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
… they’ve
gotten
into the
shed
again.
(jackman)

7. Concept
How big is
the hole
this time?

8. Concept

9. Concept

10. Concept

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

12. Concept

13. Concept

14. Concept
ShovelWorks…
It works.

15. Context
• Where and when it will be aired
• Framing and intertextuality

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

17. Likely Interpretations
• Lochy’s superhero signifiers

18. • Conclusion