VESI Proposal Part 1

1. ADVERTISING CAMPAIGN PROPOSAL: Part 1
PROJECT TITLE
Vesi Water
PRODUCTS
Logo
Print advert.
Audio/ visual advert
Audio advert
PURPOSE
The purpose of the campaign is to promote Coco Ltd.’s new product, highlighting its probable
health benefits and successfully capturing the attention of audiences and potential buyers
through the relatable, educational and entertaining products produced.
DESCRIPTION OF PRODUCTS
The key message of the campaign is that of self-improvement and care, Vesi’s water helps
maintain a happy and healthy lifestyle, containing natural electrolytes that can aid in sustaining a
healthy balance within the body
Elements I will be sure to feature include in all products include visual and audible references to
Vesi’s place of origin (the lakes of Finland)
maintain an authentic and fresh look for the product’s summer launch, all three Ad’s must have a
consistent ‘sunny’ motif,
The actors and models used will reflect the target audience of teenagers and young adults, of
both genders through performance and costume.
Lastly, the product must and will be featured in all adverts, whilst clearly outlining the health
benefits.
IMAGE LIST FOR PRINT ADVERT
Zooming in on the print Ad, the image I’m looking to use to sell the product is a long shot of a
women, dressed in a white hoodie, closed wings emerging from her back and green cargos,
holding a bottle of Vesi, looking out from a cliff onto the setting sun ahead as clouds grace by her
on the clifftop’s surface. In the top left corner, the silhouettes of a flock of whooper swan can be
seen gliding in the distance.
FONT LIST FOR PRINT ADVERT AND AUDIO/VISUAL ADVERTS
Tagline: With Vesi, thirst is a thing of the past
Font- both the brand’s title and the tagline/ minor text will be in a bold, white simplistic design to
capture attention whilst maintaining a memorable quality that is both recognizable but subtle to
ensure it doesn’t come off as chaotic and all over the place.
VISUALS FOR AUDIO/VISUAL ADVERT
When collecting footage for the audible and visual Ad, I’m considering a more fantastical and
visually interesting narrative that will stay in viewers heads; following a group of young adults
(18-24) made up of both men and women (reflecting the target demographic) that are playfully
hanging out, sat on a small wooden dock above a wide lake (showcasing Finland’s secluded
woodlands to further represent the country and brands naturalistic charm). As they start shoving
one another into the water, one of the boys opens a bottle of Vesi and takes a swig before being
thrown into the lake alongside his mates. However, unlike the rest, he doesn’t splash into the
water but rather sits on top of the lakes surface, a slight ripple circling around him from his light
impact. In astonishment he jumps to his feet and looks down below him, his friends looking up
from the water in awe. He grins before sprinting across the water, his friends swim after him. He
leaps and we jump cut to a whooper swan rising from the lake and flying into the air, fellow

2. ADVERTISING CAMPAIGN PROPOSAL: Part 1
swans gliding beside it, now across a vast body of water, the ad ends on the flock flying across a
vast plane of water, into the sunset.
SOUND FOR AUDIO/VISUAL AND AUDIO ADVERTS
recording audio of gushing/running water- mimicking that of the lakes and falls of Finland as well
as a collection of subtle honks of country’s national bird ‘the whopper swan’.
the audible cues and audio Ad there should be a slight humming of pollinating insects such as
bees or the flitter of its national insect, the seven spotted ladybug, as well as the swaying/
brushing of branches and leaves of Finland’s woodland and lastly the subtle crashing of
waves/ripples of the lakes to overall emulate a calmer approach to the summer holiday buzz of
the time of release ( hopefully setting it apart and capturing a more mature young target
demographic).
TARGET AUDIENCE (AGE, GENDER, LIFESTYLE, INTERESTS, SPENDING
POWER)
When looking at the target demographic, I will be applying a more stereotypical generalisation on
each social grade in relation to whether the product will be received well from the lower or higher
end of the scale if not the scale as a whole looking at younger audiences such as teenagers and
young adults of both genders. I roughly estimate that the target audience being of a younger
demographic may fall a little on the lower end of the social scale via E-C1 as many young teens
may find themselves unemployed or working very minimal jobs, likewise for younger adults-
stereotypically I’m also considering when the money that these audiences already have and what
they’d choose to spend it on; going out, drinking, shopping, self-indulgence etc. with this in mind I
look to brand the product as premium and self-indulgent to attract materialistic audiences whilst
also using the foundation of teens and adults alike going out frequently in summer to push the
idea that this the refreshment to purchase whilst they are out.
RESOURCES
Laptop
Pen & Paper
iPad
Camera
Tripod
Photoshop
Auto sketch
Adobe-pro
PERSONNEL
Graphic designer: Clara Hennig
Photographer: Clara Hennig
Editor: Clara Hennig