Terry watsonpresentationamericangraffiti
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This document outlines a marketing campaign for Weltons American Graffiti ale. It discusses perceptions of ale increasing in popularity and proposes a retro, comic-inspired visual language for the campaign. Elements would include a T-shirt, bar runner, poster, and pumpclip conveying a comical narrative about the pale ale's strength through vintage art styles and drag race scenes alluding to the American Graffiti movie. The goal is an engaging storytelling campaign that expands the audience while maintaining Weltons' values.
Terry watsonpresentationamericangraffiti
- 1. Weltons American Graffiti ale Campaign By Terry Watson
- 2. Concept bar runner Advert T-shirt “An American style campaign that tells comical general story about the ?avour” pump clip poster
- 3. Perception of Ale and problems A contrast of positive and negative views Interviews were taken in Brighton North Lanes “Ale is seen as becoming trendy”
- 4. Ale market share is increasing The guardian report of ale in recent years “Retail analyst Nielsen reports that sales of golden ale have soared by 26% in the last year across all retailers” Guardian article onTesco performance in selling Golden Ale
- 5. Weltons values analysts My understanding ?Comical ?Looks quirky and unique ?Feels welcoming
- 6. Concept for visual language ? A mixture of comic and retro art ? Integrate dynamic poses and scenes ? Adds a neutral visual connection to younger drinkers.
- 7. American graffiti movie ? A mixture of comic and retro art ? Integrate dynamic poses and scenes ? Adds a neutral visual connection to younger drinkers.
- 8. Narrative Aim: Convey a compelling story on how the the American Pale Beer is strong. Naughtiness Visual language: A vintage and retro art style that shows a montage Story: Focuses on the police car and drag race scenes
- 9. Kristen Rothbar and Tom Hugomat ? Both designers typography and retro art to create compelling stories
- 10. T-shirt
- 11. Bar runner ? A more concise design. Still the same style
- 13. logo ? An American altered logo that needs to be discussed
- 14. logo ? An American altered logo that needs to be discussed
- 15. pumpclip A comical description of the pale American Beer
- 16. branding
- 17. Cityscape A landscape inspired by the town of San Rafael
- 18. Storyboard A persuasive story that explains the story and the ?avour within 30 seconds. Should be simple
- 19. Storyboard
- 20. Type and colour choices A non stereotypical American colours Old american product fonts with a twist
- 21. Expanding your audience ? The integration of text and character should convey a comical story ? Interesting compositions that makes the designs stand out ? The branding of this needs still convey Weltons’ values
- 22. Outcomes ? A campaign that will be available on digital and print platforms ? Spreading the message about the unique drink range
- 23. That is all folks Thank you