Corona Extra

One Campaign that has always captured my attention is the Corona Extra “From Where you rather be” Campaign. The Simpilicty of these commericals went a long way making the viewer escape their daily grind wishing they where living the simple life on the coast sitting back enjoying nature.

Cultivating emotions of desire and longing, Corona successfully captures the journey of four friends through a collation of polaroid 1970’s looking images and videos as they travel along the pacific coast of Mexico, living life as it was meant to be. Taylor Steele, captures the journey in a 3-minute film (below), from which various 30” TV commercials are cut, whilst photographer Chris Searl takes still shots of the journey. Both the film and shots capture the journey with an effortless, minimalistic feeling, portraying the friends enjoying a carefree life, always with a Corona in hand.

This patricular campaign was shown in 15 different countries all over the world & had a huge sucess with revenue.  As this is a alcoholic commercial they cleverly, created the image and set the tone, with the summer vacation feel.
Preview the Commercial Here.
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Asking the People what they want

Sitting around with my house mates on a Friday night, trying to decide if we should go out for a quiet drink and dinner some where. As we live in Mosman, we all wanted to just go some where local, with out paying for a expensive Uber to the city and back, especially in the middle of Winter.

But there was one issue. Mosman is a nanny suburb and every thing closes when the sun goes down. Even when we checked if we should go get some quiet beers to have at home, much to our knowledge, Dan Murphy’s shuts at 7pm.

We got discussing and started asking ourselves, what is young 25 year old’s doing living in Mosman, when there isn’t much of a scene. Although we still love the suburb and the beautiful nature we thought surely not every one in Mosman goes to bed before home & away starts  at 7.30pm.

So I decided to do some insider research & create one question for the residents of Mosman on there highly active private community page.

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As I expected the first comment to be posted was Screen Shot 2017-08-09 at 3.46.40 pm.png

With a whooping 44 likes, I new instantly I have brought up a subject that many of Lounge rooms all over Mosman have spoke about. Within 15 minutes  i had over 40 comments stating they want “more restaurants” ” bars like Melbourne” More Vibrancy”  &  “live Music”.Screen Shot 2017-08-09 at 3.51.03 pm

As the comment’s started flowing through, I was learning the “wants” & “needs” in Mosman, for example ” More parking ” & “more kid friendly restaurants that are not a pub”. As you know its Mosman so I opened up a can of worms to people winging about the little things.

As the community was having a great discussion with over 250 comments from all different residents in Mosman, we finally got a break through with the local councillor commenting,Screen Shot 2017-08-10 at 4.00.48 pm

Simon Menzies let a inside plan, first shown to the public on my post. People in Mosman continued there discussion, adding the opinion if they liked this plan or not, also adding there import to improve this plan. The Discussion went one and other councillor’s got involved.

It goes to show through one post & asking the people what they want can go a long way. It is a very effective way to be sucessful in our advertising Industry.

Make Your Own Path

The Byron Bay Film Festival has asked Marcel Sydney to create a promotional film for the 2017 event.

The Byron Bay Film Festival spans across 10 days at six venues, featuring over 175 independent films and attracting filmmakers and film lovers from all over the world.

This year the promotional Video contains the wild nature & lifestyle of Byron Bay. The video was created by Goodoil Films commercials director Justin McMillan who is a Byron Bay resident.

As a Kid I have always loved going to Byron bay its An Australian beauty! Through there filming they have mastered the feel of the rugged landscapes and the unpredictable ocean. The Voice over the top, quotes

“I’ve been bringing my family to the area every Christmas for over a decade. Although I spend a huge amount of my time overseas on jobs, Byron remains the most precious spot on the earth for me. It’s utterly unique. I always walk away wanting to stay forever. There’s something in the light here, regardless of the season that breathes creativity back into me. It’s where I wrote the poem Byron. It’s where Justin and I stood on Belongil Beach and dreamed up the idea of seeing my words realised through his pictures.”

