Creative Narrative Proposal and Production File

PROPOSAL

OVERVIEW OF CAMPAIGN

The advertising campaign I have chosen to carry out is Art Fund. I am creating a campaign as to encourage more young people to develop an interest in art and design.
I am aiming to create a campaign of both print and digital based in order to get my message out to people in all walks of life, whatever they do, whether it is walking the street or playing on their phone or tablet and accessing social media.
The Art Fund is an independent British art charity that secures works for the UK’s public collections. (National Gallery, 2017) be it an art gallery or an exhibition, the Art Fund charity provides the artwork.
I aim that by creating this campaign, the message will get across to younger people.

TARGET AUDIENCE

Figure 1: How To Access Your Target Audience For Your Online Survey

Taken from: https://www.surveygizmo.com/survey-blog/how-to-access-your-target-audience-for-your-online-survey/

The target audience I have in mind for this campaign are mainly students ranging from around 18-30 years old.
I am also aiming this campaign to all young people that are not students that fit the same age group.
I might even aim this at Secondary School students ranging from 11-17 years old to get them interested in art.

FINAL OUTCOMES

This advertising campaign will be spread all over. It is aimed that the following elements for this campaign will be covered:

Train/Tube Stations
Newspapers
Magazines
Social Media
Flags on lamp posts
Billboards
Buses
Taxis
Trains

NARRATIVE BEHIND THE CAMPAIGN

The narrative behind this campaign is that it is feared that the younger generation of today in the UK have very little to absolutely no interest in art due to the prices of entering exhibitions, galleries etc. So the Art Fund charity has teamed up with the National Art Pass in order to make this possible for students and younger people in general.

Most younger people are completely and utterly dominated by technology, ranging from playing with apps on their phones to browsing on Instagram, Facebook and so on. Also, this campaign is to give these young people a whole new perspective in the world and showing them that there is life out there away from technology on a temporary basis and that they can indeed breathe a whole new lease of life and feel inspired by artists such as Picasso and DaVinci respectively.

For one whole year, for only £5, students and young people between the ages of 18-25 year olds can have full access to art galleries upon a presentation of the Student Art Pass, meaning that they will NOT have to pay admission fees to enter museums and galleries and so on. They would pay £5 for the pass, the same as they would pay for a Big Mac Meal in McDonald's, when in the real world, this pass costs about £60 for non students and for all ages in general. So it is with a great hope that they will take advantage of the opportunity and this offer. It will not be on the table for long.

RESEARCH

I've looked into the Art Fund advertising campaign that was already out there created by the Art Fund campaign and the backgrounds of most of the advertising in terms of colours are in fact white as shown in the imagery below here:

Figure 2, 3, 4: How To Access Your Target Audience For Your Online Survey

Figure 2: Taken from: https://www.pinterest.co.uk/rixtsingelsma/print-ads/, Figure 3: Taken from: https://www.pinterest.co.uk/rixtsingelsma/print-ads/, and Figure 4: Taken from: https://www.pinterest.com/pin/214906213443546293/

Their interpretation for the Art Fund advertising campaign to me looks to be aimed more at older people and middle aged say from around 30+, whereas I want to aim this campaign more at the much younger audience say from around 18-25 years old.

PRODUCTION

My aim for this project is to inject new life into this advertising campaign and I've designed this mockup inspired by a poster of an exhibition that is currently running in the Design Museum in London at the moment and here is the poster I am talking about:

Please place image here:

And this is a screenshot of how it looks on their website:

So this is the mockup of the poster in question created by me that is familiar to the design on the above screenshot:

This is the kind of way that I am going to go about the design for the advertising campaign for the Art Fund charity.

HOW DOES MY MOCKUP CONNECT TO THE WAY THAT ART FUND HAS DONE THEIR CAMPAIGN?

The only connection is that it is for an exhibition for a car brand. An expensive car brand to be exact, a Ferrari. According to research, people with higher and stronger backgrounds can afford to own a Ferrari, but there was nothing wrong with people of ALL backgrounds to learn about what can make a Ferrari tick, so let me tell the story behind my poster.

This poster is an example of an exhibition that is currently running in the Design Museum in London. The story behind this poster is that of a Ferrari exhibition, which is a modern day car brand that very few people can afford, such as low incomes etc, so to encourage more younger people to take an interest in Ferrari, the Art Fund is allowing young people of all backgrounds to attend the exhibition which will only cost £5 with possession of a Student Art Pass.

