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THE FAIR TRADE STORE

The aim of this brief was to encourage 18-30 year olds to shop at The Fair Trade Store by using moving-image

advertising. Our idea was based on a product demonstration with a twist. The video would show the correct way of

using the product, followed my an incorrect use for it. We came up with three storyboard concepts, each shot

from a birds-eye view in order to keep consistency throughout the campaign. Each advert would last a maximum

of 30 seconds, so that young people on social media would watch the entire clip without getting bored and

clicking off it, hopefully they would see short content and find it more shareable. Many people shop in places

such as Primark, New Look, Burton, Asda, Tesco etc. And as a result often find themselves with the same object

or item of clothing as someone they know due to the products being mass produced. People who shop at

places such as The Fair Trade Store are able to purchase products that have only been produced on a small

scale, which makes their styles and tastes more individual. The idea for our campaign focuses on how it's

good to be different and not to follow the crowd. Showing the product being used in an incorrect way

added a bit of quirkiness to the campaign and really helped to spread the overall, positive message about

being a little bit different. Our slogan 'BUY UNIQUE. BE UNIQUE' was created in order to suggest that

by buying unique items, you as a person will become more unique.

For each advert we altered the setting slightly to appeal to different peoples tastes, for example: one advert has a modern feel to it by using a marble surface, with an object made from metal (likely to appeal to the female audience) this was contrasted against another advert whereby we used a dark wooden surface with wooden objects (appeal to the male audience). In the videos the hands/arms of the actors are the only visible body parts as we believed this helped to simplify the content and make it look far greater.

 

Storyboard one shows different ways to use the paperweights. Firstly, the product is placed on top of the paper in a windy condition to show how it helps to hold the paper in place. This is then contrasted against a child who grabs the paperweights and starts playing with them like toys. We aren't saying people would actually use the objects in an incorrect way, it is more of a metaphor for being different. Each advert ends with the slogan followed by the logo and a call to action, which we decided would be a link to the store website. Each advert would end with a voiceover saying 'are you brave enough to to stand out?'.

 

Storyboard two shows different ways to use a tea-light holder. Firstly, the product is lit up and then pushed to one side of the table. Another hand then comes in grabs a different tea-light holder and starts to pour alcohol in. The glass is then brought off screen to suggest that they have just had a shot of alcohol. We thought this idea was particularly relatable for the young age of the target audience.

 

Storyboard three shows different ways to use a bowl. The bowl itself is intended to be used as a place to store house or car keys, so starts off with a hand throwing the keys into the bowl. A different person then comes along, takes the keys out, and positions a knife and fork either side of the bowl. He then places his food inside the bowl and proceeds to eat it. This is again relevant to a young audience member (particularly university students) who could relate to this as student accommodation is often filled with unwashed plates and bowls and finding anything they can to eat off is something that they do on a regular occasion

I completed this work with Saskia McAdam. Check her work out at: www.behance.net/itssaskiamcadam
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