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Bailey Booth Contextual Document
Exploration and Development 6001 Stage Three Student ID: 1462859
Contents: - Introduction - Case Studies
1. Cheers to the legendary #DADJOKES 2. The Real Milkshakes 3. Red Bull gives you wings 4. Katy Perry: THE PRISMATIC WORLD
- Interviews with Experts/Mentors 1. 2. 3. 4.
Darryl Booth Mike Devetter Rebecca Green Spencer Jones
- Further Research and Concept Development - Concept
- Conclusion - Bibliography
To creatively direct a Fathers Day campaign for an event hosted by Elim Christian Centre Auckland. Each Family in New Zealand is set up very different, different structures, ages and ethnicities (Cribb, 2009) However, when further researched into the role of a Father in Auckland, New Zealand families I was surprised to find a scarce number of socially innovative resources that support and teach our Kiwi Dads. A teen Father Marcus explained “There was heaps of stuff for my partner, but nothing for me.” (Ministry of Social Development, 2010) One in-depth and encouraging resource I did find was written by The Ministry of Social Development to Teen fathers to be ‘a key resource for Community Response Forums as they plan effective services for teen fathers.’ In this compilation of research Marcus a teen father explained that “when I first found out that I was going to be a dad I was shocked. It was pretty freaky... My dad left us when we were young, and I didn’t want to make the same mistake.” (Ministry of Social Development, 2010) This testimony teaches us as designers in our community that unfortunately there are many teen and adult fathers that for various reasons had a physically or emotionally absent Father and consequently feel inexperienced and ill equipped for their role in their Family. Even with the best intentions I believe there is truth in the old saying ‘it takes a village to raise a child’ and feel that Elim Christian Center could use a Fathers Day event to give support, appreciation and tools to the Fathers in the Auckland community. Why? Because, Fathers are instrumental in the development of the next generation, Studies identify that the involvement of fathers can positively influence the development of children. ‘It is linked to children’s selfesteem and resilience, to educational achievement and ability to develop friendships, and to reduce involvement of fathers is also linked to positive mental of the mother.’ (Ministry of Social Development, 2010)
Nick Tuitasi a former police officer who has been involved with Pacific youth for over 10 years, and now aligns himself with The Parenting Place in their Pasifika Families program; agrees with the high significance of the family input of a Dad. Nick explained “A big problem is that men are still so busy, with Pacific people often working longer hours and several jobs to earn enough for the family.” (DALY, 2015) “If the dads are highly involved, you are really unlikely to have any sort of child behavior issues,” El-Shadan Tautolo Lead researcher, from AUT University, further develops in his own research finding that there was an important link between a father’s participation and his child’s behavior. (DALY, 2015) “But as they become less and less involved, down to the extreme where they’re not involved at all, [the children] are more likely to experience being more introverted, smacking, hitting other kids and just really acting out.” (DALY, 2015) I feel passionately about providing a comfortable, no obligation Fathers Day event to show appreciation and support for the community of Auckland. Although extremely diverse for many men becoming a father can have a transformative effect on their identity, ‘these men often show the willingness and capacity to rearrange their lives, take on a new role as parents, and help their children avoid the mistakes they made in their youth.’ (Ministry of Social Development, 2010)
Case Study One:
Cheers to the legendary #DADJOKES Crowd Sourcing In this Fathers Day campaign by beverage company Heineken the creative directors Erik Norin, Eric Steele used crowd sourcing to make their Social media material. People around the world could submit one of their Dads best ‘Dad jokes’ and image of their Father. Heineken then ‘Meme-ified’ the image and quote and release a new meme everyday via their social networks. Crowd sourcing made the contents of the advertising material a lot more personal to its audience resulting in higher interaction. Personally I would engage more with a post of a person in my community that I recognize in contrast to stock photos. I believe people like to be involved in a cause that is greater then themselves and in the fathers day campaign that I am designing I will try to use crowdsourcing to increase the engagement and personality of the content. Crowd sourcing for my fathers day campaign will also mean people have personal things to post about the event but we can have a bit of control over the quality of it. It is getting other people and media influencers to advertise your product for you, which will be good to do as we have many media influencers and professional bloggers in our church. CREDITS Client: Heineken Project: #dadjokes Agency: Wieden + Kennedy, New York Executive Creative Directors: Scott Vitrone, Ian Reichenthal Creative Directors: Erik Norin, Eric Steele Creatives: Mike Vitiello, Jessica Abercrombie Designer: Cory Everett Account Team: Patrick Cahill, Jacqueline Ventura Brand Strategist: Jeremy Daly Art Producer: Michelle Chant Interactive Producers: Mutaurwa Mapondera, Victoria Krueger Director of Integrated Production: Lora Schulson Director of Interactive Production: Brandon Kaplan Business Affairs: Quentin Perry
