Ideas - Keyhole Concept

I really like this thought of having a keyhole.

KEYHOLE

- could have doors with keyholes
- alternatively have the keyhole like embossed or cut out on things

Use the keyhole idea as a concept on everything, like in the mud - having the keyhole in the mud - 'unlocking' the fun in the mud

My current thought is 'Through the keyhole'
My thinking behind this concept is unlocking a kind of different to the National Trust, rather than the one everyone typically thinks of, which is that it is for the elderly.

In my sketch book, I have started to to brainstorm ideas and sketch some thoughts.

I was thinking of places to do with the National Trust and thinking how I could incorporate the keyhole idea.

Initially I thought of beaches and things like the deck chairs and beach huts having a key hole cut out and within that having an image which is related to the beach.
Other places and things which I thought of is castles and having the brick work cut out in a keyhole, gardens and having hedges cut out.

Ideas

I have struggled a bit with thinking of a solid idea for the posters. It's hard trying to think of something new and appeal for the target audience of 25-40, whilst avoiding the stereotypes of the National Trust being for the elderly. 

On a piece of paper, I started by writing down questions in order to help with coming up concepts

What prevents people from going to the National Trust?
- The price
- Some people don't even think about it
- The lack of knowledge towards the National Trust
- They more than likely think its just going to full of old/elderly people and upper class people

How do you make the National Trust trendy?
What are the benefits to visiting the National Trust?



Notes:

Older people/ Grandparents are the traditional audience for the National Trust - if they are encouraged to take their Grandchildren - they'll then grow up to appreciate and want to go to the National Trust.

'National Trust pass it on'

*Maybe using the connotations and having the words on a poster and an image to images around the world which will target 25-40 year olds (in my sketchbook I have a list of connotations)

Combining the connotations of the stereotypes of the National Trust with the connotations of the target audience

Ideas

Something to do with silhouettes

Through the keyhole theme

                |

Something to do with doors - opening doors

The words/phrases make appropriate to the target audience

The idea of unlocking

Previous National Trust Campaigns

http://www.guerilla.co.uk/our-work/digital/display-advertising/national-trust-seasonal-online-advertising-campaigns-

"The National Trust required an integrated campaign to challenge perceptions that they were not open in the Autumn and winter months and maximise the number of visitors to their attractions in the spring and summer months. In addition to offline media such as outdoor posters and press advertising Guerilla asked our client to consider online media, which had not previously been used by the National Trust to grow visitor numbers.

Guerilla planned an online display advertising campaign that involved a carefully selected mix of skyscraper and MPU formats. The flash advert platforms were created to add the activities and sites that could be achieved when the viewer had ‘time to...’. The seasonal campaign images reflected the time of year or event such as Easter and Summer, and the specific venue images and associated lines were also changed to allow several venues to be promoted."

http://sarahlouiselong.wordpress.com/2013/06/07/the-national-trusts-new-campaign/

"The National Trust has just released their latest advertising campaign, which consists of posters designed by The Click Design Consultants. Initially, these posters look like warning signs to visitors but in actual fact they are quite the opposite. They are very light hearted and encourage visitors to get involved with the surroundings and have fun.

Hashtags have been added to the designs saying ‘NaturesPlayground’ to encourage visitors to tweet and share about their experience at one of the sites."

Previous National Trust Campaigns

These are some National Trust campaigns which I found

http://www.togetheragency.co.uk/page.php?c=nationaltrust2#nationaltrust2

"Following a successful pitch we were appointed to manage marketing communication for 40 of the National Trust's leading properties.

To help encourage visits, we developed a wide range of creative element across all kinds of media, which have included a Royal Mail door drop, press inserts in major national newspapers, regional press adverts, outdoor advertising, online ads and even radio advertising."

http://www.dtwocreative.co.uk/portfolio/national-trust-advertis

"We have been working closely with the National Trust for the last three years and in this time have created a sustainable relationship based on our understanding of their brand, creativity and our flexibility. dtwo currently create and manage their press and poster advertising campaigns and promotional literature for the South West area. We work closely with their marketing department and photographers and liaise directly with publications and printers. This benefits the National Trust in giving them ‘peace of mind’ that they work with a professional established agency to handle this type of work in volume."

The National Trust

During another one of our sessions, we spent the lesson going through each of the briefs which I found to be really useful. From going through each of the briefs and discussing what each one is asking and the requirements, it helped with eliminating the ones I didn't want to do.

The National Trust was one of the briefs that appealed to me. As there were a few people who had an interest in doing this brief as well, we got into a group to start discussing ideas, highlighting the key parts of the brief and looking to see the requirements they were after. 

Once we had highlighted the brief, we took out the bits that we thought were important and put the bits together to make like a paragraph.

Reintroduce powerful connectors between people and places. Rebuilding connection modern audience. Importance of nature and heritage. Elderly equals cream teas. Reposition the National Trust away from its current perceived image. Integrated campaign nature and beauty forever. Consider make time areas of natural or historic beauty change perception, old fashions benefits people's lives. Think campaign relevant reach audience, 25-40 years old nationwide in the UK.

This is the paragraph that we got from the bits which we have highlighted. I found this made it easier in terms of discussion due to the fact there wasn't much text to go through and it also meant we didn't have to keep going over the brief picking out the key bits of information. 

Some rough ideas that we had was playing on the idea of 'trust' - restatement of what the 'trust' is - who else could we trust to look after the assists of the national trust

Finding a new way to represent the national trust - steering away from the typical stereotype perception 

TRUST - responsibility, have faith/belief, looking after

ASOS Brief

In a small group we had a look through this brief, highlighting what we thought were the key bits of information. We were also given questions to answer to help us to understand the requirements of the brief.

Target Audience: Fashion loving 20 somethings who are price conscious, unisex or female only

What's the brief asking you to do? To create a design concept to shoe what could be next after street that can be viewed on a smartphone

Is the brief specific - about time or place? Future, worldwide (global)

Why are they asking you to do this? There is a change in the way you shop

How are they asking you to do this? App or site, presented in a video, don't have to make an app or site. Sharable concept which is/ can be viewable on a smartphone. UGC (user generated content) to make it customisable to suit viewers lifestyle

When we were going through each of the briefs and we were discussing this one, we were thinking of ways in which we could do it. We had a a brief discussion on art styles and one which was suggested was fashion illustrations. I've had a look at David Downton who does a lot of fashion illustrations. These five below which I have picked out are just some of the illustrations that he has done.

http://www.daviddownton.com/fashion.html

The Briefs

Having received the brief and the list of potential briefs which we could choose from, I went on to sign up on the D&AD website so that I could download and go through the briefs. 

http://www.dandad.org/awards/new-blood/2014

Once I downloaded the briefs, I then printed the ones which were on the list and went through them with a highlighter to pick out the important bits.

Project Two: D&AD New Blood Awards

The Brief
A digital copy of all the briefs can be downloaded at: www.dandad.org/awards/new-blood/2014

You must choose one of the following briefs set for the New Blood (D&AD) Awards. Bare in mind your points and experience and which projects might be appropriate for your personal learning and development. You can work as a team for this brief but you must present your case to the course leader and get the go ahead.

These are the briefs which we can choose from:

ASOS
BBC
D&AD
Digital Cinema Media
National Trust
Npower
Unilever
WPP
XL Recordings


Key Dates
Wednesday 15th January - Planning Deadline
Wednesday 12th February - Crit
Thursday 28th February - Deadline

Final Storyboard

This is my final storyboard after I have made the relevant changes which were I received from crit.