Tuesday, 24 February 2015
Monday, 23 February 2015
Final Designs
The finalised design we went with was our Film Poster idea Jay really liked the overall look and design of them, but he didn't quite like the ET design.
The campaign can start as soon as we have finished the designs and when Jay wants to use them. This should be a few weeks after our final meeting with Jay, this allows us to change little details, finalise and freshen up the posters. With Jay wanting a manly social media campaign this allows us to put the images out as soon as there done. If the campaign goes well it gives Jay the opportunity to turn the campaign into a print based version while still keeping the social media side of it, but this would take a bit longer to print and would have to pay for printing the posters, Jay would also not have as much free control over timing, location and menu.
With there not being much budget to the campaign the overall production plan for the film posters would be to have them tweeted in various tweets on Guerrilla Kitchen Twitter accountant, hopefully catching the eye of current and new consumers. The campaign would start a few weeks after our final meeting with Jay which allows us to finalise and change the designs a bit. If this goes well Jay can further develop and decide if he wants to spend money by turning it into a print based campaign, this would take a bit extra time and cost but allows a wider range to advertise. A few legal issues of the campaign would be if we are fairly representing Guerrilla Kitchen and with the idea copying famous movies we have to make sure our poster are heavily edited and different from the originals. If there are issues we can either adjust the posters more or use one of our other ideas most likely the business card poster idea.
With there not being much budget to the campaign the overall production plan for the film posters would be to have them tweeted in various tweets on Guerrilla Kitchen Twitter accountant, hopefully catching the eye of current and new consumers. The campaign would start a few weeks after our final meeting with Jay which allows us to finalise and change the designs a bit. If this goes well Jay can further develop and decide if he wants to spend money by turning it into a print based campaign, this would take a bit extra time and cost but allows a wider range to advertise. A few legal issues of the campaign would be if we are fairly representing Guerrilla Kitchen and with the idea copying famous movies we have to make sure our poster are heavily edited and different from the originals. If there are issues we can either adjust the posters more or use one of our other ideas most likely the business card poster idea.
Finalised Production Plan and Quote
Dates and Timescale
Our advertising campaign for Guerilla Kitchen should start a few weeks after our final meeting. This allows us to further develop the posters and change and add anything that Jay does and does not want on the posters. The film poster campaign is purely for social media at the moment, so there is no printing or delivery times we would have to wait for.
Our second meeting with Jay was on the 8th February, so with this and the final changes in mind, we'd be ready for jay to start posting the film posters in social media on the 15th February 2015.
This is also a good time to run advertisement as Jay caters at a lot of Spring-time calendar events, like Burwash Manor. This means running these advertisements over the next few months, and something Jay could consider is the idea of asking for more to proper facilitate the whole of the spring, to have these ads for all events over the calendar period.
Feedback and Changes
Jay really liked the overall look and design of the posters, but he didn't quite like the ET design, so we are not going to go ahead with that poster. Jay also wanted us to make the Guerilla Kitchen van and logo bigger, so we adjusted it them to his liking.
Key Events
Jay has a few key events in which we are hoping to advertise for. We'd have to meet these deadlines, and we'd talk about specifying different adverts for each event, making them direct.
Various events from March to June which are planned at the moment are as follows;
1 Pop up season in Wandlebury
2 West Cambridge sight
3 Burwash Manor Farm
Resources and Equipment
The equipment we'd need in the en d would only really be a Macbook and Photoshop. However we would like to photograph the van and the toy van ourselves to get the correct angles and sizing for each poster. We would therefor need a DLSR Camera and a Photography Studio (both of which we can get and uses at college for free)
Personal and Activities (Me and Will)
We would need to do a few things to make our plans a reality.
First of which, we would need to get a hold of Jay's Guerilla Kitchen van toy model, which he has offered to bring in, or we can go to the van when he is working and collect it. Finally we would then simply sit down and photoshop theses pictures to how we need them, taking the considerable time out of all the processes.
As for Personel, Me and Will would be everyone, however if Jay is also wanting distribution (paying
someone to place the posters around, he would have to pay someone the minimum wage (6.50 an hour).
Relevant Legal and Ethical Issues
The main problem with the legal and ethical side of this advert would be is it considered 'Fair Use', as we use and parody other artists work.