Case Study Two:
The Real Milkshakes Humour When humor is used in advertising I believe the audience can remember the campaign a lot longer as it made them feel, even for a second, it sparked an emotion within them. This Mcdonalds campaign about ‘the real milkshake’ can give the audience a bit of a chuckle. As it is a word picture the audience will take an extra moment to consider it, capturing their attention for an extended period. There can be risks in using humor for advertising as it has the possibility to offend a people group as Sir Winston Churchill said, “A joke is a very serious thing” The other potential risk is that the viewer can leave remembering the joke but not the product. Nigel Hollis wrote in an Atlantic.com article ‘There is the risk that the joke will overwhelm the brand and the message. If you watched the dog breath ad can you still remember which brand it was for? I doubt it. We call this the “video vampire” effect. It is present in all forms of video advertising, but it is a particular risk for humorous ads. Viewers may be so distracted by the joke that they remember neither the brand nor its intended message.’ (Hollis, 2011) I really like the idea of using humor in my Fathers Day campaign because I believe it will gain higher interaction and be best suited to promote a fun interactive event to my target auidence. It will also be more uplifting and light hearted rather than soppy emotion which my Dad isnt into. The Real Milkshake campaign was developed at DDB Helsinki by creative director Vesa Tujunen, art director Jukka Mannio, copywriter Jani Tynnilä, producer Kirsi Pärni, graphic designer Antti Salminen, account director Jarno Lindblom, account manager Inka Karvonen, photographer Perttu Saksa and retoucher Saddington Baynes. The trampoline ad from 2009 was developed by creative director/art director Jukka Mannio, copywriter Vesa Tujunen, illustrators Janne Itäpiiri and Antti Salminen, account supervisor Miika Helenius, account director Jarno Lindblom, account manager Pia Eiro.
Case Study Three:
Red Bull Gives You Wings Use of Social Media Red bull the energy drink company has a very large social network following including over 47 million followers on Facebook alone. The specialty of Red bulls social media campaigns is their videos. The videos capture your attention and are extreme and vibrant with colour, music and effects but are also informative. Their interaction in comments to their followers are humourous and add a personal aspect to such a large company. One thing I have noticed is their concentration on presenting their values and core beliefs as a brand rather than selling their product. In fact I don’t think I saw any mention of their actual energy drink rather than there commitment to an energetic and active way of life, I believe this will encourage people to follow and be involved in their journey. ‘Red Bull are slowly becoming one of my favourite brands on social media as they care about the message they send as well as the product they sell. They know who their audience are because they know themselves and want they want. They provide amazing visual content and interesting stories behind the images making us believe that we can do anything!’ (Donkor, 2016) Red bull seems to know they target auidence inside out and the ensure all material the put out is focussed to them. I think I need to further research what material Dads will most likely interact with onilne. I think there is a hard difference and a bit step between people interacting with your online media and then them actually coming to the event. I beleive building up personal repore and a two way interacation will be more likely to help. But I do wonder if it will work for men, for Dads. Maybe a compition will work better for them? I will further research into it.
Case Study Four:
Katy Perry: THE PRISMATIC WORLD Experience design Katy Perry’s Prismatic world tour is would renown for being a highly executed experience design. The concert engages the audience’s five senses from the entrance of the building to the exit. Katy Perry's Auckland concert was an attack on the senses, and wafts of Strawberry Shortcake scent filled the air an hour before she appeared on stage. (Smith, 2011) The colors, smells and sounds engross the audience leaving them I awe. I have never had the privilege of attending one however I have read many reviews. I really like the idea of going beyond the look and sound of an event. To add other sense appealing aspects to add to an overall experience, I will take this into consideration and see how I can include some aspects into my project like an aroma. I think the variety of components is what makes it effective. They fact that there was something to be seen, heard, smelt or felt at every turn this added to the audiences overall experience of awe. At the end, there was a sense of having been part of an experience, as opposed to just watching a show. Of course, we all had to contend with traffic getting out of the venue and driving all the way back to Manila, but even then, the overall feeling was one of satisfaction and euphoria. - (CAÑA, 2015)
Interview with Expert 01 Tuesday 15th 8:30 pm Darryl Booth- Father (Booth, 2017)
