Rationale

Rationale.
My essay, 'How can Positive Responses be Promoted Through Advertising Successfully?' is all about positive advertising. Showing the emotional effects of positive social adverting in terms of the consumer and the action that they take after the viewing an advert. Therefore in my practical I need to create a positive social campaign which makes the consumer feel happy. The 100 day challenge is used to promote a focused lifestyle, having one thing to complete each day gives the consumer drive and ambition. This leads to a feeling of accomplishment when a day has been ticked off, which leads to a sense of self worth and happiness. Therefore creating a campaign to get people to relate and take part in the '100 days of...' challenge, will give the consumer a sense of self accomplishment and overall happiness. They will also receive a publication and poster of those 100 days as a reminder of the challenge they have completed.

I have decided to take the challenge myself (starting on the 1th Oct to the 8th Jan) so that I can relate to the brief, also so that I can use it to show what the reward would look like using an example. I have decided to use the brand Monster Energy, this is becasue it has the same aim as the campaign itself, trying to get consumers to focus and be more determined. This also relates the the idea of creating a monster a day for 100 days. Linking both the campaign and the brand together. Monster Energy is also looking to make their brand more approachable and widen the their target audience, this campaign will help them do this a lot. It will create positive awareness for the brand whilst connecting with the consumers positive emotions. Helping both the consumer and to brand at the same time. The campaign will concentrate on the consumer and their emotions rather than the products that Monster Energy sell.

100 Days of... Design Boards

Evaluation

BA (Hons.) GRAPHIC DESIGN		LEVEL	06
Module Code	OUGD601
Module Title	Context of Practice

END OF MODULE SELF-EVALUATION

NAME	Daisy Conway

1.  What skills have you developed through this module and how effectively do you think you have applied them? I have developed my time management through this brief. As organising my time meant that starting on the first of October meant that I could produce one illustration a day and get it finished by the eighth of January. This gave me the ability to do the campaign myself and experience the emotions that the consumer would. It also meant that I was able to show examples of what would be produced for the rewards for the consumer who achieves the ‘100 day of…’ campaign. Doing one illustration a day gave me the chance to practice doing illustrations and I think they have progressed a lot since day one. I also think that I have improved my design board skills, as I find them difficult to do, as I always leave them till last. Where as in this module, I set myself some time to do them, and although I think that I could have done them a bit better, I think that I have applied my design board skills for this module more than I have with any other.
2. What approaches to/methods of design production have you developed and how have they informed your design development process? Through this module I have used both screen and digital printing. I have used a lot more screen-printing during this module, which is a skill I already had, but was able to experience more, and enhance. Screen-printing was a large part of my practical element, and meant that I was able to use acrylics such as glow in the dark ink, which I have never used before.
3. What strengths can you identify in your work and how have/will you capitalise on these? The strengths in my work are my time management with my essay, as I managed to keep on top of it and get it done in plenty of time, so that I could go and get it bound with lots of time to spare. This is a huge achievement for me as the essay part of Context of Practice is one of my weaknesses. Although I am happy with it for this module. I also think that screen printing is a strength of mine, and is something that I have improved on through this module.
4. What weaknesses can you identify in your work and how will you address these in the future? The weaknesses in my work are my essay and the theory side to this module, it is something I have always struggled with, although I feel like I have progressed a lot in this module, as there is a lot of research that has been done in preparation for writing. I also think that I could have improved my photography skills, as I don’t go to use the photography studio, as I am not confident in there. Although it is something that I want to learn how to do, as the image on my design board are not to the best standard.
5. Identify things that you will do differently next time and what do you expect to gain from doing these? I will make sure that I blog as I go, as although I have blogged my monsters on the day that I did them, I haven’t kept up to as much as I should have done. If I were screen-printing I would make sure that I used a bed that isn’t broken, so that the screen doesn’t fall out every now and again. Next time I would start writing my dissertation a bit earlier, as I would have more time to manage my problems in it. Making quicker decisions, as it will make my design process quicker. And be slightly more thorough.
6.How would you grade yourself on the following areas: (please indicate using an ‘x’)  5= excellent, 4 = very good, 3 = good, 2 = average, 1 = poor
	1	2	3	4	5
Attendance					x
Punctuality					x
Motivation				x
Commitment				x
Quantity of work produced				x
Quality of work produced				x
Contribution to the group					x
The evaluation of your work is an important part of the assessment criteria and represents a percentage of the overall grade. It is essential that you give yourself enough time to complete your written evaluation fully and with appropriate depth and level of self-reflection. If you have any questions relating to the self evaluation process speak to a member of staff as soon as possible.

Online Mock Ups

Monster Energy Campaign.
Mock Ups.
A large part of my campaign is online, this is becasue it is where the submission will be placed and where people can keep track of how they are doing. Web design is not my preference when it comes to designing although I think that it is necessary to produce an online campaign and showing how it is used, as well as a printed one.

Going onto the Monster Energy website there will be a link to '100 days of...' campaign although there will also be a direct link on all of the leaflets, posters and flyers.

It will then take you to a page where you can read what the campaign is asking the consumer to do, allowing them to click a link to start now.

Next there will be a page that suggests the option whether to log in or register. Keeping the design simple and the layout similar so that it can be consistent throughout.

