Task 2 - Merit task. PhizzWizzard campaign.

1. M2 (U20): Justify the choice of
planned components by
targeted media sector
Sam Jordan

2. Title – PhizzWizzard adverts
• As a collective they will be called PhizzWizzard adverts
• Going into individual adverts, they will be named with the type of
media in front of it
• This is so it can easily searched up on the internet and social media
search engines (discover tab on Instagram for example)
• PhizzWizzard Billboard
• PhizzWizzard Video advert
• PhizzWizzard Magazine advert
• PhizzWizzard Social Media advert

3. Slogan – Go Retro, Go PhizzWizzard
• Due to the retro aspect of the advertising campaign, we really want to
focus on the ‘retro’ being displayed to the audience
• So getting the word ‘retro’ in the slogan is key to get the point across
• The use of repetition will stick in someone’s head, making it
memorable
• And getting the drinks name in the slogan will associate the ‘retro’
vibe with the drink

4. Slogan – Go Retro, Go PhizzWizzard
• This can easily be compressed into a hashtag
• The hashtag will be placed on most adverts, especially on the social media
adverts
• Making the campaign more professional and well rounded, the audience
will be more likely to buy from us
• The hashtag used will be:
• #GoRetro
• Due to the slogan being used on all adverts, the ‘Go PhizzWizzard’ won’t be
necessary as it will be linked with the advert anyway
• It is also best as the shortened version, as it can be easily remembered and
put in most of the adverts

5. Who will be in the advert?
• Harry and Ollie will be in in the video advert
• I will be doing the filming and directing, so will not be on screen
• They are the ones who drinking the PhizzWizzard and playing football in
the advert
• Filming the right parts of the advert will make the advert a better overall
end product, so getting the right shots for the advert was my job
• The rest of the adverts will show off the product, with no actors involved to
really focus on the product
• Having the rest of the adverts revolve around the product instead of the
actors will be needed to get sales

6. All adverts
• For all the adverts, I have picked out key components and expanded
on why they are suitable to the campaign

7. Video advert
• The video advert is suitable as it incorporates both visual and audio
elements, meaning it appeals to all types of audience
• As mentioned above in the P3 task, video adverts have 4 key areas
that I need to address
• Form
• Style
• Codes and conventions
• Techniques to convey a certain message

8. Video advert (form)
• There are 2 main routes I can go when it comes to an advert
• Narrative style
• Direct approach
• Due to the comical tone to the advert, a narrative style of approach is
most suitable
• The story aspect will entice the audience in more, utilising their
emotions more
• The direct approach won’t match the tone/style I am aiming for

9. Video advert (form)
• The adverts need that retro feel to them, but we want to add a playful
twist to them too
• Potentially adding text to accompany the slogan could be used to
make it more playful, an example could be:
• “Chuck the phone away, [slogan]”
• This will reiterate the ‘retro’ aspect to the advert and make people
think about the way they use technology
• Adding the physical activity within helps reiterate that message
• Some will choose an alternative, and we have provided and
alternative by offering them a fizzy drink as that alternative

10. Video advert (form and style)
• A narrative style of advert works well because of the story it is
creating emotions
• Emotions are created via a good story, I want to target the comical
side to our audience
• Not only appealing to the emotional side of the audience, but
appealing to the target audiences interests
• Adding a potential sporting activity, for example, could be a great way
to connect with the audience

11. Video advert (style)
• So to create that emotional connection there needs to be a clear
start, transformation and satisfying closing
• To start off, having an actor appear down and lethargic will be needed
• Many questions will be pondered in the minds of the audience:
• “Why are they upset?”
• “Are they going to stay upset?”
• Then, a secondary actor comes in, handing the first actor the
PhizzWizzard drink
• This starts the transformation in the story

12. Video advert (style)
• The transformation continues when the previously lethargic actor has
a burst of energy and stands up quickly
• Thereafter, they will be filled with energy doing many activities at
high energy
• Another option is that the actor “turns into a strawberry” by opening
their eyes and realise that they are wearing a strawberry costume (as
the PhizzWizzard drink is strawberry flavoured)
• Mixing both will appeal to the comical emotions and interests of the
audience

13. Video advert (style)
• Having a suitable closing, with a product showcase, will nicely close
out the advert with text clearly showing off the name and slogan of
the product
• Image of the product:

14. Video advert (codes and conventions)
• Camera angles
• Generally eyelevel shots, or shots focusing on the product
• Potentially using a low angle to add to the storytelling element
• Other than that, all shot angles will be fairly level

