat excited (well, pretty much like those guys in that Heineken TVC). Simply put, I shout out loud (in my mind, of course):
No way, they've got Jack Black!
Jack Black is certainly my preferred draught to order. It's exclusivity intrigued me, so I did a bit of research on the brand. I found that Jack Black Beer is a local initiative, in fact, it's brewed in the Western Cape.
As I haven't really seen any advertising for the brand, I decided to scamp up a few ideas using my No way, they've got Jack Black! notion as a concept base.
Let's call these Jack Black scamps, The No Way Campaign. The campaign will launch with the initial print ads, then the radio spot followed by the television commercial.
Print
Radio
Television
Open on a viby club scene with two guys standing at a crowded, trendy bar. As the camera moves closer to focus on them, the one Guy notices something and stares directly at the screen (viewer). He squints his eyes, trying to get a better look.
He tries to get his Friend's attention by bumping him, while he's struggling to speak due to overwhelming excitement. He keeps looking directly at the screen, then points and shouts:
Guy: (excited; can barely contain himself) Look, look, look!
But, the Friend doesn't know what to look at, so he casually asks with a confused expression:
Friend: (confused)
Look at what?
The Guy points again.
Guy: (quick response; hysterically excited)
Look there!
The Friend turns around, his eyes glance over the screen, but he doesn't notice anything. The Guy is hysterical at this stage, as he can't contain his excitement anymore. The problem is, the more excited he gets the harder he finds it to verbalise what he's looking at. Eventually, he manages to get these words out:
Guy: (overwhelmed; finds it hard to put to words what he is seeing)
I... I can't... I can't believe my eyes...
The Guy keeps looking at the screen and smiles. The Friend keeps his nonchalant attitude, although he does look a little concerned. He asks the Guy in a calm and collected way:
Friend: (nonchalant; yet inquisitive)
What are you on about, man?
The Guy prepares himself to break the news to his Friend. This is the big build up, and he is trying really hard to find the correct words. He manages the following:
Guy: (lots of effort; struggles)
They... they've got...
Then suddenly, the Friend turns his head towards the camera again and finally notices (although he doesn't know that it is what the Guy intended to show him). His face lights up as he interrupts the Guy:
Friend: (surprised and excited; emphasise No Way)
No way, they've got Jack Black.
The camera moves a bit back, revealing a beer tap. The two guys are blurred into the background, in order to focus on the beer tap as the hero. The logo is prominent: Jack Black. The announcer states the following while the camera focuses on the beer tap:
ANNCR: (similar to the movie man voice)
Yes way. Jack Black's premium micro-brews are made in small batches, using only the finest natural ingredients to ensure refreshing quality.
Fade out to black, with the Jack Black logo superimposed on the blank background.
ANNCR: (pay-off line; emphasise No Way as if he's really surprised)
Jack Black. Premium Beer. End.
Then, after the introduction of the brand into the market, posters will be put up in places that stock Jack Black Beer. People who have seen or heard the ads, will get it immediately.
New Balance specialises in manufacturing running shoes that assist runners to run with the utmost comfort. I created a little clip to capture a runner's monologue, explaining why this person chooses to run. The runner's confidence comes from the knowing that New Balance will be there every step of the way, allowing the runner to face the extra mile.
The script reads:
People usually ask me: What are you running from? The thing is, I don't run from anything. I run towards my destination. So, when people ask me: What are you running from? I usually say, I run from whatever it is that keeps you from running.
It's a seldom acknowledged fact, but some people are tougher than others. As it comes with the territory, many individuals (especially males) pride themselves on being tough - or even, being the Toughest.
I took this into consideration when scamping a few ideas for Labello, focussing on their range developed for men. I wanted to communicate that to be tough, you need Tough Protection.
I had this in mind for the airwaves:
...while the adaption for TV land will follow a similar scenario:
Open on an early morning kitchen scene in a modern apartment. We join a young woman as she walks into the room, yawning. She's dressed snug, although she shivers a bit from the early morning cold.
She starts boiling the kettle and sits down on at the kitchen counter. Then, the door opens and her flat mate (a young man) walks in, wearing a running vest. She looks surprised to see him wearing so little on such a cold morning:
FV: Where have you been - and where is your jacket? It's freezing!
He smiles in a nonchalant manner as he makes his way to the counter where she is sitting. He's calm and collected, and replies in a self-assertive manner:
MV: It's only nippy when you step out, but you can't feel it after the 10th k.
The kettle is done boiling and sounds a hoot. She looks at him with a confused expression, yawning, then asks inquisitively:
FV: 10th kilometer? Doing what?
He is enjoying the attention, and says with gusto:
MV: Jogging, of course.
The camera follows her eyes, and focuses on the ground at his feet. He is barefoot. She can't believe what she's seeing and exclaims at the top of her lungs:
FV: But you're not wearing any shoes!
He nods and looks very chuffed with himself, stating confidently:
MV: Yeah, I find it easier to run that way.
He takes out his Labello for Men (the camera focuses on the product, clearly showing that it is Labello for Men) and applies it to his lips. An epic crescendo starts building in the background, while a voiceover reads:
ANNCR (similar to the movie man voice): Having soft lips doesn't make you a softy. Labello for Men takes active care of your lips so that you don't have to worry about it.
