This document outlines an advertising campaign proposal for a water brand called Vesi. It proposes a TV advert, radio advert, and poster. The TV advert would show diverse models engaging in physical activity and then refreshed after drinking Vesi. The radio advert would use humor and reference the water's sourcing from Finnish lakes. The poster would feature a blurred field with models and highlight Vesi's benefits after exercise. Consistent fonts and colors would be used across ads to create brand recognition. The campaign aims to target teenagers and young adults interested in health and exercise.

1. ADVERTISING CAMPAIGN PROPOSAL: Part 2
PROJECT TITLE
Vesi
PRODUCTS
Tv advert, poster and radio advert.
OUTLINE OF STYLE AND CONTENT
Radio: To start off my radio advert, I will have sounds of people laughing, being physical
and having fun together, and inaudible happy talking, which will slowly fade out to a
voice over of someone who will introduce Vesi, name a few of its benefits and explain it
is a good water to drink after doing physical activities with family and friends. I want my
voice over to sound slightly monotone and add some parts of humor to show the
calmness and target the target audience of teenagers and young adults with its deadpan
and modern humor. I will also add gentle lake noises during the voice over when it Is
mentioned where Vesi was sourced – from lakes in Finland.
Poster: For my print poster, the main idea I have is for a long shot of the Vesi water
bottle placed on grass, while in the background there is a field, with models blurred out
playing sports together. The reason behind this is to show that vesi is a good water to
drink after playing sports/being active due to its health benefits. The models in the
background will be wearing shorts and T-shirts, outfits that people wear to be active in to
move around more freely and so they don’t get too hot. Some models will be mid-kick,
and some will be standing around laughing, the only props I will have is the water bottle
itself and a blurred-out football. I will have both male and female models of different
races and sizes so that everyone feels involved and the target audience will be targeted.
Although it may not be clear, the models will be aged 17-20, which is the target age. The
main colour scheme I am going for is blues, greens, and purples. The blues and greens
will not only be shown in the logo, but also the colorful and bright background, which
catches the audience’s eye and is also seen as happy colors. In the logo, the color
scheme is blue green and purple, which are the colors of the northern lights located in
Finland, referencing to where the water is founded. The sun will be directly behind the
water bottle cap, giving the bottle somewhat of a glow behind it, highlighting the
healthiness and purity of the water. The font used for the logo is Sun Flower, and the
tagline “simple freshness” will be slightly curved under the water bottle, using the font
Airplanes in the Night Sky.
TV advert: The idea I have for my TV advert is a montage of various models being out of
breath and tired after doing physical activities, then after drinking Vesi, they return to
their activities refreshed and happy. I will have a diverse cast of models. First, I will have
a mother and a father in their late 20s / early 30s playing football with their son and
daughter. I will have a group of friends, all different genders, race and sizes, and finally I
will have a woman jogging who is plus sized and black. The mother and father will be
wearing casual wear while playing football in their garden with their children, who are
wearing football kits. The friend group, who are playing a ball game with each other are
all wearing casual wear, t-shirts and shorts so they don’t overheat when playing sports.
The woman jogging will be wearing sportswear, leggings and a plain t-shirt. All models
will be wearing no makeup since they are all doing physical activities. The models all fit
the brief, as I am targeting the target audience with not just age, but different races and

