Creative Media Level 3

1. Irn-Bru
JACK WARD

2. Info-graphic Research: Game Designer
1. Game design is made up of several key aspects. These roles consist of:
• Animators
• Audio engineer
• Creative director
• Designer
• Artist
• Programmer
Salary of each role (After 3 years experience):
• Animators ($67,000)
• Audio engineer ($66,000)
• Creative director ($54,000)
• Designer ($55,600)
• Artist ($53,300)
• Programmer ($66,000)

3. Info-graphic Research: Gamers
2. The difference between women and men in
gaming
Video game genres:
• First-person shooters
• MOBA
• Fantasy MMO
• Western RPG
• Turn-based strategy
• Platformer
• Sport
3. Overall difference between male and female
gamers is 59% male and 41% female
Genre Men Women
First Person Shooter 93% 7%
MOBA 90% 10%
Fantasy MMO 64% 36%
Western RPG 74% 26%
Turn-based strategy 89% 11%
Platformer 75% 25%
Sport 98% 2%

4. Info-graphic Research:
4. 14% of game developers are women whereas 86% are male
5. Ethnicity:
• 83.3% White
• 2% Black
• 2.5% Hispanic
• 7.5% Asian
• 4.7% Other
6. Requirements:
• Programmer – Degree in maths, computer science or physics
• Artist – Degree or HND in fine art, graphic design or illustration
• Designer – No specific qualification however majority are graduates
• Creative Director – Graduate in visual and technical arts
• Audio Engineer - Degree in sound engineering
• Animator – Animation-related degree

5. Info-graphic Research:
7. Type of gamers: 1.8 billion gamers
• 62% PC
• 54% Console
8. Age of gamers:
• 26% under 18
• 30% 18-35
• 17% 36-49
• 27% 50+

6. Info-graphic Bibliography:
Put your info-graphic bibliography here.
1. -=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-
2. Anon. (). women and video games. Available: https://en.wikipedia.org/wiki/Women_and_video_games. Last accessed
13th Sep 2017.
3. Lofgren, K. (Apr 2017). 2017 Video Game Trends. Available: http://www.bigfishgames.com/blog/2017-video-game-
trends-and-statistics-whos-playing-what-and-why/. Last accessed 13th Sep 2017.
4. Ramanan, C. (2017). The Video game industry has a diversity problem.Available:
https://www.theguardian.com/technology/2017/mar/15/video-game-industry-diversity-problem-women-non-white-
people. Last accessed 13th Sep 2017
5. Gourdin, A. (Oct 2005). Game Developer Demographics. Available:
https://gamesindustryskills.files.wordpress.com/2009/11/igda_developerdemographics_oct05.pdf. Last accessed 13th
Sep 2017.

7. Info-graphic Bibliography:
Put your info-graphic bibliography here.
6. Anon. (2017). Job roles in the Creative Industries. Available:
http://creativeskillset.org/search/59?q=&tags%5B%5D=Games&tags%5B%5D=&tags%5B%5D=. Last accessed 13th Sep
2017.
7 & 8. McKane, J. (2016). There are 1.8 billion gamers in the world. Available:
https://mygaming.co.za/news/features/89913-there-are-1-8-billion-gamers-in-the-world-and-pc-gaming-dominates-the-
market.html. Last accessed 13th Sep 2017.

8. Info-graphic:
Put your info-graphic design work here.

9. Research:
Describe how you located, retrieved and stored information:

10. Client research:
Irn-Bru was introduced in 1901 by A.G. Barr of Scotland and quickly became “Scotland’s other national drink”. It is the
most popular soft drink in Scotland and the Middle East surpassing Coca-Cola. It is the third most popular drink in the UK
behind Coca-Cola in number 1 and Pepsi in number 2.
The company A.G. Barr makes a range of drinks ranging from D’N’B to Rockstar and Funkin Cocktails to Snapple. However
Irn-Bru is their biggest brand
Irn-Bru was originally called Iron Brew however branding laws forced
Barr to change their name as it isn’t actually brewed. The Irn-Bru
trademark was first registered on Thursday 18th July 1946.
Irn-Bru is manufactured in five factories in Russia alone, and has been
produced under licence in Canada, the USA and Norway since 2008.

