10: Going Going Gone

I instantly knew that for this brief I wanted to collaborate with Harrison. I knew that this would force us both to produce our best work and give us the best chance of winning the pitch. We instantly came up with loads of various ideas based around phrases that we felt could produce interesting imagery. We felt that this approach would be our best bet, as previous years seem to have done the same thing. For example, there was 'With These Two Hands', 'Ready Or Not', 'Knock Knock' and 'This Is Not The End'.

We also looked into other degree shows, and found this campaign which used bright colours and abstract imagery. We both really like this campaign, especially me, and want to produce something similar to this.

After going through many ideas, we quite liked the phrase 'The Ball Is In Our Court', and found some imagery that was appropriate:

However, after giving it a lot of thought, I really went off this idea and felt in order to stand a chance of winning we needed a new catchphrase. I read through the notes I had made and came up with 'Going Places'. This title has strong connotations of success and ambition whilst also giving us something to play around with. As we couldn't think of any imagery to use, we decided to go down a more typographic route. This was something that seemed to be the main focus within previous LCA shows and therefore would still give us a good chance of winning. We gathered some reference imagery of typographic work we both liked:

From these, we developed our campaign and produced our initial pitch:

Luckily, this was enough to get us into the final pitch against one other group. We were asked to go down to Sheffield to meet up with Lee from Peter & Paul in order to get feedback on our pitch and have some idea of where to push our concept. 

Lee basically summed up our concept into another phrase which he said all of Peter & Paul referred to our project as: Going Going Gone. He said he wanted us to explore the use of imagery more, specifically that of people with their faces hidden. This would visually represent our idea of the exhibition being temporary, with people disappearing thus putting the onus onto the audience to come down and see the show before it finishes. We gathered more imagery, this time more specific to our new campaign:

We explored a few different ways of hidding peoples faces, and put all of our best ideas into our second pitch:

WE WON THE PITCH

Basecamp
As part of the End of Year Show campaign marketing are you an organisational tool called basecamp to keep on top all tasks and deadlines, as well to share comments and advert specifications, as they all differ. It's going to allow Sam and I to remain organised and remain on top of all of tasks without confusion. It is also a great means of communication incase specs or deadlines get changed.

To Do Lists

Discussions Board

The first thing we have to do is all of the photo shoots in order to get an image of a boy and girl off every course, making sure we visually represent the diversity within the college. Once this is done, I can edit the imagery to remove their heads.

This forms the bulk of the project work because once this is finished it will just be a case of adapting the imagery slightly to include the text or fit the dimension requirements etc. This took a long time as I was the only one that had the skills needed to edit the images to a high enough standard. Once this was done, we just applied the text over the imagery for each advert.

Our adverts were featured in:

Creative Review

Computer Arts

Frieze

Aesthetica

City Talking

Meeting
Now that we're in the final part of our brief for the End of Year Show and all the adverts have been finished, it's time to focus on the postcards, posters and external boards. Today we had a meeting with marketing to discuss upcoming deadlines (that are all coming in thick and fast) and to finalise all the little details such as final colours, images and formats.

'Hi both,

So just to recap:

First job is the postcards. Please use option 2 for the copy layout, and make the web address bigger so that it’s much more prominent. Consider a different lighter colour for the reverse side with black/coloured text. Change the Fashion photo to Yvonne, and the Creative Advertising to Pratheep (think this is right, Creative Ad guy in yellow top?), and use the brand guidelines colours for the backgrounds.

Next job is the folly – needs to include same info as the adverts, so include line about temporary exhibition. Maybe consider moving the name of the person pictured upwards slightly so it’s not too close to ground level – we want Harrison’s name to be easily read. Make sure the web address is prominent. I’ve attached the diagram of the sides:
Side 1 Harrison
Side 2 Yvonnne
Side 3 Pratheep
Side 4 Textiles girl in red top, forgotten her name

Andrew has added the timescale to BC, both of these by tomorrow please, along with the digital assets so Dan/myself can put together the stuff for the website and send the banner ad to Aesthetica.

After that it’s Vernon Street signage.

There are two 1200mm x 1200mm boards (can be different, would be good to use a FAD student and an ED/Access), and then the glass panels along the walkway outside which we could wrap some/all of in vinyl. I think’ Going Going Gone’ in a colour vinyl on transparent wrapping round the corner would be good. I think the measurements for this depend on how far along the walkway you’d want it, but have a think about what you want to do, mock up and I’ll find out the final measurements.

If you could do these by next Tuesday 28th April  that will be good.

Finally, it’s the posters.

Schools poster is A2 (to be folded to A4), double sided. We’re going for Harrison/Yvonne. Make sure to amend the copy to include the details of the courses exhibiting at each show – see BC but email me if unsure.

Posters for the city – I’ll put the spec on BC in a min. Three different designs (one side only):
1 FAD girl from postcard in the white top,
2 Pratheep
3 Textiles girl in red top

We could do with these by Friday 1st May as they need to be sent by Tuesday 5th (Mon is bank hol).

Please can you double double check all names and spelling of the students photographed – if unsure give me a list and I’ll check them on our system.

So all in all just a few little jobs to be getting on with… We have some avocado cake in the office if you want to pop down for a slice each today as there is plenty.

Thanks!
Lucy'

Final postcards for every course (using LCA colours):

Photographs of our adverts, as well as other printed elements like school posters and the folley:

We also had to think about how the wayfinding would work for the actual show. We wanted to keep it very simple and easy to use as this is the main function of wayfinding. We got together a collection of imagery to visually represent our ideas to marketing:

However, due to both time restraints and technical restraints (as well as marketing wanting something very basic and re-usable) we ended up not getting to design our own wayfinding. Marketing decided it would be better if they sorted that out themselves and produce something that isn't specific to our campaign so that they can re-use it next year. They also produced various elements of the campaign themselves, such as all of the web elements. This means that a lot of the stuff that they design was horrible and is definitely something me and Harrison won't be using within our portfolios. We decided that we will reproduce our own versions at a later date to use in our portfolios and just talk about how we couldn't use our own design due to the clients wants.