15. Video advert (codes and conventions)
• Camera shots
• There needs to be some sort of close up of the product, potentially a
super close up going across the logo
• When actor 2 passes the drink to actor 1, there needs to be a shot
reverse shot (over the shoulder shot)
• When the actors are doing some form of activity, then a wide shot
will be used so the audience can see what they are doing

16. Video advert (codes and conventions)
• Camera movements
• The camera will remain fairly still on the opening and closing of the
advert, so that the product can be easily identified and focused on
• During the transformation in the middle, the camera movements will
be a bit more “handheld” to make it feel like the audience I there in
the advert
• This will get the audience more emotionally involved in the product
as well as being aware of what the product is about

17. Video advert (codes and conventions)
• Transitions
• The transitions between shots will be cuts so it can keep up with the
pacing of the advert
• Due to their being “action” in the middle of the advert, the quick
transitions will be needed so it looks professionally made

18. Video advert (codes and conventions)
• Editing
• All people involved in the advert will wear the same clothing
• However, during the transformation period the actors could be
wearing the strawberry costume after one of the actors has
consumed the PhizzWizzard drink (their clothes in previous shots will
be worn underneath the strawberry costumes)
• This provides continuity throughout the whole advert

19. Video advert (codes and conventions)
• Pacing
• The advert will be fairly quickly paced, to reflect the fizzy-ness of the
PhizzWizzard drink
• This will be heightened more in the action-packed part in the middle
of the advert, to reflect the intensity of the activity they are doing
because they have had the fizzy drink

20. Video advert (codes and conventions)
• Sound
• The actors will be talking like normal and their will be a voiceover at
the end of the advert, stating the slogan and the product name
• In these parts there will not be much music over the top, if there is
any it will be quite quiet
• During the transformation section, there will be music going over in
the background because no one is talking
• This adds to the fast pacing, if it is matched with high energy music,
making it obvious the advert is about the fizzy-ness of the drink

21. Video advert (codes and conventions)
• Type of fonts:
• Colour palette:

22. Video advert (codes and conventions)
• Types of fonts
• The fonts I showed on the previous slides are based off of the font
used in adverts dating from the ’90s
• This gives off the retro feel we are aiming for
• Due to our primary audience being people in their 30’s, they would
have seen the text growing up as a kid on adverts
• This adds a sense of nostalgia to the advert and brand, which often
fills people with positive emotions

23. Video advert (codes and conventions)
• Colour palette
• The can used in the advert has some very strong colours coming off of
it
• Utilising these colours and balancing them with a white and a black
here are there will make all of our adverts aesthetically pleasing
• This might be harder to do with the video advert because the limited
budget does not let us design our own sets and having to use what
we have
• Nonetheless this colour palette will be used across all adverts for
consistency

24. Video advert (techniques to convey message)
• There are 3 main ways of incorporating techniques to convey a
message, the video advert lets us have the ability to showcase all 3
• The techniques referred to are:
• Triggering emotional responses
• Showcasing the USP
• Showcasing the brands identity

25. Video advert (techniques to convey message)
• Triggering emotional responses
• This can be done by targeting a specific emotion and trying to initiate
it
• An the video advert I am producing there will be a humorous tone to
the advert, so targeting the emotion of laughter is needed
• Additionally the retro style of the brand will give off the sense of
nostalgia within the audience, which stimulates an emotion of joy
• Both of these positive emotions will be associated with the brand,
making the audience more likely to buy the product and see the
brand in a positive light

26. Video advert (techniques to convey message)
• Showcasing the USP
• The USP of the product is strawberry laces flavour, that is sugar free
with no artificial colours or flavours
• Having only natural colours and flavours makes the product a little bit
healthier and this can easily be showcased at the closing of the
advert, when the product and slogan is being showed off

27. Video advert (techniques to convey message)
• Showcasing the brand
• It is all about the retro style we are going for, so that it resonates with
the mid 30’s target audience we are aiming for
• This can easily be done by the slogan at the end of the advert, with
the potential to add another phrase to reiterate the message
• Getting rid of the phone and being outside doing an activity everyone
can do without the use of technology will encourage the “Go Retro”
message behind the brand

28. Magazine advert
• The magazine advert is suitable as it incorporates one of the
audiences interests and creates a “hands-on” experience
• A very high % of 30 year olds consume magazine and physically
interacting with the medium is enjoyable and interactive
• For a good magazine advert, I need to address 3 key areas:
• Images
• Slogan
• Additional copy

