Final piece

Having decided to base my final piece on the draft idea in the previous post, the first task was to take photos of tree rings.

The first attempt was not the most successful:

The tree I took photos of had a lot of marks and blemishes from where it had been chopped down, which interfered with the effect of the tree rings.

I sought a better subject to use in the photos, and came up with the below:

The rings were much clearer, and so I set about using photoshop to make the images black and white and with a distressed feel (as discussed in previous posts). I have barely used the Photoshop software before, so it was a case of trial and error - experimenting with the tools, reading tutorials, trying different techniques.

A screenshot of my final piece is shown above. Taking the photos was definitely the most
time-consuming part of the process, mainly due to the practicalities of finding a tree to photograph! I found this was also the case with my cookbook project in a previous module, and so I need to ensure that, if I am going to use photography on a regular basis in projects, I improve my skills. I want to know the best way to shoot a certain subject or what settings are required for different light conditions and so on, without having to read a book about it or take the image hundreds of times before I get it right. I know there will always be some element of trial and error in photography and I won't be able to learn everything off by heart, however I really want to understand the basics to make things easier and quicker. Therefore I plan to find some tutorials and books prior to beginning the next project.

Overall, I am generally pleased with my final concept; I feel it has a more masculine style, emphasises the uniqueness and quality of Bacardi via the text, as well as the heritage of the brand, and will hopefully turn any pre-conceptions the target audience have on their head (or for those without preconceptions, introduce Bacardi as a drink suitable for males). In terms of how the concept could be used, I feel it could work as printed material (such as posters) or on a digital screen, as per my bar advertising research. I also produced a storyboard for a motion graphics piece which again could work on a digital screen in bar, as well as a TV or online campaign. I feel my solution is multi-channel and versatile.

There are, however, elements I would have liked to improve. The photo quality, for instance, isn't perfect; as per my aim to improve my general photography skills, I also need to learn more about this subject in order to improve my work (learning more about my camera will help, but there is so much more information and detail out there about resolution and image treatment). Looking at the following article alone has pointed out areas where I have gone wrong:

http://www.graphic-design-employment.com/press-ready.html

In hindsight, I should have looked into these areas before producing my final piece - I think that because of time constraints towards the end of the project (as well as the issues I had finding a suitable subject) I forgot to think about the fundamentals of producing a good image before just going ahead and doing it. However this has been a sharp learning curve and something I will endeavour not to overlook in the future.

Kinetic typography

As mentioned in a previous post, one of the reasons I chose the tree rings idea is because I felt it could work as prints/still graphics and motion graphics. However, having no experience in the latter, I could picture in my mind how it would look, but had no idea how to make it look like that!

For instance, my idea below - I envisaged starting off with just the tree rings, then each step of the process coming in one at at time, and then the tree rings being replaced with the Bacardi logo and a "summary" or tagline:

My tutor recommended I might want to look at kinetic typography, an example of which is below:

I've obviously seen this type of thing in adverts, on TV, etc before - and it is exactly the type of thing I was thinking of for my Bacardi idea - but I had no idea the technical term for it is kinetic typography or about how it is produced. It made me realise that typography - and graphic design overall - is not just flat and stationery; I fall into the trap of thinking that animation and moving image are a completely different ball game because I have no knowledge or experience of them, but the truth is completely the opposite.

Once in the industry, it's likely I will be involved in various different types of work and disciplines - as Grannell (2011) states, "you can’t just be a print designer anymore" (Grannell, 2011), which I feel is how I sometimes see myself as I view it as the most "basic" form of graphic design in terms of technical, software skills. Grannell was referring to the introduction of the digital age and the need to be able to design for web and apps; however, whether interactive design or animation or even film, I feel it will most definitely be in my interests to experience different mediums whilst on the Foundation Degree  and try different things in order to push my knowledge and skills, so that should the time come in my career when I'm expected to do something new, I have as good a grounding as any.

So in conclusion, whether I indeed use kinetic typography in this Bacardi brief or not, it is something I definitely plan to investigate further and learn about for my own benefit.

Videos from YouTube

Grannell, C. (2011) The graphic designer's guide to graphic design, Digital Arts [Online] 12.12.2011. Available from: http://www.digitalartsonline.co.uk/features/creative-lifestyle/graphic-designers-guide-interactive-design/

Style idea

This distressed look is the style I have in mind for my tree rings concept - I feel it's quite masculine (particularly in monotone plus red which is the colour scheme I had in mind - very popular in the mens magazines) and has a heritage feel to it, which ties in well with the concept:

Article from GQ magazine

I plan to take photos of an actual tree where the rings are visible and use this as the imagery for my concept. I can then look at tutorials, such as the below, to see how I can achieve the desired styling effect, although as there is likely to be quite fine detail in the images I take, I will need to ensure that the tree rings are clear and not lost in the distressed effect, as they are the key element of the idea.

The following tutorial could also come in handy, as one of my ideas is to have a description of each step in the Bacardi making process mirroring the path of a tree ring:

Videos from YouTube

Idea development and choosing final idea

When I first read through the Bacardi brief, part of why it appealed to me was the focus on the brand's heritage and getting this across to the target audience as part of the reason why they should drink Bacardi.

However, when I started to generate ideas for my final concept, I feel I was focusing almost too much on the research I'd done about the "modern male" via the magazines I'd looked at.

- My initial idea was based around a "Work hard, play hard" theme. As mentioned previously, the target audience are 18-24 year old males in the mainstream bar environment. Having researched this audience and thought about the type of male who might drink Bacardi, I envisaged them to be on the first steps of the career ladder, confident, taking care in their appearance and how they come across. The aspirational theme I got from the mens magazines made me think that the target audience work hard in order to succeed, but that they also want to have fun and a good time (socialising with friends, going out, etc) - i.e. play hard.

I came up with a few of visuals for this theme; some type based (as shown above), which I considered combining with a UV ink element so that in the bar/club environment the "play hard" text might stand out more to emphasise this side of the target audience's personality. Other were linked to the idea of 5.00pm on a Friday - which for the majority of people is the start of the weekend - with visuals of involving watches, a very popular item in all the mens mags. However on reflection, these ideas were a little too literal and obvious; although considering my research of the target audience in the final solution is important, I feel there needs to be more of a link to Bacardi (the product, the history, etc) and also some kind of intrigue, both of which these ideas were lacking.


- My next idea was based on the concept of "Perfection takes time". The plan was to link imagery of men perfecting things such as surfing or climbing or driving (activities/interests identified in the mens mags) with the idea of Bacardi being perfected over 150 years, bringing in the heritage and quality of the brand:

I also considered adding a humorous slant by making the activities shown in the advert trivial things, like building a card tower or planking. Although I feel these ideas were more along the right lines as they did make reference to Bacardi's heritage, it was still quite a basic concept - perhaps too simple to have an effect.


- Finally, after reviewing all my research, particularly the advertising I'd looked at which appealed to men but didn't use stereotypical themes or imagery, I came up with basing the concept on the quality of Bacardi. When completing research around the Bacardi brand, I came across a breakdown of the manufacturing process which demonstrated that only the best ingredients are used, only the finest oak barrels are picked, and so on. This resonated with the research I'd done around the target audience pointing to the idea that males should be the best and have the best, etc, and so they place importance on quality.

I came up with a few visuals for the concept: the first was typography based, linking to each step in the manufacturing process. I felt this could be made to look very effective aesthetically, although I was unsure it would particularly attract the target audience:

The next was based on tree rings, linking to the American white oak barrels Bacardi is mellowed in, plus the connection of tree rings to age/history and therefore Bacardi's heritage. The idea was to link the  rings getting bigger with the progression of the Bacardi making process:

And the final idea was based on circles, which are a common theme in the Bacardi process - oak tree, barrel, bottle, glass, bat logo:

The latest Lurpak ad, shown below, is based on the repetition of circles and is very effective, so would be the kind of thing I would aim for with the circles idea. There is also a section where red cabbage is chopped up, which is similar to how I envisage my tree rings idea:

What also strikes me about the Lurpak ad is that the name or product isn't mentioned until the end - it's the ad itself that grabs attention and makes people think, "this is good/interesting/witty". I think this would be a good strategy to use in order to avoid the barrier of the target audience's preconceptions of Bacardi - attracting them via the solution before they even realise it's for Bacardi.

I feel my ideas based on the process and quality of Bacardi are most suitable and have the most potential - they demonstrate the brand's authenticity and heritage, and could be made attractive to males without being stereotypical or obvious. They could also translate across various mediums - the sketches above could work as individual prints (posters, coasters) or be combined as motion graphics to create an animation (digital ad in bar).

