The proposed advertising campaign promotes the Finnish bottled water brand Vesi. The campaign will include print, visual, and audio advertisements. The ads will feature symbols of Finnish culture like bears and swans. They will also include the slogan "energize the natural way" and use a distinctive "ting" sound effect from a traditional Finnish instrument. The campaign aims to appeal to teenagers and young adults in Finland by portraying an active outdoor lifestyle enhanced by drinking Vesi water. It will launch in the spring and summer through television, social media, billboards and other outdoor placements.

1. ADVERTISING CAMPAIGN PROPOSAL: Part 2
PROJECT TITLE
Vesi
PRODUCTS
Print
Visual
Audio (radio)
OUTLINE OF STYLE AND CONTENT
Print advert:
Long shot of a waterfall, rocky surroundings with some greenery and a powerful waterfall in the
shape of a vesi water bottle, the vesi logo is in the centre of the bottle with a slogan at the top of
the print. A bear stands at the base of the waterfall and 3 white swans are in the lake. Slogan:
energize the natural way.
Visual:
Narration:in a (20s male Finnish accent) ahh nothing better than a cold glass of vesi to wake you
up for the perfect summer, enjoy the wilderness and be free with vesi. With electrolytes from
the Finnish waters from the cleanest valleys, untouched and untainted. Energize the natural
way, the pure way, vesi.
Close up of hands scooping water from a very clean lake, the camera follows the hands as they
move towards the persons face to drink the water, the camera slowly zooms out and we can see
a black woman with black long braided hair dressed in traditional Finnish attire, kneeling down
next to the late drinking the water from her hands surrounded by lilies of the valley. A bear can
be seen in the distance of the forest shes in and swans fly across the sky honking. The camera
continues to zoom out and theres a small waterfall connected to it. Another small waterfall
connects another lake slightly down the hill of where the woman is sitting and a white man with
long hair tied in a ponytail can be seen swimming in the water. The camera continues to zoom
out and becomes blurry to focus on a vesi bottle with a glass of ice next to it, a bear paw picks
up the bottle and pours it into the glass with ice. The water is clear and audible against the ice.
The paw then gently places mint leaves into the glass with a diegetic *ting* sound effect
produced by a kantele, a traditional Finnish instrument. Ive made sure to include both genders
and different ethnicities to represent different cultures and people.
(A male voice used to represent vitality as well as youth and to connect it to the energetic
qualities of the water)
(Swans are the Finlands national bird, they also represent light, purity and transformation. I also
believe they represent women in a graceful and delicate way as they are extremely protective
parents.
Bears are Finlands national animal and represent strength and endurance, family and good
health. Lilly of the valley is Finlands national flower as they are attractive and sweet scented
which is familial to the people of Finland. )
Audio (radio):

2. ADVERTISING CAMPAIGN PROPOSAL: Part 2
Narrator: in a (female Finnish accent) ahh nothing better than a cold glass of vesi to wake you
up for the perfect summer, enjoy the wilderness and be free with vesi. With electrolytes from
the Finnish waters from the cleanest valleys, untouched and untainted. Energize the natural
way, the pure way, vesi. *ting* (same as the visual sfx)
(A woman’s voice is naturally more appealing than a mans from a motherly perspective,
encouraging the consumer to buy the water because it will keep you energized. This will target
teenagers and young adults as a younger voice will sound more familiar and appealing than an
older one.)
- Brief specifies summer launch
- Brief states water is sourced from Finnish lakes
- Young adults, teens, both genders represented.
Reoccurring elements:
 slogan; energize the natural way.
 Symbolism of bears and swans
 Finnish accents in visual and audio
 Waterfalls – visual + print
 *ting* kantele sound effect in visual + audio
IMAGE LIST FOR PRINT ADVERT
- Vesi logo: digitally hand drawn, doesn’t have a font which makes it much more unique
and different from other companies. It also gives a sense of freedom as the typography
isn’t constrained by the use of specific and uniform fonts.
- Long shot of waterfall: the source of the water is represented, the waterfall itself will be
in the shape of a bottle with the logo in the centre exaggerating how pure the water
really is.
- Bears: symbol of strength, Finnish national animal – representing the culture
- Swans: symbol of femininity and grace, Finnish national bird - culture
FONT LIST FOR PRINT ADVERT AND AUDIO/VISUAL ADVERTS
The font used is called ‘scratchy’ it’s a naturalistic handwriting type font for both the visual and
print advert to keep consistency. Because everything is becoming digital, this font would be the
best to use as it’s drastically different to the slickness and simplicity of most fonts used in
advertising. It also relates to the natural theme of both the adverts and blends into the
environment in a way that it can be seen.
Young adults can relate to writing copious amounts in college or universities so the font will give
them a connection to relate it to while the imagery is used as more of a scenic escape, almost a
holiday.

