DECODE THE ARTS #savethearts
SHANA DANDENIYA (COPYWRITER)
ANNIE LONG (ART DIRECTOR)
The task was to create a campaign based around the theme 'Save The Arts'. Research was imperative to this project (as with any successful advertising), we had to find answers to our questions...why does art need to be saved? who does it need to be saved from? why aren't people open to viewing art? Through these answers we were able to develop a campaign which we feel is both relevant and relatable.
Our focus was the 15-25 age group...through this, we found that a great deal of this age group were not open to viewing art because of two reasons. One, because they felt that art was elitist and only spoke to a certain type of person. Two, because they found art difficult to understand/interpret.
What we decided to do, was to create a campaign that not only promoted live viewing of the arts but also encouraged people to share their own interpretations...no matter how funny or embarrassing they thought it to be. We wanted classical art to speak to people in a non-classical way, hence the social media like speech bubbles and the strap line 'Decoding The Arts For Today' (the print ad's can be seen below).
We developed the print ad's further and created an integrated campaign with both outdoor and other digital media advertising. We designed an app that allows people to learn more about art whilst also sharing their interpretations with friends and strangers across the world. We even created live print ad's that would show a live feed of the public's interpretations.
Our work has now been submitted to the 2014 One Show Young Ones competition in New York. Wish us luck!
SHANA DANDENIYA (COPYWRITER)
ANNIE LONG (ART DIRECTOR)
The task was to create a campaign based around the theme 'Save The Arts'. Research was imperative to this project (as with any successful advertising), we had to find answers to our questions...why does art need to be saved? who does it need to be saved from? why aren't people open to viewing art? Through these answers we were able to develop a campaign which we feel is both relevant and relatable.
Our focus was the 15-25 age group...through this, we found that a great deal of this age group were not open to viewing art because of two reasons. One, because they felt that art was elitist and only spoke to a certain type of person. Two, because they found art difficult to understand/interpret.
What we decided to do, was to create a campaign that not only promoted live viewing of the arts but also encouraged people to share their own interpretations...no matter how funny or embarrassing they thought it to be. We wanted classical art to speak to people in a non-classical way, hence the social media like speech bubbles and the strap line 'Decoding The Arts For Today' (the print ad's can be seen below).
We developed the print ad's further and created an integrated campaign with both outdoor and other digital media advertising. We designed an app that allows people to learn more about art whilst also sharing their interpretations with friends and strangers across the world. We even created live print ad's that would show a live feed of the public's interpretations.
Our work has now been submitted to the 2014 One Show Young Ones competition in New York. Wish us luck!
IFUEL APP:FUTURISING PROJECT (YEAR 2)
Contributors; Moe Tengku (Digital), Cecilia Dinwoodie & Shana Dandeniya
The aim: to create an app concept, not necessarily something achievable right now but something that future technology will allow.
What is IFUEL?
It's an app that allows you to fuel your phone through frustration. All you have to do is scream into your phone and the app will convert sound energy into electricity to power your phone battery.
Grade: A-
Contributors; Moe Tengku (Digital), Cecilia Dinwoodie & Shana Dandeniya
The aim: to create an app concept, not necessarily something achievable right now but something that future technology will allow.
What is IFUEL?
It's an app that allows you to fuel your phone through frustration. All you have to do is scream into your phone and the app will convert sound energy into electricity to power your phone battery.
Grade: A-
SEAT CAMPAIGN (YEAR 1)
Elephant Advertising Agency; Maria Florez, Irene Elizalde, Aisha Jimoh, Cecilia Dinwoodie, Jenna Fletcher & Shana Dandeniya
We saw an opportunity with SEAT to challenge ourselves to come up with a new genre of car advertising – one in which engineering is no longer the main focus.
We noticed that there was little brand perception outside of Spain and wanted to instill the brand’s origins within the UK. The main aim is to make people feel proud about owning a Spanish car mainly focusing on first-time car buyers.
We took inspiration from the artist Joan Miró, the kitsch aesthetics of Spanish traditions and the lifestyle of film director Almodovar, and the modern graphics of Javier Mariscal. From there, we selected a variety of words that represent the lifestyle and the culture of Spain with which we created a series of short ads to introduce our idea (check video below).
In order to summarize SEAT’s new line of communication, we created the tagline VIVELO, which translates to ‘Live It Up’.
We wanted the old and the new Spain to come together in a young, fresh and vibrant way that shows sense of humor as well as pride for what Spain has been, what Spain is, and how others perceive Spain.
Grade: A
Elephant Advertising Agency; Maria Florez, Irene Elizalde, Aisha Jimoh, Cecilia Dinwoodie, Jenna Fletcher & Shana Dandeniya
We saw an opportunity with SEAT to challenge ourselves to come up with a new genre of car advertising – one in which engineering is no longer the main focus.
We noticed that there was little brand perception outside of Spain and wanted to instill the brand’s origins within the UK. The main aim is to make people feel proud about owning a Spanish car mainly focusing on first-time car buyers.
We took inspiration from the artist Joan Miró, the kitsch aesthetics of Spanish traditions and the lifestyle of film director Almodovar, and the modern graphics of Javier Mariscal. From there, we selected a variety of words that represent the lifestyle and the culture of Spain with which we created a series of short ads to introduce our idea (check video below).
In order to summarize SEAT’s new line of communication, we created the tagline VIVELO, which translates to ‘Live It Up’.
We wanted the old and the new Spain to come together in a young, fresh and vibrant way that shows sense of humor as well as pride for what Spain has been, what Spain is, and how others perceive Spain.
Grade: A