Creative Media L3 Year 1 - Irn-Bru

1. Screenwriting
Infographic/Irn-Bru
WILL STEWART

2. Info-graphic Research:
Put your info-graphic research here. Use this space to collate information and write notes. If you prefer to write notes on
paper, then scan those notes and add them here.
You will need to copy and paste this slide several times.
Screenplay Writing Lesson #1:
Look At The Big Picture.
Screenplay Writing Lesson #2:
Choose Your Genre.
Screenplay Writing Lesson #3:
Use Mythical Structure.
Screenplay Writing Lesson #4:
Use Blake Snyder’s Structure.
Screenplay Writing Lesson #5:
Use Pixar’s Process.
Screenplay Writing Lesson #6:
Learn Scene Structure.
Screenplay Writing Lesson #7:
Honor The Tropes Of The Genre.

3. Info-graphic Research:
Put your info-graphic research here. Use this space to collate information and write notes. If you prefer to write notes on
paper, then scan those notes and add them here.
You will need to copy and paste this slide several times.
Screenwriting Conventions
- What Makes a Good Script?
- Script Styles.
- Script Length.
- Action.
- Character.
- Dialogue.
- Parenthetical.
- Extension.
- Transition.
- Shots.

4. Info-graphic Research:
Put your info-graphic research here. Use this space to collate information and write notes. If you prefer to write notes on
paper, then scan those notes and add them here.
You will need to copy and paste this slide several times.
Screenwriting Software
- Adobe Story.
- JotterPad Pro.
- Celtx.
- Final Draft.

5. Info-graphic Research:
Put your info-graphic research here. Use this space to collate information and write notes. If you prefer to write notes on
paper, then scan those notes and add them here.
You will need to copy and paste this slide several times.
Keys to Success
- Personal Drive.
- Standards of Quality.
- Trusting Your Instincts.
- Personal Writing Goals.
- Understanding and Adapting to the System.
- Evoking an Emotional Response.

6. Info-graphic Bibliography:
Put your info-graphic bibliography here.
Palmer, S. (2015). Screenplay Writing Explained in 7 Infographics.Available: https://goodinaroom.com/blog/screenplay-
writing-infographic/. Last accessed 12th Sep 2017.
Anon. (2017). What Exactly Is a Script? What Makes a Good Story?. Available: http://www.screenwriting.info/01.php. Last
accessed 13th Sep 2017.
Anon. (2017). Screenwriting Software. Available: https://en.wikipedia.org/wiki/Screenwriting_software. Last accessed 13 Sep
2017.
Iglesias, K. (.). How to Become a Screenwriter: 6 Essential Habits of Highly Successful Screenwriters. Available:
https://www.writersstore.com/the-6-essential-habits-of-highly-successful-screenwriters/. Last accessed 13 Sep 2017.

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

8. Research:
Describe how you located, retrieved and stored information:
My main method of gathering information for the Irn-Bru project was using the pre-existing advertisements of the brand
to determine how it presented itself. These ranged from the printed billboard adverts to the TV adverts, each one
promoting the brand and product through its inimitable mix of absurdist humour and Scot-centric branding. My resources
can easily be found online thanks to Irn-Bru’s prevalence in the Scottish soft drinks market, where it ranks as the number
one choice of soft drink over Coca-Cola and Pepsi. All of this counts as secondary research, while my primary research
takes the form of a survey questionnaire constructed through the SurveyMonkey website. It uses qualitative questions to
asses the opinions and attitudes of the answerers, and their relation to the Irn-Bru brand. If I could improve my research,
secondarily, I would research more than just the advertisements themselves, while primarily, I would put more attention
into quantitative questions and statistically-focused answers.

9. Client research:
Put your client research here.
Things to consider:
Who is your client, what do they make, how do they advertise their products?
Remember the key things we looked at earlier in the project such as narrative, lines of appeal and persuasion.
Use screen shots, images and links to help show your research.
A hallmark of Irn-Bru
advertisements is their biting,
tongue-in-cheek humour, most
commonly focused around
parodying current cultural
trends and absurdist comedy.

10. Client research:
Put your client research here.
Things to consider:
Who is your client, what do they make, how do they advertise their products?
Remember the key things we looked at earlier in the project such as narrative, lines of appeal and persuasion.
Use screen shots, images and links to help show your research.
Irn-Bru often uses iconic image
styles in their advertisements to
entice the audience, and twist it
into something that would be
completely out of place in that era.

