Final images!

these are my 3 final images. I have used three dfferent photos for each ad all giving different looks.

For the adshell I chose the city centre location where I think my target audience would be. I chose a striking image that would stand out in the and also a backlit adshell that would be lit up at night. As this was photographed in the day, I have added a gradient tool to show the light reflection and also a drop shadow to make th image seem as though it is set back into the adshell.

For the billboard, I chose the 'selfridges' on as selfridges stock other high end designers that have more affordable ranges targeted at a younger audience, such as Vivienne Westwood. I think the boarder of the billboard automatically makes the brand more approachable by that younger audience. Again, I have used a gradient tool to reflect the light, although the lighting was dark when this was taken so I couldnt make the gradient as dark as Id hope due to the b&w background. I have also used the drop shadow again to make the ad seem as though t is inside the billboard.

This is my finished phonebox. As mentioned earlier, I chose the phonebox as they can create highly targeted campaigns. I think this works and looks effective however,  would have chosen to use a special division ad, such as a backlit 96 sheet, to create an impact and would have located it in the heart of London but i couldnt find one to photograph. I think if the campaign was real, the special division would have worked better as it would have launched the range, with phoneboxes there is a danger of giving the wrong brand image, especially with prestigions companies such as Burberry.
Overall, I am happy with my designs and think the campaign is realistic.

Phonebox

This is some of my development work from my final form af advertising.

I chose a phone box because I think they can be widely distributed around urban areas.

I split this ad into 3 parts, top window, door handle and bottom window. the top and the bottom window I made slightly transparent and used a reflective gradient effect over the top to give the effect of glass. I then used a texture effect to give a printed look. I didnt make the door handle as transparent and didnt put the texture on it as I wanted it to look solid.

Billboard

These are some of my development pictures of my billboard

I decided to go along the same lines as my adshel, I cut out the model first and changed the images to black and white.

I chose one of the longer photos for the billboard, not just because of the billboard size but because I knew the cropping wouldnt have to be as tight, meaning I could get some of the street style in from around the famous 'cavern' in Liverpool, giving my campaign that vintage rock and roll edge.

This is what one of the designs looked like inside of my billboard. I chose the selfridges one as I think this would be a realistic location for the ad to be if the campaign was real. I used an oversized logo on this one which I decreased later on as I didnt feel it fit in with the brand image.

this is the initial design I came up with. However it wouldnt fit in with the billboard shape so I had to slightly change it.

Adshell development

These are some screen shots from the development of my first advert which is to be displayed in an adshell.

I first cut out my model using the magnetic lasoo tool on photoshop, then changed the image to Burberry Black and white.

I played around with different backgrounds, my first being a white one which I thought didnt suit Burberrys natural image. I then incorporated the original background, first leaving it in colour, which I thought looked quite effective but dosnt have the Burberry 'look' about it.

I also tried a black background which again looked great but didnt look rght behind the Burberry logo. So, I used the original background that I also turned to B&W and tried different filters and opacities over the top.

 After looking back at some of the original Burberry photos I noticed that although all the images were in B&W, the models are more prominent against the backgrounds. So, when changing the background to b&w, I maximised the black, then on the cut out of the model I maximised the white.

I then put a black filter between tho two layers which I changed the opacity of to increase the intensity of the black.

The logo I decided to do in the style of the 'Beat' fragrence. I decided to call my range 'Be' for Burberry. I actually got the idea from the the top of this blog, where the B for Blogger is infront of the word 'suited', and I just thought it fits in with so many captions;

Be Burberry
Be for Burberry
burBErry
and Be Suited- which ties in with the overall theme of the range.

I downloaded the Burberry logo from 'brandsoftheworld.com' and downloaded a few fonts that matched the logo from 'dafont.com'. However, after trying a few I found the word BE looked better in a seperate forn to that used on the burberry logo as it made it stand out more.

Add caption

Add caption

 This is the adshel I chose from my own photography to use as it is located in a city centre which you can see.

final image

Burberry ads.

I have looked at some of burberrys previous adverts to get inspiration for my own.

Burberry have used a lot of black and white photography in past campaigns to create contrast and give a 'classic' look, which reflects their brand image.

Burberry uses its logo in a simplistic way, again to maintain its classic image and so that it also does not interfear with the photography. 

Adverts used are casual and look like natural photos rather than posed to enphasise products, although models are always perfectly styled!

 I really like the idea and layout of this fragrence ad 'Burberry BEAT' as it is clearly aimed at a younger audience, being styled with a 1960's mod culture look that almost mimics the beatles. Rather than having just the classic logo, Burberry have enlarged the text used for the name of the product. I feel this gives the advert a younger edge, in comparison to its other 'classic ads.

I am wanting to target a 'younger' female audience by showing how some classic Burberry pieces can be used for a modern look. I think some enlarged text on the ad could point out that this is a more 'casual' range and would attract a younger audience by moving away from Burberry's 'classic' image

Photos of ads locally.

This is some of my own photography of ads postoned locally.

ADSHELS

 This is a selection of adshels I shot at the entrance to the trafford centre.

They are advertising local products and brands located within the store and surrounding areas.

They will have an impact on all shoppers using this entrance.

This is an adshell I shot in Preston city centre.
It is a rotating adshel that displays 3 ads.
It advertises national brands such as vodafone and nescafe that would appeal to most passing consumers in that district.

 This s another rotating adshell taken from inside a shopping centre.
It is advertising products and brands that are known nationally and that are available within selected stores inside the shopping mall.

BILLBOARDS

 These billboards are taken from another entrance to the Trafford centre in Manchester.
They create a bg impact on consumers due to the size and are advertising luxery brands available within certain stores.
For example, these billboards are advertising Andrew collinge hair products and Lancome cosmetics, yet are both displayed within frames containing the 'Selfridges' logo, indicating that these products are available in that particular store.

 This 'almoast' billboard was taken from inside the Trafford centre over the old site of the old Ted Baker store.
The ad covers the whole of the shop space creating a huge visual impact.
It informs new and existing customers eventhough the store is under refurbishment. it is still the Ted Baker store and clearly displays the website where shoppers can shop in the meantime.

This 48 sheet was taken from one of the main roads in/ out of Preston City Centre.

OTHER TYPES OF ADVERTS

These are adshels taken from two different locations. One from the tram stop in Manchester City centre and one from a bus stop on the outskirts of Preston City centre.

 This backlit adshel taken from the Trafford centre over one of the entrance/ exit doors. The backlight means it is visually stimulating and highlights the ad to passing customers.

These are ads taken from a store window. The type of shots, with a white background are in the style of this particular brand (H&M). Therefore, no huge logos are needed as the style indicates to consumers they are near the entrance to the store.

 This is an interactive adshell located wthn the Trafford centre so that consumers can be interactive with the products, services and brands located in the store.

 This is a large LED screen located in the heart of Manchester city centre. It is always swithed on and gives a high visual impact to passers by and people sitting having coffee or lunch in the seated area located just underneath.

 These are just some plain cabs I took from manchester. I took ones with a light background to make it easier for me to transfer my ad onto ater should I need to.

This is a phonebox located just outside Preston City Centre.

types of outdoor promoton.

For my campaign, I need to choose the best form of promotion to attract my TA.

Types of outdoor promotion include:

6 Sheets, (adshels)

Adshels are the ideal way to reach consumers close to the point of purchase.
They can be used to create campaigns and to build brand awareness. Campaigns using adshels can be highly targethed due to the coverage of adshels across the UK.

Billboards

48 Sheets

48 sheets are highly distributed and make highly visable adverts. They are present in almost every region across the UK and can be located in specific locations to be apparatnt to the required target audience.
They can also be used in conjuncton with adshels to create campaigns.

96 Sheets

The 96 Sheet is the largest standard billboard size providing impact on a national scale.  Located in cities and on major arterial routes they reach thousands of consumers every day and can raise brand profile overnight.
They are used to launch brands, build a brand frame or maintain market share.
96 sheets are usually positoned in cty centre areas where the population is greater than 100,000, therefore they are viewed by thousands of people everyday.
They create a huge impact and are perfect for launching natonal campaigns and providing instant stature.
Again, adshels can be used in conjunction to maximise a campaign.

Special division

Creating imapct on a massive scale!
Normally positioned in and around lare citiies such as London.
special divisions include ad's such as;


Banners- for maximum exposure.

Golden squares- positioned in exclusive urban locations to attract consumers with high disposable incomes.

Backlit 96's- normally one-offs that create a high visual impact.


Special divisions are speciality ads can give a highly creative visual impact to targeted consumers. They are used to;

• -target affluent consumers
• -build brand stature and
• -complement other outdoor campaigns.

Digital

Allows advertisers to showcase their brand to consumers using the latest technology in order to take targeting to a new level. Can include large digital roadside screens in outdoor, and digital screens in shopping malls.

Other types of outdoor ads include;

 phoneboxes

 taxis

 buses


























All of which can be used in highly targeted campaigns to meet selected audiences.