BACKGROUND COLOUR

The things that is informing about this poster is the background colour which is Red. Now we all know that Red is the colour that means passion, love, warmth, energy and excitement. This is to get young people to love and believe in art and exhibitions as a whole. To get them to have a passion for art and a love for it and feel warm and boost of energy and raise of excitement for exhibitions like this as well as giving them the physical courage to basically survive.

The effect that I would like for this particular campaign is to develop an increase in appetite for art and metabolism for it. Most people who would not be able to afford Ferrari's in general, would probably feel a great sense of anger and aggression about this fact, so as a way of getting them interested in Ferrari's and all other exhibitions in general, The Art Fund is starting a campaign to get younger people interested in Art and this is one of the exhibitions that can be accessed with a student art pass of £5.

TYPOGRAPHY AND COLOURS

Bebas Neue is the font I have chosen for the poster mockup design as this is a trendy informative font that is used in a lot of trendy designs suitable for younger audiences and is friendly and catchy to a younger audience. Black is the colour of the font for it's sophistication, glamour and power as well as the elegance of the event in question and the mysterious ways that can make Ferrari's tick.

RESEARCH INTO COLOURS USED IN POSTER

I used these images that told me what these colours represent and these are them here:

Figure 5, "Red Color Psychology and Meaning" Taken from: https://www.colorpsychology.org/red/. Figure 6: "Meaning the Color Black" Taken from: https://www.pinterest.co.uk/pin/535928424380813827/?lp=true

Having studying the brief set to me a little bit more, I am going to abandon the idea of the Ferrari mockup, this was to give me a vague idea of what they are expecting of me. So what I am going to do is that I am going to design my idea for the campaign in the same layout as the researched idea, but I am going to give my design a whole new lease of life, using the above 2 colours as background colours perhaps or fonts, I am going to demonstrate this now in the following mockup:

Although there is a connection to the advertising campaign. The difference is that of the background colour which I have changed to black. Black as mentioned is the colour of elegance and the sophisticated nature of the narrative behind this story. The story is that of getting students and younger people in general to like and admire paintings such as the Mona Lisa painted by DaVinci below:

Figure 7: "Mona Lisa" Taken from: https://en.wikipedia.org/wiki/Mona_Lisa

And appreciating that there is life out there without technology such as the use of phones, social media etc. The font used for my campaign is called Fugue, which is the same as the Art Fund is used for. What works in the way this advert was created is that the background colour is more friendlier to younger people and also injects new life into the campaign by giving it a fresher outlook.

WHAT IS RENAISSANCE ART?

Renaissance art is an art movement known as the Renaissance, the period immediately following the Middle Ages in Europe saw a great revival of interest in the classical learning and values of ancient Greece and Rome. (History.com Staff, 2010)

It's origins can be traced to Italy in the 13th and 14th centuries. During this so-called "proto-Renaissance" period (1280-1400) (History.com Staff, 2010) Artists and Scholars from Italy saw themselves as reawakening to the ideals and achievements of the classical Roman culture it was known for. (History.com Staff, 2010)

There were many Renaissance artists who were well known during the Renaissance era, but two that should be spoken about for this campaign in particular are Leonardo daVinci, famously known for his renedition of the Mona Lisa and Michelangelo. Known for Sculpture design as well as painting and drawing.

So one of the stories told here is to get young people interested in Renaissance Art, so in order to achieve this, this expectation was carried out, by creating these 2 adverts:

Both these adverts really stand out and looks friendly enough in order to attract a younger audience to develop an interest in renaissance art exhibitions.

Images used so far in the adverts:

Figure 8: "Mona Lisa" Taken from: https://en.wikipedia.org/wiki/Mona_Lisa Figure 9: The sadness of the event is eloquently rendered in the faces of Mary and Mary MagdelineM.S. Rau Antiques, New Orleans, Taken from: http://www.artfixdaily.com/blogs/post/3143-the-rebirth-of-renaissance-art

Figure 10: MICHELANGELO DI LODOVICO BUONARROTI SIMON Taken from: https://www.michelangelo-gallery.org/

THE FINISHED CAMPAIGN

There are a number of ways this campaign is going to be carried out. One example is that of the London Underground station:

This is a billboard of one of the adverts created in order to promote the National Student pass to students. This message would only reach out to those who are in London. There has to be a way to make sure that this message can be carried out in locations like Oxford for instance.