11. Client research:
Put your client research here.
Things to consider:
Who is your client, what do they make, how do they advertise their products?
Remember the key things we looked at earlier in the project such as narrative, lines of appeal and persuasion.
Use screen shots, images and links to help show your research.
By using this seemingly
innocuous image as the basis for
a dirty joke, Irn-Bru creates a
form of advertisement that is
forever linked to their company
and product.

12. Client research:
Put your client research here.
Things to consider:
Who is your client, what do they make, how do they advertise their products?
Remember the key things we looked at earlier in the project such as narrative, lines of appeal and persuasion.
Use screen shots, images and links to help show your research.
By tying in the joke to
Irn-Bru product itself, it is
visualized as more than
just something funny
used to advertise, and
grants emphasis to the
product.

13. Client research:
Put your client research here.
Things to consider:
Who is your client, what do they make, how do they advertise their products?
Remember the key things we looked at earlier in the project such as narrative, lines of appeal and persuasion.
Use screen shots, images and links to help show your research.
https://en.wikipedia.org/wiki/Irn-Bru#Marketing
The article details the controversy surrounding some of the Irn-Bru
advertisements, derived from their offbeat humour, which some may deem
to be offensive, resulting in the removal of the advertisement.

14. Client research:
Put your client research here.
Things to consider:
Who is your client, what do they make, how do they advertise their products?
Remember the key things we looked at earlier in the project such as narrative, lines of appeal and persuasion.
Use screen shots, images and links to help show your research.
https://www.youtube.com/watch?v=9wMs5bUkjO0

15. Market research:
Put your market research here.
Things to consider:
What market is your client part of, who is their competition?
The biggest competitors Irn-Bru has are Coca-Cola and
Pepsi, each of whom are global brands that completely
dominate the market anywhere else in the world. Irn-Bru
has been able to match the strength of these brands
thanks to the loyalty of the Scottish people, who view the
Irn-Bru brand as a national symbol. This popularity in fact
exceeds that of its competitors, although both of them still
hold a vice-grip on the rest of the market.

16. Market research:
Put your market research here.
Things to consider:
What market is your client part of, who is their competition?
Compared to its competitors Irn-Bru is much less well-known in the global market, but is still distributed and sold in multiple countries across the world. In
terms of overall prevalence and sales, Coca-Cola and Pepsi vastly outpace Irn-Bru in other regions, so much so that Irn-Bru isn’t even ranked in the top fifteen
soft drinks outside of Scotland. This advantage stems from the fact that both brands have been around for significantly longer than Irn-Bru has, predating it
by thirty years at least, thus having a much steadier and more expansive power base. Furthermore, both brands are seen as symbols of the soft drink
business, instantly recognisable, and are even credited with pioneering the industry itself.

17. Audience research:
Put your audience research here.
Things to consider:
The results of any primary research you conducted about this brand.
Information you found on this audience from secondary sources.
SurveyMonkey: https://www.surveymonkey.co.uk/r/MG2H9P7
As can be seen from the questions used, my survey favours more qualitative answers than quantitative, focused on the
opinions of the target audience rather than their relationship with the brand. This allows for more detailed information to
be gathered on what the audience thinks of the brand and product, including how much they relate to the original Irn-Bru
advertisements.

18. Audience research:
Put your audience research here.
Things to consider:
The results of any primary research you conducted about this brand.
Information you found on this audience from secondary sources.
As can be seen of the screenshot to the right, the survey is primarily
focused around collecting personalised responses from the
respondants, such as their preferences towards Irn-Bru and its
competitors. This helps to surmise the brand’s prevalence with the
target audience, like how it is rated by its consumers.

19. Audience research:
Put your audience research here.
Things to consider:
The results of any primary research you conducted about this brand.
Information you found on this audience from secondary sources.
Research like this is officially primary research, because it is an entirely independent action on my part, and does not
utilise any pre-existing resources. The information gathered is therefore entirely unique, each answer in the survey highly
personalised due to the nature of the questions themselves.

20. Idea Generation:
Use this space to record your idea generation. Whatever method(s) you use, get it all together here. Remember you are
making three different but linked products.

21. Idea Generation:
Use this space to record your idea generation. Whatever method(s) you use, get it all together here. Remember you are
making three different but linked products.
It is important when creating these advertisements to keep with the hallmarks of the Irn-Bru brand, both aesthetically and
thematically.

22. Idea Generation:
Use this space to record your idea generation. Whatever method(s) you use, get it all together here. Remember you are
making three different but linked products.

