Project Lazarus External Collaborative Brief

Brief

Turn an old-fashioned brand into something new, for a young audience.

3 people - 2 Graphic Designers and 1 Creative Advertising Student

Brands to choose from:

Brut - deodorant, after shave for men.

After Eight - biscuits, mints

Shake n' Vac - carpet powder to vacuum

Some ideas:

Brut - You can be manipulative without being a creep. some women/men find powerful men creative.

After Eight - They're not for grown ups. There is joy in the gamble.

Shake n' Vac - It's still a thing. It can still be useful to the right audience. 

Deliverables:

Produce a campaign that will be made up of 3 elements of choice. 

Chosen Brand: Shake n' Vac

Collaborators: Myself, Jessica Schofield and Laura Rose (Creative Advertising Student)

Research and Initial Ideas

The way the collaboration was structured was that Laura would go through the research and initial idea stage, and when she has come up with a solid idea, me and Jess would go ahead and execute the design of it. Me and Jess still aided her in the idea generation and idea development stages, however, she made the final decisions mostly herself with the help of her Creative Advertising knowledge and her tutor feedback.

Our (Me and Jess) 1st Meeting With Laura
She showed us her research and we discussed Initial Ideas:
- We should take the humorous approach, make it very easy and accessible for everyone.
- Should the target audience be students? This is a very easy product to use that could be useful to them. Before family/friends comes to visit? It is an easy and quick fix.
- 'Save the peg' an idea of instead of putting pegs on your nose because of the bad smell, you should use Shake n' Vac.
- 'It's easier than this' a humorous idea that instead of covering the floor with plastic to murder someone, you can just use Shake n' Vac after to hide the smell.
- 'Can't hide the body, but you can hide the smell'
- Flowers could grow out of the carpet after you've used Shake n' Vac.
- The audience is a young demographic.
- The deliverables could be an ad shell (bus stop poster), an A4 poster.

Our 2nd Meeting With Laura
She decided upon a concept and we discussed visuals/the design of it:
- The concept is taking a humorous approach and marketing Shake n' Vac as useful when committing a murder/trying to hide the fact you committed a murder.
- The slogans are 'We can't hide the body, but we can hide the smell' and 'We can't hide the evidence, but we can discard of the smell'. One more to be figured out later.
- We should associate objects with each slogan, something to symbolise the 'murder' but without it being too literal or inappropriate.
- The objects could be: bloody shirt, rope, tape, cellophane, spilt food, knife, broken lights/furniture, lost wallet/phone/keys, open apartment door, something else that's bloody.
- We could have different scenarios where a person is murdered a different way each time, and Shake n' Vac is used in those scenarios to hide the fact a murder was committed.
- We could have a store conveyer belt and market Shake n' Vac as an 'essential' when planning for murder, by placing it next to the other common products such as rope, tape, bleach, cellophane, black bags and etc.
- If we go for the object idea, it would make sense to place the objects on carpets, and then have the carpet gleaming and smelling nice underneath the object.
- We could place bloody finger prints onto the Shake n' Vac bottle, as if it's just been used.
- Target Audience: 2- to 35 year olds.
- The deliverables will be: Ad Shell, Bus T-side and A0 Sheet.