3. ADVERTISING CAMPAIGN PROPOSAL: Part 2
VISUALS FOR AUDIO/VISUAL ADVERT
Visual:
Narration:in a (20s male Finnish accent) ahh nothing better than a cold glass of vesi to wake you
up for the perfect summer, enjoy the wilderness and be free with vesi. With electrolytes from
the Finnish waters from the cleanest valleys, untouched and untainted. Energize the natural
way, the pure way, vesi.
Close up of hands scooping water from a very clean lake, the camera follows the hands as they
move towards the persons face to drink the water, the camera slowly zooms out and we can see
a black woman with black long braided hair dressed in traditional Finnish attire, kneeling down
next to the late drinking the water from her hands surrounded by lilies of the valley. A bear can
be seen in the distance of the forest shes in and swans fly across the sky honking. The camera
continues to zoom out and theres a small waterfall connected to it. Another small waterfall
connects another lake slightly down the hill of where the woman is sitting and a white man with
long hair tied in a ponytail can be seen swimming in the water. The camera continues to zoom
out and becomes blurry to focus on a vesi bottle with a glass of ice next to it, a bear paw picks
up the bottle and pours it into the glass with ice. The water is clear and audible against the ice.
The paw then gently places mint leaves into the glass with a diegetic *ting* sound effect
produced by a kantele, a traditional Finnish instrument. Ive made sure to include both genders
and different ethnicities to represent different cultures and people.
(A male voice used to represent vitality as well as youth and to connect it to the energetic
qualities of the water)
(Swans are the Finlands national bird, they also represent light, purity and transformation. I also
believe they represent women in a graceful and delicate way as they are extremely protective
parents.
Bears are Finlands national animal and represent strength and endurance, family and good
health. Lilly of the valley is Finlands national flower as they are attractive and sweet scented
which is familial to the people of Finland. )
Audio (radio):
Narrator: in a (female Finnish accent) ahh nothing better than a cold glass of vesi to wake you
up for the perfect summer, enjoy the wilderness and be free with vesi. With electrolytes from

4. ADVERTISING CAMPAIGN PROPOSAL: Part 2
the Finnish waters from the cleanest valleys, untouched and untainted. Energize the natural
way, the pure way, vesi. *ting* (same as the visual sfx)
(A woman’s voice is naturally more appealing than a mans from a motherly perspective,
encouraging the consumer to buy the water because it will keep you energized. This will target
teenagers and young adults as a younger voice will sound more familiar and appealing than an
older one.)
- Brief specifies summer launch
- Brief states water is sourced from Finnish lakes
- Young adults, teens, both genders represented.
SOUND FOR AUDIO/VISUAL AND AUDIO ADVERTS
- Subtle birds chirping and wind rustling through trees as a background noise – natural,
corresponds with the scenery.
- Narration (script below)
- *ting* sound effect at the end of the advertisements to connect them together as well
as associate a single note with the advert, the *ting* will be made by a kantele, a
traditional Finnish instrument.
- Swans honking – as mentioned before, Finlands national bird therefore it ties the source
of the water to its name, vesi, as well as representing purity and grace for both visual and
audio ads.
- Bear groan/roar – again, Finlands national animal, represents strength and will be subtly
used as a mascot since a paw will place mint into the cold glass of vesi water as a garnish.
 Script: With genuine occurring electrolytes, Vesi provides you the natural way to
energise and start your day with a refreshed mindset ready to take on the toughest
challenges of the day. Sourced purely from the ancient lakes and water reserves in the
heart of Finland to your local store. Stay calm, stay vigilant. Energise the natural way,
the pure way, with Vesi.
HOW THE ADVERTS WILL APPEAL TO THE AUDIENCE
My target audience are teens to young adults of both genders who are either in full time
education or part time jobs and are looking to save a much money for the future as possible.
Because they spend so much of their time indoors, going out would be a nice change especially
for the summer. Which is when my product will be advertised and released to the public. With
summer holidays around the corner it can give travel inspiration for students, to Finland,
simultaneously advertising vesi. Starting advertising on social media will subliminally make my
audience aware of the product and will associate the water with nature a that’s what the print
and visual advert consists of aided by a memorable *ting* of a kantele, representing Finland
through its traditional instrument.
CAMPAIGN LOGISTICS

5. ADVERTISING CAMPAIGN PROPOSAL: Part 2
- Visual advert will be released first, mid April when the weather is starting to slowly get
warmer but people are still in their homes. This way they are more likely to see the
advertisement, will be aired pre watershed when students and young adults will be at
home after work, this also gives them enough time to complete college work at home
before allowing themselves to relax and watch tv.
- Audio advert released second, start of May when people are in their cars more, travelling
around to beaches or parks.
- Print advert released mid May, until the middle of the school summer break. everyone is
outside, schools out and people are buying essentials for the summer and will be more
likely to see them outside rather than on social media. It will be featured on billboards,
magazines and vertical rolling banners in bus stops.- most common travel method for
young adults without a licence.
- Product will be released at the same time the audio advert will.
 Schedule – work plan – you will produce a work plan as part of your pre-production
materials
 Significant calendar events – when does product go to market?
List of locations for print + visual + audio adv.:
- Bus stations – most common form of transport for young adults without a license
- Social media – instagram, facebook, twitter. Visual, print. Young people spend copious
amounts of time on their phones therefore they’re more likely to see it.
- Tv pre-watershed. Around 8pm when young adults finish working and teenagers finish
college and potentially extra studying at home. – relaxing after.
- Youtube advertising – for entertainment purposes most age groups will use this
platform.
- Audio – released on popular stations known for playing current popular music which will
appeal to a younger audience around and below their 20s.
POSITION IN THE MARKETPLACE
This needs to be a summary of your advert research (EVIAN and LUCOZADE).
You need to compare/contrast your advert with the ones you have researched. Will it fit
conventions or subvert? Where and how will your product fit into the current marketplace
Compared to those I have researched, my advertisement is very simple but effective in my
opinion. Evian used a live young campaign to appeal to an audience using humour and catching
the attention of the viewer through rollerskating babies which, of course, is physically
impossible.
The Lucozade campaign used a famous biblical story to sell its product, this can be controversial
for many reasons, the main one being offensive to followers of that religion, driving them to
create a petition o take the advert down.

6. ADVERTISING CAMPAIGN PROPOSAL: Part 2
My advertisement focuses on the factors at hand, being a natural source with occurring
electrolytes rather than trying hard to keep the viewer hooked with ridiculous content.