Spyderlynk V QR Codes

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Ideas how we could use Snaptags for our Campaign:

Win festival tickets through salad cream:

Snaptags online, in Supermarkets, on Bus stop ads, near ticket outlets

Free sample size salad cream

Snap - Dipper

Snap- Squeezer

Snaptags at Festivals - Free Chip cone and salad cream offer if you Live share photos

Use the Dip and squeeze campaign.

Link to Social Media

Festival Apps

Top ten festival apps

Festival Vlogging!

Ideas for Salad Cream App


Win tix to a major festival if you download free app


Countdown to tour start date


Link to meal suggestions


Social links to FB, Tweeter


Photo sharing - Win tix or free cone of chips


Details of Salad Cream Van at festival


news


Or a Game?

Chip cones

Pizza in a cone

Concept and Design development crit

Open publication - Free publishing - More concept

YCN winners and the competition posted so far

Following Freds's briefing about the YCN submission I re-visited the YCN submission guidelines but found I hadn't missed anything they are very vague!

'As last year, we are still hopeful and expectant of the same loving attention to detail in the presentation and layout of ideas - but do not require that these be printed and physically delivered. Entries will be zipped up and uploaded via the YCN website along with the completion of a simple online registration instead. We do of course recognise the importance of the handheld, tactile and physical in demonstrating or enlivening a submission; so welcome the submission of selected physical elements (where you feel it's appropriate) to support digital entries. All those wishing to enter the Awards must do so online. Our fancy uploader will be live in the new year, with full details published online. Please do not hesitate to contact Kezia Clark at YCN with any questions in the meantime.


Full Submission Guidelines
Introduction
The annual YCN Student Awards exist to inspire, support and showcase emerging creative talent, and to connect it with the creative industries. The awards centre around a collection of live creative briefs, written each year by partnering organisations, and spanning broad creative disciplines.


The Call for Entries for this year’s programme was launched on 31st October 2011.


The Deadline for Submissions is 6pm on Friday 30th March 2012.


How work is Judged
Work submitted in response to each brief is closely examined by the organisations that wrote it, often alongside the agencies with whom they work. They are asked to draw up a shortlist of the submissions felt to be the most outstanding from all those received in response to their brief. The originators of these submissions are awarded with a Commendation.
This judging takes place over April and May, with Commendations published online, sent to course tutors and sent in writing to entrants in June 2012.


Student Awards Ceremony & YCN Student Annual.
An annual Awards ceremony sees all those commended colourfully honoured in a prestigious setting. For the last two years the Awards ceremony has been hosted at Shoreditch Town Hall. The YCN Student Annual showcases all work Commended as part of the most recent programme, alongside the very latest live creative briefs.


Eligibility
Submissions are invited from anyone in full-time or part-time education, anywhere in the world.


To clarify, as of this year graduates will not be eligable to enter the YCN Student Awards. Please read more here.


Entry details
The deadline for submitting work is 6pm on the 30th March 2012.


There is no entry fee to submit work.


You may respond to as many of the briefs as you wish.


All submissions must be in the English language.


You may submit work as an individual or as a team. Teams can consist of as many people as you wish.


Submissions are welcomed from overseas.


Logos and other information listed in individual briefs, can be found online in project packs that accompany each brief.


All entries must be submitted via the YCN digital uploader. This will up and running in early 2012.'


The guidelines on the actual YCN Salad cream brief are also equally vague!

Sending supporting physical elements and item labels
You are welcome to post or deliver elements to support your digital submission. Item labels to attach to them can be found here. Our address is YCN, 72 Rivington Street, London, EC2A 3AY

So I am have had a look at waht was submitted last year..
LCA Paul and Rob

Design - Double page layout

Homework session 6


To design three different articles with the following audience:


1. Academic
2. Sunday Supplement
3. Younger audience


Consider
Hierarchy of information
Get the text organised first before considering image.
A4 lanscape
Column widths, margins, gutters pt size, typeface and context.


Academic

 Final

The typeface selected was a Serif font Century School book.  I deliberately tried to make the image as small and insignificant as possible.  The margins were all 8mm and the gutter was 4mm


Sunday Supplement




Initial attempt

Work In progress

 The image needed to distract from the text however I did not feel the image was strong enough.  Instead I used apart of the image at the top of the page.  naturally the reader look here first.

The pt size is 8pt however this is with the auto leading.

 I increased the leading on the final layout.

Final

I had chosen to design a tabloid sunday supplement such as the Mail On Sunday 'You'. The Typeface chosen was Modern 20 which is quite a decorative serif font. The pt size is 8 with leading of 11pt.  I felt the increased leading made the text more approachable than in the first attempt.  I used six columns with 3mm gutters and 8mm margins.




Younger audience

on Futura 8 point with 11 pt leading.

Salad cream in supermarkets/pubs

The brand is distinctive on the shelves.  Also Heinz top down bottles stand out.  Dont think the new products stand out though even though the bottles have gold tops.

The salad cream brief gave the impression that Salad cream was no longer in Restaurants/bars however Wetherspoons stock the sachets for with their food.

Progress Concept Crit and workshops

Kirsty missed this session so I fed back to her and we agreed on a list of actions

Action plan

Research bottle shapes, sizes

Snackpots/Catherdral city /Dairylea lunchables

Other dip type foods

wraps

Viral campaigns/motion graphics

Content, concept, media/distribution boards portrait

Survey - Salad cream - love it or hate it target 18 -26 year olds

Rewriting the YCN brief

We were tasked with looking at the YCN brief and basically making the brief less 'open'.

Workshop - YCN brief selection & analysis

The first half of the workshops was spent looking at the briefs we had each chosen and discussing the merits of each.


We are asked, as a pair, to pick two briefs that we liked and one that we didn't.  Kirsty and I brought along a  selection of different briefs that we personally liked/ disliked As we looked through our selection it was obvious Kirsty and I were targeting two in particular.


The two briefs we liked were the Heinz Salad cream and the Marks and Spencers brief and we didnt like was the SEGA brief. 


Five reasons we like:


Heinz Salad Cream


- we both could connect with the subject, as we both liked salad cream.
- There was an open outcome, which gaves us the opportunity to think digital or print based outcomes.
- The brief is light hearted and fun.
- The research will be interesting and fun to do, there are lots of Heinz campaigns we can look at.
- It will be a challenge because we will have to make the brand appeal to a younger target audience.


Marks and Spencers


-A broad target audience means we can choose who we target at.
- Comfort with considerations like colour.
- Interesting to research the M&S food.
- Design development for the final outcome will be interesting.
- Can relate to it and already start to come up with ideas.

Five reasons we dont like:


SEGA (The brief we dont like)


- The subject which is sport and football.
- Neither of us have a connection or relation to the subject matter.
- Never played a SEGA football manager game.
- Would be challenging to become interested in researching the topic and hard to get motivated.
- No relevance to how we want to develop as Graphic Designers.


The brief chosen was the Heinz Salad Cream brief
Five outcomes of the brief:


- Create a creative campaign.
- Get the young eating Heinz Salad Cream again.
- Associate salad cream with other 'popular' foods.
- Make the message upbeat/ fun.- Generate excitement. 


Five Problems we thought we were being asked to solve:


- How to raise the profile of salad cream above other dressings and sauces.
- How to modernise a heritage brand.
- How to re- engage consumers to remind them of the great taste.
- How to embed new eating behaviours for salad cream.
- Make the campaign fun and upbeat, with a memorable message.


After choosing our brief we were asked to consider how open it actually was. We were given four categories to consider, of which we had to pick five points out of the brief for each one:


Content subject


- Heinz
- Salad cream
- Food values
- Taste
- Modernity (hip)


Media distribution


- Campaign
- New media/ interactive website
- Traditional media
- TV and radio commercials
- Posters


Audience context


- Fun
- 18-29 year old adults
- Sociable
- Food lovers
- Young


Product deliverables


- Name
- New product ideas
- Packaging
- 'A campaign'
- Digital media


In Freds words 'every brief offers you the opportunity to produce a rubbish outcome'


The nest step is to rewrite the brief and The Concept statement.
- What problems are we really being asked to solve?


Why has this brief been set?


Research
Understand the product/ interpret problems.