What does Fathers Day mean to you? To me personally it is a day to celebrate my Dad, to say thanks for everything he has done and for being a great dad. What is the most important thing to you on Fathers day? Having family around, going to church together to celebrate with other Dads. What significance do you think father’s day has globally? I think it has big significance to families but I also understand that not ever Dad is a good Dad so some people might not want to celebrate it. What motivates you to get to an event? Prizes or giveaways, hang out with your friends, a chance to have a goodtime together and be family. Do you think Fathers are appreciated in the Auckland area? Generally yes, the whole fathers day celebration just gets to highlight that too. What is one thing that you think Dads in Auckland should learn? Just to continue to always be there for your kids, no matter what they say or trouble they get in. Allways keep the door open. Don’t be at work all the time. (Booth, 2017)
Submitted to stakeholders 6/06/2016
Interview With Expert 02
Tuesday 6th 12:20pm Mike DeVetter Elim Christian Centre Foyer, 159 Botany Road, Botany Downs, Auckland. (Devetter, 2017) Showing Creative concepts of themes. Concept presentation attached. 1. Timeless Dad “I like the bright vibrant colours and I think it is fun and the guys will find it somewhat familiar. Dancing Dads, I love it, and we could gets some children dancing too. I think that will be very fun and good to show Dads of all ages and the range of Fathers in the audience. Really like vintage arcade game hire but I think it would probably be a bit expensive and each campus have different budget restrictions so you will need to talk to Becs about what that is.” (Devetter, 2017) 2. Dad Said. “We did do a similar thing a few years ago with say why your dad is the best is 100 words or less and I think sometimes when we can add humor we actually just put down dads and don’t build them up. Would be cool to set up a website where people can submit to get pictures ‘meme’ified’ so that it is seen everywhere on social media. Maybe a filter that can be used for peoples profile pictures. The actual look of it though is similar to the first concept so maybe you could take a few of the aspects and put it together.” (Devetter, 2017) 3. Legacy “Yes lets do this one. It more closely aligns with my original thought about the theme build and making great homes and families. I like the chromosomes and passing things down I can see that in a poster design and I think that would be awesome. Lets do this one. The name is great, don’t change that. I like the chalk boards we could use that to meme’ify for people. I like the theme and the idea but I will leave the design and look to you, leave it to the people who know the most about it. But yet lets do legacy, cool name too.” (Devetter,
In conclusion, after my first meeting with Mike I can see that he likes most the 3rd concept of Legacy including the aspects of crowd sourcing memes for social media. Mike also likes the visual identity of the first concept with the retro colours and type. Maybe I can incorporate the two. Lastly he said he definitely wanted the chromosome and passing down theme to come through, I believe he thought it was a good word picture of the message he would like to portray. I am worried that there are two many elements to incorporate therefore the campaign wont be fluid but could become disjointed of too may individual pieces. I will further develop some concepts to submit to him again to confirm however I definitely think some things may need to be cut.
Interview with Expert 03
Tuesday 6th 3:40pm Rebecca Green Elim Christian Centre Foyer, 159 Botany Road, Botany Downs, Auckland. (Green, 2017) Showing Creative concepts of themes. Concept presentation attached.
1. Timeless Dad Oh I love the retro, and the Polaroid’s that could be fun, but aren’t Polaroid reels quite expensive? but could be really nice for them to have a souvenir of the day. I don’t think the arcade games would work in here because our foyer isn’t that big and it would cause a bit of congestion but could be really fun to have in the children’s or youth area that the Dads can play as well, I think we would struggle to get people to leave. The dancing Dads would be very funny though. (Green, 2017) 2. Dad Said. This would be really good for Social media interaction but similar to the first in the retro colors and theme. This could be merged with the first concept, they are quite similar visually. (Green, 2017) 3. Legacy I think the blackboard look is very cool in this one, maybe somehow you could bring the retro look to this legacy theme. I think this will be easier for us to plan our messages around however I do like the sophisticated black and gold but then the retro is more Fun. The youth did a series previously with the name legacy years ago in black and gold so we should probably make it look very different.
Maybe we could still incorporate the dancing Dads in to this, maybe ‘Dance like your Dad.’ If Mike liked this theme the best we should go with this one, but it would be good to go with the Retro look and definitely price up the arcade games too. (Green, 2017) In conclusion, I think it is clear that I need to go with the legacy theme however give it a retro visual identity. I will still investigate some of the experience items such as the arcade games and Polaroid cameras. I think it is clear that budget is a big consideration and restriction for the stakeholders. It would be good to talk numbers with them so that I can better design for their needs.