11. Client research:
The statistics to the left show that Irn-Bru is majority for
young people, males and the left wing. This is most likely
because people who drink soft drinks in general are
younger people. It is very close between male and female.
What is surprising to see is that near all Irn-Bru drinkers are
left wing. This could most likely be because of Scotland
being a majority left wing country.https://yougov.co.uk/opi/browse/Irn_Bru

12. Client research:
The style of advertising that Irn-Bru uses is controversial. It is renown for its witty yet risky billboard slogans. Some
examples are as follows:
• A picture of an astronaut with the caption “If there’s Irn-Bru in Uranus I’ll find it.”
• A picture of women wearing a bikini with the caption “Diet Irn-Bru. I never knew 4 ½ inches could give me so much
pleasure.”
• A picture of a chick with the caption “There’s nothing better than Irn-Bru when you’ve just been laid”

13. Client research:
The commercials that Irn-Bru released have also been somewhat controversial in comparison to other brands such as
Coca-Cola and Pepsi. The typical advert is played by Scottish people and usually includes and awkward family situation in
which one member of the family needs something to get them through hence the slogan “Irn-Bru gets you through”
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14. Client research:
The soft drink isn’t the only thing that Irn-Bru has made. They have partnered with the company McCowans which
produced Irn-Bru Bars which is a bright orange, chewy, fizzy confectionary bar that tastes strongly of Irn-Bru. Irn-Bru Bars
however ended production in late 2005. Ice cream shops in Scotland also make Irn-Bru sorbet and Irn-Bru ice cream in
shops such as The Horn and Divitos.
Possibly the most surprising Irn-Bru related product is Irn-Bru sausages which are made at Stuarts of Buckhaven (Butcher
and Baker)
The alcopop WKD produced a Irn-Bru flavoured drink to be an alcoholic equivalent. Barr then retaliated by releasing an
Irn-Bru and bells whisky pre mixed drink which was unpopular and discontinued. Barr later attempted to add an Irn-Bru
flavour to the Red Square vodka line-up however that was also discontinued. There is now an official Irn-Bru Flavour WKD
The variants of Irn-Bru consists of:
• Irn-Bru (launched 1901)
• Irn-Bru Sugar Free (launched 1991)
• Irn-Bru XS (launched 1995)
• Irn-Bru 32 (launched 2006, discontinued)
• Fiery Irn-Bru (launched 2011, discontinued)
• Irn-Bru XTRA (launched 2016)

15. Client research:
The company that owns Irn-Bru goes by the name A.G. Barr and is a soft drinks company based in Scotland.
It was founded in 1875 by Robert Barr in Falkirk, then in 1887 his son Robert Fulton Barr opened a division in Glasgow due
to its larger population. In 1892 the Glasgow division was passed to Andrew Greig Barr (hence A.G. Barr) who was Robert
Fulton Barr’s brother. In 1959 the two Scottish divisions merged. The company was listed on the London Stock Exchange in
1965. In 1972 Barr bought the Tizer brand.
The drinks that Barr produce are as follows:
• Barr Flavours
• D’N’B
• Funkin Cocktails
• Irn-Bru
• KA
• OMJ!
• Rockstar
• Rubicon
• Simply
• Snapple
• St Clements
• Strathmore
• Sun Exotic
• Tizer
http://www.agbarr.co.uk/our-brands/

16. Market research:
Competition
The competition that Irn-Bru has is other major soft drink brands. The main
competitors in the soft drink market are Coca Cola and PepsiCo due to these
companies owning the majority of other competition such as Fanta, Sprite and
Lucozade.
In the UK the highest selling soft drink is Coca-Cola (£1.15 billion) followed by), Pepsi
(£423.2) and Irn-Bru comes in at £100 million. Despite having such a low ranking in the
whole UK, Irn-Bru is the highest selling soft drink in Scotland.
The large conglomerate companies that Barr compete with are Coca-Cola and PepsiCo.
Last year, Coca-Cola had a net income of $6.527 billion, PepsiCo $6.329 billion
whereas Barr had a net income of $48.181 million. This is however the companies net
income and not just the soft drinks market. PepsiCo owns large brands such as
Walkers and Doritos and therefor isn’t a fair comparison to Barr as they only sell soft
drinks.
When looking at soft drinks only Irn-Bru is third best selling soft drink in the UK
surpassing Fanta, Dr Pepper, Sprite and 7-UP.

