Storyboards

Some story boards done with stock images just to show some of my ideas

Some examples

Creative Agency Reverse Brief

What are the Client's objectives for the job? Why are we advertising.

Carlton Draught is an already very well known and successful beer. It success has been built around the great beer and amazing advertising campaigns. But while the beer is big and successful it is facing a decrease of sales.

We need a brand new campaign that will reenforce everyones love for carlton draught and remind people how fun and happy the beer really is. We want to do a very humorous, clever and thirst quenching advertisement campaign that will increase the sales.

Who are we talking to?

We are talking to the beer drinkers in Australia, mostly men ages 18 - 50.

They have been drinking carlton in the past for the amazing taste and the joy of friends and good times. We want to remind these people of the great taste and great times that Carton Draught brings. There hasn't been a good advertising campaign for about a year now and people may be forgetting those great emotions of why they buy Carlton Draught.

What do they currently think about our sector/industry and our brand?

Carlton Draught, is very big,successful and well know, it also produces an amazing beer. This should be enough to separate Carlton Draught from other companies but as more players become bigger and better in the market Carlton Draught has the ability to get a bit unknown.

Carlton Draught is in a good position for a big boost to our consumers by reminding them of the great things about carlton once again putting it fresh in their minds.

What do we want them to think?

We want our consumers to think of the advertisements mentally and feel the joy and happiness they do when they see the advertisements.

What do we want them to do?

Buy Carton Draught

What is the single most important proposition?

Made From Beer - Brewery fresh

Having a Carlton, having a good time

Why should they believe it?

• Carlton Draught is one of Australia's most sold tap and pre-packaged beer.
• ...

What is the Offer?

The offer could be if you go out and buy a case of Carlton Draught you will receive something free such as a Carlton Draught shirt or stubby holder.

how should we speak to them?

• The brand character must be humorous and friendly. Need to remind the consumer of having a good time
• The slogan must be happy and masculine
• Images must interact with all people regardless of life style, but must not contain anyone under 15 or look under 25 to not accidentally promote underage drinking

Background/more Details

These are some of our competitors Work

As you can see these other ads Have the same style of advertising ideas imbedded with them.

• Having a good time with mates
• Drinking icey cold beer
• and having laugh and a good time

The print ad thou for VB is very much concentrated on the football but as you can see most the ads are linked with a type of australian sport.

Mandatories

• Carlton Draught Logo
• icey cold refreshing beer
• Slogan

Creative Guidelines

Images

• Images of people having a great time with mates
• A selection of differerent people/lifestyles

Headlines or thoughts

• Having a Carlton, having a good time
• Drinking carlton = no worries
• Carlton draught is for the good times
• Carlton draught good times with mates

Requirement

High imapact Mediums such as Posters, Billboards, WebBanners

Timings

Breif Due : 31 march 2010

Initial review for creative concepts 1, 2 and 3 due : 7 april

Brief - Carton Draught

The Purpose

The purpose of this brief is to advertise Carton Draught and increase the sales of the beer.

The Product

Carlton is looking to increase the sales of Carton draught beer by using this adverting campaign.

Background

The Carlton United Breweries was developed in 1907. In 1946 the beer had been kept in wooden barrels and delivered to pubs by Clydesdale horses (this is where the logo comes from). Now steel kegs and trucks in despite of rioting by horses. IN 1958, the CUB continued its pursuit of futuristic beverage technology with the introduction of tinned and bubbly beer into Australia. In 1967, the beer that was called carton draught was officially named and introduced as packaged beer. In 2004, Carton developed a very successful adverting campaign "Canoe". Carton fraught carful analysed this and discovered carrying the canoe was the ultimate symbol of your man brand.

In 2005, they then realised the advertising campaign "Big Ad". Big Ad has reached 3.5 million viewers online and has won over 30 adverting awards.

In 2006, They Created "flash beer" it was a rip off of 80's dance film flashdance.

In 2007, "plastic cup"

In 2008, "skytroop"

As you can see all the carlton draught advertising campaigns have a great deal of humour but also are very clever. The advertisements will make you feel happy when you see the product as it reminds the customer of the advertisement which will then make them want to buy the beer.

Campaign/Advertising Objectives

Primary Objective

• To reenforce that drinking Carton Draught you will always have a great time with mates.
• To increase sale of Carton Draught

Secondary objective

• Carton Draught is a great tasting beer

Target Audience

Primary Audience

• Males aged 18-50

Secondary target Audience

• Females aged 18-50

Key Messages

The product is designed to make you laugh and feel happy and therefore when you see the product regain those emotion and make you feel happy about buying the product.

Call to action

• Switch to Carton draught
• Go out and buy some Carton draught

Tone of Message

• Fun and friendly
• Humorous

Media to be used

• Web Banners
• A4 spread - Mens Magazines
• Posters
• Billboards

Geographical area

• National throughout Australia

Budget

Production budget : $80 000

Media budget : $420 000

Agency Response Requirements

• An Understanding of the brief
• Their proposal advertising strategy
• The creative material
• A recommended timetable
• Proposed costing

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New Brief

After finding out for our final we have to respond to our won briefs I have decided to redo im initial brief to something a bit simpler as i have asked myself to crash a car and use my $500,000 budget in the previous speed brief.