Video Advert:
The video advert I will create will be a narrative advert, meaning that the advert will tell and entertaining story as well as showcasing the product. The video advert will be made through stop motion animation, since the products Daniel Bros sell include these small wooden Penguins, which can either be used as decorations, or toys for children to play with. I also believe they will be perfect for animating, and I have experimented with them before to create animations:
Daniels Bros Ad 1 FINISHED from George Allan on Vimeo.Daniels Bros Ad 2 v6 from George Allan on Vimeo.
The main video I will make for this campaign will be animated much more carefully and the pre-production will be done properly, unlike these previous videos which are experiments. The videos narrative will need to tell a story which will appeal especially to children, however should also be a story which can be enjoyed by older audiences.
The videos narrative: The video will tell a story of a penguin who goes to the village PengVille in search of some penguin friends. When he arrives at PengVille, he finds that there are no penguins around, however there is a mysterious looking rocket. The curious penguin then goes inside rocket to find a red button. The penguin presses the red button, and is immediately launched into space. The penguin freaks out and looks out of the window, to see the earth getting further away. The penguin goes and explores the rocket when suddenly and alarm tells him that the rocket is approaching a planet. The penguin then runs to the window to see a strange looking planet getting closer. Then planet gets closer and closer until the rocket crash lands. The penguin pokes his head out of the rocket's ruins to find that many other penguins are this planet. The video fades to black and says "To be Continued" and then shows the Daniels Bros logo.
The reason I believe that this narrative will be an effective way of advertising the penguins, is because it is a story that will appeal strongly to children due to its exciting quick paced nature, and also because of theme of space and rockets. It will also appear to older audiences since the idea of a wooden penguin being sent to space is humorous. The narrative also finishes on what is almost a cliff hanger, meaning that people will want to find out what happens next in the next Daniels Bros advert, and will be more likely to follow Daniels Bros page on Facebook.
Another reason I believe the advert will be successful will be because the advert shows how you can role play with the penguins, and use them as action figures, which will make parents more likely to buy the penguins for their children. Also when watching the advert people won't realise that they are watching an advert since it will be made in the style of a short film. They will only realise that they are watching and advert at the end when the Daniels Bros logo pops up, and then they will have been advertised too. The video will also in a way show case the penguins for their looks, for customers who are more interested in buying decorations, since the audience will realise how nice looking the penguins are.
Print advert:
The print advert I will be creating, will be made specifically for audiences who don't use Social Media, and are more used to traditional methods of advertising. Therefore I have decided to make the print advert in the style of an old B-Movie poster. The poster will appear to be an advertisement for video advert I will create, aswell as appearing as an advertisement for Daniels Bros wooden penguins. This way I will create synergy by linking the video advert, which is essential in order for the campaign to be successful as a whole. The reason the posters style should be one similiar to a B-Movie poster, is because the target audience this media is specifically for is likely to an older audience. Therefore they will recognize the posters style, and will also become interested in the poster, since it will remind them of B-Movie posters they would have seen in the past. It may also directly appeal to film nerds, since they will recognize that the print advert has been made in the style of a B-Movie poster, and will be immediatly interested.
The advert's main title will read "Journey to Planet Peng" which is a reference to a B-Movie poster which I found online named "journey to the seventh plantet".
In the top right corner, before the main title, it will show the Daniels Bros Logo, and then the word "presents" in order to suggest that the film is a Daniels Bros production, while actually Daniels Bros is the brand which is being advertised. This way the audience will want to find out who Daniels Bros are, and will then Discover that they are a company who create Wooden Penguins. The Poster will feature the three main parts of the video advert. The rocket which the penguin travels in, the planet which the Penguin travels to (Planet Peng) and ofcourse, the penguins which are actually the products being advertised. The poster will also encourage people to go to the Daniels Bros website, aswell as their Facebook page, this way they will end up watching the video advert, which in a way is what the poster is advertising, and they will also find the Daniels Bros website, and will be tempted to buy their products.
