VESI Proposal Part 2

1. ADVERTISING CAMPAIGN PROPOSAL: Part 2
PROJECT TITLE
Vesi Water
PRODUCTS
Text and Graphic Logo
Print advert
Audio/ visual advert
Audio advert
OUTLINE OF STYLE AND CONTENT
PRINT: Zooming in on the print Ad, I want to utilize a long shot (adding scope and overall
captivation through a large landscape orientation) of a young (reflecting the briefed age of the
target demographic) women (ensuring that there is a wide range of positive and inclusive
representation that will allow a more mass audience to be able to relate and feel reflected
within the campaign) dressed in a navy hoodie- I decided to diverge the original idea for a white
more ‘pure’ approach to the models costume as I believe the all-white look could lose the white
wings I aim to have on the models back (navy being a more suitable colour as it fits the Brand’s
now established house colours whilst symbolising through the richness of colour themes of trust
and stability- ideas the brand pushes to market to audiences, this is a reliable product) and black
shorts- again I decided to scrap the use of white long clothing as not only would the colour
contrast unappealing with the now darker hoodie but more so, the use of jogging bottoms felt
out of season for the summer release (shorts also embolic of a more freeing and less restrictive
fashion choice that keeps the model cool) with closed wings emerging from her back (the wings
symbolic of personal growth and taking potential buyers to places they could never reach before
whilst being visually unique and engaging with a dreamlike line of appeal that will ensure the
prints memorability)posed with her hands placed on her hips, (the pose reflects an assertive,
confident and aspired effect the product has on its buyers, with Vesi, anything is possible),
looking out from a cliff (symbolic of this escapist and impossible locations line of appeal that will
sell the product as a heaven sent product) onto the lake (reflective of the Finnish lakes the
product was developed from- naturalistic imagery again another escape from the urban settings
the print will be displayed within) and setting sun ahead (allowing room for the overall colour
scheme of the print to be rich and vibrant in colour, pinks, golden flares and lively greens to be
eye catching as well as reflecting via the sunset themes of ‘a fresh start’ and rebirth- aided by
the wings) as clouds grace by her on the clifftop’s surface (not only communicating how far up
the model is thanks to the product but adds to the dreamlike quality of the overall print). In the
foreground, stood up on a mound of grass, a bottle of Vesi (the use of framing to allow the
product to take up quite some room of the print- allowing audiences with photographic
memories to first remember what is being sold before its distinct visual selling point- more so
lets the product feel ‘larger than life’, being embedded within the grass embolic of the brands
naturalistic USP, the product connecting buyers back to nature; again reflective of the drinks
place of origin; lakes of Finland ). In the top left corner, the silhouettes of a flock of whooper
swan can be seen gliding in the distance, again ensuring that there is a running correlation
between all three ads with the ‘mascot’ of the whooper swan.
AUDIO/ VISUAL: when developing concepts for the audio and visual ad, I wanted to look at
following a group of young adults (again reflective of the target demographic) made up of both

2. ADVERTISING CAMPAIGN PROPOSAL: Part 2
men and women of ranging cultural backgrounds (to ensure there was a clear and positive
diverse representation) that are playfully hanging out on and around 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, sat
more on his own, looking out seemingly bored (setting up the idea that even in exciting
situations, the lack of Vesi can leave one unfulfilled) opens a bottle of Vesi and chugs down a
hefty load of water (performance wise having the subject portrayed to ‘can’t get enough’ of the
product’ before being thrown into the lake alongside his mates. We see the bottle he was
previously holding drop and bounce of the lakes surface before cutting to the subject, unlike the
rest, sitting on top of the lakes surface, a slight ripple circling around him from his light impact
(the product defying reality and showing remarkable and impossible effects). 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 (the idea that Vesi can aid in
giving buyers complete and utter control of the world around them- his friends following him
reflecting qualities of leadership and excitement that is brought with the drink). He leaps and we
jump cut to a whooper swan rising from the lake and flying into the air, fellow swans gliding
beside it (posing as the subject and his friends for a dreamlike and memorable visual that will set
it apart whilst still reflecting the brands ethos with the use of the swan and further exaggerated
by a cascade of water splashing as the sawn rises to emphasize the power of the product). the
ad ends on the flock flying across a vast plane of water (extending on the already wide lake to
further install ideas of the product widening your horizons), into the sunset (again implementing
running themes to not only reflect the home of Vesi but to help distinguish the campaign from
competitors).
