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Advertising Workshop

Advertising Workshop



Hopwood Hall students Cillit Bang Advertising Workshop

Hopwood Hall students Cillit Bang Advertising Workshop



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    Advertising Workshop Advertising Workshop Presentation Transcript

    • Advertising Workshop David Bird
    • Schedule
      • Video
        • Streamed from the web site
      • The Case of Cillit Bang
        • Cillit Bang Mashups
        • Barry Scott and the bad publicity
        • A global brand
      • Some student “rushes”
    • Cillit Bang Video
      • Watch these videos
        • http://www.cillitbang.co.uk/in_action.shtml
        • http://uk.youtube.com/watch?v=1gKjjEctWuo
    • The Case of Cillit Bang
      • How bad can it get?
        • http://www.cillitbangremix.com/
      • Losing the link between reality and fantasy
        • http://www.plasticbag.org/archives/2005/09/on_cillit_bang_and_a_new_low_for_marketers/
        • http://www.plasticbag.org/archives/2005/10/an_apology_from_the_cillit_bang_team/
      • Good critique
        • http://news.bbc.co.uk/1/hi/magazine/4326446.stm
    • The Global Brand
      • Hungary
        • http://www.cillitbang.hu/home.php
      • Easyoff Bang
        • http://www.easyoffbang.com.br/home.php
    • OK – Let’s Get Jiggy!
      • Describe what’s wrong with the whole “Barry Scott” thing
    • The Big Workshop Questions
      • Describe what’s wrong with the current (or previous) Cillit Bang advertising campaign
      • Describe what works well in the current (or previous) campaign
      • Discuss what you are going to do differently and why will it work
      • Describe what message is currently conveyed.
        • Describe what message you want to convey
    • The Big Workshop Task
      • Produce storyboards that you will use to create a new advertisement for Cillit Bang
        • The ad is 30 or 60 seconds long
        • A maximum of 10 storyboards to be made
      • Things to think about:
        • Who is the target audience?
        • What do you think they’re interested in?
        • What would make them want to buy this product?
        • What would stop them buying a competitor’s alternative?
    • Storyboarding: Making Storyboards
      • What is it?
        • Process of producing sketches of the shots of your script. The end result looks like a comic book of your ad(without the speech bubbles).
      • Why do it?
        • Helps you think about how your ad is going to look
        • Communicates better than words
        • Foresee problems
        • Get a feel for shooting
    • Do I have to be artistic?
      • Hitchcock and Spielberg couldn’t draw but always used Storyboards
      • Experiment quickly and cheaply
      • Test out different versions of how a scene may look and play on camera
    • Tricks for Storyboarding
      • There are tricks to illustrate movement - whether its movement within the frame (actors walking) or the frame moving itself (camera panning etc.)
    • Tricks
      • Arrows
        • Suppose the camera is tracking in, following a bad guy's footsteps
          • Draw in an arrow pointing into shot to show the camera's movement
        • Now the hero's head is pulled back by one of the bad guy's goons
          • Use an arrow to show the movement of the head being turned
        • What about a zoom in?
          • From each corner draw in arrows pointing to the centre, draw in a new smaller frame to show the end of the zoom
          • Use thick white arrows to show camera moves
          • Thin black arrows to show objects moving.
    • Tricks
    • Tricks
      • The floating frame
        • What if you want to show the camera panning to show a cityscape, or following a character as they walk through an airport?
          • Illustrate one shot using more than one storyboard frame showing the key stages of the shot's movement across a number of frames
          • Draw out the entire scene (e.g.. the horizon of a city) and place a frame on it with an arrow indicating the direction of movement.
    • Tricks
      • Transitions - The storyboard can also include transitions in your film. Write these in the gaps between the frames e.g.. “DISSOLVE TO”
    • The Bare Minimum on a Storyboard Sheet Rough drawing of the scene 1. Picture description: Camera Move Shot Light: Seconds: Voice-Over: Speaker Script SFX: Sound/Special-FX
    • Student Rushes
      • An insight into a phone conversation between mother and daughter
        • http://uk.youtube.com/watch?v=ecin5cY6VzY
      • Cillit Bang Invasion
        • http://www.youtube.com/watch?v=0JNGnzYwrL8
      • Silent Kitchen
        • http://www.youtube.com/watch?v=MQXgywDIM8g&eurl
      • Superman
        • http://www.youtube.com/watch?v=62eZjTEEWsA
      • 1950s
        • http://www.youtube.com/watch?v=YFbWlDFYSho
      • James Bang & Cillit Bang Defeat The Villains Of Dirt And Grime.
        • http://www.youtube.com/watch?v=bPCiJ6dQ46g
      • It's Big
        • http://www.youtube.com/watch?v=lPoyHsv6Tgc
    • The Competition
      • Complete your storyboards
      • Go home/back to school/college
      • Using mobile phone camera, digital stills camera of DV camera
        • Make the advert
        • Edit it using free software
        • Burn it to a CD or place it up on YouTube
        • Send CD or YouTube URL to John!
      • There’s a prize – oh yes!