The videos narrative: The video will tell a story of a penguin who goes to the village PengVille in search of some penguin friends. When he arrives at PengVille, he finds that there are no penguins around, however there is a mysterious looking rocket. The curious penguin then goes inside rocket to find a red button. The penguin presses the red button, and is immediately launched into space. The penguin freaks out and looks out of the window, to see the earth getting further away. The penguin goes and explores the rocket when suddenly and alarm tells him that the rocket is approaching a planet. The penguin then runs to the window to see a strange looking planet getting closer. Then planet gets closer and closer until the rocket crash lands. The penguin pokes his head out of the rocket's ruins to find that many other penguins are this planet. The video fades to black and says "To be Continued" and then shows the Daniels Bros logo.
The reason I believe that this narrative will be an effective way of advertising the penguins, is because it is a story that will appeal strongly to children due to its exciting quick paced nature, and also because of theme of space and rockets. It will also appear to older audiences since the idea of a wooden penguin being sent to space is humorous. The narrative also finishes on what is almost a cliff hanger, meaning that people will want to find out what happens next in the next Daniels Bros advert, and will be more likely to follow Daniels Bros page on Facebook.
Another reason I believe the advert will be successful will be because the advert shows how you can role play with the penguins, and use them as action figures, which will make parents more likely to buy the penguins for their children. Also when watching the advert people won't realise that they are watching an advert since it will be made in the style of a short film. They will only realise that they are watching and advert at the end when the Daniels Bros logo pops up, and then they will have been advertised too. The video will also in a way show case the penguins for their looks, for customers who are more interested in buying decorations, since the audience will realise how nice looking the penguins are.
Print advert:
The print advert I will be creating, will be made specifically for audiences who don't use Social Media, and are more used to traditional methods of advertising. Therefore I have decided to make the print advert in the style of an old B-Movie poster. The poster will appear to be an advertisement for video advert I will create, aswell as appearing as an advertisement for Daniels Bros wooden penguins. This way I will create synergy by linking the video advert, which is essential in order for the campaign to be successful as a whole. The reason the posters style should be one similiar to a B-Movie poster, is because the target audience this media is specifically for is likely to an older audience. Therefore they will recognize the posters style, and will also become interested in the poster, since it will remind them of B-Movie posters they would have seen in the past. It may also directly appeal to film nerds, since they will recognize that the print advert has been made in the style of a B-Movie poster, and will be immediatly interested.
The advert's main title will read "Journey to Planet Peng" which is a reference to a B-Movie poster which I found online named "journey to the seventh plantet".
In the top right corner, before the main title, it will show the Daniels Bros Logo, and then the word "presents" in order to suggest that the film is a Daniels Bros production, while actually Daniels Bros is the brand which is being advertised. This way the audience will want to find out who Daniels Bros are, and will then Discover that they are a company who create Wooden Penguins. The Poster will feature the three main parts of the video advert. The rocket which the penguin travels in, the planet which the Penguin travels to (Planet Peng) and ofcourse, the penguins which are actually the products being advertised. The poster will also encourage people to go to the Daniels Bros website, aswell as their Facebook page, this way they will end up watching the video advert, which in a way is what the poster is advertising, and they will also find the Daniels Bros website, and will be tempted to buy their products.
The print advert will also be useful for advertising in shops in Sheffield, in order to more target an audience specifically form Sheffield, since Daniels Bros are a local business.
Web advert:
The print advert will be in the form of a pop up banner which will be found on different websites which are either local to Sheffield, or are found on websites that sell similiar products to Daniels Bros. The reason I chose web as a media is because I can advertise through the internet as well as through social media and the print advert. This way I can widen the chances of the campaign being successful. In order to continue the synergy through out the campaign, the banner will have a space theme, and will show the Daniels Bros Logo, as well as the title Daniels Bros in the same font. The banner will be an animated gif, and will show penguins popping their heads up and looking around, which the audience should find humourouse.
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