17. Market research:
Advertisement
In 2011. Coca-Cola produced the share a coke campaign went viral in which
promotional coke bottles had a name on it. In response to this Irn-Bru
produced thousands of limited edition 750ml bottles with the names ‘Fanny’,
‘Senga’, ‘Rab’ and ‘Tam’. The name Fanny ties in with their controversial baby
advert.
Irn-Bru seem to have an ‘Any publicity is good publicity ethos’ due to their
controversial adverts. One of their most notable adverts is where a mother
plays the piano, while the father and two children deliver a song which ends
with the mother singing: "...even though I used to be a man". This sparked
complaints from the transgender community in 2003 when it was repeated.

18. Audience research:
Here is my survey on Irn-Bru that I made using survey monkey. The
results will be used to see how many drink and like Irn-Bru as well as
peoples opinions on the advertisement methods and how well they
work, or don’t work.
Survey monkey link: https://www.surveymonkey.co.uk/r/MWGPW2W
This is primary research which means I am conducting my own
research and I will use the results (that are shown on the separate
‘analysis’ page) to formulate a response which will show a more
personal side to my research will go along side my other, secondary
research.

19. Audience research:
Questionnaire –
Do you drink soft drinks?
This shows that 19 people drink soft drinks and 3 people
don’t
Have you ever tried Irn-Bru?
This shows that 16 people have tried Irn-Bru and 6
people haven’t. Nobody who took this survey would try
Irn-Bru.

20. Audience research:
Questionnaire –
How often do you drink Irn-Bru?
This shows that 9 people never drink it, 9 people drink it
every couple of months, 2 people drink it once a month
and 2 people drink it more than once a week. Nobody
drinks Irn-Bru once a day.
Why do you drink Irn-Bru?
This shows that 11 people drink Irn-Bru for the flavour,
2 people drink it for the colour, 1 person drinks it for
energy and 7 people drink it for another reason. That
other reason seems to mainly be that they don’t drink
Irn-Bru. Nobody drinks Irn-Bru because of its popularity.

21. Audience research:
Questionnaire –
Would you recommend Irn-Bru to a friend or family
member?
This shows that 10 people would recommend Irn-Bru
however 12 people would not.
Which is your favourite Irn-Bru commercial?
This shows that 6 people prefer the ‘baby’ commercial,
5 people prefer the ‘mum’ commercial and 9 people
prefer the ‘get a grip’ commercial.

22. Audience research:
Questionnaire –
How offensive do you find Irn-Bru adverts?
This shows that 6 people find the adverts slightly
offensive, 5 people have no opinion and 15 people don’t
find them offensive at all. Nobody finds the adverts very
offensive.
Using a number from 0 to 10, where 0 is lowest and 10
is highest what rating would you give Irn-Bru?
This shows that the overall average rating is 4 with the
highest recorded score being 9 and the lowest being 0.

23. Audience research:
Questionnaire –
Please sum up Irn-Bru in 1 word
• Disgusting x2
• Average x2
• Weird
• Orange x4
• Different
• Lovely
• Mediocre x3
• Yum
• Scottish x5
• Rubbish
• Delightful x3
• Strange
• Disappointing
So overall it is majority positive overall opinion on Irn-Bru.
What is your favourite soft drink?
• Coca-Cola x6
• Fanta x4
• Mountain Dew x2
• Sprite x2
• Pepsi
• J20
• Dr pepper x5
• Vimto
• 7up
• Don't drink them
• Rockstar
Based on these results we get an expected result with
coke being the most popular. Something worth noting is
that Irn-Bru is not in the list at all.

24. Idea Generation: Mind Map
The mind map on the left shows all
of my ideas I have generated for my
Irn-Bru adverts, prints and
advergames. It shows 3 core ideas
where I will only use 1 main idea for
my final project. The other branch of
this mind map shows basic ideas for
an overview of each advertisement
method.