AUDIO: for the audio I ad, I’m looking to paint a picture through sound that reflects the ideas of
health and escapism that the drink offers. The ad opens, a backing of 93 ‘til infinity-LP
Instrumental (a hip and energy driven instrumental that not only fits Vesi’s ethos but more so
helps appeal to a younger demographic- stereotypically more involved with hip-hop/ rap music)
with a busy beach (the setting of a busy beach not only conveying the summer release but picks
up on the overwhelming side of summer at the beachside via loud and irritating sound cues-
children crying, shouting adults, screaming seagulls to sell the environment as an exhausting
experience that listeners have been forced into) having a smooth transition from a baby
coughing into the lid opening, all sounds dissipate ( helping to transport the drinker into a
completely different world of serenity). There more so is aid of narrative beats from a voice over
(the narrator being a mature woman to again be inclusive and ensure a more diverse
representation) formally trying to empathize with viewers (use of language should be friendly
but formal to keep a level of professionalism as well as showcase the brands aim to help people).
Once the lid is opened, when hear a person gulping down water (selling how hot and stressed his
previous environment was whilst reflecting Vesi sustainable and positive effects the product has
on its drinkers) the drinker then exhales heavily ( like a weight has been lifted from his
shoulders) and the sound of birds tweeting and honking begin to emerge to capture a more
naturalistic and escapist environment- returning to the drinks place of origin and helping buyers
peacefully get away from the stress. The ad ends on a sign off from the narrator ‘Vesi, do
summer your way’. (When recording there will be an emphasis on ‘your’ to really call buyers to
action and again showcase the drinks audience consideration- this product was made just for

3. ADVERTISING CAMPAIGN PROPOSAL: Part 2
you) buy ending on the bands name drop more so allows room for memorability, if you’re going
to take anything away from the ad it would be the brand name
IMAGE LIST FOR PRINT ADVERT
For my print Ad, I’m looking to use an image that possesses a dream-like quality that not only
reflects the ‘one in million’ type of product that’s being sold but more so grabs and keeps
audiences’ attention. The print should be a long shot of a women, dressed in a navy hoodie and
black shorts, closed wings emerging from her back, 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, whilst in the bottom right we see the
product sat atop a mound of grass.
Like previously discussed, the image should be in a landscape orientation to capture a grander
and more captivating approach that will entice audiences to stop what they’re doing to be
absorbed into another world- the landscape positioning acting as a cinematic cue that will suck
audience in.
The location itself should be shot somewhere with a good amount of greenery, overlooking a
vast body of water to sell the illusion of height that can be manipulated to look like a cliff in post-
production editing and to again reflect naturalistic elements sought out by Vesi’s brief.
The model should be framed to overlook this water, striking a confident pose that will paint the
brand as a progressive and aspiring figurehead that’s product will strike confidence in its buyers,
aiding them in taking on the world around them. The model must be stood, back straight, their
hands on their hips looking out toward the water to successfully communicate this feel of self-
pride (a line of appeal that may appeal to the younger demographic as they felt respected and
apricated, further amplified by the use of a younger model that will reflect the target audiences).
The product itself must be shot, half full, a golden flare from the sun spilling over it (not only
entrance viewers but to add to this idea that it’s a heaven-sent product) embedded in a mound
of grass to again tie it to this naturalistic; line of appeal and to fit the overall running aesthetic of
the campaign.
Graphic wise, I wanted to look at capturing dreamlike qualities through spectacular imagery.
A silhouette of a flock of whooper swans in the far-left top corner and the white wings sprouting
from the models back (both symbolic of themes of personal growth whilst communicating
Finland’s naturalistic beauty through the whooper swan being its national bird)
I want to use graphics of social media platforms more so to allow viewers to easily find
additional media through recognisable iconography alongside the brands @, all graphics in a
simplistic white that is in keeping with the slick design.
Again, in the far-left corner there should be the text-oriented logo for Vesi’s brand in a blue and
green gradient keeping to the naturalistic aesthetic of the brand (a copyright symbol hanging
over it to ensure that there’s little chance of legal infringement on the original design) the design
itself holding the brands name beside two whooper swans gliding to again fit to a consistent
theme.
