Irn-Bru advert planning.

1. Irn-Bru
HOLLY BOTTOMLEY

2. Info-graphic Research:
Cinematographer. Chief of the camera and light crews on television production, films or other live action pieces.
Responsible for choosing technical and artistic decisions.
The cinematographer decides which lens, cameras, film stock and filters to use to fit with the director’s intentions.
The director either offers the cinematographer complete independence or allows little to none. The director’s
involvement will be very little once comfortable with each other, the director will then announce what is wanted visually
and allow the cinematographer to create that scene effectively.
American cinematographers which have become directors: Barry Sennonfeld, Jan De Bont.
Cinematography was key in the silent movie era, the films depended on lighting, acting and set since there was no sound.
In 1919 Hollywood, one of the first trade societies was formed; American Societies of Cinematographers (ASC)-
recognition of cinematographer’s contribution to the art and science of motion picture making.
Preproduction: the cinematographer discuss’ the director’s visions for the film both overall and scene by scene.
Cinematographer then decides what’s needed for each scene, and within budget, organises the camera crew and makes
arrangements to hire equipment and supplies. Also works with other departments such as sound and lighting to
coordinate with production needs.
Production: coordinates the crew and works with the director to make sure each scene is set up to match the director’s
vision of the production. Decides on the best combinations of cameras, lenses and filters for each scene, as well as the
placement of cameras, when the scene will be shot and also the lighting.
Post production: works with the processing lab to make sure the film retains the colour and mood which the director
wanted. Also reviews dailies, including the first and final print of the film. Being a critical eye and quality control is
important throughout post production.

3. Salaries and benefits: between £50,000 and £300,000 per annum. Majority of
cinematographer’s start their role as junior camera operators and earn
approximately £15,000 per year. The average pay is £23.50 per hour.
Training: entry level as camera operator.
Programs: associates and bachelors degree in film production, cinema and
cinematography, MFA in cinematography, certificates and conservatory
programs.
School types: universities, film school, art institutes.
Gender divide: 86% male, 14% female
Skills needed: an eye for detail and a mind for fast invention. Thorough
understanding of lighting techniques, light colour, shade and manipulation.
Strong technical knowledge of cameras and the film production process. Strong
communication skills, strong team management skills. Flexible approach to
adapting knowledge already accumulated to achieve an improved result.
Working conditions: cinematographers experience a variety of working
conditions, depending on the type of production (for example, documentary or
television series) and where a film is being shot. They may work on location in
all kinds of weather or indoors on a sound stage. Hours of work also vary
greatly.

4. 10 key points:
1. Cinematographer’s are responsible for choosing which cameras, lenses, filters and film
stock fit with the director’s intentions.
2. Have to make technical and creative decisions.
3. The director announces what the scene should be like visually and the cinematographer is
to create the image effectively.
4. 1919 Hollywood, one of the first trade societies was formed; American Societies of
Cinematographers (ASC).
5. During the silent movie era, films depended on lighting, acting and set design since there
was no sound.
6. Has to hire equipment within the budget and have discussions with other departments
such as lighting to coordinate.
7. Being a critical eye and quality control is important throughout post production.
8. Majority of cinematographer’s start their role as junior camera operators.
9. Gender divide: 86% male and 14% female.
10. You will need an associates and bachelors degree in film production to be successful.

5. Info-graphic Bibliography:
http://nocountryforyoungwomen.com/2014/05/20/gendre-imdb-an-open-data-analysis-
of-the-film-industry-gender-gap/ Last accessed 20th May 2014, Elena
http://learn.org/articles/Cinematography_Career_and_Training_FAQs.html Anon
https://en.wikipedia.org/wiki/Cinematographer Last accessed 6th September 2017, anon
https://www.allaboutcareers.com/careers/job-profile/cinematographer Anon
https://myjobsearch.com/careers/cinematographer.html Anon
https://alis.alberta.ca/occinfo/occupations-in-alberta/occupation-
profiles/cinematographer/ Last accessed 20th March 2017, Anon

7. Research:
Describe how you located, retrieved and stored information:
Located:
I found my secondary information on various different websites on the internet.
Retrieved:
I read the source and filtered the information down to the necessary and important points
needed.
Stored information:
I logged the information into PowerPoint and used Harvard referencing in a bibliography.