25. Idea Generation 1:
TV Advert
This TV advert shows a man wearing Braveheart style face paint like the stereotype seen in films with blue stripes on their
face. The advert then goes on to show him drinking an Irn-Bru out of a glass after winning a battle. Then he breaks the
fourth wall and says how Irn-Bru is better in a bottle.
Print
This print shows a large glass Irn-Bru bottle looking triumphant and important. The print will also contain a Scottish style
slogan.
Advergame
The advergame will consist of 2 Irn-Bru characters. A glass bottle and a can. The glass bottle will crush the can in a similar
matter to that of the Pixar lamp and will have a style of street fighter 1 where it is all pixelated and looks like stop motion.

26. Idea Generation: 2
TV Advert
The TV advert will show a man looking at the moon through a telescope. He will see an Irn-Bru flag in the ground on the
moon. After looking through the telescope he will stop and have a drink of Irn-Bru.
Print
The print advertisement will show an astronaut on the moon with a can of Irn-Bru in his hand. On the moon there will
also be an Irn-Bru flag with a slogan relating to how Irn-Bru helps everyone.
Advergame
My advergame will consist of 3 pixel art rockets. It will have each rocket representing a major soft drink brand with the
colours. Irn-Bru (orange), Pepsi (Blue) and Coke (Red). I am only going to use the colours for Pepsi and coke as I don’t want
to promote their brand. The orange rocket wins the race and when it lands on the moon an Irn-Bru flag is stuck into the
ground.

27. Idea Generation 3:
TV Advert
The TV advert is in a comedy style where zombies are chasing a guy however they don’t want the person himself, the
actually want the Irn-Bru in his bag.
Print
The print is going to show a zombies hand coming out of the ground and grabbing a can of Irn-Bru. The theme of the print
is dark and spooky.
Advergame
My advergame is going to be in the style of Mario due to it being a platform game. It will be in a pixel art style and will
have an Irn-Bru can trying to get the end of a level where zombies are the enemies.

28. Individual Idea:
Write down and overview of your idea here. What is your is that you want to take to the rest of the group?
You can also add some visual elements to help explain your idea.

29. Group Idea:
The idea that my group have come up
with is in the style of the Olympics.
Instead of the traditional Olympic games,
we have the Irn-Bru games in which most
of the equipment used is replaced with
Irn-Bru. The advert is going to be of
people playing the sports and the winner
is rewarded with an Irn-Bru XTRA. The
advergame is going to be a flick
basketball style game in which you flick
an Irn-Bru can into a basketball hoop to
score points. The print is going to be a
podium with other soft drink
competitors having Irn-Bru wins. The
underlying slogan of the adverts is
“People do XTRA for XTRA”.

30. Planning Docs (TV Advert):
Group Info – inc. roles/jobs/responsibilities
Visual Planning – storyboard, shot list, any concept boards/mood boards
Organisational Planning – schedule, resources required [info on cast, crew, equipment, locations, props, etc], contingency
plan, call sheets

31. Planning Docs (TV Advert):
Resources Required:
• Camera
• Irn-Bru
• Computer
• Phone
• Editing software
• Internet Access
Cast and Crew
• Charlie – Actor
• Jack H – Actor
• Dan – Actor
• Jack W – Camera Man
Equipment and props
• Camera + spare
• Cans and bottles of Irn-Bru
• Tripod/Bipod
• Green screen
Location
• Field
• Basketball court
• Sports hall
• Classroom

32. Planning Docs (TV Advert):
Storyboard
Our TV is an Olympic themed advert in which
we will feature a variety of sports however
we have replaced well known sports
equipment with Irn-Bru drinks. The story
board on the left shows all the scenes we
plan on including in our advert. As you can
see we have several sports being shown
where the equipment is branded as Irn-Bru.
We are going to have little to no dialogue in
our advert and have a soundtrack in the
background. The advert is going to be 30
seconds long and we are going to do all the
acting and shooting ourselves. The only
errors I can see us running into are the
making of the props using Irn-Bru cans and
bottles.