Then the scene fades to a black background with the Labello for Men logo superimposed. The pay-off line, Tough Protection, appears in white underneath the logo. The voiceover reads the brand name and pay-off line with assurance. End.
Adjustable beds are manufactured to provide the utmost comfort, and are regularly recommended by the medical profession to people suffering from different aches and pains. Adjust4Sleep beds have been designed to help reduce pain and improve sleep.
After some research, I found that ancient Egyptians believed that dreams were answers delivered to them from deities. These answers would help them solve problems in their lives and give them direction.
I believe in dramatising a selling proposition, as straight-up retail shouts too much. I wanted to communicate these beds as the answer to sleepless nights of pain and agitation. Make sleepless nights a thing of the past is a concept line I created for this brand (and it has been used in their retail ads), so this scamp is simply to romance the idea.
I've also come up with a story line for a television commercial.
Open on a desert scene, situated somewhere in Egypt. A human figure is shown in the distance, digging. It looks like an extremely hot day, especially to be out in the desert. As we move closer, we see our hero sitting on his knees digging for something that he seems determined to find. He looks tense and nervous, while sweat is pouring down his forehead (as if he is in pain).
A drop of sweat falls on the sand, but doesn't sink into or wet the sand. There is a slight rumbling sound and our hero looks around - concerned. Then, the sand starts to part and an ancient doorway is revealed, rising up from the sand. Hieroglyphics cover the walls of this portal (a portal to peaceful sleep).
The explorer sports an overwhelmed expression as he quickly makes his way to the entrance. He lights up his torch, and then we follow his finger as it touches the hieroglyphics on the wall. Then, his finger stops and the camera focuses in on a hieroglyphic.
The Adjust4Sleep logo is revealed. His hand caresses the logo on the wall.
Suddenly, we jump to a morning scenario in a modern bedroom where our hero has just woken up, looking relaxed and comfortable. It was a dream all along. As the camera moves over the bed, the Adjust4Sleep mattress is showcased (as one would do in a retail ad). The camera stops on the bedside table, where our hero's electronic hand-control is neatly placed. The screen fades to white, with the Adjust4Sleep superimposed. The pay-off line, Make sleepless nights a thing of the past, appears underneath the logo.
Ah, my first television commercial! In 2008, I had the opportunity to work on a TVC for Cattle Baron and was assigned to coming up with a story line, as well as script. I had to tell the world how passionate the restaurant was about making their food.
I started playing around with words and ideas, until I came across a silly little pun, where lovers meat. As to say, couples would meet here for a romantic date, while the chefs are in love with what they do, and what Cattle Baron does best, is meat.
I realised this wasn’t pay-off line material, but I was determined to communicate my idea simply and effectively. Thus began the tale of a chef who falls in love with the steak he has carefully selected and masterfully prepared. He doesn't want to let it go when he is faced with the reality that it's only an order, but admits that this happens every single time.
So, the idea comes through that Cattle Baron continuously delivers the finest cut meat grilled to perfection.
When I was little, I was pretty fascinated with cowboys. I remember my first Western, it was a typical meet-at-dawn-for-a-showdown type of Spaghetti Western. They had guns, they rode horses and they fought the bad guys - this is what my dreams were made of for months to follow. I distinctly recall the cowboys sitting around a campfire preparing baked beans.
This stuck with me.
In college, we received a brief for Heinz Beans. My fond memories of cowboys eating beans sprung up immediately, as I started brainstorming. I came up with the pay-off line, The way the West was really won, for the campaign.
As I didn’t appreciate the art direction for my college hand-in, I decided to redo the ads for my portfolio. I used Adobe Photoshop and InDesign for my endeavour, to truly capture what I had in mind the first time around.
I extended the campaign, adding one more print ad, a TV ad, as well as an online initiative to encourage people to sign up to the Heinz Beans database.
Print
Television
Open on a small town straight out of a Spaghetti Western. It’s hot and windy, while a tumbleweed is making its way across the street. We see a cowboy standing against a pillar, and then we follow him. Another cowboy is shown resting, sitting with his feet up.
A calm before the storm.
The sitting cowboy is agitated, as he stands up to walk down the street. We show a series of close up shots of the two, focussing on their eyes, boots and hands - adding to the suspense of the duel, while not giving away the actual distance between them.
They stand opposite one another, the cowboys are only revealed in close-ups. Their eyes meet and the mood is tense. The one smirks, the other is startled and tries to draw - but the grinning cowboy gets there first!
We hear no gunshot. The camera zooms out and we hear a can opening. They didn’t duel to the death, but for the tender taste of Heinz Beans.
Online
Online game with three levels, each stage with an upgraded difficulty level. The user must sign up to the Heinz Beans database in order to partake in The way the West was really won online game.
In the game, the user will be portrayed by a cowboy - only the hand and pistol will be visible during gameplay (similar to first person shooter games, like Doom).
The user will be competing against other players that are signed in. The aim of the game is to collect as many cans of Heinz Beans as possible, while shooting the duds, within a limited time frame in order to accumulate points.
