Final Graphic Design

Final Graphic Design Project

For my final graphic design project, I choose advertising campaign. The motivation behind the project is to show the skill of design and idea in advertising field and a short film animation.

Project Summary

I choose FIFA world cup 2014 as my title of the project. The reason I do this campaign is to promote the world cup 2014, increase their excited feeling, make more people interesting in this soccer sport and let them feel the difference from this upcoming big event of the world. Research skill, Photoshop, illustrator and after effect skill will be the challenge to me for upgrading myself to the next level. Beside that animation concept, art direction, timing the animation, typography, layout and design management is also a requirement to complete this project. My target is for someone who the is already fanning of the world cup  or soccer and those who dislike soccer which I will introduce them through this campaign.

Objective

I believe that this project will bring me to the next stage of design, which will be up to standard, increase my knowledge about design, creativity, idea and every detail about design because every single of this will show the good work. For this campaign, I plan to do print, digital and some promotional material. Challenges that might stand in the way of accomplishing my design is I have to meet the deadline and complete the outcome as much as possible.

Research

I have to do a research any previous work of FIFA world cup, promotion animation, and the campaign, they have prior work in the subject area. My design process is separate into different part which include brainstorming, research, idea development, sketch, storyboard, outcome process and final outcome. From this campaign, resources that needed to complete the task is Adobe creative suite, network, electronic device and equipment, fund and most important is the passion of being a designer.

Design Strategy

To make sure that my approach to this project, follow the timeline of this project planning. I will come out with a timeline to show the different components and stages in my design process and I will follow this timeline of this project planning to make my complete every stage in time.

Deliverables

At the end of this project, the final outcome that I will provide is print ads which will be a series, infographic that show some of the history or data statistic that related to my project tittle, digital will be short and simple animation that provide information about the world cup 2014.

Timeline of this project.

What is advertising?
Advertising is the method used by businesses, companies and other organisation to promote their goods and service to the public. The ultimate aim of advertising is to increase sales by showing these goods and service in a positive light.

Catchphrases
Advertising is designed to make an impression on its audience. Sometimes an ad only has a few moments to grab the audience's attention before they turn the page, change the channel, drive past or click onto the new screen.

Some of the most successful advertising campaigns involve catchphrases or slogon that have become so ingrained in the community's consciousness that they are almost as well known as the products themselves.

Persuasive language

Any language that triggers an emotional response or attempts to change the attitudes of a viewer, reader or listener is known as persuasive language. Advertisers often use persuasive language very deliberately in order to get a positive response in the audience. If people feel tha tthe product or service will benefit them, they are more likely to want to purchase it.

http://pearson.com.au/media/374867/hepadvert.pdf

What is digital advertising?

Digital advertising is that makes use of electronic devices such as personal computers, smartphones, cellphones, tablets and game consoles to engage with stakeholders. Digital marketing applies technologies or platforms such as websites, email, apps and social networks. Many organisations cross traditional and digital marketing channels.

http://en.wikipedia.org/wiki/Digital_marketing

What is promotional materials?
All types of businesses use promotional materials to market their products and services. Promotional materials can include sales collateral material, advertisements and even small, everyday products that contain the name and phone number of a business. Promotional products can serve many purposes before or after a sale.

http://www.ehow.com/about_6467650_definition-promotional-materials.html

What is infographic

Information graphics or infographics are graphic visual representations of , data or knowledge intended to present complex information quickly and clearly. They can improve cognition by utilizing graphics to enhance the human visual system’s ability to see patterns and trends. The process of creating infographics can be referred to as data visualization, information design, or information architecture.

http://en.wikipedia.org/wiki/Infographic

What is infographic animation?

Animation is where the world of communication is shifting, whether it's animated infographics, whiteboard animations, or explainer videos. Video is just becoming the best way to enchance the customer experience, and get them to take action, leading to the ever-valuable conversion.

http://infographicworld.com/category/type/animated/

Tittle : FIFA world cup 2014

Mindmap

Idea development

-Something big

- Game for live

- Whole world is celebrating

Sketches for 3 idea and I choose "Something Big" as my Idea

Final artwork for the idea.

Mockup sample for my artwork.

Research, mindmap and some sketches for my infographic.

Final outcome of my Infographic.

Storyboard of the animation.