When logging into the website, the consumer will be able to see their progress they have been making on their challenge, how far they are in, and motivational words of wisdom to keep people going down the side on the right.

The option will also be there to view the challenge day by day as it is being completed.

When the consumer has finished with the challenge this message will come up and show what will happen next.

Mac Mock Ups.

I decide that to make the online campaign look real, I could not only put my idea of the online designs onto the actual website itself. But also include it on a mac, as if someone were accessing it their mac. This makes it seem more realistic, and gives the viewer a better idea of what it would look like, especially for my design boards. It makes the campaign look more professional. If I were to do this again I would have also considered how it would work on an app, so that images can be uploaded straight away and if I had more time I did plan to do that, although I left it slightly too late to attempt doing it and making it look good and consistent.

The Reward for the Challange

The Challenge.
Reward.
The reward for the campaign is to receive a publication with am image of what was done each day, this is why each thing submitted to Monster Energy has to be an image of whatever you are wanting to do. For example if you are doing a good deed a day, either capture it in words or a photo. There will also be a poster of day 1 to 100 too, this will give the consumer intensive to complete the challenge, not just to have to satisfaction of doing it, but also getting an reward.

I started by making a InDesign document of the publication, but then when thinking about the binding method I am wanting to use, which is perfect binding, I decided to set it up in Illustrator and copy it over from the layout I have already used.

Using the print made for the logo as the back of pages in the publication and each of the days on the front means that it can be applied to anything submitted, not just the monsters. Using the title pages as the front and back cover also allows it to be consistent.

The publication itself is very substantial. The binding method that I have used also works really well. I was worried that the spine may look messy, but it didn't it actually really suits the publication.

When screen printing I decided to print onto white tissue paper so that I would use it as a wrapping paper for the reward for completing the challenge. This worked really well and look very effective, especially just using the green.

After photographing the poster and publication together, I can see that the poster would look a lot better rolled than it would folded, also that I should wrap my poster in the same tissue paper.

I am really happy with the end result of my reward part of the campaign and challenge.

These are the screen prints used in the reward, that are the better more aligned screen prints, and they are also glow in the dark. Overall I am pleased with the quality of the publication and the poster. I am also happy with how I have packaged them with the tissue paper.

Social Campaign for Monster

Monster.
Positive Social Campaign.
After finding a logo for the campaign I decided to look further into what I could include in my campaign.

I decided to make mind maps of what I was hoping to achieve and produce for the campaign. Thinking about what the campaign could help Monster Energy achieve and how it could do that. From researching into Monster Energy, I found that they are trying to expand their target audience, make the brand more approachable and to make their other flavours of drinks more well known. Therefore I started to look into the other flavours and work out how I could do this. When doing this I realised that my intention of my CoP practical is to produce a positive social campaign, and to do this I want to not advertise products just simply create a positive response from the consumer. Therefore I don't want to advertise any of the Monster drinks, but just create positive association to the brand itself. The aim for this campaign is to try and get people to do the challenge using different mediums, then showing what they could receive if they completed the challenge.

Flyers.

With my flyers I decided that I wanted to use the same colours and the logo on one side, with the back side being persuasive. Using black and green type, with the green words standing out more and jumping off the page as they are the most important words for the consumer to see. I have created two different flyers, one being more explanatory and the other being quite mysterious with links to the website on for more information. This is so that people feel intrigued to find out more.

Leaflets.

Making a small mock up made it easier for me to set up a document for a flyer. This is so that I knew where each bit would be going as I could refer to my mock when designing.

I wanted to use similar aesthetics to the flyers as I am doing for the leaflets, therefore using the same kind of information, but including slightly more about the challenge itself and what each person has to do, showing examples of the challenge as it goes through to days with the monsters. This also means that the monster posters with the '100 days of...' logo on it will be associated with the brand Monster Energy.

Posters.

The poster also include the same information as the flyers but slightly larger, this is just so that it can directly connect with the audience when it says 'CHALLENGE YOURSELF...' giving them the temptation to accept the challenge at hand.

There is also the screen printed posters, this is using the same colours as the Monster Energy brand, therefore keeping in the same restrictions, whilst promoting the campaign. This may lead more people to do the challenge as they will see the results there, then temp them further into doing it.

The Promotional Material.

The promotional material compliments each other well, and all fits together. It helps include enough information to get the consumers attention, yet leave them wanting more and having the visit the Monster Energy website, which may lead them to take the challenge.

Mock Ups.

I decided that I would do a couple of mock ups to show how it could work on different mediums. This is just so that I can see how diverse the posters could be and how far I could take the campaign. There are a lot more different ways to do this, but this is just two of them. I will be putting these on my design boards, this is just so that it can displayed as how it would look in reality.

If I were to do this again, I would probably do more mock ups onto different shaped things, just so that it can be shown even more diverse situations. Although I am happy with my mock ups, as this is a weakness of mine and is something that I struggle with. I would also have created stickers to hand out to people in the streets, or even have them in gym packs, or news agents to connect with the target audience more. I did create stickers but due to time and printing I wasn't able to get them printed on sticker paper like I wanted to, as the clear vinyl was rubbing off the monster illustrations, therefore I haven't included them.