This document summarizes Liberty Watts' marketing unit which involved analyzing TV ads, researching ad agencies, designing ads and pitching a gum product. Key steps included: 1) Analyzing existing ads, 2) Researching the Fallon agency behind a Sony ad, 3) Designing their own agency CLL with the slogan "Innovative Thinking", 4) Developing ideas for an exploding gum called "Napalm", 5) Creating magazine, web and outdoor ads, 6) Filming a video ad starring their teacher, and 7) Pitching their idea to the class. Liberty contributed branding ideas and regrets not playing a bigger creative role or speaking more during the pitch.

1. Unit 18
Evaluation
Liberty Watts

2. Step 1
Advert Analysis
• Our first task of the unit was
to analyse 4 different TV
adverts.
• We had to note down in a
table the visual/text,
music/sound FX, audience
and meaning/message in
each advert.
• We watched adverts for a
Honda car, a Sony Bravia
TV, ale, and T-Mobile.

3. Step 2
Agency Case Study
• Next, we had to choose an
agency behind one of the
adverts we watched and
write a case study on it.
• I chose Fallon Worldwide,
the agency behind the Sony
Bravia TV advert.
• I included some key facts
about the agency, such as
its founders, the location of
its headquarters, and some
of the other brands they
worked with and
campaigns they worked on.

4. Step 3
Our Agency
• Next, we had to come up with a
name, slogan , logo and details for our
agency.
• We decided to go with a simple, easy-
to-remember name of CLL Design. The
inspiration for this name came from the
initials of our team’s first names
(Cloudia, Liam, Liberty).
• Our slogan, ‘Innovative Thinking,’ is
short and catchy, and will stick in
people’s minds. It also defines our
agency well.
• Our logo shows sections of a circle
connecting with each other,
representing how we connect with
people.
• We also added details such as the
year the agency was founded, the
location of our head office, the roles
that each team member played, etc.

5. Step 4
Ideas for Product
• We decided that gum was the
product that we would be
advertising, so our next task was
for each of us to individually think
of our own ideas for our gum’s
name, slogan and colour
scheme, and also outline the
positives and negatives of our
ideas.
• Because we wanted our gum to
have a theme of explosion, I
suggested the name “BANG!”
with the slogan “Explosion of
Flavour”. Also, I thought colours
like pink, purple and orange
would make a good colour
scheme because they are eye-
catching colours.
• The positives of my idea are that it
describes the product well and is
inventive, however the name can
be seen as aggressive since it has
connotations of guns.

6. • The name we finally decided on
was “Napalm” with the slogan as
“Let It Explode”, which came
from Cloudia’s individual idea.
Our colour scheme includes
fresh colours such as light greens,
and also black and white, as
these colours show that our gum
is refreshing.
• The other decisions we made
was that our target audience
would be teenagers, as well as
anyone else that likes to chew
gum, and that the gum would
be sold in the form of pellets
rather than strips as you can fit
more of them in the packaging.
Step 4
Ideas for Product

7. Step 5
Creating the Adverts
Web banner advert
Magazine advert
Magazine
advert
Poster & bus advert
Poster & bus advert

8. • In the next task we had to design and create
different types of advertisements for our product.
• We had to make a magazine advert, a web banner
advert and an advert that would be shown on the
back of buses and in train stations.
• The adverts were created in Photoshop.
• On the previous slide are the finished adverts for our
chewing gum.
Step 5
Creating the Adverts

9. Step 6
Video Advert
• Link to our video advert:
https://drive.google.com/file/d/0B2ZCE750T8BLQUJ0SXF
wWUgyUHc/view?usp=sharing
• One of the final steps in the unit was to create our own
video advert; we decided to go with the concept of the
gum being an out-of-this-world object that is discovered
by a disoriented man in a strange world. The star of our
video is our teacher, Mr Drummond, who plays a man
who wakes up not knowing where he is and explores the
area with caution until he finally finds the gum, grabs it
and has power released from inside of him, with the
gum’s name and title of the advert showing at the
beginning: ‘Napalm presents: Be Your Inner Wolf’, and
one of the slogans showing at the end: ‘Feel the Power,
Control the Power’, followed by the logo.

10. • Stills from the advert:
Step 6
Video Advert

11. Step 7
The Pitch
• Finally, we had to create a presentation to pitch our
idea to the class.
• In our pitch, we included a description of our agency
and our product; we talked about the inspiration for the
names and slogans and why we decided to choose
gum as our product, who our target audience is, etc.
and how our rival gum is 5 Gum because of the similar
design for packaging and audience.
• We also showed our print and video adverts and
explained the meaning behind them.
• As well as this, we handed a sample of our product
packaging around the class so everybody could have a
close-up look at it.
• We took some questions at the end, and found that the
class was interested but also had some criticism towards
our product.

12. Evaluation
Initial Ideas
• My individual initial idea for the video advert featured a
young man that would be considered “geeky” by most
people, with conventional aspects such as wearing
glasses, braces, etc., who then eats a piece of our gum
and transforms into a more attractive, “cooler” person.
• This isn’t the idea that we went with in the end, I think the
reason for this is that this idea was not convincing
enough; viewers probably wouldn’t believe this would
happen to them after eating the gum, despite the ad
having an entertaining feel to it.
• I could’ve improved this idea by making it more realistic
and relatable for our target audience, while keeping it
interesting and fun at the same time.

13. Evaluation
Roles
• My main role in the team was brainstorming the
ideas for the product’s features and adverts. I
thought of various ideas for the video advert, and
also names, slogans and colour schemes, and
designs for our logo.
• I would have liked to have contributed a little more
to the designing and creating process, however I
unfortunately missed a few lessons which would
have made this difficult.
• I think that we worked well as a team and that
everybody contributed as much as they could.

14. Evaluation
Our Pitch
• I think that our group pitch went relatively well but it
could have gone better; we described the product
well and didn’t miss any important information so
the class got a good idea of our gum and what it’s
all about.
• My regret is that I didn’t speak more as doing so
would have gotten me a better mark.
• I am quite pleased with the feedback that we got
from the class; most people liked the concept of
the gum and thought that it was an interesting idea,
but there were some doubts on the name
“Napalm” because it has connotations of bombs
and violence and may upset some people.

15. Evaluation
If I Did This Again
• If I were to do this assignment again, I
would possibly try to make the idea a
little more relatable and open to a
more various audience.
• Also, I would like to participate more in
the creative side of the project despite
enjoying the part that I played in it all.