8. Client research: Irn-Bru
Irn-Bru is a Scottish carbonated soft drink which was introduced in 1901 and is often described as Scotland’s other
national drink. It is produced in Westfield, Cumbernauld, North Lanarkshire by manufacturer AG Barr of Glasgow. It is also
produced at a second manufacturing site in Nottinghamshire. Irn-Bru is available all over the world however it can usually
be purchased in cities where there is a significant amount of Scottish people. Marketing campaigns have kept Irn-Bru as
the number one selling soft drink in Scotland, and it competes with global brands such as Coca-Cola and Pepsi.
Irn-Bru was advertised by using slogans such as ‘Scotland’s other national drink’, referring to whisky, and ‘made in
Scotland from girders’ which refers to the colour of the drink. The second slogan was used in 1980’s and featured Irn-Bru
drinkers becoming stronger which would make more people consider buying the product. The first advertising campaign
they had was a comic strip called ‘The adventures of Ba-Bru and Sandy’ which was used from the 1930’s to the early
1970’s, this was very popular and well known as a neon sign featuring Ba-Bru was outside the Glasgow Central railway
station up until the late 1970’s which lead to the product being highly promoted.
In 2000, an advert featuring a Grandad and his grandchild was released, which shows that the drink is suitable for all ages
and is therefore appropriate for the whole family. Another example of an advert they produced, was a parody of a
Christmas cartoon called ‘The Snowman’ which was effective in increasing the interests of Irn-Bru in America in 2006 as
‘The Snowman’ was highly successful and still is very well known.
Some advertising campaigns however were not popular and received a lot of complaint, for example an advert in 2003
showing a midwife try to deliver a baby after a complicated delivery was seen as insensitive to women who had suffered
from miscarriages.

9. Client research:
Only three people in the world know the recipe of Irn-Bru; former company chairman Robin Barr, Julie Barr (the
companies secretary and legal affairs manager) and a Barr board director who’s identity is confidential.
It was originally called Iron Brew however changed to Irn Bru because of the drink not actually being brewed.
Irn-Bru have sales of over £120m per year.
There are a few games based around Irn-Bru, for example one of the games is referenced to the advert suggesting the
drink makes you stronger, as the game shows the more that the character drinks, the stronger he becomes.
Irn-Bru comes in a variety of sizes and are available in either cans or bottles, the product also has different types, for
example there is a sugar free version and also an ‘Irn-Bru Xtra’, which means there is a selection of products to suit
everyone’s preferences.

10. Market research:
Coca Cola is an American brand and is sold in more than 200 countries and approximately more than 10,000 soft drinks
from coca cola is sold every day. Cuba and North Korea are the only countries in the world that don’t sell the product.
Coca Cola was invented by Atlanta based pharmacist John S Pemberton in 1886 however the name was created by Frank
Robinson, who also made the coca cola logo which is recognised by 94% of the world’s population. When it was first
released, it was referred to as a nerve tonic that relieves exhaustion.
The very first coca cola product contained around 9 milligrams of cocaine per glass, this was removed from the product in
1903.
Out of the 57 billion drinks drank each day, over 3% (1.9 billion) are drinks which are licensed or trade marked by coca
cola which makes it the most widely distributed drink on the planet.
Coca Cola has a product portfolio of 3,500 beverages and 500 brands, including sodas, energy drinks and soy-based
drinks.
The Coca Cola brand is worth $83.8 billion, which is more than Pepsi, Subway, KFC and Budweiser combined.
Coca Cola means delicious happiness in Mandarin.
As of 31st December 2016, the company had 100,300 associates world wide.
Coca Cola started putting people’s names onto the bottles saying ‘share a coke with __’ which increased sales because
people wanted a purchase a bottle which had their name on it.

11. Market research:
7UP is a brand of lemon-lime flavoured, non-caffeinated soft drink. The rights of 7UP belong to Dr Pepper Snapple Group
in the US and to PepsiCo in the rest of the world. There are two different logos for the product, the US one includes a red
circle between the ‘7’ and ‘up’, whereas the logo for the rest of the world has the red circle around the ‘up’. The product
was first introduced in 1929, two weeks before the wall street crash, however it was known as Bib-Label Lithiated Lemon-
Lime Soda, before changing to 7UP in 1936. Just like lemonade, 7UP is colourless, however it is sold in a green bottle
which makes the drink appear to be green too which may interest people enough to buy the product. 7UP was introduced
by Charles Leiper Grigg, who launched his St-Louis-based company the Howdy Corporation in 1920. Up until 1948, 7UP
contained lithium citrate, which is a mood stabilizing drug and was one of the medicine products popular in the 19th-20
centuries. One common theory for the name changing to 7UP is that lithium has anatomic weight of approximately 7.
In 1991, Jordan Formula One team during their first year was sponsored by 7UP, which was a highly successful way of
promoting the brand as many supporters of the team may have then being persuaded to purchase the product due to
continuously seeing the name advertised.
A popular cartoon character called Fido Dido was used as a mascot for 7UP from 1980’s-1990’s which made the drink
more known as it was being promoted by a popular TV show. He gave the viewers advice to have lots of 7UP provided
when planning successful parties.
In Spring 2014, the brand had 15.66 million consumers.

12. Audience research:
The survey shows that more
males answered the question
than females.

13. Audience research:
Everyone who answered the survey was
aged between 16 and 19.

14. Audience research:
The majority of people who answered the
survey had tried Irn-Bru before, and only
3 people hadn’t ever purchased it.

15. For my primary research, the
survey shows that most people
prefer Coca Cola to Irn-Bru and
Fanta, and that Irn-Bru is the
least popular. 29% of people
prefer Fanta.

16. Only one person drinks Irn-Bru
everyday, 2 people drink it every
week and 11 people purchase it
every month.

17. Most of the people who answered
the survey like the Irn-Bru adverts
and only two people don’t, which
shows the company was quite
successful when creating their
adverts.

19. Idea Generation / Group Idea:
The idea for our video is that the group will be in a field having a picnic and drinking Irn-Bru when a squirrel overhead sees a bigger
squirrel and thinks that he wants to be as strong as that other squirrel. The group then go and leave behind one can of Irn-Bru and the
squirrel goes over and drinks the Irn-Bru and then starts to grow bigger and stronger. The squirrel then says ‘they may take my nuts, but
they’ll never take my Irn-Bru’.
We will start filming on 4/10/17 in the York Museum Gardens and will achieve this by placing some hazelnuts on top of an unopened Irn-
Bru can and wait for a squirrel to go over and take the nuts. We will then edit the footage to make it look like the squirrel is actually
drinking it. We are filming this in the Museum Gardens as you see a lot of squirrels there and a lot of them are quite friendly and walk up
close to you. However, instead of the Museum Gardens, we will film the group acting on the college field under one of the trees as this
will be easier to get to and won’t take long to film, whereas the squirrel scenes will be quite time consuming therefore we will need to get
there fairly early to give ourselves plenty of time to collect our footage to the best of our ability. When filming on the field, we can use
natural lighting however if we were to film closer to the college entrance then we may need to provide lighting.
We will need to bring in some props on the days we are filming, this includes some nuts, Irn-Bru cans, a blanket, a picnic basket and
maybe some food to make the picnic seem more realistic. We have decided between us who is going to bring in which prop.
The group acting is going to be silent with some music in the background so you can’t actually hear us talking, and the squirrel will speak
with a Scottish accent. We thought that giving the squirrel a Scottish accent would be relevant as the drink was made in Scotland and we
also thought that what the squirrel is saying may be amusing to an audience of a wide age range.
We have also decided not to have a specific costume and to just wear normal everyday clothing to keep it more casual as the setting is a
picnic.

20. Planning Docs (TV Advert): Production schedule
Date / Time
5/10/17 Thursday 12:30pm Make sure we have all of our props and equipment.
5/10/17 Thursday 1:30pm Go to York Museum Gardens and film the squirrels.
10/10/17 Tuesday 9:00am Get all of our props and equipment.
10/10/17 Tuesday 10:50am Film the picnic scene.
10/10/17 Tuesday 1:10pm Re-film any footage if needed.
10/10/17 Tuesday 3:00pm Make sure we all have the footage.

21. Planning Docs (TV Advert): Responsibilities
Responsibility
Toni Acting, buying can of Irn-Bru
Mel Acting, buying can of Irn-Bru, hazelnuts
Holly Acting, bringing picnic blanket, buying can of Irn-Bru

22. Planning Docs (TV Advert): Locations
We will film the scene with the squirrels in the Museum Gardens in York on Thursday afternoon
as there are usually lots of squirrels in that area and it is also quiet there, therefore there will be
more chance for us to collect our footage. By filming this scene on Thursday afternoon, we will
have plenty of time to get everything we need so we won’t be rushing to get back in time for
another lesson.
Unlike the squirrel scene, the picnic scene will be filmed on the college sight on the field, as this
will be more accessible and will be easier as we won’t have to travel anywhere to film. This is
useful as our picnic scene won’t take long to film and we won’t have to redo anything hopefully.

23. Planning Docs (TV Advert): Shot list
Shots
Long shot Group sat on the field talking.
Close up Opening the can of Irn-Bru, the squirrel going over to the
can.
Medium shot The squirrel running.
Over the shoulder Squirrel overhead in a tree.

24. Planning Docs (TV Advert): Health and safety / contingency planning
Hazard Risk Safety Risk Level
Squirrels. Getting bit by a
squirrel.
Approach them
slowly to not startle
them.
Medium.
Camera. Dropping the
camera and
breaking it.
Use the camera
strap and be
sensible when
using the camera.
Medium.
Tripod. Knocking it over,
breaking it or
trapping our fingers
in the clips.
Stand it
somewhere that it
is stable and not
likely to fall over.
Low.

25. Planning Docs (TV Advert): Story board

26. Planning Docs (TV Advert): Call sheet

27. Planning Docs (TV Advert): Props
Bag of hazelnuts
100g for £1.30
3 cans of Irn-Bru
40p each or 3 for £1

28. Planning Docs (TV Advert): mood / concept board

29. Planning Docs (Advergame):
I have took inspiration from the game ‘Flappy Bird’, but instead of a bird the character will be a squirrel. The squirrel will
jump through the gap between two Irn-Bru cans and try not to actually hit the cans. Throughout the game, the squirrel
will also collect nuts to help increase their score.

30. Planning Docs (Print Advert):
For my print advert, I will have a picture of a squirrel as
the back ground with the slogan ‘they may take my
nuts, but they’ll never take my Irn-Bru’. The squirrel will
be holding a can of Irn-Bru which is relevant to our
video advert, and it will also have a colour scheme of
blue and orange to match the design of Irn-Bru.
Another colour scheme I considered was black and
blue however decided against it as the poster would be
too dark.

31. Planning Docs (Print Advert):