29. Magazine advert (image)
• For magazine adverts, the main image needs to be at the centre stage
to draw the audience in
• Additionally, this makes it clear to the audience what is being
advertised and the interest or not can be quickly registered by the
audience
• But the main image itself will look isolated if left on its own, meaning
secondary images or elements need to be introduced

30. Magazine advert (image)
• The image below will be cut-out, so that there is no background to
the image so it can be easily placed over any background
• So no matter what design I end up choosing, it can be easily suited to
that
• Main image I will be using:

31. Magazine advert (image)
• The secondary images need to go with the primary image, but not
take too much of the audiences attention due to the focus primarily
being on PhizzWizzard can
• These need to be related to the theme of the adverts or the brand
itself so the audience get the message
• Due to the slogan saying “retro” there needs to be aspects of that

32. Magazine advert (image)
• These images need to go off the retro vibe I am aiming for
• Secondary images I could use:
• Adding the brand logo in the corner is needed too:

33. Magazine advert (image)
• The social media platforms can be placed in the corner of the advert
• But instead, images could be used with the specific platform at which
Carter Drinks can be found on
• Social media graphics that could be used:

34. Magazine advert (slogan)
• These fonts will be the same across the entire campaign
• Due to Garamond being the main font across all advert types, it will
be the main font type used in this format
• The slogan will be in Garamond to get the retro theme across to the
audience, as explained previously, this was a very common font used
in 90s adverts
• The “retro vibe” gets across to the audience because of this

35. Magazine advert (slogan)
• It will most likely be beneath the can, but could go around the top
and bottom for an aesthetic image whilst maintaining a focus on the
can
• It won’t be placed around the side of the can because that is where
the secondary images will be placed as they can be adjusted and
positioned to “match” the height of the can creating an aesthetic
finish
• The text as a lot harder to read and wrap vertically, so will be easier to
place above or below the main image of the can

36. Magazine advert (additional copy)
• The secondary font will come into this (Cooper)
• This will be smaller text that will give the audience more information
about the campaign and where to the buy the product
• This will be information like where to find the product on the
company’s website

37. Billboard advert
• The billboard is a suitable advert as it makes the product well known
in the public eye, due to the position of the advert in the wide world
• In order for the audience to take notice of the billboard, 5 key areas
need to be addressed:
• Easy to read font
• Plain backgrounds
• Product image
• Secondary images
• Slogan

38. Billboard advert (easy to read font)
• Due to the audience seeing the billboard from far away the text must
be:
• Big
• Easy to read
• But it also needs to match the with “retro” theme we are aiming for
• So Garamond, potentially in bold would work to make it stand out
more

39. Billboard advert (plain backgrounds)
• Having the text and images all on plain backgrounds it allows the
audience to clearly see what the billboard is advertising
• The text can stand out on the plain background, so the slogan can
clearly be seen
• But it also can’t be a similar colour to the image of the can as it will
blend together, making it unclear as to what the product will look like
in person
• So black, white, beige, or a light colour are the ideal backgrounds

40. Billboard advert (product image)
• The image of the PhizzWizzard can should clearly be exposed and put
on display
• Due to the size of the billboard, I think it would be better to place the
can in the side thirds instead of the centre third of the billboard
• The reason for that is to place text to the side of the can and not look
separated either side of the can
• Having it compacted across two thirds of the billboard makes it look
better on the eye

41. Billboard advert (product image)

42. Billboard advert (image)
• The social media platforms can be placed in the corner of the advert
• But instead, images could be used with the specific platform at which
Carter Drinks can be found on
• Social media graphics that could be used:

43. Billboard advert (slogan)
• The slogan will go across two thirds of the billboard in the Garamond
font
• This will get the “Go Retro” idea into the audience’s head, making
them realise it is for the slightly older end of the fizzy drink market
• Whilst getting the product image into the minds of the audience, the
slogan behind the campaign needs to be instilled in the mind of the
audience

44. Billboard advert (additional text)
• This will give the audience a lot more information about the campaign
itself
• The smaller text will (most likely) be the website address, so they
audience can buy the product online and (less likely) where to find
the company on social media
• The social media text could be replaced by an image of the social media
platform, like mentioned on previous slide
• This gives overall professionalism as it gives that small, extra piece of
information so the audience is able to buy the product

45. Social media advert
• The social media advert is key to any campaign, especially nowadays
• Everyone uses technology and, with social media’s targeting
capabilities, it’s easy to target the exact audience needed to reach
• 3 key pillars in any social media advert are below:
• Intriguing hook
• Moving graphic
• Cross platform

