BRUT - Digital ideas

In response to the feedback from the crit session with the other creative advertising students, as a group, we decided to develop two of the ideas into digital developments. Through doing this Hannah and I could present the ideas to the creative advertising student to be able to offer an initial visual direction past sketch. We believed this to be an important factor in the decision of which campaign to move forward with, as per the research the chosen idea must be representative of the current brand, as well as focused towards a new audience. Therefore what may seem fitting on paper may not be visually coherent with the needs of the brief once produced, by testing the appropriation at this stage it allows more time for visual research and development of the chosen idea.

Bottle Idea:

Idea 1

The concept behind this design was to create a school like inspired note pad on which a student is noting down their progress with their latest romantic conquest, thanks to the help of using 'Brut'. On the right-hand side of the bottle, a variation of the progress in slang is given, the slang is taken from the target audience's age group. Through doing this it gives the target audience an initial language link to their own identity, therefore instantly making the brand relevant to them, and the issues they have in their life at that stage. On the left-hand side of the ad, the type depicts the steps of the relationship that isn't as private and personal to the left. The concept on the right is contrasting so much to show the way that even though things may be moving slowly, due to using 'Brut' your love interest will find you irresistible. An isolated image has been used to be able to keep the focus on the product and the brand itself, due to the fact that the brand is being introduced to a new market, and therefore, the product identity needs to be the key focal point of the image. The paper background has been added to give the effect of someone making notes, this is the most appropriate visualisation as the new target audience are of sixth form age, and thus reinforcing another familiar visual link of a new product to the target audience. 

Typography Idea:

Idea 2

The second digital development that Hannah and I created was a development of the typography-based idea which was presented in the initial crit. This idea proved to be the second popular, through directly linking to 'what makes a man' (which is the current focus of the brands advertising campaigns), but in a direction that focuses towards a younger target market. It does this through the typography itself, the copy states situations that mark a time of passing from being a 'boy to a man', implying that 'Brut' has helped them do so. The typography itself shares a typeface sampled from the bottle of the product itself, this compliments the logo but offers a slight contrast offering a point a variance to the audience while subliminally implementing the brand identity. Although this strongly represents the brand identity, it was bought up in the feedback that due to the fact the new audience is new to the brand entirely a picture of the product itself would help reinforce its link to the product being sold.

Feedback: In order to gain feedback on which idea we would be progressing with we decided to meet with the creative advertising student. In the meeting we decided on progressing with Idea 1, we all felt this idea was a better representation of the product itself, as well as being more visually familiar to the target audience because of the brand being resigned. Therefore we will be moving forward with idea 1 in terms of visual research and development.