1. 1. Swinburne Open Day Show Reel
2. St. James Park logo
3. Project Mayhem Book
4. Big Cats Airplanes
5. Nike Re-Targeting
6. Optus Yes Free Campaign
Jye Bunge
Bachelor of Communication (Advertising) - Swinburne University
Certificate IV in Business, Business
Diploma of Screen and Media
Certificate III in Business

2. Brief
The client; Swinburne University Advertising and Public Relations study areas, require the production of a high
quality video show reel that can be played on a loop, with the purpose of showcasing Swinburne's Advertising and
Public Relations student work.
The show reel will contain video and still imagery, as well as on-screen questions and answers relating to Advertising and Public
Relations. The show reel needs to be drafted in two weeks and completed within three weeks.
Outcome
The use of animated Swinburne staff charactors made the show reel fun and easy to follow, as the staff introduced on screen content and answered
frequently asked questions. The 5 minute show reel helped promote the Advertising and Public Relations study areas of Swinburne University by answering
some questions, which saved prospective students and staff time on the busiest of Swinburne University’s promotional days.
Swinburne Open Day Show Reel

3. St. James Park logo
Design Brief
The central focus of the project is to develop
a symbol that characterises and identifies
a particular place. To the viewer, the
symbol will describe some specific aspects
of that place in such a way that some
recognition, some understanding or some
awareness of that place is gained. You will
be representing aspects of the place in a
descriptive way, not in an abstract way.
In this way, the viewer will be informed
about certain aspects of the place through
what you select to portray in your symbol
and through what your symbol
communicates about that place.
Design Outcome
The logo design has been based on the path of the
warrior of yesteryear (war memorial) to the warrior
of today (football players). The elements from St.
James Park included in the design were the war
memorials shape and sword, the ovals shape and
goal posts, as well as the ns that represent the
Swinburne Razorbacks team who play football on
the oval.

4. Project Mayhem Book
Design Brief
Choose an existing novel. Re-contextualise, summarize and visualise the story in a unique way.
The outcome will be a small storybook. Your book will condense a well-known novel into a shortened
storybook of a few pages. In this brief you will find a list of authors/stories from which to make your
selection.
Creative concept
The creative component embraces both your ability to summarize and condense a complex story into as few
words as possible (without loosing the storyline or plot) while also creating a strong thematic visual solution.
Project Mayhem
This should not be aconventional book displaying text block and one image,
but a strong concept driven narrative, based on an existing story that is well
known. Choose a story that interests you and that you are familiar with. Consider
how you might recontextualise the story, changing the location, time, point of view
or characters to make it unique.
Creative Outcome
Project Mayhem is an adaptation of Chuck Palahniuk’s novel Fight Club. Project Mayhem
follows the life of Tyler Durden, and how he interacts with the world on behalf of the orginal
narrator. Project Mayhem consists of 8 key sections that tell the story of Tyler’s life and the pivotal
decisions he makes.

5. Big Cats Airplanes
You are asked to design a maximum of three A3 pages that will
convert to three A4, liveried, flying, paper aeroplanes. You are asked
to design livery for a Wing Commander, Flight Lieutenant and Flying
Officer. There is an implied hierarchy that you should attempt to reflect in
the livery of the planes.
The livery will be in the form of surface graphics that demonstrate your ability to
useAdobe Illustrator. Demonstrated Illustrator techniques should include:
• The ability to create smooth curves. • The ability to work with colour.
• Scanning preliminary drawings. • Tracing scanned drawings in Illustrator.

6. Task description
1. Select a print ad – either newspaper/ magazine –
that has at least 100 words of copy. Attach a copy of
the print advertisement. If you have sourced an ad
online you still need to attach a hard copy.
2. Ensure that your selection is clear and all copy can
be read easily – if not, type out copy and include in
final submission as an appendix
3. Once you have selected your source material:
a. Identify the intended target audience
b. Suggest a NEW plausible target audience – other
than the one the ad currently targets. Use the various
means of describing markets such as segmentation
variables, customer categories, etc. to clearly describe
this audience.
c. Rewrite the ad – all elements both headline and
body copy - to appeal directly to the NEW target
audience.
Intended Target Audience:
The Nike Women ‘My Butt is Big’ advertisement
uses a female model to personify what women will
feel like if they wear Nike gear. The advertisement
targets fit and/or healthy women. This particular Nike
advertisement is aimed towards the female sector of
the Roy Morgan value segments ‘Look at Me’ and
‘Young Optimism’ (Roy Morgan 2014). These value
segments consist of young, female 15-25 year olds,
whom live in inner suburbs and close to educational
hubs, are often looking for fun and generally full of
optimism (Roy Morgan 2014).
Due to years of previous marketing efforts and wide
consumer recognition of the Nike brand, it is clear
to viewers that the advertisement is for Nike sports
clothing. For this reason, the copy isn’t required to
even mention the product being advertised. Instead
of copy featuring the actual product, the copy consists
of the intangible benefits that the advertised product
provides to consumers. The model supports the copy
by only having the Nike Swoosh on her shoes, where
it could have been also visible on the rest of her
clothing.
New Targeted Audience:
The Nike Women advertisement uses the female
model to personify what women will feel and look like
if they wear Nike gear. The New Nike advertisement
aims to target the female sector of the Roy Morgan
value segments ‘Visible Achievement’ and ‘Something
Better’ (Roy Morgan 2014). These segments consist
of middle aged 30-45 year old women who like to show
off their possessions and assets (Roy Morgan 2014).
This demographic have a disposable income and view
their possessions as an extension and expression of
who they are. The new copy endeavours to capture
the audience by insinuating that Nike products will
contribute to them looking young and fit like they did
in their 20’s, so that they feel better about themselves.
Nike Re-TargetingOrginial Advertisment New Advertisment

7. Why are we advertising?
The purpose of our advertising campaign is to help increase the Optus
market share in prepaid mobiles. Our advertising campaign will be used to
attract new customers to Optus prepaid market and help make users more
aware of their options.
To whom are we advertising?
The target audience is young people, who can be identified under the Roy
Morgan value segments as ‘look at me’ or ‘young optimist’ they are often
15-25 and currently studying with few if any life commitments.
Social Media Campaign
An integral part of the IMC (integrated marking communication) is the social
media applications for iPhone, android and Facebook. The campaigns key
target markets are technology driven and are social media hungry. The
applications aim to use pre-existing the social media platforms Facebook,
Twitter and Instagram to help the ability to seamlessly upload and share
photos.
The application works in three key ways and has the ability to extend to
market further Optus products and services.
1. Allowsphotosonamobile devicetobeuploaded totheOptusFacebook
application that maps the location the photo was taken.
2. Mapped photos build a collage in the shape of Australia, this map is
constantly updates and is completely interact with the user. By zooming into
areas photos from that area appear and can be clicked on to be expanded.
3. Users of the applications can vote on their favourite photos, by giving
them a score out of five stars. These votes will be tallied and the five
photos with greatest votes will win an unplanned holiday around Australia.
Optus Yes Free Campaign