46. Social media advert (intriguing hook)
• This needs to grab the attention of the audience
• People are constantly scrolling through their feeds, the hook needs to
bring that attention to light so that the audience stops and consumes
the advert put in front of them
• This can be a certain word, this can be the product image itself, this
can be a certain sound but for our advert it is going to be a moving
graphic in order to get the attention of the audiences eyes

47. Social media advert (moving graphic)
• This initially gets the attention of the audience, due to the sudden
movement and then it helps transition the eyes of the audience to
the product image (that will be in the centre of the social media
advert)
• The plan is to add an effect to the secondary image that attracts the
audiences eye
• Secondary image planned to use:

48. Social media advert (moving graphic)

49. Social media advert (moving graphic)
• The previous slide is an example of what could happen to get the
audiences attention, using the effects Canva has to offer
• The “flashing” nature of the image, gets lots of attention because of
the quick transition between no image and an image
• I plan to place multiple images like this (of different colours) across
the social media advert to get the attention of the audience, so that
they can look at whatever colour is more appealing to them

50. Social media advert (cross platform)
• Due to Instagram and Facebook being the 2 platforms being used for
the advertising campaign, each social media advert needs to be
optimised for the specific platform
• Each platform has different “post sizes”
• Instagram has a simple 1080x1080 framing
• Facebook has 2 different options to choose from, for ease 1080x1080
can also be chosen
• So little changes actually need to be made to the advert, ideal for
cross platform advertisement

51. Remaining slides
• The remaining slides are extras that can be applied to at least one if
not all of the adverts

52. Images

53. Images

54. Images
• All of these assets can be used in all of the adverts
• The can will be the main focus, as it is what the audience is actually
buying
• So having it as the main feature of the adverts is ideal
• The PhizzWizzard logo and Carter Soft Drinks logo can be used as
smaller touches to make the adverts more coherent
• Having them appear in the corner of the adverts will add a nice touch,
that makes the adverts seem more professional

55. Fonts – go for the classics or go for retro?
• The classics are Helvetica and Garamond
• All have that classic feel to them, so the audience will get the overall
feel to the advert
• These will be the main fonts used, but other font families can be used
to complement them and making the adverts look aesthetic

56. Fonts – go for the classics or go for retro?
• These fonts I have found on dafont.com
• These have a retro vibe to them, similar to the overall campaign as it
revolved around the retro aspect of the product

57. Fonts – go for the classics or go for retro?
• For the fonts, I have decided to go for the classic feel to it as well as
having the retro feel we are aiming for
• Garamond font is the most appropriate for this
• It was also used for Apple adverts in the 80’s, so using it makes the
audience feel they are going back in time

58. Fonts – go for the
classics or go for
retro?
Here is an example of the Apple
adverts that use the Garamond
font.
Other accompanying fonts that
could go well with it are:

59. Font sizes
• For the titles, the heading font will be a lot bigger in a bolder format
Garamond extra bold
• Italics could also be used on top, to create extra effect
Garamond extra bold

60. Colours – bright and bold or simple and clean
• My initial thoughts were to used red, pink, green and other bright and
flashy colours to match the colours used in the can
• But the only problem of this is that it could make the advert hard to
read and hurt the viewers eyes
• Then I thought I could use a simple black and white advert with the
only colour being the colour coming from the can
• But this is a bit boring and won’t stand out enough the audience

61. Colours – bright and bold or simple and clean
• So finding a balance will be needed to make a suitable advert
• The red and green is a given, due to it being the 2 main colours on the
advert
• The use of a dark purple could be appropriate here, so I can make
that transition into the black I wanted
• This gives the adverts a great balance of bold colours and basic
colours
• Additionally using a white can help with the contrast of the dark
purple/black making it stand out even more

62. Layout and positioning of elements
• The can will be the focus of the advert, as it is what is being sold to
the audience
• With portrait adverts (social media adverts and magazine adverts)
this will be placed centrally on the page
• On the landscape adverts, this could work
• But having it placed at the side (or covering 1/3 of the space) and
having the text covering the remainder of the advert
• This will be especially powerful in the billboard advert, as the big text
needs to be readable and capture the attention of the potential
audience walking by

63. Tone and feel of the adverts
• The adverts need that retro feel to them, but we want to add a playful
twist to them too
• Potentially adding text to accompany the slogan could be used to
make it more playful
• An example could be:
• “Chuck the phone away, [slogan]”
• This will reiterate the ‘retro’ aspect to the advert and make people
think about the way they use technology
• Some will choose an alternative, and we have provided and
alternative by offering them a fizzy drink as that alternative