As Marcel had a tough brief ahead to showcase a Film festival through a TVC, I think they executed this perfectly. From the dark mystery feel and the strong dialogue over the top & many different characters, it gave the viewer unanswered questions. All these People in the film seem to have a story behind them. These stories are left open & the answers are at the Byron Bay film Festival.

 

A Hero’s Journey

In Advertising Industy I have learnt, Story telling is a important aspect of the industry. It can help us with the target audience & also with campaigns that use the media of TVC and billboards and what not.

As I was learning the structure of a story, I discovered the Hero’s journey. The hero journey has 7 stages. that include –

  1. Call to adventure320px-Heroesjourney.svg.png
  2.  Supernatural aid
  3. Beginning of Transformation
  4. Revelation
  5. Tranformation
  6. Atonement
  7. Return

The more of these stages you have in your story telling, the more the reader will be hooked and engaged.

A great example of this story telling is a book I was reading named ‘The Alchemist’. This book contains all 7 stages of the heroes journey.

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The Alchemist follows the journey of a shepherd boy named Santiago. Believing a recurring dream he asks a Fortune Teller in a nearby town about its meaning. The woman interprets the dream as a prophecy telling the boy that he will discover a treasure at the Egyptian pyramids. Through this story there is a journey that captured me and created a journey that I related to in everyday life.

Through having these stage in your story telling, you can really capture your audience and make them connect on my different levels. Every person is different and through advertising, there is always one target market, but its just as important not to forget about the new market you might attract.

Marketing Genius Or Tasteless ?

Wednesday, on route to Macleay College, jumped of the train a central station walking up our beloved Foveaux St & decided to stop in at my local Cafe. As I was waiting for my usual brew, people watching, a news paper caught my eye with a simple heading. “Guns & Roses”. Instantly I thought, these battlers are not  touring Australia again…. surly not! I read further on the article & straight away I realised there was a shooting last night at Central Station at 6.20pm.  A Thai Man, who had been battling with a mental problems tried to attack a florist with scissors, then police arrived and he ran at them yelling “kill Me”.  As he was not listen to police, they decided to shot at him, missing 5 shots then eventually killing him.

As the media & the public is debating wether or not this was the right move by the police, I personally am not in an position to be commenting on another’s profession, nor do I even know the circumstances.

My debate lies in the daily telegraph’s choice of headlines. Is it the wrong time to be using puns in such a tragedy?
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I asked My fellow class mates one simple question

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As I was driving Uber that afternoon I asked a some passengers there thoughts on th headline & it was a 50/50 reaction, many people proceeded to tell me how they think the man deserved it and forgot that the question was about the headline.

In Conclusion I think the headline, many people didn’t mind until they were asked about it & said it grabbed there attention, like it did for me. So the telegraph was just doing its job by grabbing peoples attention I guess. In saying that people don’t agree about  making light out of such a serious situation.

Im’a just gonna sit on the fence for this one.

The Worst Festival Ever

Organisers of a much-hyped music festival in the Bahamas cancelled the weekend event at the last minute after people had already arrived and spent thousands of dollars on tickets and travel.

Fyre Festival organisers had previously billed the event as a “once-in-a-lifetime” concert along the lines of the Coachella Valley Music and Arts Festival in Southern California, relying on models such as Kendall Jenner and Bella Hadid to heavily promote it as a glitzy destination.

People had already arrived in the Exuma islands, paying up to $US12,000 for the luxury weekend that was to include performances by Blink-182, Disclosure and Major Lazer, among others.

But instead they arrived to mass disorganisation at a half-built music festival that was later cancelled on the first day. Most of the A-list acts had pulled out of the festival days before, citing a lack of payment.

A statement cited “circumstances out of our control” for the inability to prepare the “physical infrastructure” for the event in the largely-undeveloped Exumas.

Photos published on social media showed tents, wooden stalls and portable lavatories had been brought in for the festival, rather than the luxury facilities that were advertised.

Safe to say the whole thing is a mess.

Here are some funny meme’s the internet has to offer.

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Article: http://www.abc.net.au/news/2017-04-29/fyre-festival-furore-after-ja-rules-luxury-music-event-flops/8482192