However, after searching the internet for other cases similar and the rules of Fair Use, we found out a parody is considered Fair Use, in-fact lots of huge companies do it.
Fair Use Parody Breakdown - https://www.techdirt.com/articles/20131126/10224325381/myth-busting-yes-advertisement-can-be-fair-use-parody.shtml
Wikipedia page on Fair Use (Section on parody) - http://en.wikipedia.org/wiki/Fair_use
We used the already existing assets from Guerilla Kitchen sch as fonts, logos and pictures of the van, with Jay's permission to help with branding.
Our advertising campaign for Guerilla Kitchen should start a few weeks after our final meeting. This allows us to further develop the posters and change and add anything that Jay does and does not want on the posters. The film poster campaign is purely for social media at the moment, so there is no printing or delivery times we would have to wait for.
Our second meeting with Jay was on the 8th February, so with this and the final changes in mind, we'd be ready for jay to start posting the film posters in social media on the 15th February 2015.
This is also a good time to run advertisement as Jay caters at a lot of Spring-time calendar events, like Burwash Manor. This means running these advertisements over the next few months, and something Jay could consider is the idea of asking for more to proper facilitate the whole of the spring, to have these ads for all events over the calendar period.
Feedback and Changes
Jay really liked the overall look and design of the posters, but he didn't quite like the ET design, so we are not going to go ahead with that poster. Jay also wanted us to make the Guerilla Kitchen van and logo bigger, so we adjusted it them to his liking.
Key Events
Jay has a few key events in which we are hoping to advertise for. We'd have to meet these deadlines, and we'd talk about specifying different adverts for each event, making them direct.
Various events from March to June which are planned at the moment are as follows;
1 Pop up season in Wandlebury
2 West Cambridge sight
3 Burwash Manor Farm
Resources and Equipment
The equipment we'd need in the en d would only really be a Macbook and Photoshop. However we would like to photograph the van and the toy van ourselves to get the correct angles and sizing for each poster. We would therefor need a DLSR Camera and a Photography Studio (both of which we can get and uses at college for free)
Personal and Activities (Me and Will)
We would need to do a few things to make our plans a reality.
First of which, we would need to get a hold of Jay's Guerilla Kitchen van toy model, which he has offered to bring in, or we can go to the van when he is working and collect it. Finally we would then simply sit down and photoshop theses pictures to how we need them, taking the considerable time out of all the processes.
As for Personel, Me and Will would be everyone, however if Jay is also wanting distribution (paying
someone to place the posters around, he would have to pay someone the minimum wage (6.50 an hour).
Relevant Legal and Ethical Issues
The main problem with the legal and ethical side of this advert would be is it considered 'Fair Use', as we use and parody other artists work.
However, after searching the internet for other cases similar and the rules of Fair Use, we found out a parody is considered Fair Use, in-fact lots of huge companies do it.
Fair Use Parody Breakdown - https://www.techdirt.com/articles/20131126/10224325381/myth-busting-yes-advertisement-can-be-fair-use-parody.shtml
Wikipedia page on Fair Use (Section on parody) - http://en.wikipedia.org/wiki/Fair_use
We used the already existing assets from Guerilla Kitchen sch as fonts, logos and pictures of the van, with Jay's permission to help with branding.
Budget
Average Start-Up Freelancer Hourly Rate = £15
2 half hour production meetings at £15 per hour = £15
2 weeks planning and development at 10.5 hours a week = £315
1 week design time, with 10.5 hours a week = £157.50p
Cost to pay someone £6.50 a hour to distribute the product = (Depends how long)
Overall Costs = £505.50p
The Presentation and Feedback
Feedback
Showing the presentation too Jay he liked are overall look and designs of the adverts. His favourite out of the three was our movie poster idea. He liked the overall look of the posters he especially liked the Taxi Driver and Django Unchained posters, he also suggested adding the bun to the posters too make it more obvious what they are making and selling.
He was not to keen on our Bun and Van in a carte idea and design he fought it looked a bit too much stuck on and fake. Our simple design of the van with different coloured backgrounds he really liked as well. He thought they would also work really well as business cards, he especially liked the dark reddish background.
Overall he liked the ideas but he really liked and was looking forward to see what our animated gif of the van would look like.