33. Planning Docs (TV Advert):
Call sheet consisting of
times, cast and crew
<--------
Shot list showing how
long each shot will last
and what is happening
in each shot --------->

34. Planning Docs (TV Advert):
Here is the contingency plan and health and safety plan.

35. Planning Docs (Advergame):
Synopsis:
My game is very similar to that of the Facebook game in which you shoot a basketball into a hoop like a flick game. My
game however, will change the basketball to a can of Irn-Bru and you have to flick it into a basketball hoop. The reason I
have kept the basketball hoop is to keep it related to sport yet I've changed the basketball to a can of Irn-Bru to keep with
what I'm advertising. It will have a basic scoring system in which you get a point for each hoop you score and you can get
multipliers after streaks. If you miss a shot however you go back to 0 and start again. The hoop moves as you go higher up
the scores and gets faster and faster.

36. Planning Docs (Advergame):
Proposal
Working Title: My game will be called Basket-Bru which is a cross between Irn-Bru and Basketball
Products Purpose: The products purpose is for entertainment and advertisement
Genre: It is an arcade game
Content: It is a basic arcade game in which you flick a can of Irn-Bru into a basketball hoop. It has no story line due to it
being a simple arcade game.
Audience: My game is created for everyone and doesn’t favour a specific gender or age. It has no age restrictions as it is
not violent or graphic
Legal and ethical considerations: My game has no offensive material, does not restrict anyone from playing. It does not
use any existing logos or characters apart from the Irn-Bru logo.
Export format: mp4.

37. Planning Docs (Advergame):
Proposal continued
Size of project: I will have one final piece along with multiple design plans and sprites which will be made separately and
then imported.
Schedule: 2 weeks total, 1st week designing and planning and then the 2nd week will be creating and finalising
Budget: I don’t intend spending any money on this project
Resources:
• Photoshop
• MakePixelart.com
• Google
• Mac/PC
Brief fulfilment: It is a game that is both fun to play and also promotes Irn-Bru as a product which is my requirement.

38. Planning Docs (Advergame):
Main Plan
Characters: My game has no characters due to it being an arcade
game.
Assets: The assets in Basket-Bru consists of an Irn-Bru can and a
basketball hoop. The assets will be in pixel art to allow the game to
run well on all hardware as it doesn’t have to render high graphics.
Sound effects: There will be a swoosh effect when the can is
thrown and a cheer sound effect when it goes in the hoop. When
you miss the shot a booing sound effect is played.
Dialogue: My advergame contains no dialogue as there is no
character to say anything and arcade game tend to not have
dialogue as they are simple games.
Music: There will be no music in this game due to there being
sound effects and that music wouldn’t really fit in with the game.
Layout

39. Planning Docs (Advergame):
Style Sheet
The colours I am going to try and use in my advergame are the colours
shown on the left. I have chosen these colours as they are both bright and
also fit into my colour scheme. I have used the likes of orange as it is Irn-
Bru’s main colour. The blue and grey will be used for my basketball hoop. The
other colours will be used for effects and text.
Franklin Gothic Book
Berlin Sans FB
Impact
Lucida Console
SimHei
Trebuchet MS
The fonts I could be using in my advergame are shown on the left. These
fonts will mainly be used on my basketball hoop or as the score. I have no
yet decided on my specific font. I am also going to download the font that
was used by Irn-Bru itself however it is not on the list of fonts on Microsoft
PowerPoint.

40. Planning Docs (Print Advert):
Resource List
• Photoshop
• Mac/PC
• Google
• Mobile/Tablet
• Internet Access
• Backup Memory Stick
• Virtual Storage
Fonts
The fonts I am going to use are going to be large and bold to attract attention. The main part of the slogan and
main text is going to be in the same font that Irn-Bru use in its logo which is called Compacta SH-Regular. This font
however is going to have to be downloaded and added externally as it is not a base font on Photoshop or Microsoft
PowerPoint.
Colour Scheme
My colour scheme is going to be orange and blue which is also the colour scheme of Irn-Bru itself. However I will
incorporate other colours into my print. I will use realistic images for backgrounds yet cartoon like images with
block colours as the characters and props.

