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Advertising Workshop


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Hopwood Hall students Cillit Bang Advertising Workshop

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Advertising Workshop

  1. 1. Advertising Workshop David Bird
  2. 3. Schedule <ul><li>Video </li></ul><ul><ul><li>Streamed from the web site </li></ul></ul><ul><li>The Case of Cillit Bang </li></ul><ul><ul><li>Cillit Bang Mashups </li></ul></ul><ul><ul><li>Barry Scott and the bad publicity </li></ul></ul><ul><ul><li>A global brand </li></ul></ul><ul><li>Some student “rushes” </li></ul>
  3. 4. Cillit Bang Video <ul><li>Watch these videos </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>
  4. 5. The Case of Cillit Bang <ul><li>How bad can it get? </li></ul><ul><ul><li> </li></ul></ul><ul><li>Losing the link between reality and fantasy </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Good critique </li></ul><ul><ul><li> </li></ul></ul>
  5. 6. The Global Brand <ul><li>Hungary </li></ul><ul><ul><li> </li></ul></ul><ul><li>Easyoff Bang </li></ul><ul><ul><li> </li></ul></ul>
  6. 7. OK – Let’s Get Jiggy! <ul><li>Describe what’s wrong with the whole “Barry Scott” thing </li></ul>
  7. 8. The Big Workshop Questions <ul><li>Describe what’s wrong with the current (or previous) Cillit Bang advertising campaign </li></ul><ul><li>Describe what works well in the current (or previous) campaign </li></ul><ul><li>Discuss what you are going to do differently and why will it work </li></ul><ul><li>Describe what message is currently conveyed. </li></ul><ul><ul><li>Describe what message you want to convey </li></ul></ul>
  8. 9. The Big Workshop Task <ul><li>Produce storyboards that you will use to create a new advertisement for Cillit Bang </li></ul><ul><ul><li>The ad is 30 or 60 seconds long </li></ul></ul><ul><ul><li>A maximum of 10 storyboards to be made </li></ul></ul><ul><li>Things to think about: </li></ul><ul><ul><li>Who is the target audience? </li></ul></ul><ul><ul><li>What do you think they’re interested in? </li></ul></ul><ul><ul><li>What would make them want to buy this product? </li></ul></ul><ul><ul><li>What would stop them buying a competitor’s alternative? </li></ul></ul>
  9. 10. Storyboarding: Making Storyboards <ul><li>What is it? </li></ul><ul><ul><li>Process of producing sketches of the shots of your script. The end result looks like a comic book of your ad(without the speech bubbles). </li></ul></ul><ul><li>Why do it? </li></ul><ul><ul><li>Helps you think about how your ad is going to look </li></ul></ul><ul><ul><li>Communicates better than words </li></ul></ul><ul><ul><li>Foresee problems </li></ul></ul><ul><ul><li>Get a feel for shooting </li></ul></ul>
  10. 11. Do I have to be artistic? <ul><li>Hitchcock and Spielberg couldn’t draw but always used Storyboards </li></ul><ul><li>Experiment quickly and cheaply </li></ul><ul><li>Test out different versions of how a scene may look and play on camera </li></ul>
  11. 12. Tricks for Storyboarding <ul><li>There are tricks to illustrate movement - whether its movement within the frame (actors walking) or the frame moving itself (camera panning etc.) </li></ul>
  12. 13. Tricks <ul><li>Arrows </li></ul><ul><ul><li>Suppose the camera is tracking in, following a bad guy's footsteps </li></ul></ul><ul><ul><ul><li>Draw in an arrow pointing into shot to show the camera's movement </li></ul></ul></ul><ul><ul><li>Now the hero's head is pulled back by one of the bad guy's goons </li></ul></ul><ul><ul><ul><li>Use an arrow to show the movement of the head being turned </li></ul></ul></ul><ul><ul><li>What about a zoom in? </li></ul></ul><ul><ul><ul><li>From each corner draw in arrows pointing to the centre, draw in a new smaller frame to show the end of the zoom </li></ul></ul></ul><ul><ul><ul><li>Use thick white arrows to show camera moves </li></ul></ul></ul><ul><ul><ul><li>Thin black arrows to show objects moving. </li></ul></ul></ul>
  13. 14. Tricks
  14. 15. Tricks <ul><li>The floating frame </li></ul><ul><ul><li>What if you want to show the camera panning to show a cityscape, or following a character as they walk through an airport? </li></ul></ul><ul><ul><ul><li>Illustrate one shot using more than one storyboard frame showing the key stages of the shot's movement across a number of frames </li></ul></ul></ul><ul><ul><ul><li>Draw out the entire scene (e.g.. the horizon of a city) and place a frame on it with an arrow indicating the direction of movement. </li></ul></ul></ul>
  15. 16. Tricks <ul><li>Transitions - The storyboard can also include transitions in your film. Write these in the gaps between the frames e.g.. “DISSOLVE TO” </li></ul>
  16. 17. The Bare Minimum on a Storyboard Sheet Rough drawing of the scene 1. Picture description: Camera Move Shot Light: Seconds: Voice-Over: Speaker Script SFX: Sound/Special-FX
  17. 18. Student Rushes <ul><li>An insight into a phone conversation between mother and daughter </li></ul><ul><ul><li> </li></ul></ul><ul><li>Cillit Bang Invasion </li></ul><ul><ul><li> </li></ul></ul><ul><li>Silent Kitchen </li></ul><ul><ul><li> </li></ul></ul><ul><li>Superman </li></ul><ul><ul><li> </li></ul></ul><ul><li>1950s </li></ul><ul><ul><li> </li></ul></ul><ul><li>James Bang & Cillit Bang Defeat The Villains Of Dirt And Grime. </li></ul><ul><ul><li> </li></ul></ul><ul><li>It's Big </li></ul><ul><ul><li> </li></ul></ul>
  18. 19. The Competition <ul><li>Complete your storyboards </li></ul><ul><li>Go home/back to school/college </li></ul><ul><li>Using mobile phone camera, digital stills camera of DV camera </li></ul><ul><ul><li>Make the advert </li></ul></ul><ul><ul><li>Edit it using free software </li></ul></ul><ul><ul><li>Burn it to a CD or place it up on YouTube </li></ul></ul><ul><ul><li>Send CD or YouTube URL to John! </li></ul></ul><ul><li>There’s a prize – oh yes! </li></ul>