Tuesday, 10 February 2015
Concept and Pre Production
Timescale
The timescale of the advertisements will be a few weeks after our final meeting with Jay, this allows us to finalise the idea and design and set a date when Jay wants to start the campaign. We aim to have the campaign running by this time but would have to delay the campaign if Jay wanted to do a print based version and or business cards, this would take time to arrange, cost and have to wait till they had been printed. With Jay wanting a manly social media campaign it allows the campaign to be flexible with timing and posting the adds on social media and telling people where and what he will be cooking. When the campaign starts it should run for a few months, perhaps up to the start of summer. This allows Jay to see how the social media campaign goes and allows him to try and change ideas for the summer. With this in mind Jay could turn the campaign into a print based campaign for just before and during the summer. This would cost money to set up and print and Jay wouldn't have as much as control as the social media campaign, he would be restricted with adjusting the menu and location of Guerilla Kitchen.
We have researched into different websites for printing and alocalprinter.com gave one of the cheapest and easiest printing service, as well as a easy to follow grid of pricing, sizes and quantity.
The timescale of the advertisements will be a few weeks after our final meeting with Jay, this allows us to finalise the idea and design and set a date when Jay wants to start the campaign. We aim to have the campaign running by this time but would have to delay the campaign if Jay wanted to do a print based version and or business cards, this would take time to arrange, cost and have to wait till they had been printed. With Jay wanting a manly social media campaign it allows the campaign to be flexible with timing and posting the adds on social media and telling people where and what he will be cooking. When the campaign starts it should run for a few months, perhaps up to the start of summer. This allows Jay to see how the social media campaign goes and allows him to try and change ideas for the summer. With this in mind Jay could turn the campaign into a print based campaign for just before and during the summer. This would cost money to set up and print and Jay wouldn't have as much as control as the social media campaign, he would be restricted with adjusting the menu and location of Guerilla Kitchen.
We have researched into different websites for printing and alocalprinter.com gave one of the cheapest and easiest printing service, as well as a easy to follow grid of pricing, sizes and quantity.
CONCEPT 1
One of the ideas for the advertising is to have a series of well known film posters parodied with the Guerrilla Kitchen Van, text and logo instead replacing the orignal content.
One of the legal issues would be the design being very similar to the original, our finished designs will have to be heavily edited from the original poster but still making sure its recognisable as the movie we are trying to parody.
I would say the main target audience is for Jays current customers and trying to branch into teens and young adults hoping that the movie posters catch their eyes and get them interested in Guerrilla Kitchen. The campaign wouldn't cost at all with Me and Will designing the film posters our selfs and using the colleges own photography studio. With this idea being manly social media we would hope the campaign would start on Guerrilla Kitchens social media sites as soon as the design where approved by Jay and finished.
Production
The production plan for this would idea would be to take a photo of Jays toy van. We would be able use the colleges photography studio to achieve this. After the photos have been taken we would edit and create the posters on photoshop, which would take a few hours.
As we are doing the poster ourselves and using the colleges facilities and equipment there isn't any budget any creating the posters and with Jay wanting a social media campaign it wouldn't cost either to post them on social media. However if Jay later on decides he wants to make the posters print based it would cost him money to print the poster and get someone to put them up around Cambridge.
Target Audience and Market Place
The target audience of the campaign I would say is Jays twitter followers with them retweeting the design to spread the word of where Jay will be and what he will be cooking. The positon in the market place for our posters is social media and the mobile urban food industry.
Recce Report
For this concept and majority of the concepts we would need to take photos of Jays little toy van of Guerrilla Kitchen that he said we could borrow. We would need a studio to to take several different photos of the van at different angles so it could be easily put into and edited in photoshop. This makes it easier to use and design the movie posters with the van in them. We can also use the pictures for our other campaign ideas.
Risk Assessment
-Taxi Driver
-ET
Django Unchained-
Further Development
With the film poster idea its very easy to continue and work upon by doing all kinds of famous movie posters, like Star Wars, Indiana Jones and perhaps do a disney them to attract different audiences. We could also continue this idea for special events, such as if Jay is catering for a screening of a film or do it for special events.