23. Idea Generation:
Use this space to record your idea generation. Whatever method(s) you use, get it all together here. Remember you are
making three different but linked products.

24. 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.
An American speakeasy set in the 1920’s, where Irn-Bru is served instead of alcohol. It adds an element of taboo glamour
to the brand, using temptation and rebellion to act as a hook for the audience.

25. Group Idea:
Put your groups idea here. Agree on what you are doing. You need to work to this concept from here on.

26. Planning Docs (TV Advert):
Use the Irn Bru Project UAL 2017 presentation to see the planning requirements. Include all the required planning.
You may need to copy this slide several times, so you can fit all the work on here.
A 1920’s-styled advert where all contraband materials such as alcohol and drugs are replaced with Irn-Bru.

27. Planning Docs (Advergame):
Use the Irn Bru Project UAL 2017 presentation to see the planning requirements. Include all the required planning.
You may need to copy this slide several times, so you can fit all the work on here.
A platforming game where the protagonist is a typical kilted Scotsman, who progresses through the game in a Mario-like
fashion. The power-ups along the way are cans and bottles of Irn-Bru, which increase the strength of the player character,
allowing them smash through larger objects and fight tougher enemies, indicated by size. The tagline of the game is
‘strength of the Scottish’, playing homage to the Scottish stereotype of them being large, rough brawlers with a love for
alcohol. The enemies and surrounding environment will be designed around the Coca-Cola colour scheme, Irn-Bru’s
biggest rival in their home country.

28. Planning Docs (Advergame):
Proposal
Working Title: The Irn-Bru Trial
What is it called? This can change if you think of something better later
Product’s Purpose: To promote the Irn-Bru product and brand in an entertaining way.
What is the product’s purpose (entertain/educate etc.) and how will you achieve this?
Genre: Platforming AdverGame.
What sort of product is it
Content: A stereotypical kilted Scotsman rampages through a Coca-Cola-themed world
while collecting Irn-Bru to increase his strength. As the product’s sole purpose is for
advertisement, there is no story needed for it to succeed, the rivalry between the brands in
Scotland already containing enough material.
What is your product about? Discuss what you would put in it (be specific). Does it have a story? If
so, discuss it here
Audience: The primary audience for the product is the Scottish people, appealing to the
leading brand of soft drinks in their country, and parodying a stereotype commonly
associated with them. It also appeals to the younger generation of people aged 12-15, using
the gaming aspect to hook in a younger audience.
Who is your audience? Be very detailed; age, gender, social status, psychographic etc
Why would your game appeal to this person?
Legal & Ethical Considerations: There is a chance that people could be offended by the
player character, the parodying of the stereotype possibly being seen as played straight.
The best way to avert this problem is to create a disclaimer that conveys the intent to not
cause offence.
Think about any offensive material you will include?
Will you restrict younger gamers playing it?
Will it offend any social groups/religions/ethnicities?
How will you ensure you do not offend anyone?
Is your game using characters/names/logos of existing games/IPs?
Will you game be sufficiently different from existing games to not get sued for copyright
infringement?
Export Format: JPEG, GIF.
What will you export the final files as? JPEG, GIF, PNG etc
Size of Project: Single animated AdverGame.
Proposed amount of products- amount of completed pages/posters/designs etc.
Schedule: 8 Days
How long will the project take- how many college days total? Estimate how many days per product
Budget: Nothing.
How much will the whole project cost? Consider costume, travel, food, props etc. Estimate

29. Planning Docs (Advergame):
Sound Effects
- Punching
- Jumping
- Drinking
- Celebration, Cheering and Applause

30. Planning Docs (Print Advert):
Use the Irn Bru Project UAL 2017 presentation to see the planning requirements. Include all the required planning.
You may need to copy this slide several times, so you can fit all the work on here.
WELCO
ME TO
THE
IRN-
BRU
CLUB
Basic Design
=============================
Welcome to the Irn-Bru Club
Welcome to the Irn-Bru Club
Welcome to the Irn-Bru Club
Key Themes
- Glamour
- Exclusivity
- Success
- Excitement
- Temptation

31. Planning Docs (Print Advert):
Use the Irn Bru Project UAL 2017 presentation to see the planning requirements. Include all the required planning.
You may need to copy this slide several times, so you can fit all the work on here.
A digitally-designed poster depicting an upper-class gentlemen dressed in the colour scheme of the Irn-Bru cans. The
symbolism contains a combination of successful entrepreneurism and a luxury lifestyle.

32. Finished Stuff:
Finished pieces to be displayed on your blog.