Image of example mockup:

Figure 11: London Underground Screen Mock-Ups 2 Taken from: https://creativemarket.com/graphicshelter/1520397-London-Underground-Screen-Mock-Ups-2

FEEDBACK GIVEN TO ME IN A CRIT DATED DECEMBER 7th 2017

Today me and my peers got together in class in a critique of the work in progress. Most of it positive and the feedback given to me is constructive. Here is the feedback described to me:

POSITIVES

Shows a strong range of different art movements
It's a good and reliable campaign
The idea of getting a younger audience to look at older art movements i.e. renaissance art.
The idea of getting younger people to be interested in art

NEGATIVES

Art Pass image in the campaign
Referencing of the work that shows in the middle. Move to the bottom.
Exhibition designs in the work that have been done already i.e. Ferrari Exhibition.

AREAS FOR IMPROVEMENT

Maybe considering animation in my campaign i.e. advertising in the escalators in tube stations etc.
Look at more points of interest i.e. different art movements out there.
Ways of communicating this to younger people i.e. social media etc.
Remove image of Art Pass and keep it mainly typographical.
Aligning certain elements in the advertisements to make them look more interesting.
Sticking to no more than 1 to 2 images within the advertising campaign.
Focus more on uncommon art movements.

ACTIONS I AM GOING TO TAKE TO IMPROVE

Having taken this feedback on board, I am going to fix this up and this time record my work with annotated screenshots of the work in progress. Here is what I am going to do:

InDesign document and background sorted out and all ready to go.

The first element of the advertising campaign has gone into the document.

The text has gone into the advertisement now telling the people that they can see the Mona Lisa for the price of a fry up.

The advertisement is just about to be completed. Only the reference information to go in below now.

I think that I will do well to add the Art Fund logo into the design. But since the background of my campaign is black and this is a JPEG image of the logo, I am going to remove the white background of this logo and transform it into a PNG file.

The horrible white background has now disappeared from the logo. However, since the word fund is written in black, I am going to change this color to white to make it stand out more in the campaign.

To which I now did and it will look better in the campaign I am sure.

The finished outcome is complete and the logo looks really good now I think. Looks good for a billboard.

The finished outcome is complete:

I removed the image of the Art Pass from the advert and kept it typographical with just an image of the artwork as requested. New edition is that of the Art Fund logo which I had to manipulate as stated in the annotations above. The reference information is now at the bottom as also recommended in the feedback.

This is the original Art Fund logo I used before tweaking it in Photoshop:

Figure 12: Frui & the Art Fund! Taken from: www.frui.co.uk/news/uncategorized/2370/frui-the-art-fund/

Here are some images containing this billboard as if it was on a real billboard in various locations:

This is a mockup Billboard in a London street promoting the campaign. This is the mockup I used to show off the billboard I designed:

Figure 13: FREE 8 Billboards Mockups Taken from: https://www.behance.net/gallery/27776191/FREE-3-Billboards-Mock-Ups

The big black screen within the billboard frame is the smart object in Photoshop that people can change non destructively without redoing all effects. That was what I did. Other ways I vow to carry out this campaign range from the following:

London bus mockup

Imagery used for London bus mockup:

Figure 14: FREE London Bus PSD Mockup Taken from: https://www.behance.net/gallery/13561967/FREE-London-Bus-PSD-Mockup

I downloaded this mockup from Behance and changed the advertisement using the same method as billboard described above.

The artwork in the advertisement:

Figure 15: The Halo Effect Taken from: http://www.perryblock.com/2012/12/the-halo-effect.html

Another way is to promote this campaign outside of London and perhaps the UK even is in the form of showing the advertisement on a bus shelter in another country which would look alright actually as there are students from other countries studying in London and the UK in general:

The image used for this mockup:

Figure 16: Bus Stop Advertising Mockup Taken from: https://www.mockupworld.co/free/bus-stop-advertising-mockup-2/

Another art movement I've decided to look at is that of the Surreal Art Movement as this would be an art movement that students should research and look into:

I am now aiming to promote this campaign outside of London locations in order to get the word out to people outside of the London area and in other areas within the UK or elsewhere, as shown in this advertisement above.

Mockup used for this: