Artisan Drinks - Concept research

To research
- existing positivity campaigns
- mirror based installations 
- complimenting other people 
- execution of the campaign e.g. beer mats, outdoor campaigns, print ads
- finalising the concept to match brand values

- research how copy focused ads are laid out and logos are added

In response to the feedback that the 'lifting your spirits' was a strong concept that could be developed further to something quite interesting and relevant to this brand, I started some research into the ways other companies have approached the idea of spreading happiness and positivity. I will look into existing adverts, art installations and mindful methods. 

Existing positivity campaigns

Nutella - Compliments always make people smile!
Ferrero brought its taste good spread, Nutella, to city streets to create a feel good campaign in Amsterdam. Along with JCDecaux, the team equipped a Nutella-branded digital mupi with speakers from which passers-by could hear the voice of Dutch comedian Ruben van der Meer, who was secretly stationed in a nearby building and watching via a hidden camera, giving them compliments. To add to the event’s positivity, brand ambassadors passed out jars of Nutella featuring kind messages!

The compliment project

In late 2016, San Francisco-based artist Anna Sergeeva designed these compliment posters and created this website for anyone to download them for free.

Since then the project has spread over two million compliments in eight languages around the world and The New York Times referred to it as a “marketing campaign for kindness.”

The compliment campaign
The goal of The Compliment Campaign is to improve the overall mindset in America. The Compliment Campaign will encourage participants to compliment when they feel compelled and not hold back for fear of being awkward. Compliments increase confidence, confidence increases happiness, and a happy life is a healthy life. 

Care cards

Care cards are a set of kind thoughts and helpful little activities to keep you on top of you mental well-being. 

Confidence prompt cards

We all assume that we must accept he levels of confidence we currently possess, but confidence is not a given sometimes and it is always a quality we can learn about and develop in ourselves. 

The design is inspired by Pop Art - used by comic book illustrations, suggesting the playful dynamism associated with confidence. 

'Everyone is afraid - even those who frighten us.'

'Confidence is what translates theory into practice. It should never be thought of as the enemy of good things; it is crucial and legitimate catalyst. We need to develop confidence in confidence. 

'We have not seen enough of the rough drafts of those we admire. Confidence means forgiving ourselves for the horrors of our first attempts.'

Layouts and logos

This part of the research, although not completely concept focused, was useful because once the copy has been finalised it will be important that I present it in the most effective way for it to catch attention and also show the logo in a subtle but powerful manner. Before research, I thought that the majority of copy ads would have the text aligned to the left and then the tag line on the right with the logo. But these examples so far show that it is most common to have the main body of text centre aligned and then the logo sits small at the centre bottom, second to the eye from the main copy. Upon analysis, the block colour backgrounds allow for the copy to stand out the most effectively and those with more imagery on them seem to look a bit too busy

In conclusion

- beer mats more about lifting spirits through conversation, so maybe focusing on a conversation starter that may lead to a compliment

- ad campaign be complimenting the reader of the advert, followed by tagline of 'lifting your spirits'

- outdoor campaign be a little more interactive and less print focused