41. Planning Docs (Print Advert):
Mood Board

42. Planning Docs (Print Advert):
Print Idea
Here is a more simplistic design in which the
orange team are winning which represents Irn-Bru
winning.
Here is a less simplistic design which is more
directly advertising the can and I edited the shot
put to be an Irn-Bru which fits in with our theme.

43. Finished Stuff: Advergame
To the left is the
timeline that I used to
make the home screen.
Due to the main menu
only being a still image
with a button being
pressed it only includes
a single animation of
the start button going
from orange to blue to
show its been clicked.
The clicking of start is
the only animation as I
didn’t feel it was
needed to include a
leaderboard or the
options menu in this
advergame.
Above shows the main menu. It shows the title
which mixes basket ball and Irn-Bru. This
indicates it is a basketball game and that it is Irn-
Bru related. The pictures at the bottom show
the props used in the main game as well as the
brand that the game is related to.
This is what the
start button looks
like when its
pressed

44. Finished Stuff: Advergame
The screenshot on
the left is the
starting screen for
the game. The
basketball flick
between being an
basketball and an
Irn-Bru can. The
finger also swipes
up and down the
phone to show
how to play the
game as a mini
tutorial. The back
board has some
product placement
due to my clients specification which is to include
and promote the Irn-Bru brand.
The timeline above shows the way I animated the tutorial screen
of my game. I made several copies of both the finger and the
basketball/Irn-Bru can. I did this so it animates both the assets.
The finger moves up and down to represent a flicking motion.
The basketball and Irn-Bru can flick between each other to show
that it is a basketball game however it is closely related to Irn-Bru.

45. Finished Stuff: Advergame
The screenshot to
the left is the
main screen as
this is where the
main game is
played. The can is
flicked toward the
hoop and the
score increases by
1 each time the
can goes through
the hoop. I simply
made the Irn-Bru
can by adding an
image and editing
some details. The hoop and backboard were
made all my free hand. The backboard logo is
also imported and edited.
The timeline shows the many frames of the can moving. I made this
by copying the layer and then moving it up 5 pixels then repeating
the process. When it gets to the top I copied the hoop and brought it
in front of the can layers so it looks like the can is going through the
hoop. I then repeated the can layers however moved them down
each copy. The 1 is added to the score once the can has fully gone
through the hoop. This layout is the exact same as the other
successful shots however the score goes up differently with each
shot.

46. Finished Stuff: Advergame
This is the
screen that
appears
when you
miss a shot in
the game.
Instead of
the score
going up like
it does when
you get it in
the hoop it
instead
resets the
score to
nothing and the word ‘unlucky’ appears on
your screen.
Above is the timeline for the missed shots. It is very similar to the throws
which score in that I use the same method of copying and moving the layers
however this veers to the right and hits the side of the hoop and misses. The
way I positioned the hoop is the same however it doesn’t necessarily need
to be there as the can doesn’t go through the hoop. The bottom video group
is an extra hoop copy to go over all the layers so the can doesn’t go behind
the hoop. The end is the layer saying unlucky which stays on the screen until
the try again menu appears. This miss layout is the exact same layout to all
the other shots that miss.

47. Finished Stuff: Advergame
This is the try
again screen in
which you are
given the
opportunity to
have another
go at the game
or quit out to
the main
menu. When a
button is
pressed it is
the same as
the main menu
in which it is
highlighted
blue as shown
on the left.
The timeline shows the basic try again menu I have made. It shows
the separate layers for each option and message. I did this so it was
easy to copy individual buttons when one needs to be pressed. The
yes button which gets pressed is copied and put onto the end and
has a blue tint over it so signify its been pressed. This is the same
layout for the other try again menus however the final menu has
replaced the yes being pressed to the no being pressed.

48. Finished Stuff: Advergame
The audio tracks I have added are sound effects
for actions in the game. I have a ‘woosh’ sound
effect when the can is thrown, a ‘pling’ sound
effect when a point is added and a sad
trombone when you miss a shot. These sound
effects make the game feel more complete and
also add more of a comedic affect in my opinion
which is good as it fits in well with Irn-Bru’s
philosophy of being humorous.

49. Finished Stuff: Print

50. Finished Stuff: Print

51. Finished Stuff: Print

52. Finished Stuff: Print