CONCEPT 2
Our next idea was having the bun in a shipping like crate to make it look like the bun has been shipped from abroad, making it look like its a new foreign food. We also wanted the design to come across militaristic with it being a supply crate with the Guerrilla Kitchen stencil and logo and name printed on, and a stencil revolving around how the food is native Vietnamese. As you can see in the design sketch we had various ideas to use for the campaign and make it come across militaristic, we also included the toy van next to the bun to make it more clear.
One of the Legal and Ethical issues with the design could be that we are misadvertising the look and size of the bun and that we are not fairly representing the look of Guerrilla Kitchens food. Like the other campaigns it would feature on social media mostly on twitter and hopefully catching the eyes of Jays followers with the different and designs we have used, and again no budget with Me and Will designing the idea.
Production
The production plan for this would idea would be to take a photo of Jays toy van and some of his food and also the crate/box. We would be able use the colleges photography studio to achieve this. After the photos have been taken we would edit and create the posters on photoshop, which would take a few hours. As we are doing the poster ourselves and using the colleges facilities and equipment there isn't any budget any creating the posters and with Jay wanting a social media campaign it wouldn't cost either to post them on social media. However if Jay later on decides he wants to make the posters print based it would cost him money to print the poster and get someone to put them up around Cambridge.
Target Audience and Market Place
The target audience of the campaign I would say is Jays twitter followers with them retweeting the design to spread the word of where Jay will be and what he will be cooking. The positon in the market place for our posters is social media and the mobile urban food industry.
CONCEPT 3
For this design it was a very simple idea of having the van on a singular coloured background with the menu, adjusted logo and a sentence saying a bit more about the product.
The advert can work as a poster, postcards and maybe even business cards, but mostly feature on social media with chance in the future being a print based advert. On Vistaprint it costs £5 to have a 100 customised business cards printed. If Jay wanted to use this idea as business cards/fliers the campaign would include given the cards out to Jays costumers that visit the van and maybe giving out the cards around Cambridge. This idea could also be used on social media with Jay tweeting out the design with the location of the van and what they will be serving, Jay can edit this before posting the pictures on twitter and the different colours refreshes the viewer every time they see it and doesn't bore them as quickly. This version of the campaign would cost less than the business card version and be easier to change and promote Guerrilla Kitchen daily.
One of the issues with the design is that it doesn't clearly advertise or say what the product is and where to get it. This could easily be added to the poster before posting it on twitter, with this flexibility it also allows for the menu to be changed daily. If Jay wanted to use these as business cards the budget would be roughly £5 if he used Vistapritnt and wanted 100 to give out. Jay would obviously need a bit more money if he wanted to use a different printing service or wanted a bigger amount of cards.
The production plan for this would idea would be to take a photo of Jays toy van. We would be able use the colleges photography studio to achieve this. After the photos have been taken we would edit and create the posters on photoshop, which would take a few hours. As we are doing the poster ourselves and using the colleges facilities and equipment there isn't any budget any creating the posters and with Jay wanting a social media campaign it wouldn't cost either to post them on social media. However if Jay later on decides he wants to make the posters print based it would cost him money to print the poster and get someone to put them up around Cambridge.
Target Audience and Market Place
The target audience of the campaign I would say is Jays twitter followers with them retweeting the design to spread the word of where Jay will be and what he will be cooking. The positon in the market place for our posters is social media and the mobile urban food industry.
Rece Report
CONCEPT 4
This final concept would have a animated gif that Jay can put on twitter when he wants. Animated gif's stand out quite a bit on twitter with them not needing permission to be played and hopefully catching peoples eyes when the look through their twitter feed. The idea of the gif is to have the van go through various locations in Cambridge where Jay parks the van, hopefully this will help the consumer where to find Jay and make them more interested in the product because of the gif. Unlike our other ideas this would take quite a bit longer to create because we would have to animated the van and the background and making sure the animation flows and that it will actually work. The target audience for this would hopefully be teens and young adults, because they are the majority that use twitter and hopefully the gif catches their eye.
This production plan is a bet different than the others. With this idea being a animated gif not a poster like the rest, we would have to take photos of Guerrilla Kitchens Toy van and go out and take some photos of the universities and streets around Cambridge. After the photos are taken we would import the photos in to Adobe flash and start creating the animation which will take quite a bit longer than the posters. As we are doing the animated gif ourselves and using the colleges facilities and equipment there isn't any budget any creating the gif and with Jay wanting a social media campaign it wouldn't cost either to post them on social media.
