Iona developed an initial idea for a Brazilian-themed bottled water brand that she felt was original and justified, but recognized it may limit the customer demographic. The group ultimately chose to market a different brand called Kaela Vatn. Iona took on responsibilities including the slogan, print ad, and presentation. She created a print ad using Iceland's national colors to portray the water as crisp and refreshing, but recognized the logo could be better integrated. The group's campaign presented a minimalistic, sophisticated style to accurately convey the brand.

1. Iona Spence-Dingle
Unit 18 Evaluation
My Own Ideas
My group decided, as the fictional
advertising agency Wazowski Global, to
develop and market a new brand of
bottled water.
Here are my initial ideas for the
product and packaging:
I was actually very pleased with my
initial idea; I felt that it was original,
interesting and I was able to justify all
of my decisions with clarity. I would say
that a particular strength of my original
design was the strong theme (Brazil)
that underpinned the entire product
(packaging, taste, name e.t.c)
A weakness of my initial idea could be
that the complete application of the
Brazillian theme would limit our
customer demographic to people who
could relate to the upbeat, fresh and
exciting credentials of the brand.
As a group we eventually to market a
different brand of water: Kaela Vatn, as
this resonated better with the group as
a whole, and offered us more freedom
in terms of print advertising campaigns,
commercials etc.
Wazowski Global
We immediately delegated roles within the group, in order to make most effective use of our limited time. This
worked very well, as every member of the group was able to work to their strengths, whilst any personal weaknesses
could be rectified by another group member. My personal responsibilities included coming up with the slogan,
creating the print advert, and creating the Powerpoint/ script for the final pitch. I would say that I accomplished my
duties diligently and to a high standard; the other members of the group also succeed in completing the tasks they
had taken on, so we met all deadlines with relative ease. There was no tension whatsoever amongst our group,
partly because we all shared a similar vision for Wazowski Global, but also because we were able to communicate
effectively with one another, avoiding misunderstandings and conflict.
‘Kaela Vatn, a moment of clarity.’ Here is logo that Tom created for Kalea Vatn. I think it effectively portrays
the stylish nature of the brand through the minimalistic colour scheme, and stark lines. The slogan is simple
and concise, in order to build an air of mystery and intrigue about the brand.

2. Iona Spence-Dingle
The Advertising Campaign
The top image is the print advert I created that would
potentially be placed in select magazines to promote our brand
of water. I chose to use the colours red, blue and white as these
are the national colours of Iceland- the location for whence
Kaela Vatn is extracted (Kaela Vatn is Icelandic for cool water.) I
tried to impose the Kaela Vatn logo onto the ice-cube, in order
to portray our water as cool, crisp and refreshing, however I
found doing this effectively hard. An improvement I would
make to this advert would be to find a way to impose the logo
more effectively, maybe by using the blend tool on Photoshop,
so that it doesn’t look so ‘stuck-on’.
The second image shows our bus advert. Although this wasn’t
directly my responsibility, as a group we decided on the very
minimalistic colour scheme, combined with very simple, crisp
imagery in order to accurately convey as brand as sophisticated
and polished. We also decided to feature our slogan on the
advert is very simple font, so as not to draw attention away
from the main focus of the ice-cube that is supposed to
represent the stunning, frozen tundra of Iceland, as well as the
crisp, refreshing taste of Kaela Vatn. In hindsight I would like the
two adverts to be more similar, or at least have more of a
common theme tying them together, so that our campaign was
more instantly recognisable. So I would say that in hindsight, it might have been useful to make notes at group
meetings, so all of us had a clear idea of our colour scheme and stylistic specifications.

3. Iona Spence-Dingle
Our Advert
The concept of our advert was that the protagonist is has a terrible hand in an intense game of poker, but the taste
of Kaela Vatn gives him the courage to lay it on the line and go all in. His opponent folds, and the protagonist wins
the game. We chose this scenario because we felt like this would present our water as a product for glamourous,
bold and successful people, or that drinking Kale Vatn will somehow give you these atributes.
The entire advert was filmed in black and white
to create an ‘Old Hollywood’, classic gangster
mood that really lends itself to the stylish,
sophisticated nature of our product. Shots that
worked particularly well include the POV shot
from Dan’s perspective looking at Kieran as he
drunk the water, as well as the final shot of
Kieran throwing down his cards. I liked these
shots because I think they added to the drama
and intensity of the advert.
A potential improvement would be to create
more of an atmosphere in the advert by
disguising the school environment a little more,
although this would not necessarily have been
practical. We also could have allocated job
roles more effectively in this part of the
project, because Tom did almost all the editing
for the group, although too many people
editing would have inevitably resulted in a less
slick finished piece.
The Pitch
Creating the script and Powerpoint for the
pitch was one of my responsibilities. I tried to
use as few words as possible on the
Powerpoint itself, so as not to distract
attention away from what we were
saying- I filled the slides with relevant
pictures that illustrated our pitch well. As
a group we performed well during the
pitch in terms of fluency and clarity, and
received good feedback at the end. In the
future we could improve by considering
potential questions that could be asked,
with the intention of trouble shooting any
that we didn’t immediately know the
answer to.