Gemma Drake n7214103 Dennis Riggs n8608440 Lachlan McIvor n8587191 Aaron Needer n7387857

1. KCB101
30 second storyboard
Product: Shovel
Aaron Needer
Dennis Riggs
LochyMclvor
Gemma Drake

2. Brand Concept
• Brand name and slogan
- Shovelworks – It works
• Brand values and identity
– Family, quality, loyalty, nationalism, community
• Target audience
• DIY Dads, community, tradesmen.

3. Concept
“let’s dig to China”

4. Concept
No love I
think Have you
they’re in seen the
the yard. kids?

5. Concept

6. Concept
How big is
the hole
this time?

7. Concept

8. Concept

9. Concept

10. Concept
… Where
you
digging to
kids?
…
dunno, Ch
ina?

11. Concept

12. Concept

13. Concept

14. Context
• Where and when it will be aired
• Framing

15. Likely interpretations
• Hugh Jackman as a signifier
– Strong
– Adventurous
– Heroic

16. Likely Interpretations
• Values associated with Hugh Jackman
– Strong
– Adventurous
• Shiny shovel
– Quality

17. Conclusion
• We have presented a simple concept
– Relevant
– Targets demographic
• Through this storyboard we have aimed to
convey our business values and identity to our
target demographic so that they will buy the
product and want to have an association with
our brand.