After critiquing the typography-based, tree ring and circles ideas, I have decided to proceed with the tree rings concept. I feel although all could have worked, this could be the most effective and interesting visually and most appealing to the target audience. It is also perhaps the most original, as I feel the circle repetition and particularly the typographic style advert, have been done before. A Jack Daniels video I came across in my research comes to mind, as it achieves a "manly" tone without being witty or typical, and portrays the brand as authentic and high class - this is what I want my final solution to do:

Videos from YouTube

A quick thought re advertising to men...

Following my earlier post on how advertising is directed at a male audience, I've just come across this in The Sun newspaper:

The latest advert for Fosters beer. Previously with a humorous slant (as shown below), the adverts focus on the idea of choosing Fosters being a "Good Call". Although there is still a comedy element in the new version (for example, using the same actors and characters as in the previous adverts), it has more of a focus on the heritage and story of the product. As with the Carling example in my previous post, it shows that it is possible to appeal to a male audience without using overly, stereotypically masculine content.

Video from YouTube

In-bar advertising

Whilst at an event at the NEC in Birmingham, I came across the below banner in the bar area:

As mentioned previously, the YCN Bacardi brief is all about reconnecting with 18-24 year old males in the bar environment, and seeing the above made me think about how I will apply my concept to this situation. As I am coming up with a more general advertising/branding concept which could be used across various mediums (such as TV advertising and magazines) - rather than a purely bar-orientated solution - there will be a number of ways it can work in a bar.

I carried out some research on in-bar advertising methods, some of which are shown below:

TV screens around bar - digital ads, digital signage

 Posters - in bathrooms (also window wraps, mirror sticks)

Table wraps (also bar wraps)

 Posters with digital element (e.g. augmented reality)

On-bar displays/dispensers

Printed material on bars/tables (e.g. table tents)

There are also many other options, such as branded glassware, coasters and bar runners. Once I have the finer details of my design worked out, I will consider which medium it will best suit, as well as which will be most appealing and effective to the target audience.

Images from:
www.admedia.co.uk
medialifemagazine.com
media.wikispaces.com
brandnoise.typepad.com

How to advertise to men

Whilst researching how products are advertised or portrayed to appeal to men, I came across the campaign for WKD. I thought this was a particularly interesting example as in my opinion WKD has a reputation as a low-strength, girly alcopop. However the adverts - as below - try to overcome this image by being definitely and purposely aimed at men:

The ad takes a situation all men can identify with (a nagging female) and then gives it a humorous slant - the situation in the ad is what all men would probably love to be able to do. It also makes men appear to be cunning and secretly having the upper hand - in an article I read entitled "6 Ways Advertising Attracts Men" (Suggett, P. About.com Guide), number 5 is "Men are suckers for flattery" which I feel is definitely in play here.


A lot of ads with a male focus that I've looked at have been comedy orientated (particularly beers in terms of the alcohol sector), however I feel this could potentially cheapen the product if done incorrectly. Below is an ad for pot noodle, not a particularly prestigious brand:

I'm also unsure as to how this type of thing would fit in with the heritage element of the Bacardi brand that I wish to portray. I feel something more along the lines of the Stella advert below might be more suitable:

There is much more of a cool, suave feel yet it is still quite light-hearted and not too serious or boring.


Out of interest, I have looked into how Havana Club rum is marketed as I feel this is a well known rum with a cooler, more contemporary image than Bacardi:

I feel this ad combines the heritage of the product (imagery of Havana, music, etc) with a vibrant, fun advert which might appeal to a younger audience (although perhaps not specifically males). It does, however, have a party or festival feel, similar to how Bacardi has been marketed previously but seemingly hasn't attracted the target audience for this brief, so this needs to be taken into consideration.

An advert which to me signifies how a brand can be cool and not particularly funny, but still appeal to young males is the latest Carling ad:

Carling previously used humorous ad's however have now had a turn-around in line with "the brands new, stylish and sophisticated identity"(Carling, 2012). I feel this ad is very modern, sleek and importantly masculine (the colours, the imagery, the subject) without particularly using stereotypical matter. It also has a focus on the brands British heritage whilst not being stuffy or old-fashioned, and gives the product in question a quality image.

This has all given me a great deal to think about in terms of how I could approach the solution. I feel I now need to combine all of my research so far (about the Bacardi brand, the target audience and male advertising strategies) and see how they connect.

Although this research has given me inspiration and an insight into how to successfully appeal to a male audience, I am also aware that part of solving the Bacardi brief is to do something different and unique. In The Advertising Concept Book (2008), Barry states that "Too often we are influenced by what's already out there" (p.35) - I don't want to fall into the trap of just copying what's already been done.


 All videos from YouTube