Brief analysis

I have the option to create a campaign, new product, new packaging or communications idea.

I am liking the idea of creating a campaign that is centred around a new packaging design, I want to create a video which shows off the design using creative visuals and camera techniques.
I need to create a campaign that is suited to younger audiences 18-30, for this I will need to look into and research how existing companies try to communicate their products to a younger audience.
When coming up with a design I will need to think about how I will use the design across different medias - Web, Tv and Printed artwork such as posters, packaging and coasters.
I need to present Douwe Egberts as contemporary meaning that it needs to fit in with the current time: modern, yet retaining its heritage and expertise. So a modern design that keeps the Douwe Egberts heritage (values, traditions) and it's expertise (250 years).

The challenge in this brief is to find a way of making coffee drunk at home as appealing as coffee drunk in a coffee shop.


Target audience:

Coffee Lovers & Coffee Connectors. 25+, demographic classification ABC1, educated, a thirst for knowledge, curious, pursuers of pleasure, like to travel, experimental, foodies, passionate, love life, pay for quality.

Mandatories:

The DE logo (red seal + wording) must be used.

Overall I need to target 25 year olds to make them want to drink coffee at home using a new campaign, packaging idea while keeping the Douwe Egberts heritage and expertise.

Douwe Egberts

I have decided to go with the Douwe Egberts brief, the brief is very open to what I can design. I am wanting to create a short advert for the coffee as well as some packaging designs.

Background to the brand:

Roasting blending coffee.
First shop in the Netherlands 1753.
Third largest coffe roaster in the world.
Arrived in the UK - 1984 - range of instant coffee's
2 years later brought ground coffee to the market.
Established heritage in Europe - superior quality.
Ground coffee quickly became market leader in UK with ground coffee.
Forefront of innovation - single serve coffee segment with senseo system 2001.
Range of instant coffee over the last 10 years.
New range of lifestyle coffee.
New brand identity  - hope to appeal to younger customers.
The flavour collective - three flavoured instant coffee - bring variety for coffee lovers.

250 Years - synonymous with high quality coffee.
largest dedicated players in the industry.
7,500 Employees.
Built on decades of of experience.

Sample different varieties of coffee are the primary drivers of growth

Becoming territory for older drinkers.
Current customers 50+, very few younger audiences.

Uk brand has a mission - "challenge and disrupt the category by building a dynamic brand that consumers love".

Brand vision - " inspire the surprise shoppers and consumers to discover and explore the brands coffee experiences".

Brand positioning - "Coffee is one of life’s pleasures. Here at Douwe Egberts our master blenders draw on 250 years of experience to bring you the distinguished coffee experience you deserve."


Brand essence - "No one knows coffee like we do."

The brand behaviours - "Passionate, confident, daring, knowledgeable, expert, optimistic, authentic, warm, trustworthy, engaging, ‘Challenger’, brave, modern traditional, premium, versatile, loyal.
Brand assets: Heritage (250 years of expertise), roasting and blending expertise, the brand name, iconic packaging, master blenders.

The brand acts as a ‘Challenger’ brand, believing ideas are the currency that fund growth, they outsmart rather than outspend.Trying to do more with less is a thought central to the brand’s ‘Challenger’ approach. As the brand isn’t market leader they make sure they make their stamp by being ‘Thought Leader’ in the category.


The challenge:


Coffee is becoming ever-more sidelined at home, and the coffee shops are picking up that custom. Douwe Egberts coffee has a lot of ‘love’ from people, and a high awareness of the brand name, but people tend to associate it with their parents and grandparents, and the special coffee that gets bought at Christmas. Because of this, the DE brand is seen as old-fashioned, out of touch, and irrelevant to consumers. Whilst our 250 years of heritage are what make us special, it also makes us look old!

We have recently become a pure-play coffee & tea company, DE Masterblenders 1753.
This means that now we are totally focussed on creating excellence in every cup of coffee we make.We employ some of the best blenders, roasters and tasters in our business, who live & breathe coffee every day. See the links section to find out more on our website.


The brief:


Develop a creative campaign, new product, new packaging or communications
idea for Douwe Egberts in the UK to appeal to younger consumers, to increase
their awareness of Douwe Egberts and ideally have a theme that can extend across different media.

It needs to present Douwe Egberts as a brand that is contemporary, without losing its heritage and expertise.

We know that people in the 18-30 age bracket will happily spend their money in a Starbucks or a Costa, but not drink coffee at home.

The challenge in this brief is to find a way of making coffee drunk at home as appealing as coffee drunk in a coffee shop.


Target audience:

Coffee Lovers & Coffee Connectors. 25+, demographic classification ABC1, educated, a thirst for knowledge, curious, pursuers of pleasure, like to travel, experimental, foodies, passionate, love life, pay for quality.

Mandatories:

The DE logo (red seal + wording) must be used.

The creative/campaign/product must bring a modern/contemporary feel to the brand.

Supplied Artwork.

Brief shortlist

The briefs that I have chosen to look into further are:

Forestry Commission England

"Create a campaign to raise awareness of the various outdoor activities the forestry commission provides"

1. Raise awareness of outdoor activities.
2. Engage with a younger audience
3. Any platform - able to transfer online (social media) PR newsletters
4. Small budget
5. 16-25 years old

"How can we attract people to think about Foresty Commission sites as an offer they want to visit, enjoy and more importantly repeat their visit, or even visit another site?"

British Eurosport

"The challenge is to promote the channel's experience and knowledge to capture viewers for the biggest race in the world against from ITV."

1. 30 second TV spot, 5-6 pack shot of supplied logo.
2. Mention 100th tour de France
3. How it would be used online, banners, etc.
4. Strong British interest
5. Hardcore cycling fans, Event fans, 18-55, Very technology savvy, large disposable income

"Give the audience an authentic reason to choose the British Eurosports channel."