Target Audience and Market Place
The target audience of the campaign I would say is Jays twitter followers with them retweeting the design to spread the word of where Jay will be and what he will be cooking. The positon in the market place for our posters is social media and the mobile urban food industry.
Sunday, 8 February 2015
Guerrilla Kitchen Research, Development and Concept Stage
Research
Guerrilla Kitchen is a Cambridge food van that specialises in steamed buns (cha sui bao). Guerrilla Kitchen is owned by Jay Scrimshaw and his wife Taffeta. They are usually at the Cambridge Food Park which is located at the station, science park and next to the department of material science on west square. Before Guerrilla Kitchen they ran and owned The Pheasant in Keystone and where named the best british restaurant on the F Word by Gordon Ramsey.
Guerrilla Kitchen Meeting
The meeting with Jay from Guerrilla Kitchen identified what he wants for the ad campaign and has cleared questions we had. Jay initially wants a social media advert mainly twitter that can be turned into a print advertisement. He also wants the ad to be easily changed and edited by himself to keep the advertisement as current as possible. Guerrilla Kitchens overall audience is mainly Females and Jay wants a more gender neutral audience and he wants more Men to buy the product.
Jay liked are overall ideas and was open to anything. We suggested having a twitter ad of one of his steamed buns with his logo or hashtag in sauce, he then helped us flesh out the idea by suggesting using rice paper on top with the logo or hashtag of the buns that he can just slapp on top the buns. He also really liked our idea having an animated gif of the Van going through different locations that he can put on twitter.
Initial Ideas
The idea for the animated gif is too have the Guerrilla Kitchen van drive past various locations. The intention of the gif is for Guerilla Kitchen too tweet it out to notify their followers what location they will be at.
For the print ad it will feature information about the product and kitchen, including pictures of the buns and van. Jay initially wants a poster that he can easily change and that he can put on twitter and later if he wants use it as a print add.
Guerrilla Kitchens logo on rice paper that they can initially put on top of the buns.
Stickers of the Guerrilla Kitchen van that can be given out or given to customers.
A Postcard with a net of the Guerrilla Kitchen Van that can be cutout and made with simple instructions.
A image of a stem/plant with the van and buns growing from it. Underneath the bun will be a plate for it to fall on too and the toy van next to it.
A crate open/cracked revealing the bun inside. On the side of the crate it has the logo in graffiti and a label saying from Vietnam/China . + Van inside or next to the crate.
A series of spoof well known film posters with Guerrilla Kitchen logo text and van replacing the original text and images.
Guerrilla Kitchen is a Cambridge food van that specialises in steamed buns (cha sui bao). Guerrilla Kitchen is owned by Jay Scrimshaw and his wife Taffeta. They are usually at the Cambridge Food Park which is located at the station, science park and next to the department of material science on west square. Before Guerrilla Kitchen they ran and owned The Pheasant in Keystone and where named the best british restaurant on the F Word by Gordon Ramsey.
The meeting with Jay from Guerrilla Kitchen identified what he wants for the ad campaign and has cleared questions we had. Jay initially wants a social media advert mainly twitter that can be turned into a print advertisement. He also wants the ad to be easily changed and edited by himself to keep the advertisement as current as possible. Guerrilla Kitchens overall audience is mainly Females and Jay wants a more gender neutral audience and he wants more Men to buy the product.
Jay liked are overall ideas and was open to anything. We suggested having a twitter ad of one of his steamed buns with his logo or hashtag in sauce, he then helped us flesh out the idea by suggesting using rice paper on top with the logo or hashtag of the buns that he can just slapp on top the buns. He also really liked our idea having an animated gif of the Van going through different locations that he can put on twitter.
Initial Ideas
The idea for the animated gif is too have the Guerrilla Kitchen van drive past various locations. The intention of the gif is for Guerilla Kitchen too tweet it out to notify their followers what location they will be at.
For the print ad it will feature information about the product and kitchen, including pictures of the buns and van. Jay initially wants a poster that he can easily change and that he can put on twitter and later if he wants use it as a print add.
