CHANGED BRIEFS!!!

Naughty I know but I changed briefs on Friday!! My tutor came up with a rough idea for the oxfam brief then together we worked on it to perfection!! So after having however many weeks for these briefs i managed to do one in less then 10hours AND handed in to D&AD! 


*fingers crossed*

The idea is that we are sticking two fingers up at the celebrities who are ALWAYS doing the comic relief or the red nose day events and taking back the charities that used to be funded the old fashioned way of ordinary people helping.

The people we picked were Lenny Henry, Bono, Bob Geldof and Joanna Lumley.

Bono - he seems to always be singing songs about how we should come together or help eachother and its just annoying now.

Bob - he's just there. ALL THE TIME.

Joanna - She is known for her soft voice and gently approach. I thought about going for an  ab-fab reference but that may have been a bit too personal for this kind of campaign.

Lenny - he's annoying. just really annoying. 

So from here I will try to explain the thought that zoomed through my head when I was putting these together and see how this would git in with regards to Oxfam's previous campaigns. 

A play on old adverts

So this is the original one with Eva Herzigova.

So mine is done with Garamond as I can't find a copy of the original font. Thought it might be interesting to how it would turn out to use a very well known advert that caught attention and controversy at the time. I like it but that doesn't mean that my tutors will! It may be a struggle to find other well known adverts that are as famous as this one.

different angle of the shoe

Really like this blue one. This style isn't too time consuming and it doesn't matter if the lines are not perfect! I think its definately a boy style of illustration so fingers crossed i'm on the right track!

different style of illustration

Tried to do a bit of a different style than what i usually do and it turns out I think I prefer this way! Looks a bit more edgy and more organic?! May try a another style too and see how it goes.

The competition

Josh Swattridge:

Really good photography, everything seems to click together. Not sure how he got hold on the actual shoes though!!


Andre Caspro:

Really like this style of illustration, quite retro. Would of been nice to see if he had done any others.

Taglines

If I am going to go with with this tongue in cheek approach i need to have a proper look at football phrases and how tey could be taken a different way. The following are from 'http://www.englandfootballonline.com

A team - The No. 1 or strongest team a club or a country fields.  It is sometimes referred to as the senior team or side.

Golden goal - The name FIFA has formally given to a goal scored in extra-time which wins the match for the scoring team and brings an end to the match.  It is also known as a "sudden death" goal.

Half-time - The interval which occurs midway through the match, between the first half and the second half, which are each 45 minutes in length plus any time added on.  Half-time was once 10 minutes in length in English football, but, after the advent of televised matches, it was lengthened to 15 minutes.

Match-fit - The term used to describe a player's physical readiness for match play.  A player may be generally fit in the sense that he has recovered from an injury and yet still not match-fit because he has not yet achieved the physical condition required for the rigours of match play.

Pretty bog standard phrases, i will have to dig around for some more...

The perfect post match shoe ;-)

Had a little idea while I was looking at general advertising ads! The brief says to use references to football and i could do that by using quite innocent phrases with tongue in cheek images. So like this one  is obviously a couple in bed together, with the phrase 'the perfect post match shoe' or something along those lines.

Illustration time!

French comapny Bocage H-Paris chose to go with an illustrated campaign for their shoes. Except for the fact that they are beautiful illustrations, the subtlety of the message is just as nice. The idea that you would take your shoes off for 'bad weather' seems a little daft but maybe if your shoes mean a lot to you then you would?

Reetone

The Reebok Easy tone ad the boys fell in love with...

Don't think I have to explain why the lads all loved these ads and even though they drooled over the girls in it, the sales rocketed and women WANTED TO BE these girls. It somehow appealed to both sexes to have women prancing around in underwear.


Could try flipping this and doing the same with the umbro shoes but getting it so that it appeals to both the sexes too?

Shoe advertising

Found this advertising campaign by Gabour Shoes.

Think the whole point of this campaign is to show how comfy the shoes are and that they will feel part of you(?!) Freaks me out in a way though, i think its the seams on her legs that do it. Lovely bit of photography.

A little note from Marilyn...

I also found this from Nike, it is a little random as I wouldn't think of Marilyn as a sporty person but again it reinforces Nikes ideas of what women should actual think about their bodies.

Sports asvertising - Nike Women

Found this campaign that Nike did that appeared in women's magazines. I love it because it totally picks on the main parts that women have insecurities about and makes them seem bloody fabulous! 
I read it and felt proud that I had the big bum and thunder thighs and that actually they were something to be desired not ashamed of! This would appeal to every woman in every context.

Umbro background

The Company


Umbro, Ltd., a subsidiary of NIKE, Inc., is the original Manchester based football brand that invented sportswear and sports tailoring. Umbro’s first major football kit was made for Manchester City in 1934, a kit they won the FA Cup in. Today, the company combines its heritage in sports tailoring with modern football culture to create groundbreaking and iconic football apparel, footwear and equipment that blend performance and style.


History


The boy done well. Harold Humphreys was barely out of his teens when he started a sportswear company called Umbro from a tiny wash house on Green Lane in Wilmslow in 1924. The first deliveries were made with a handcart but within ten years, he was dressing Manchester City and Portsmouth for the 1934 FA Cup final at Wembley. If City took home the trophy, it was the smartness of the kits which caught everybody’s eye. By 1966, 85 per cent of all British clubs would be wearing Umbro. By then, the football brand.


 At the 1966 World Cup, Umbro crafted 5000 different garments to ensure players had the right gear to wear for work, rest and play during the three-week long tournament. Over time, the ever-increasing Umbro range of sportswear – from trackie bottoms to training tops, rain jackets to sweat shirts – became fashion staples in the schoolyard and on the street. Rock stars took the stage wearing drilltops with the giant Umbro double diamond on the chest. A much cooler kind of bling.



While also serving rugby, cricket and basketball with distinction through the years, Umbro revolutionised how football kits and sportswear developed. Collaborating with the most celebrated managers (from Sir Alf Ramsey in one era to Fabio Capello in another), and iconic footballers (Franny Lee to John Terry), everything has always been20about making the shirt, the shorts and the socks as match fit as the players who wear them.


Decades before replica shirts became fashion accessories, it was Umbro who introduced affordable kid-sized versions of club kits, allowing children to dress just like their heroes for the first time. They knew what the fans wanted because, even as the local outfit became truly global, Umbro retained the character and feel of the Humphreys’ family business.

(Taken from the official Umbro website)

Umbro's previous campaigns

This is Umbro's world cup advertising from 1960. Although they are trying to go with the 'sex sells', at the time it was considered to saucy for public use!

Umbro then decided to do the same campaign for the world cup that has just gone. It worked a treat and boosted Umbro's sales and status. The 'sex sells' way of advertising works alot better these days because as a nation we are alot more open about things of this nature.

Image 1

These are images from a campaign for Umbro's GT boots. The use of cartoon pictures and typography really emphasizes the the 'superpower' of the boots and how they would aid the athlete using them, re-enforcing the idea of the athletes/wearers of having supper human attributes.

Getting started...

So for D&AD I am currently stuck on which brief to choose from. Its either the Disney brief, where I design a brand new character from looks to personality, the catch being that it has to be nothing like what you expect to see from Disney. The other is the Umbro brief in which a new 'casual' trainer needs advertising. The 'theme' for the advertising is along the lines of a football fan but it can be used in the loosest term, (the feeling of passion, hope and unity).