2. ADVERTISING CAMPAIGN PROPOSAL: Part 2
genders. By my models all being active in their gardens or at a park during the summer,
this references back to the brief – I am aiming for a summer launch, so people will relate
when they see models drinking the water during the summertime. This means that Vesi
sales will go up since people want to stay refreshed in the summer with this new water
brand.
The mood I want to give off with my TV advert is freshness, brightness, freedom and
unity. I don’t want to just highlight the health benefits of Vesi, but I want to show that the
water brings people together and helps people feel more refreshed to continue playing
sports and having fun with friends, family or themselves. The colour scheme I am going
for is the same as the poster – blues, greens and purples. These colours are associated
with freedom, nature, harmony and peace. They also reference to the founding place of
the water, Finland. The bright colours will attract audiences due to the brightness and the
positive aspects associated with the colours. At the end of the Tv advert, I will have a
bird’s-eye-view of the friend group playing with each other, and the logo will transition
onto screen along with the tagline. The logo matches the advert due to its brightness and
good vibes. The font gives off good vibes due to the happy looking, curly font I have
used called Sun Flower.
IMAGE LIST FOR PRINT ADVERT
One image I’m going to have for my print advert is a long shot of the water bottle with
people playing together on a field in the background blurred out. This is to ensure that all
the focus is on the Vesi water bottle and the logo, so audiences know what the bottle
itself looks like. The reason I will have people playing in the background is to attract the
target audience of people who look for health benefits in water. This shows that people
who enjoy and do physical activities drink Vesi water due to its benefits and refreshing
taste.
Another collection of print adverts I will be doing is close-ups of each model I use in my
TV advert drinking Vesi water. I will have a closeup shot of each model of each
sequence (one friend from the friend group, either the mother or father and the woman
jogging) drinking from the bottle. They are slightly blurred out but still recognizable. In
each picture, the sunlight will be directed behind the water bottle to give the bottle a glow
and make it the center of attention so people will look at the bottle and the logo and
recognize the Vesi brand. The reason I will use the same models as my TV advert for my
print advert, so my models and brand become more memorable, and I have a diverse
cast of models so the diversity continues with my print advert.
FONT LIST FOR PRINT ADVERT AND AUDIO/VISUAL ADVERTS
The fonts I will be using for my print advert and my audio/visual adverts will be Sun
Flower and Airplanes in the Night Sky. The reason I have chosen these fonts is because
they are curly and bold, therefore eye catching and give off free and happy vibes to
audiences. The reason I will only be using these two fonts is o again, create a
memorable advert and if I use different fonts with every advert, people may not
remember the brand and may think it is a different product due to the number of fonts I
use. Using the same fonts every time will ensure the advert sticks into people’s heads
and when audiences see the fonts I am using, they can associate the fonts with Vesi and
remember the brand.
VISUALS FOR AUDIO/VISUAL ADVERT

3. ADVERTISING CAMPAIGN PROPOSAL: Part 2
I think it will be effective to show a montage of people doing physical activities and drinking Vesi
to show that Vesi is a water that sports enthusiasts drink, therefore attracting the target audience
who look for beneficial water. It is important that the models in my visual advert are aged
between 16-30, since that is the age range I am trying to target. Audiences’ attention is drawn to
adverts when see people of their own age since the advert could relate back to them, and the
advert could be made for them. It is also important to add models of different genders, races and
ethnicities and sizes so no one feels left out or discriminated. By adding this much diversity, I am
welcoming a wide variety of audiences to try Vesi water (mainly the target audience).
SOUND FOR AUDIO/VISUAL AND AUDIO ADVERTS
For my audio advert, I will start it off with sounds of people laughing, talking and playing
sports together. I may add quiet sound effects of a ball being kicked around to show they
are playing sports. This is to show audiences how Vesi not only refreshes people after
physical activities but also brings people together. I will add gentle lake sound effects to
educate the audience – since the water was sourced from lakes in Finland.
I will also have a voice over introducing vesi and naming its benefits, and where it was
founded and the fact that it is refreshing and brings people together. This is to educate
audiences about vesi and ensures they know information about the water and will be
convinced to buy it due to its positive effects. I will also add some modern day deadpan
humour, to attract my target audience who are a younger demographic. The name Vesi
itself will also be voiced and the tagline so people begin to memorise the face of Vesi. I
could get a celebrity to do this voice over, so the celebrity’s fanbase is captivated and
buys the water. I could get a celebrity like Jason Momoa to do the voice over, since he
plays the water based superhero, Aqua Man. The voice over will be calm, to represent
the calmness of the lakes where the water was sourced.
HOW THE ADVERTS WILL APPEAL TO THE AUDIENCE
One reason that my style and content will attract my target audience is that I have made
it clear what type of people will drink Vesi – people who enjoy being active and people
who seek water that has health benefits. My models are both male and female and are
different races and sizes. These diverse models will easily appeal to my target audience
due to the diversity and the variety of models I have. The audience will be able to watch
my advert and see themselves in one of my models and be drawn to the product due to
my diversity. I will not only attract young parents due to the models I have used, but also
bigger friend groups of teenagers and people who prefer to do cardio / workouts by
themselves. When people do exercise or physical activities, a chemical called
endorphins is released in the body, which makes you feel exhilarated and happy, and
blocks out any feelings of pain – so my target audience will be people filled with good
energy since they are sports enthusiasts, which is why I have used bright colours for my
adverts like greens, blues and purples. These bright and happy colours will attract these
positive and happy people, aka my target audience.
CAMPAIGN LOGISTICS

4. ADVERTISING CAMPAIGN PROPOSAL: Part 2
The first material I will release to advertise the Vesi brand will be the TV advert. This is
because if I release the radio advert or poster first, people may not know what the
product is and if it is any good for your body, especially with the radio advert – these two
materials do not give as much context as the TV advert. By releasing the TV advert first,
people get to see the benefits of Vesi water and what the actual product is itself, they
also get to see who the target audience are and if the water applies to them. Then I will
release the radio advert – now that people know what Vesi is, the radio advert gives a
little more information about the product and finally, I will release the posters now that
the models in the advert are a little bit more recognizable and so is the logo.
MARKETING - HOW & WHERE THE ADVERTS WILL BE ADVERTISED
Some possible locations I can place my print advert in are places like shopping centers –
not only do young adults go to shopping places like West Quay but teenagers do too. I
think it is also a good idea to display my print poster in gyms, since I will be easily
attracting the target audience of young adults, teenagers, and physical activity
enthusiasts. I will also post my print posters on social media platforms like Instagram and
TikTok, these two platforms are more popular among teenagers and young adults
compared to Twitter or Facebook. I can also add a link to both the TikTok and Instagram
posts to a Vesi website, where it gives information about the water, like the benefits and
the background of the water.
I will only select a few radio stations such as Heart or Capital, since these radio stations
are more popular around this demographic compared to radio stations I will not be
selecting like Wave 105, which is more popular among older people.
I think it will be a good idea to release my advert on TV’s first, so people can be
introduced to the water in the comfort of their own homes. Then I will show my advert in
cinemas, because it will be good to show a group of people the water at the same time
so they can discuss it with their friends or the people they went with. It will also be a
good idea to show the Vesi advertisements in cinemas in movies that are shown for my
target audience – for example, showing my advert in a film targeted towards teenagers,
therefore my advert will be shown to my target audience too. I will then release my
advert on social media after people have seen the advert on bigger screens, they can
then access websites about the water to learn more and see what benefits the water
brings and what the public thinks of the product.
POSITION IN THE MARKETPLACE
One way my product will fit in with the current marketplace because just like the
Lucozade advert (targeted at teenagers) it includes deadpan and modern humor to
attract its target audience, and I too have added the same humor in my radio advert. In
the Evian advert, all the babies are of different gender (although it is hard to tell) and
have diverse models, and I too have this diversity to attract a wider variety of an
audience and make everyone feel involved and welcomed to try vesi. Evian have based
their design and logo on the founding place of their water. For my logo, the color of the
water droplet is greens, blues, and purples, which are the colors of the northern lights
located in Finland, where Vesi water was produced. I have also added gentle lake sound

5. ADVERTISING CAMPAIGN PROPOSAL: Part 2
effects in my radio to reference back to Finland. Both I and Evian have paid homage to
our water’s founding places, which educates audiences.