Guerrilla Kitchens logo on rice paper that they can initially put on top of the buns.
Stickers of the Guerrilla Kitchen van that can be given out or given to customers.
A Postcard with a net of the Guerrilla Kitchen Van that can be cutout and made with simple instructions.
A image of a stem/plant with the van and buns growing from it. Underneath the bun will be a plate for it to fall on too and the toy van next to it.
A crate open/cracked revealing the bun inside. On the side of the crate it has the logo in graffiti and a label saying from Vietnam/China . + Van inside or next to the crate.
A series of spoof well known film posters with Guerrilla Kitchen logo text and van replacing the original text and images.
ADVERTISING PLAN
.Aims and Objectives
The campaign will be manly a social media campaign on twitter with the advert also being able to be used as a print based advertisement. A few ideas we have are posters, film poster parodies, stickers and a animated gif of Jays van in cambridge, this would be manly used on social media like twitter.
The campaign will be manly a social media campaign on twitter with the advert also being able to be used as a print based advertisement. A few ideas we have are posters, film poster parodies, stickers and a animated gif of Jays van in cambridge, this would be manly used on social media like twitter.
.The aim of the advertisement campaign is to get more people interest in steamed buns. Also to let the audience know about Guerrilla Kitchen and where they can get the food.
.The target audience for Guerrilla Kitchen is mostly middle aged Females but Jay wants to broaden the audience to anyone who is interested in fine food, he also wants the audience to be more gender neutral.
.Campaign Message
The campaign message is to try something new try Guerrilla Kitchen, The campaign is also to focus on Guerrilla Kitchens Twitter accountant to keep the consumers up to date with where they will be and what they do.
The campaign message is to try something new try Guerrilla Kitchen, The campaign is also to focus on Guerrilla Kitchens Twitter accountant to keep the consumers up to date with where they will be and what they do.
.Location and Schedule
Location of the campaign will be mostly social media on Guerrilla Kitchens Twitter page, the campaign can also be used as a print advertisement around cambridge advertising where he usually sets up the van.
Location of the campaign will be mostly social media on Guerrilla Kitchens Twitter page, the campaign can also be used as a print advertisement around cambridge advertising where he usually sets up the van.
.The Time scale of the campaign is easy to adjust and put out at any time. It can start as soon as it has finished and properly run for a few months. Having the campaign longer than a few months the audience would get bored and would want something new from the company. The best time for the campaign is to run it in Summer, most people will be eating outside and it'll be easy to get new customers and advertise the product but the campaign can be used at any time.
.After showing Jay our final designs, we'd probably like a week to finalise any changes so after this would be good to launch the campaign. On top of this we would have to print out the final posters the amounting he would like and this could take a few weeks slightly delaying the campaign.
.20th February Pre production material ready for client 27th February final proofs for client. 3rd March designs ready for distribution.
.Legal and Ethical
Issues from the ASA are that you can't mislead the consumer meaning we would have to make sure that the food looks exactly like its being served, and make sure the images we use fairly represent what Guerrilla Kitchen are offering. Another issue would be if we went with our Movie Poster idea, we would have to make sure our spoof posters are clearly heavily edited from the original, avoiding any copy-write claims.
http://www.cap.org.uk/Advertising-Codes/Non-Broadcast/CodeItem.aspx?cscid={61a03caa-6750-498d-8732-68d55c0752fd}#.VVnRnPagnZU
.After showing Jay our final designs, we'd probably like a week to finalise any changes so after this would be good to launch the campaign. On top of this we would have to print out the final posters the amounting he would like and this could take a few weeks slightly delaying the campaign.
.20th February Pre production material ready for client 27th February final proofs for client. 3rd March designs ready for distribution.
.Legal and Ethical
Issues from the ASA are that you can't mislead the consumer meaning we would have to make sure that the food looks exactly like its being served, and make sure the images we use fairly represent what Guerrilla Kitchen are offering. Another issue would be if we went with our Movie Poster idea, we would have to make sure our spoof posters are clearly heavily edited from the original, avoiding any copy-write claims.
http://www.cap.org.uk/Advertising-Codes/Non-Broadcast/CodeItem.aspx?cscid={61a03caa-6750-498d-8732-68d55c0752fd}#.VVnRnPagnZU
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