Creative Adversing Campaign
Our advertising campaign is built upon promoting an event entitled One Moment. “One Moment.” will be classified as an ‘arts & lifestyle’ event and will serve two roles: a) it will emphasise the notion of JOMO and the self-imposed withdrawal from social media/being able to have a balance between virtual realities & physical realities and b) raise money for a charity.
The event will be ticketed and will potentially include guest speakers, live music (band or DJ), free yoga/meditation activities, food/drink and stalls. The event will be ongoing for several weeks during the winter period and strive to reduce FOMO from those not attending and support attendants in experiencing JOMO by disabling internet access on the venue but allowing cell reception in-case of an emergency.
Our Promotional Video
Development:
What will the footage contain?
Researching tropes of other festival / event advertisements many feature the same or similar aspects. Opening with a type of drone establishing shot of the whole area in which the event will take place, cut away to various shots of people walking seemingly having a good time with golden hued light filtering in, different tracking shots of events on as if walking past and then reversed (like a boomerang video), slow motion clips of people smiling and having fun with the camera always moving slightly, montage of all events on as the selling points of the event in time with the music, finishing off with a reverse drone shot from a close up of the event to a wide shot of the area with all basic information of the event coming up, and on top of that the video is rhythmically edited to be in time with the music. Basing our own promotional video off some of these tropes will help audiences quickly and easily understand what is being advertised to them as they are already familiar with this style of event advertisement. The video will be 20 to 25 second in length, not being too short that no information is presented but also not too long that audiences get disengaged and end up not taking anything away from the video.
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Who will be target in the video?
The promotional video will target audiences who do but also don’t reside in the heart of the city but have easy access to it, while also targeting those who frequent social media prompting them to take a break and enjoy the joy of missing out. The video serves a purpose of gaining a wide audience from all across Melbourne to come together to experience the event together.
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What information will it consist of?
Contains only basic information as to not overwhelm the viewer, such as the starting date, name of the event, social media accounts, basic events that will be included and our partnership with headspace.
Storyboard:
Prototype:
Video can also be accessed at https://www.youtube.com/watch?v=dOOtfuaaIUI&feature=youtu.be
Media sampled from:
https://www.youtube.com/watch?v=hBSSFlzc6D4
https://www.youtube.com/watch?v=jXv7eRZ8Eto
https://www.youtube.com/watch?v=YmxzDaqKf90
h ttps://www.youtube.com/watch?v=VMNKVrU_brU
Revised Video:
Our Flyers
Development:
What is the headline? Are we selling the idea through our headline?
‘One Moment. Celebrating youth well being and the joy of missing out”
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What photographs/images will support it?
Rather than using photographs, we have decided that the flyers will use artwork. This will emphasise the aspirations and values of our campaign which include the power of the individual rather than ensuing an ultimate dependability on social media and technology.
What information will the flyer contain?
The information will consist of our name and slogan: ‘One Moment. Celebrating youth well being and the joy of missing out”. It will also include information about what the event will include etc. however, this information will be limited to decrease notions of FOMO.
Mock-Up:
Prototype:
Revised:
Our Stickers
Development:
Examples of Promotional Stickers that strikes interest:
Spotted: A promotional sticker for @ellaclairmusic which caught Iman's attention in the female bathroom at the RMIT Library and University of Melbourne bathrooms. Rather than talking about herself specifically and/or the product/service she would like you to notice, the producer of this advertisement has started with a “Hey You!” and continued with a series of conversational and relatable questions. This concept has the potential to be applied to JOMO and its accompanying advertising campaign.
Prototype:
Revised:
Our Social Media
Prototype:
