Journal: week 2
If my pockets were that deep…:
Diamond mine in Sreedhara, Russia.
BRAINSTORMING
BHP Billiton
The task for the tutorial session this week was in a similar format to last week’s; in groups the class had to brainstorm a corporate advertising campaign for BHP Billiton. In the group, there was some confusion to what BHP Billiton actually does, and after the debate didn’t go anywhere we decided on, “they dig holes for owners of resource rich land”.
I’d have felt much more confident tackling the task if there was more background materials provided to us, or if there was enough time for us to research the company during the session (of course, making an effort to read the lecture notes before hand would help…). I felt my creativeness was limited by my lack of understanding of the company and the fact that the group had to do a lot of second guessing in terms of who was the audience, what the current marketplace was like and so on. This also seemed to evident in other group members, especially when it came down to concept selection. On the whole the group seemed to favor the less creative solutions that were more ’safe’. It is probably influenced by the fear of creating a concept way too out there based on assumptions and second guesses. This week’s lecture points out that effect campaigns are supported by substantial research and hence I do not think the mock ups the group developed has much potential in them.
TUTORIAL MOCK UPS
I am, we are, together we are…
THE BRIEF
Adapted from a George Patterson Y&R handout
The mission: To promote the awareness of BHP Billiton and enhance its image.
Who are we talking to: Secondary sector manufacturers, governments and resource-rich land owners.
Convention: Blood diamonds, worker exploitation, mine safety issues…
Disruption: BHP Billiton is an ethically and environmentally responsible organisation, and works within the boundary of the legal system of the country they are operating in.
What’s the single thing we want to say: BHP Billiton has more than enough resources to do the job.
Prove it: The ad shows BHP Billiton as in control of the whole diamond-production process, without any legal concerns and happy employees.
Look, tone and feel: Elite, upper class
The big (iconic) idea: What diamonds are worth…
MOCK UPS
Around 2! Diamonds has many faces…
Visual: Some facets of the diamond reflects photos of healthy workers from all different levels of the mining operation.
AFTER THOUGHTS
I thought back to last week’s tutorial and got a spark of inspiration for a generic pain killer ad.
Visual: Mum, dad and child are forced to lean in an uncomfortable position to view a painting properly.
Tagline: Because life hurts.