Douwe Egberts Coffee

"Generate excitement about Douwe Egberts Coffee, and create a desire for better coffee at home."

1. New product, new packaging or communications idea.
2. 250 Years, For the love of coffee, No-one knows coffee like we do
3. Shake the old fashioned image
4. Create a desire for better coffee at home
5. Younger customers - increase there awareness of Douwe Egberts, 18-30, ABC1

"To get younger people to to re-appraise or discover the Douwe Egberts brand."

I have chosen to shortlist these three as two (Egberts, Eurosport) do/can include video elements, the forestry one is for any platform but must be transferable online and in newsletters. I did not specifically choose them because i can use video elements, I went more along the lines of choosing something that could be interesting and had useful supplied content. The Eurosport and Coffee briefs are the ones that I find most interesting.

Choosing a YCN Brief

For this project I have a selection of 16 briefs to choose from. They are part of a competition hosted by YCN.  I will read through each brief and shortlist three briefs, with these three I will then read them closely and look at the content in which the client has supplied.

I want to do something that I have not done much of before, such as a video based project, I want to do a  project in which I can get a lot out of. I will keep this in mind when deciding a brief.

Evaluation

For this project I was asked to create an IBook that tells a family story. Within this book we also had to have an interview that we recorded with animations that we made in After effects.

I really enjoyed this project, i enjoyed making something for another media type other than web and print, also the added fact of interactivity made it a much more fun project to work with. I had never used IBook author before but really enjoyed working with it, even if it was a little limiting. I quite enjoyed the process of learning this software and solving the problems that i came across.

I did not really like the interview part, I kept putting it off and that really affected the interviews in terms of animation, I would have liked to improve upon my intro video as i think that it is missing something and is a little short.

Looking at some of my research again and back at my Ibook there is a lot more i want to do to it. I would have liked to animate an opening book like in one of the videos i saw, i would have also liked to do a few more animations with 3D images. I really enjoyed using the HYPE app within my ibook and would really have liked to develop some more widgets in it.

If i were to do it again would started my interview a lot earlier. I think doing it so late really effect the piece and my animations as well as my book. I think as i had used after effects before i wanted to focus more on creating the the ibook within ibooks author as this was a new piece of software i had not used before.

Overall I think this is a really good project to do, I learned a lot when I filmed my interview. I really enjoyed using Ibooks author to create something especially for the ipad.

User testing

User testing wise I have watched people and had feedback on things that i may/will change within the IBook. One main one was the size of the roundels used in the pop over widgets, people found them a little to small to be able to easily click them. I have now increased the size of the roundels by an extra 6 pixels. This makes them a lot easier to click on.

When people got to the end of a gallery page they continued to swipe as if there were more images, however due to this the entire page then moves and users have to swipe back. I could potentially place a end of gallery image that would say that you have reached the end.

Another point that I asked was the legibility of the text. I found that most people said it was alright a few said it was a little hard to read but fitted in with the design of the book. I will probably keep the text as it is or find a similar font that is a little easier to read.

Crit

Feedback from Crit:

A point that came up during Crit was that I needed to have more of a narrative to my book. I have decided to move the interview page forward in the book as well as change the intro video so that it tells you what the book is about and why you are reading it.

Over than that i still have to do:

Overall:

Fix intersecting page joins

Decide on final font (Phoenix?)

Complete animation on interviews

p5:amend widgets, create 2 more widgets

p6: tidy up text, add more info/pics to map

p7: change btm left images, add audio

p8 done

p10: add audio

p11: fix video size, add more background images

p12: add curves to watch

I would also like to change a few of the gallery photos as when they are enlarged they do not fill the full screen which makes the design look bad.

Post crit

To do:

Overall:

Fix intersecting page joins

Decide on final font (Phoenix?)

Complete animation on interviews

p5:amend widgets, create 2 more widgets

p6: tidy up text, add more info/pics to map

p7: change btm left images, add audio

p8 done

p10: add audio

p11: fix video size, add more background images

p12: add curves to watch

Interview how to screen shots

For the slideshow between images in my interview I have staggered each image then added a fade in fade out preset.

For the plane zoom out sequence I had 3 images: Kenley airfield, Map of RAF sectors and Map of England.
I started by having each image zoomed in and then having it zoom out as i wanted, i added an opacity change at specific points so it looks as if each images faded into another.

For the cloud effect ii used a grey solid then applied a preset called fractal noise, once i had adjusted the settings i got a cloud effect in which I then animated so that it looked more real. In the end i used 3 of these layers to build up the image and added a small rotation to them, this way they looked more real.

The spitfire is a 3D model which i got from the google sketchup warehouse. By saving it as a .dae file and importing it into photoshop i could then alter colours and lighting. I then imported it into After effects and changed the camera angle unill i got the correct one for my scene.  

The planes over the map was a very simple tween movement for the plane images. The flags were an after thought as the video looked to empty. I gave the flags a wave warp pre-set which gave me the waving look to the flag.

The AA gun bullets were made from rectangles duplicated which then had a gaussian blur applied to them.

The lights were made with a shape layer then adding two sets of gaussian blur in which i angled in different ways. This way i got a longer and more spread out blur  top and bottom.

Adding multiple lights and changing their rotation and scale of each i got lighting effect. The planes again were key framed for the duration of the video.

I made two versions of the lights, one for one of my IBook pages and one for my 1080p interview.

Interview final animations

Part 1

This is the first part of my interview with animations. I decided that I did not want animations throughout the entire minute so at the beginning an near the end i have not done any. The reason for this is i want the user to be focused more on the audio than an animation on screen.