A glaring sun should be present too, setting in front of the model, its golden beams reflecting of
the bottle in the foreground (adding to the dreamlike aesthetic)
FONT LIST FOR PRINT ADVERT AND AUDIO/VISUAL ADVERTS

4. ADVERTISING CAMPAIGN PROPOSAL: Part 2
the fonts used within the campaign must be clearer and more simplistic rather than
individualistic- the created text and graphic logo will aid in setting the brand apart on their own-
having too much artistic influences could lead to over complicating and overwhelming
audiences.
The primary use of font should be Mono Spatial as it obtains a slick but simplistic modernist
design, with slender but bold characterisations as well as integrating a smooth use of curves that
help sell the brand as, again, premium and playful.
The font should be fairly large with the title ‘Vesi’)- occurring on the left side of the print Ad and
in the centre of the last shot for the audio and visual. The font should be in white with no added
stroke to set it apart from the backing visuals without coming of as cartoonish or tacky- the
white not only helping clarify and set the text apart but also communicates Vesi as a bright and
friendly; white more so symbolic off honesty, perfection and cleanliness; reflecting the brands
ethos and main selling points.
With the tagline as well as the additional information, the font should be somewhat smaller to
the previous title’s size)- occurring to the left below the title on the print and central and below
the title within the last shot of the audio and visual advertisements/ the additional
advertisements running along the bottom of both the print ad and last shot of the audio and
visual ads. The tagline must be a tad bigger than the additional information to allow audiences
to get an overall idea of what Vesi represents, the use of ‘spread your wings!’ is symbolic of
becoming more independent and confident, two ideologies that the brand again is trying to sell
their product can aid you with. Ending on an exclamation point further exaggerate the
statement.
The additional info looks at sharing benefits towards product consumption ‘Vesi contains all
natural electrolytes for that cool, refreshing taste!’ informing viewers that are engaged of the
scientific aspects that sets the brand apart (to the brief) ending on an exclamation to again
further exaggerate the statement. The additional information continues to link towards websites
and social platforms audiences can reach Vesi on ‘to find out more-’ allows for more audience
interaction and again showcases the brands consideration for its buyers.
VISUALS FOR AUDIO/VISUAL ADVERT
Shots for the audio and visual ad must showcase a clear narrative with stylistic and artistic
imagery that helps set the ad apart with memorable imagery.
The first shot should depict a high angle overlooking a lake side cabin with men and women of
ranging cultural backgrounds (to ensure there was a clear and positive diverse representation)
that are playfully hanging out on and around a small wooden dock above a wide lake
(showcasing Finland’s secluded woodlands to further represent the country and brands
naturalistic charm). The shot being from a high angle helps seclude this area and make the
overall environment look inviting, we are framed peering through the swaying bulrush again
selling the lakes privacy whilst almost putting audiences in the position of the camera, we are
there with them.
We cut to a mid-close up of one of the subjects faces, as others behind him start shoving one
another into the water. We see him looking out seemingly bored (setting up the idea that even
in exciting situations, the lack of Vesi can leave one unfulfilled)
We then cut to a mid-close up of the subject reaching for and opening a bottle of Vesi from a
cool box beside him on the dock.

5. ADVERTISING CAMPAIGN PROPOSAL: Part 2
We cut to a close up of him from the side (left) as he chugs down a hefty load of water
(performance wise having the subject portrayed to ‘can’t get enough’ of the product’
We then cut to a mid-close up of him from the front looking down at the now nearly empty
bottle with a look of refreshment and contentment on his face before being thrown into the lake
alongside his mates.
We see through a close up, the bottle he was previously holding drop and bounce of the lakes
surface.
We cut to a mid- long shot of the subject, unlike the rest, sitting on top of the lakes surface, a
slight ripple circling around him from his light impact (the product defying reality and showing
remarkable and impossible effects). his friends looking up from the water in awe,
In a mid-close up we see him hesitantly press his hand down on the water’s surface and in
astonishment he lifts to his feet and looks down below him
In a long shot we see him grins before sprinting across the water, his friends swim after him (the
idea that Vesi can aid in giving buyers complete and utter control of the world around them- his
friends following him reflecting qualities of leadership and excitement that is brought with the
drink).