Progress of the animation.

reference:-

http://www.ey.com

http://www.forbes.com

http://www.moneycontrol.com

http://www.swissinfo.ch

http://www.ft.com

Professional Pratice

Before we start a design, we must define the challenge and the solution or way to face the problem and the outcome. There were 6 thinking hats that help to research and execute:

6 thinking hat

- White hat (analysis & research) 

- Red hat (emotions & feeling)

- Yellow hat (positiveness/ benefit/ advantages)

- Black hat (negativeness/ what if/ weakness)

- Green hat (creative)

- Blue hat (to do decision making)

Design must be

- Innovative

- Useful

- Beautiful

- Understood

- Unobtrusive

- Honest

- Durable

- Details

- Concern

- Simple

Task

Idea selection 

- Judo

- Sumo wrestling

- Underwater rugby

- U-mobile

1) White hat:

- Sumo wrestles used to be skinny, but have become larger with time. Many of the top contenders in sumo are recruited from abroad. The average age of spectators at a professional sumo match is well over 50. 

- The sumo association doesn't allow women to enter sumo ring. It's consider a violation of the purity of the ring. 

- No weight divisions in professional sumo but now day, sumo since is getting bigger to advantages them in sumo wrestling match or competition.

- Overweight and obesity are defined as abnormal or excessive fat accumulation that present a risk to health. 

- Obesity and overweight have in the last decade become a global problem - according to the World Health Organization (WHO) back in 2005 approximately 1.6 billion adults over the of age 15+ were overweight, at least 400 million adults were obese and at least 20 million children under the age of 5 years were overweight.Overweight and obesity are defined by the WHO as abnormal or excessive fat accumulation that presents a risk to an individuals health.

2) Red hat:

- From the sumo wrestling sport, much people will not joining for this as from their point of view, the sumo sports is for the biggest size of people. From my opinion the style is same as sumo wrestler but the size is had to limit and doesn't need to be big.

- Pageant as there will be plus size queen pageant with minimum 80 kg but why not a plus size pageant for men. This event will build their confidence or bring back their confidence. They will become popular and famous through this and they can stay healthy and life healthy. 

- It's not easy to keep fit, why not use this way to build their own life by changing the view of others through this event. Everyone is perfect in their own way.

- Most of them which having this problem will lose their confidence, anti social and lost their passion to most of the thing.

- Obesity problem continues to be a public health issue in all over the world, people can experience physical and psychosocial problems as a result of having a large body size, and their attitudes to and beliefs about their bodies, which can include high levels of body dissatisfaction, have also raised concern. 

3) Yellow hat:

- People can learn the way sumo wrestles defend themselves.

- Sumo increase weight lifestyle would like to introduce to Malaysia but there will be many problems appear as Malaysia is a close minded country. 

- Target to men and women who want to increase weight with very skinny look. Target to men and women who trying to lose weight should look at how sumo wrestles life by Dr. Daniel Kehres.

- Losing weight can lead to a dramatic shift in your health status and self-awareness. Weight loss and a healthier lifestyle can help alleviate or lower many health risks associated with obesity, including. High blood pressure, High cholesterol, Type 2 diabetes, Coronary heart disease, Stroke, Gastroesophageal reflux disease (GERD), Osteoarthritis, Sleep apnea, Certain cancers, including endometrial, breast and colon cancer.

4) Black hat:

-They skip breakfast then put their body into starvation mode, lunch with a high-calories beverage and drink high-calories beverage. After lunch they will take nap, and try to move as little a possible from their daily activities.

- Obesity is a multifactorial disease. The causes for obesity can be genetic, metabolic, behavioural and environmental. The severity of obesity is not restricted to increase in weight only, if not taken seriously this extra fat can lead to many chronic diseases, which can be lethal.

5) Green hat:

- Their confidence, overall impression, stage personality and response by crowd. Show their characteristic. Why worry to being skinny, when we can be skeletons once our life has finished.

- Help the people who face the obesity problem by doing a print ads.

6) Blue hat:

- We would judge through fashion which will invite famous fashion or image designer for them. Talent show and increase their income base on commercial and prize which may become part of their career. Bring message for others " see from inside to outside, not from outside to inside" This is the competition that appreciation not insult. 

- WHO is the directing and coordinating authority for health within the United Nations system. It responsible for providing leadershio on glabal health matters, shaping the health research agenda, setting norms and standards, articulating evidence-based policy options, providing technical support to countries and monitoring assessing health trends. All you have to do is start questioning and seeking help from them.

Print ads that base on the research above, the text that I using is from the Albert Einstein which the message that I want to bring out is we should not lost the hope and the importance of questioning, that why World Health Organization is here ready to answer your question and help.

Sources:
http://msue.anr.msu.edu/news/negative_health_effects_of_obesity
http://www.nhs.uk/chq/Pages/848.aspx
http://www.healthyweightnetwork.com/obesity.htm
http://japanese.about.com/library/blhiraculture13.htm
http://www.japan-guide.com/e/e2080.html
https://www.facebook.com/pages/PLUS-SIZE-Malaysia/155889121143532
https://www.facebook.com/pages/Malaysia-Jumbo-Queen/153106378032723?hc_location=timeline
http://weehingthong.wordpress.com/2013/10/08/do-you-really-want-to-be-champion-of-jumbo-queen-2013/

Advertising Design

1st Task

From the series of the ads above, the message is clear and simple "details is very important if not the whole thing will be useless"

Interesting print ads, simple but brings out the meaning

Ads that direct to the point. Easy understand and attractive.