Interview with Expert 04 Tuesday 15th 5:20 pm Spencer Jones - Graphics Designer Email Conversation (Jones, 2017)
I love where you’re going with all of these!! Great work!! Love your thoughts behind it all. I’d say though, if you went down the DNA track, which would definitely be speaking the pastors’ language, the retro look may be a bit of an unnecessary sidetrack. You could get away with it if it’s subtle though. We generally try to avoid using hashtags outside of being the last thing in a social media caption, they seem to be progressively seen as cringey. (Jones, 2017)
Further Research and Concept development I have been exploring more of Retro Colour schemes and then stumbled apon another church in the Auckland area currently doing a series called Legacy throughout the 2017 month of June, I researched more into their décor and visual theme, this is what I found:
I absolutely loved the neon sign and have since sent their Creative manager an email explaining what I am planning to do and if their was any chance that they would consider letting us hire or buy the neon signs and if not where they had them made. This was the email I sent below and as of 13th June I am yet to get a reply. Hey Sarah, So my name is Bailey Booth and I am one of the Pastors at Elim Church in Auckland, I am currently studying design at University and absolutely love following your journey with all the creative projects you get up to at Life Church, Your job seems amazing! For a Uni project this year I am heading up the Fathers Day campaign at Elim across our 5 campus’ including the creative concepts for the graphic and interior design. We started the planning a while ago and settled on the theme of ‘Legacy’. So funny right because I see you guys have been doing a series this June with the same name! Great minds must think alike :) The reason I messaged you is because I absolutely love the neon signs you guys have made for the series. Super funky! I was wondering if you and the team would ever consider selling or letting us hiring one or how every many signs you have for our Fathers Day Sunday in September? Absolutely no pressure and if that doesn’t work out we were wondering where you had them made? Again, love your work and look forward to hearing back from you or someone from the team :) Bailey Booth If this exchange was able to work I think a retro neon theme could be appropriate to incorporate both stokeholders feedback.
Conclusion In conclusion, from what I have researched about Fathers, advertising campaigns and experience design I believe Fathers do care about the visual identity to an extent but it is minimal in comparison to their desire to connect with their family and friends. I will be using interaction quality maps regularly to walk through the user experience of the fathers and their family members. A strong branding that is target audience specific will be most important in promoting the event prior to the 3rd of September, I will need to sit down with my stakeholders again to better understand their intended values and message they wish to portray as this will influence the direction of my project. As seen by the Gantt chart I will begin the graphic design process for the printing material. I am enjoying the process so far and look forward to seeing ideas come to fruition. Bailey Booth 15th June 2017
Bibliography Booth, D. (2017, june 15). CEO/Father. (B. Booth, Interviewer) Auckland, New Zealand. CAÑA, P. J. (2015, May 11). Concert review: Katy Perry’s fantastic, Prismatic world. Retrieved May 31, 2017, from GMA News: http://www.gmanetwork.com/news/lifestyle/content/485330/concert-review-katy-perry-s-fantastic-prismatic-world/story/ Cribb, J. (2009). Group Manager, Policy and Research. Focus on Families: New Zealand Families of Yesterday, Today and Tomorrow (35). DALY, M. (2015, April 23). Study of Pasifika children shows importance of fathers in wellbeing. (R. G. NZ, Editor) Retrieved June 15, 2017, from Stuff.co.nz: http://www.stuff. co.nz/life-style/parenting/67996828/study-of-pasifika-children-shows-importance-of-fathers-in-wellbeing Devetter, M. (2017, June 6). Pastor. (B. Booth, Interviewer) Auckland, New Zealand. Donkor, B. (2016). How Red Bull Uses Social Media [CASE STUDY]. Retrieved May 31, 2017, from Link Humans: http://linkhumans.com/blog/red-bull Green, R. (2017, June 6). Pastor. (B. Booth, Interviewer) Auckland, New Zealand. Hollis, N. (2011, October 27). Why Funny TV Commercials Work. Retrieved May 30, 2017, from The Atlantic.com: https://www.theatlantic.com/business/archive/2011/10/why-funny-tv-commercials-work/247117/ Jones, S. (2017, June 15). Graphic Designer. (B. Booth, Interviewer) Auckland, New Zealand. Ministry of Social Development. (2010, November). Supporting Teen Fathers A resource for service providers. (P. Bennett, Ed.) Retrieved June 15, 2017, from Ministry of Social Development: https://www.msd.govt.nz/documents/about-msd-and-our-work/publications-resources/planning-strategy/teen-fathers/teen-fathers.pdf Nudd, T. (2013, June 14). Heineken Celebrates Corny Dad Jokes for Father’s Day. Retrieved May 30, 2017, from Add Week.com: http://www.adweek.com/creativity/heineken-celebrates-corny-dadjokes-fathers-day-hashtag-campaign-150387/ Smith, J. (2011, May 9). Concert Review: Katy Perry at Vector Arena. Retrieved May 31, 2017, from NZ Herald: http://www.nzherald.co.nz/entertainment/news/article.cfm?c_ id=1501119&objectid=10724266 Weissman, S. (2013, June 14). Heineken Shares Dad Jokes For Father’s Day. Retrieved May 30, 2017, from DidgiDay: https://digiday.com/marketing/heineken-shares-dadjokes-for-fathers-day/