KATIE
DOLAN
Louise
Advertising Student
PRINT MEDIA
SOLOS
This brief offered an exciting prospect with many possibilities. The aim was to create awareness for Solos, a brand with a niche offer in the travel market for independent travellers above 50 years of age. They have a variety of destinations and holiday activities, allowing more choice for their customers. This campaign was devised from four pieces of Advertising, including:a 48 sheet outdoor billboard, an Ad Shell poster, a Metro newspaper 'cover wrap' and one other element of my choosing. My concept centered around the headline 'See life differently. Go happy. Go solo'. This heading is suggesting that by going on holiday alone you might actually view the world differently as sometimes those around us can influence
our opinions and cloud our judgments. Visually, I aimed to make a variety of scenery look as if it was smiling to
reflect the 'Go happy' part of the slogan. I decided to place a magnifying glass over the happy area of the
images and put that area in focus, with the rest of the image blurred. I decided to do this to reflect how
people can view life from a different perspective if they stop and look at things in a different way.
VILLAGE HOTELS
The aim of this brief was to make the public house into the ultimate live sports venue. They show
a variety of sports but predominately football, so this was something that we were keen to address.
The campaign had to get more people through the door but shouldn’t stop people from actually
going to the game. They wanted us to be fun, daring, bold and a little controversial. Our idea
focuses on using a variety of controversial sports stars to promote different services that
the public house offers, from live sport to food and drinks. We aimed to keep a ‘banter’
theme running throughout to ensure it appealed to a predominately male audience.
After receiving feedback from our client we followed his advice and made the poster look like match-attax cards. The first sport star that we chose to use was Paralympic gold medallist, Oscar Pistorius, who is better know for being a convicted murderer. We used him on two of our posters, firstly with the caption ‘who else is going to get legless tonight?’ this slogan is playing on his disability which some people may deem offensive, however we felt it could be justified – after all he did kill somebody! The second slogan ‘where taking shots is legal’ focuses on the crime that he commit whilst also promoting the alcohol within the bar. These posters are purposely scandalous to get people talking.
Found guilty of murder
OSCAR
PISTORIUS
Up next, Luis Suarez, the footballer that has bit his opponents on numerous occasions. We saw this as a great
opportunity to promote the hot wings that the bar sells, with the heading ‘They don’t kick they bite’. To advertise the
bars red card loyalty scheme we wanted to use a footballer that is current and who is known for beingaggressive
and picking up cards on the playing field, that man is Diego Costa. The headline for this piece is ‘when a red
card doesn’t mean the end of the game’ whilst this poster isn’t as offensive as some of the others it still helps
to promote an aspect of the bar. The final poster, plays on the incident involving Vinnie Jones grabbing Paul
Gasgoine by the you know what’s, hence the heading ‘Get your hands on the nuts before Vinnie does’.
VINNIE JONES
the you know whats!
Grabbed Paul Gasgoine by
Premier league bad boy
DIEGO COSTA
Loves to bite opponents
LUIS SUAREZ
AMBIENT MEDIA
Instead of the entire campaign focusing on getting people into the bar we thought some aspect of it should target people that are already using the hotel facilities. Therefore, we decided to place well know sports stars in peoples beds, the players that are known for ‘sleeping around’, to create a sense of shock and humour for the audience. We chose John Terry because he slept with his teammates wife, hence the caption ‘He’d already scored before the match had even begun’. We then linked this heading to pre-match build-up in the bar. The next man up is Ryan Giggs, in the media after he slept with his brother’s wife, thus the caption ‘Somebody’s bound to score…’ that actually can portray more than one message. It can be linked to certain matches that are being shown in the bar (e.g – Manchester Derby) yet it could also insinuate the reason why one may go to a hotel with a partner. After having multiple affairs, we couldn’t ignore Tiger Woods, the caption for this ambient piece is ‘The birdie that lead to a hole in one’ we managed to get the golf terminology in there whilst also linking this to live golf being shown in the bar hence the sub-heading ‘never miss a moment’.
As another piece of ambient media we decided the headings could be printed on to beer mats. To coincide with this, bobble-head salt and pepper shakers of the controversial stars could be made and placed on the table alongside
the beer mat with the matching heading. Since social media is basically the home of banter, we think the
campaign could expand across Twitter. We could get people to come up with witty tweets about sports
stars (similar to the ones we have made) using a public house hashtag. The tweet that gets the highest
amount of retweets and favourites will get their caption made into a poster and displayed in the pub.
They will also recieve a bobblehead shaker of the player that they tweeted aboout.