Raises awareness about the dangers of texting while while driving by Volkswagen print campaign.

Emart Sunny Sale Campaign won 5 Lions at the Cannes Lions 2012, 2 prizes at London International Awards and 7 prizes at Spikes Asia 2012.

Winner of 2010 best TV advertisement award

Creative TV commercial by Mercedes.

2nd Task

 Mind map that related to my topic. Pick the Idea that form from a mind map before start doing the ads.

This is individual task, I choose IKEA as my topic and I need to do a print advertising that can increase sales of the IKEA, I use soft sell method in this print ads, the tag line is " missing something?".

3rd Task

The sketches and idea that we have to do before doing an ads.

Group task, promote dutch lady yogurt drink. We use tagline " lets us do the rest" means yogurt can protect us from bacteria and give us good antibody from disease.

4th Task

Mind map before start design an ads.

Some sketches that present the idea.

This is individual task, my topic is Twisties and I would do a teaser print ads about this product, and I make a new product for this Twisties which is twistmee, this product is under product of maggi series, so the design look is a little bit of maggi feeling.

5th Task

Today we need to do a research about Viral Video.

What is viral video.

A viral video is any clip of animation or film that is spread rapidly through online sharing. Viral videos can receive millions of views as they are shared on social media sites, reposted to blogs, sent in emails and so on. Most viral videos contain humor and fall into three broad categories: 

-Unintentional Viral Videos: Videos that the creators never intended to go viral. These videos may have been posted by the creator or shared with friends, who then spread the content.

-Humorous Viral Videos: Videos that have been created specifically to entertain people. If a video is funny enough, it will spread.

-Promotional Viral videos: Videos that are designed to go viral with a marketing message to raise brand awareness. Promotional viral videos fall under viral marketing practices.

Now that most mobile devices include a video camera, the creation of online video is becoming easier as video sharing sites and viral videos become increasingly common.

Viral videos can be so useful on many fronts, from being an effective marketing device. When delivered in a proper manner, viral videos can have a more significant impact to people than being purely a source of entertainment. Before it can do that, it must reach out to as many people as possible via the networking effects of the Internet.

1) Universal Appeal

2) Short and Simple

3) Emotional Content

4) Actionable

5) Identifiable & Relatable

*Actually I don't know why this video will be so popular and so many view out there, but in the fact is, its its over 600,000,000 view in youtube.

Putting some form of ‘Call to Action’ will encourage people to share the video with their friends and turn it viral. It doesn’t have to be a direct call to action. In fact, a subtle call to action works better in some circumstances because it makes us think that we have the freedom to choose to share or not, instead of being arm-twisted into doing it.

Sources :

http://www.hongkiat.com/blog/viral-web-videos-characteristics/

http://www.techopedia.com/definition/26863/viral-video

http://mashable.com/category/viral-video/

6th Task

The mind map of myteksi and delivering happiness.

MyTeksi is doing a campaign that deliver happiness to 2,000 children throughout Malaysia in underserved communities. We are doing these to promote the campaign. For more information about this campaign please refer to https://www.facebook.com/MyTeksi

7th Task

This is group project that we had to do a TVC storyboard about product kitkat. This is the mind map and storyboard.

This is the storyboard that make from photoshop and illustrator.

8th Task

This is a group project and we have to do a campaign base on social problem and we choose topic which is about the relationship between child and parents getting estrange because of many issue, for example life stress and those parents have to keep working or business to get money to survive until they have to send their child to nursery. So we are doing a campaign which with the big tittle "do you remember" which will advertise everywhere around the city and free download app which as a reminder to the parents to caring their child no matter how busy they are because childhood is very important for every child, without a good and educated childhood properly will cause them breaking the law and even will become a criminal when they grown up.

These 3 is the main print ads for the campaign.

The print ads is place on the bus stop.

Magazine ads which target to attract the attention of parents.

The print ads also place at the working office to remind parents.

The print ads will be place back side of the restaurant or coffee shop menu.

Printed on the calender  backside.

The ads will also be place on youtube.

Parents will receive the ads if they subscribe to our family society through our facebook page.

https://www.facebook.com/famisoci?fref=ts

Family care app which as a reminder to parent about their relationship with child and this app will share some tips and information daily on how to improve the relationship between parents and children.

9th Task

We need to do a ads that promote ourself as a graphic designer on this task,  my idea is "I see further" means that as a designer must look further so that I can lead my client to their business and help client make money.