Public announcement
This has been a quiet blog for some time now. I’d like to announce though that I haven’t been feeling very well lately, due to fever and severe headache. My pace has been slowing down but I’m now finalizing my campaign, a bit too late.
The picture above is from a part of my guerilla campaign which involves white helium balloons, handed out at different spots in Sydney. They break free from their owners (escaping), leaving them with a note about the new Loose centre. The event is followed up by virals on Youtube where a giant balloon cloud over Sydney gets covered and attention in media.
The goal is to create a buzz and get people to spread the word about Loose. I will also send out promo packs to radio stations, where small white balloons will pop out once opened.
Test render #2 - Administration area
Loose space test render (harsh sunlight today)
Logo animation (WIP) - created in Maya
Updated mockup with previously mentioned idea, still rough though. More alterations to come.
So this is what my concept looked like visualized, in this case a student doing a drum solo in zero gravity. An exaggerated interpretation of the phrase “Have your space”. I was happy with the outcome, even though this is a really rough mockup. After discussing it further though I agreed to make the zero gravity pun a bit more obvious. My next step is therefor to produce a few sketches where students float away from their everyday settings, which goes back to my first premise, “Escape the everyday”.
Thoughts summary
After a brainstorm session with myself and I a while ago I came up with an additional tag line/slogan for Loose; “Have your space”. I quickly realized that it could be used along with my previous “Escape the everyday” line for this campaign and therefor started working on ideas for the ads. The session resulted in two potential solutions.
# One
This one featured everyday (reading ‘boring’) items turned into something completely different by my target audience. For example a stapler turned into a space ship. Students “escaped the everyday” by putting fun and creativity into these objects, making them interesting to look at. The problem is though that this would probably work better if my target audience is office workers in a sterile environment, and not students whom are wild and free.
# Two
Numero dos was more of a visual pun based on “Have your space”. Students were positioned in everyday crowded places, on a morning train for example. The imagery would feature all these adults squashed together but with a highlighted student in focus rocking out / doing their thing despite the lack of space. I quickly felt that this was a not so very creative approach though. I would also introduce “Loose” to the public by showing heaps of boring people and nothing new at all, which is not my intention.
# Rework
So after talking to N. Scoular about my plans we came up with the concept of actually focusing on the space instead. As I’ve previously mentioned I’m quite fond of clever stupidity, and felt that this could be used in a exaggerated and quirky way. Just showing a lot of white space wouldn’t really communicate that much so I spent some time figuring out how to present the very essence of Loose.
My idea now is to have students floating in the middle of the ad (surrounded by white space) and studying, performing music or displaying art. Zero gravity in other words, which means that their belonging objects will float as well. A drum kit for example. This would make it quite hard for the person to actually play drums, but I reckon it works well with my premise and overall approach. I’ve presented the idea to a few members of my target audience and they liked it.
I’ll see if I can use the same premise for my guerilla campaign.
Clever stupidity might be the way to go for my campaign. Stumbled upon this one for Batman Begins, really enjoy the way it promotes the movie in a completely different manner than most other posters.
“A teaser campaign promoting the upcoming Batman Begins film. The ads were running in newspapers’ movie sections and in comic magazines before the movie was launched. Come to see how he did it. Batman Begins on June 17th”
How to make bananas hip - Chiquita Banana add these fellows
“Chiquita Banana recently got a rebranding and introduced their sticker characters. Staying true to themselves with that familiar blue and yellow color scheme, it was imperative that they build upon their brand equity rather than start from scratch.”
Simple and playful approach, like it a lot.