In a close up of his feet leaving the water’s surface we see him leap
we jump cut to a mid-long shot of a whooper swan rising from the lake and flying into the air,
fellow swans gliding beside it (posing as the subject and his friends for a dreamlike and
memorable visual that will set it apart whilst still reflecting the brands ethos with the use of the
swan and further exaggerated by a cascade of water splashing as the sawn rises to emphasize
the power of the product).
the ad ends on extreme long shot the flock flying across a vast plane of water (extending on the
already wide lake to further install ideas of the product widening your horizons), into the sunset
(again implementing running themes to not only reflect the home of Vesi but to help distinguish
the campaign from competitors).
SOUND FOR AUDIO/VISUAL AND AUDIO ADVERTS
recording audio for the audio and visual ad I’m looking at catching positive connotations with
the drink with the subjects frequently laughing/ shrieking out of excitement and playfulness
whilst splashing around in the lake.
I’m more so looking to sample sounds of gushing/running water- mimicking that of the lakes and
falls of Finland to exaggerate the environment and product presented, same applies for the
minor SFX of ice shuffling in the cool box or gulping of when the main subject takes a swig of the
product- again exaggerating ideas of refreshing taste.
I would also like to implement a collection of subtle honks of country’s national bird ‘the
whopper swan’ for when the swans fly off into the sunset toward the end of the ad.
Musically I wanted to sample Jurassic 5’s freedom to more so add an overall relaxed and modern
vibe to the add that will pique interest of younger audiences (to the briefs requirement)
for the audio I ad, I’m looking to paint a picture through sound that reflects the ideas of health
and escapism that the drink offers. the recorded audible cues for the audio narrative beats from
a voice over (the narrator being a mature woman to again be inclusive and ensure a more
diverse representation) formally trying to empathize with viewers (use of language should be
friendly but formal to keep a level of professionalism as well as showcase the brands aim to help
people).

6. ADVERTISING CAMPAIGN PROPOSAL: Part 2
a backing of 93 ‘til infinity-LP Instrumental (a hip and energy driven instrumental that not only
fits Vesi’s ethos but more so helps appeal to a younger demographic- stereotypically more
involved with hip-hop/ rap music)
a busy beach (the setting of a busy beach not only conveying the summer release but picks up on
the overwhelming side of summer at the beachside via loud and irritating sound cues- children
crying, shouting adults, screaming seagulls to sell the environment as an exhausting experience
that listeners have been forced into)
lid opening (helping to transport the drinker into a completely different world of serenity).
a person gulping down water (selling how hot and stressed his previous environment was whilst
reflecting Vesi sustainable and positive effects the product has on its drinkers) the drinker then
exhales heavily (like a weight has been lifted from his shoulders)
the sound of birds tweeting and honking begin to emerge to capture a more naturalistic and
escapist environment- returning to the drinks place of origin and helping buyers peacefully get
away from the stress.
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).
HOW THE ADVERTS WILL APPEAL TO THE AUDIENCE
All three adverts predominantly use a younger cast of older teens and young adults that help
reflect the target audience in a way that is respectful and positive with a varied perspective of
ethnicities, genders with the same aspiration to get more out their standard of living and strive
for a healthier and more exciting lifestyle. By using younger models and actors I hope to
encourage alignment between viewer and what they are seeing on screen, hopefully
encouraging them to want to buy the product to become what they see reflected before them.
The water contains natural electrolytes and can help maintain a healthy balance in the body.
The audio/ visual ad and audio ad uses a backing of hip-hop oriented music to (stereotypically)
appeal to a much demographic with a modern yet relaxing beat that helps encapsulate the
ethos of Vesi’s brand, whilst keeping each ad at a pace that younger audiences won’t get bored
with (again stereotypically having a shorter attention span) more over the use of casual clothing
and playful performance in both the print and audio/visual ad helps again allow relatability and
a more authentic portrayal of the age group targeted to take place.
