Preliminary Production Project: Print
You work for an in-house print production company within an advertising agency. You have been given the task of producing a campaign of two '6-sheet' billboard posters to promote a new clothing range from Fair Trade Fashion, an existing agency client.
Summary of brief requirements:
- Statement of Intent (approx 350 words)
- Billboard posters: The client has insisted that each poster must have a different main image, with at least two different locations or at least two different mise-en-scene used across your posters.
- Location of posters: Content must be suitable for public transport locations (bus stops, underground stations etc.).
- Client target audience: 16-25 AB demographic.
All Fair Trade Fashion's clothing ranges are ethically sourced and Fair Trade Fashion has specified that this must be a key part of the campaign in addition to 'selling' the clothes themselves.
Your finished realisations of the two billboard posters must be presented as two A4 size posters in portrait layout.
Both poster adverts must adhere to to rules of the Advertising Standards Authority (ASA).
Production Detail:
The two different images must be original and written text needs to include the product name and slogan/tagline. Marks are awarded for editing the posters (including photos, text, graphics, typography and layout). The best projects will have characters demonstrating different aspects of the clothing range (different costume). If you use the same location then mise-en-scene or lighting must be varied. Strong work will represent different social groups and carefully consider where the adverts will be displayed in public places to target the right people.
Today's Pre-production Research Task: Look at how high street fashion brands use marketing campaigns to promote their products. Research how these companies brand and market their own clothing. Focus on at least three marketing campaigns:
- H&M
- Topshop
- One of your own choice
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