Evaluate the adverts (U20: M3, D2)

Learning Outcome 3 (U20): Be able to produce the planned media components.

M3 (U20): Explain how the created media components comply with the codes and conventions of the media sectors.

Billboard
image: https://creativecriminals.com/pictures/hq/253/heineken3d1.jpg

This billboard advertisement for Heineken somewhat inspired the billboard advertisement we designed for Phizzwizzard. Within the ad you are able to faintly see a hand reaching to grab the drink, implying it's very desirable and this person must have it although there appears to be a barrier preventing them from doing so. Our team believed this was a smart way to attract attention from our target audience and trigger the desired response of a 'must have' drink- hoping to increase the demand for our new product. Our billboard features a hand already holding the Phizzwizzard can- to both display it and connote the popularity of the drink through the hand gripping onto the can so it remains their own. We used the slogan as well as social media account links to increase interactivity with our audience- the social media pages would allow customers to find out more information about our organisation and the drink. Additionally, we used the name of the drink, putting it in the same font appearing on the can itself, to make it clear to audiences the brand which was being promoted to them. This would help increase brand knowability and help us to gain a reputation for ourselves, making the product more popular and thus the campaign successful. Furthermore, we used a bright colour scheme to further communicate the summer theme of our campaign to audiences, bright colours will make this message clear at the first glance.
Interestingly, the visualisation diagrams which we created during pre-production massively helped create the billboard as they set a clear structure/ layout for the ad. This helped guide us when taking the idea to photoshop, we had a clear 'map' to follow and therefore enabled the billboard to be made in a more effective and time-efficient way. In addition, the creation of a mood board helped to make our colour scheme clear to the creators and editors of the billboard, this pre-production material would include an idea for the colour palette and therefore ensure the billboard produced correctly conveyed the summer message.

Magazine
image: https://encrypted-tbn0.gstatic.com/images?q=tbn:ANd9GcSUclTUgsN081NtIRSXX6-SI5-TyTbpCk4N6A&usqp=CAU

This Coca-Cola magazine advert inspired the ad we created for the magazine within the overall campaign, we thought the use of colours and images bursting out of the bottle were a great way to attract audiences and convey the message of the campaign in fewer words. Significantly, the Coca-Cola ad uses abstract images that blur into an array of colours to connote that drinking a bottle of Coke would improve consumers' lives and experience an alternate - happier- reality. Our magazine advert also has images bursting out the Phizzwizzard can, these images are all related to summer and have been cleverly attached to the strawberry laces coming out the can. The use of these two components helps us to send a clear message to audiences;
1. our drink is strawberry laces flavoured
2. our drink has a summer theme and 'transports' consumers to summertime.
Remarkably, all the images used have summer implications to make this message clear and thus attract the correct target audience. An additional convention used within this ad was the Carter Soft Drinks logo, this was used in both print ads and informs the audience of the company behind the drink to further promote them as well as help to gain brand recognition so their other drinks can be promoted subsequently. Furthermore, we used the drink's slogan 'get that summer feeling' to further communicate the message, the short-phrased slogan will remain memorable for audiences and help increase awareness for the campaign. Finally, the magazine advert will appear with a portrait layout to fit the general format of the magazine and use bright colours/ bold letters to help the advertisement stand out to audiences.
The mood board really helped bring the vision of this ad to life as it gave us ideas for summer images and themes which we were able to incorporate into the ad, therefore helping to better convey our message to consumers. Additionally, we'd create a proposal for the advertisement in order to persuade the editors and directors of the magazine to allow us a space to promote our product. This is essential as it would help us to gain a primary ad space to maximise audience reach/ awareness as well as an understanding of the layout we would need to fit for the ad itself.

Video

The Squarespace advert featuring Zendaya helped to inspire our video advertisement. At the start of this ad the main character's business is doing poorly but once the service under the promotion is introduced, the fictional business thrives and the character is transported to an alternative reality filled with success and happiness. Similarly, our advertisement transports the characters in the campaign to an alternative reality in which they have enjoyed our Phizzwizzard drink and are no longer in a sad winter scene, but instead a joyful summer one. Overall the basic premise of Squarespace inspired the message for the ad and helped us to formulate an idea for the final video. Interestingly, one convention we used was the brand name and slogan appearing at the end of the ad with a scenic background- similar to the ad seen above. Using this convention allowed our message to come across clearly to consumers, making them more aware of the purpose of the campaign and further linking it to other ads within the campaign. Additionally, by putting this at the end of the video it ensured it remained memorable and stuck in our audience's heads even after viewing- increasing the likelihood of a purchase. Furthermore, we used conventions such as music and voice overs to make the ad more exciting for viewers. The songs 'All by myself' and 'Watermelon sugar' were used for the video advert to further convey the themes and effects of the drink (sad before, happy after), helping to better communicate the campaigns message and encourage audiences to purchase the product. In addition, we used a variety of camera shots to make the video more diverse and interesting for viewers to watch as well as help them to focus on the subject of the promotional ad, the Phizzwizzard drink. For instance, the drink was featured in multiple scene and we used shots such as a close-up to further draw attention to the product. 
Significantly, the storyboard created during the pre-production planning process helped us to visualise the scene and further understand the impact this could have on our audience. The storyboard assisted the videographer in comprehending how the final scene would need to appear and subsequently be filmed in order to meet our requirements. Further to this, the videographer was also able to use the shot-by-shot list created in order to fully break down each scene and understand what was required for the advert. The shot-by-shot list outlined how each clip had to be filmed to best fit the client's requirements. 

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

Name- Phizzwizzard

One requirement the client implored was naming the drink Phizzwizzard and for this to feature throughout the campaign. This requirement is very important for our campaign team to include and should feature within all 3 advertisements across platforms as this essential information will help the product gain a reputation/ knowability. Moreover, the name will help maximise awareness through word-of-mouth advertising, making the new drink popular and creating a buzz for the product. All three advertisements clearly promote this element of the drink by including the name on both the can as well as on the advert itself, for instance using the set font at the end of the video ad to display the name making the identity of the drink obvious to consumers. This was included from the early stages of production while creating the storyboard where a frame distinctly displays the name Phizzwizzard to be incorporated at the end of the video. Interestingly, this pre-production document was followed all the way through to production as it was approved by the project manager and therefore required little to no tweaks. 

Include Carter soft drinks logo

Carter soft drinks are the client we have produced this campaign for, they are the creators of the new fizzy drink and therefore require our campaign to include their logo so they're able to gain brand recognition from audiences. The requirement for this was an important one for our team to follow as they are the organisation commissioning us to create this ad and therefore must be featured. Further to this, they created the product and it is therefore necassary for the organisation to receive recognition for this. Significantly, we incorporated this logo into both print ads however left it out of the video advertisement- this meant those audiences viewing the advert were left unaware of Carter Soft drinks involvement. To ensure this requirement is met in the future we will ensure to include it so the audience is aware and we meet all the correct requirements, one way we might be able to fix this is during the editing process by adding in either a graphic or a voiceover to ensure the brand doesn't go unmentioned. Remarkably, this requirement was met for the other two (print) adverts due to visualisation diagrams created in pre-production. The logo was drawn onto these diagrams as a reminder to comprise the logo, enabling the client to be satisfied with the final result as it would help gain additional attention from audiences for both their new and previous products overall. While the visualisation diagrams were followed and helped our team meet the requirements, we didn't feature the logo in the video ad and therefore should've used a more detailed storyboard to avoid this issue in the future. The storyboard was followed closely by our team to help guide them so including the logo would've ensured editing teams were made aware of this essential element for the campaign.

Appeal to the target audience

The brief describes the primary target audience to be in their 30s, a requirement states that the campaign should appeal to this audience and use retro components to allow the audience to reminisce on their younger lives. This was an essential requirement for the campaign to feature as it would help further entice target audiences to purchase and respond positively to the product and overall campaign. Interestingly, the use of a can as well as the contrast of colours vs black and white in the video advertisement connotes the retro theme in order to attract the audience. Furthermore, the bright and bold colours were a very popular choice in TV adverts within the 90s (when this age demographic was growing up) and therefore it might act as a form of nostalgia, persuading them further to buy the drink. The secondary target audience for the Phizzwizzard drink was a younger demographic of 13-18-year-olds, the campaign was able to attract the attention of this group through song choice in the video ad. Significantly, the second half of the ad presents a happy summer feel and further portrays this through the song 'Watermelon Sugar' by the very popular artist Harry Styles whose music is primarily enjoyed by this age group and would therefore appeal to the desired audience.
Interestingly, there weren't any pre-production documents that assisted our team in meeting this requirement, as the techniques used to achieve this were only applied in post-production. However, Final Cut Pro was a great post-production tool which we were able to later utilise through filters to accomplish the final result.

The strawberry laces flavour must be apparent 

From the very start of the design process for this campaign, we were aware of the importance of centralising the strawberry lace flavour, making it very obvious to the audience in order to entice the correct consumer. The importance of this demand would help inform audiences of the flavour of the product, ensuring no false advertising was breached and audiences were excited for the new flavour. In all three sectors of the campaign, it has been made abundantly clear that strawberry laces have direct involvement in the product. For instance, the billboard and magazine both feature images of strawberry laces emerging from the can and subsequently imply the flavour of the new fizzy drink to anyone who views the ad, even at a short glance. In addition, the song featured in the video advertisement includes the lyric 'tastes like strawberries' to further convey the flavour to a viewer and therefore entice them to purchase the drink. Finally, the mood board helped us to remember this feature and gain inspiration for the layout and style for the final advertisements- meeting the client's requirement and gaining more customers overall. This pre-production document was closely followed for this requirement by having the document close by during the planning process for each advert, ensuring the desired theme and essential elements of the product were included.

The drink must be in a can 

The client's brief mentions the drink must only be sold in cans as a way to better appeal to their target audience of 30- something-year-olds. This had to be made clear for audiences as it would help promote the product due to the connotation of their youth as well as appealing to the younger target audience by using environmentally friendly materials. Interestingly, our campaigns had to therefore ensure all images and videos of the drink were presented in a can. I believe we met this requirement as in all aspects of the campaign the drink was only ever displayed in a can to ensure the target audience remained enticed by the drink. Furthermore, the pre-production schedule created mentions gathering the props for the video advert. This was a great document to help us know when to get the props as well as a reminder of what props were needed, including a can and label for the drink and NOT a bottle or any other container. The pre-production schedule was a useful tool for all members of the campaign team to follow as it clearly stated what was needed of each individual and was therefore followed throughout production. Overall this requirement was easy to meet and I believe our team were successful in meeting it and therefore satisfying the clients.

To produce a magazine, billboard, and video advert

The client brief stated that for this campaign we would need to produce a magazine, billboard and video advertisement in order to gain mass audience reach and ensure the campaign was accessible to a variety of audience demographics. Interestingly, this requirement was important to the client as it allowed the product to be promoted to a wide range of individuals and increased the success of the overall products sold. Our campaign included two print adverts which appeared in specifically selected locations/ magazines in order to best target the desired audience. This requirement was met as we successfully produced a variety of adverts across differing platforms for the drink. Furthermore, we used a range of pre-production documents to ensure the success of this campaign including a gantt chart. The gantt chart produced helped the entire team to stay on task and understand what was expected of them, overall helping the project to progress efficiently. We followed this gantt chart strictly to make sure all tasks were being completed allowing the project to advance.