CAMPAIGN LOGISTICS
Pre/ post/ production (brief oversight)
Collecting information to further support and develop an understanding and ideas on how to
approach the brief (Lucozade & Evian)
Mocking up ideas for radio, tv and print Ad’s for the campaign
developing ideas from proposal 1 in depth
collecting images and forming ideas on visual and audible approaches through a visual display
beginning production on print ad
beginning production on audio and visual ad
beginning production on audio ad

7. ADVERTISING CAMPAIGN PROPOSAL: Part 2
analyzing and evaluating on all final ads and overall production
distribution
Firstly, I will release my Audio and visual ad of the friends hanging out at a dock and
subsequently walking on water and flying off as swans- releasing simultaneously on terrestrial tv
and on various social media platforms and streaming sites such as YouTube, Instagram,
Facebook, Tik Tok and Twitter as both its individual post and as a reoccurring ad that will be
regulated by each apps algorithm e.g. occurring as an ad before a video on YouTube to help
reach the target audience, it will feature main contributing details such as the company’s name,
what the product looks like whilst possessing a unique and dreamlike line of appeal that will help
it stay memorable- though that being said, I want it overall to be very vague to keep people
invested into seeing what comes out next. I want to distribute the prints secondly, as the visual
will now have engaged audiences through a more captivating and less static approach that will
allow audiences to instantly pick up and recognize elements from the previous ad and apply
them to the now released print ones, the running theme of whooper swans. when distributing
my print ads, I want to releasing prints on various social platforms to again get a wider audience
interested - will also have the prints set up around towns, being on bus-stops, billboards or in
shops where Vesi is being sold as promotional material- reaching direct buyers.
The audio ad will come lastly as it is the most unrecognizable without the aid of graphics, so by
having its predecessors set up a clear and distinct campaign, audiences would be able to pick up
on the brand and what its selling easily, considering the release of the audio ad, not only do I
want it distributed through radio and use music apps such as Spotify.
MARKETING - HOW & WHERE THE ADVERTS WILL BE ADVERTISED
Firstly, I will release my Audio and visual ad of the friends hanging out at a dock and
subsequently walking on water and flying off as swans- releasing simultaneously on terrestrial tv
(to reach the more general public) and on various social media platforms and streaming sites
such as YouTube, Instagram, Facebook, Tik Tok and Twitter as both its individual post and as a
reoccurring ad that will be regulated by each apps algorithm e.g. occurring as an ad before a
video on YouTube to help reach the target audience (stereotypically having a more online
presence) it will feature main contributing details such as the company’s name, what the
product looks like whilst possessing a unique and dreamlike line of appeal that will help it stay
memorable- though that being said, I want it overall to be very vague to keep people invested
into seeing what comes out next. That in mind when distributing all media products, having an
official social media might help to get the word out online to a global audience. More so having a
presence online aligns with the target demographic of teens and young adults as they are more
active online. Secondly, when distributing my print ads, I want to take into consideration how
social media plays a big part in reaching a global audience- social media campaigns are released
to get a wider audience involved and interested - again stereotypically attracting a younger
audience and potential audience participation. Audience members who see the prints online can
respond to what they see and discuss it with other people, I will also have the prints set up
around urban areas more so to capture the attention of the general public being on bus-stops,
billboards or in shops where Vesi is being sold as promotional material- reaching direct buyers.
Likewise, thirdly considering the release of the audio ad, not only do I want it distributed
through FM/AM radio but more so to reach younger audiences again use music apps such as
Spotify, playing the ad before users’ songs to ensure memorability and sells the brand as a
modern and technology advanced corporation.

8. ADVERTISING CAMPAIGN PROPOSAL: Part 2
POSITION IN THE MARKETPLACE
Looking back at both campaigns studied there is a clear difference in the ways they ran and the
way they were received. Evans’s Live Young carrying out from 2009 to 2021, whilst Lucozade’s
‘Energy Beats Everything’ lasted from 2018 to only 2020 as the overall reception to Evian’s ‘Live
Young’ campaign was very positive, it had a clear dedicated following, whereas Lucozade
received a much more negative response to their first initial Ad in their ‘Energy Beats Everything’
campaign being the ‘David and Goliath’ Advertisements, as many viewers belonging to the
Christian community were deeply offended by the representation and mocking of bible fable. As
for memorability, the Tv and print adverts subjectively were the most memorable in the UK with
people still talking about and interacting with the adverts through social media; you can still find
recently uploaded comments on the published Ads of both David and Goliath and Roller babies
on YouTube to this day or edited reuploads posted by fans of the campaign and brand. Both
utilize lines of dream and fantasy appeals much like my campaign however I believe I subvert the
conventions both utilize through a more comedic appeal, as my fits a much grander and more
spectacle approach.