Now that I have written about the process I went through, working on D&AD’s The Copy Book brief (to read the blog post, click here) I thought it would be nice to also blog more thoroughly about the client’s feedbacks.
For the module, Neil had found us clients from the industry to present our ideas to, so we could get to experience how these things are done in real life. My client was James Hails, from Fusebox design. He was a tremendous help throughout the module, giving endless useful advice and never failing to reply my email (a problem many of my classmates encountered).
During the first meeting, I presented to him two initial concepts, and here are his feedbacks.
This idea is more involving and personal than the second one. It has an aspiring quality, as it challenges the audience with its message. The idea is presented in a much clearer way than the second concept, so it takes less time for the audience to “get” it. Overall, this concept is more mature than the second concept.
Among the three executions, the “lonely” one stands out; its mood fails to fit in with the whole campaign. (The other two portray clear emotions, such as happiness and anger, which makes them easier to be communicated through to the audience.) It is a bit “over the top” and it is important to find a “balance” when writing emotional headlines. The client suggests a change to the headline to make it less violent (than slitting wrists); to try to focus on the mental stage of loneliness and to portray the disconnection of the mind.
The idea does not engage the audience as much as the first idea, and is not as involving. The idea is a bit too “obvious”.
From the mentioned feedbacks, the concept selected to be developed into the final campaign is the first one. For the next meeting, an amendment has to be made to one of the headlines to make it fit into the whole campaign better.
Types of media
The client is unsure whether social media is a good choice, as it might not fit in with the mood of the campaign. If social media is to be used, a rationale has to be explained during the next meeting, along with the types appropriate.
Guerilla advertising is one medium that will work well with the campaign, as it is a provocative and edgy medium, which answers the mood of both the concept and the brand D&AD. More research has to be done on the topic. A suggestion is to think about a guerilla campaign for train station, metro station and the metro itself.
The client comments that if there was any nervousness at any point of the presentation, he had failed to see it. The presentation manner and style is mature and in-control. As a client, he completely trusts any suggestion made with such confidence and maturity.
Then I went back and developed the first concept according to his feedbacks. Then I went back for a meeting to present to him the final concept and my ideas for execution and mediums. And here are his feedbacks.
The amendment made to one of the headlines works very well and aids the execution to fit in with the whole campaign. It captures the right mood and is much more understandable than the previous headline.
There is one concern for the Twitter campaign, that there might not be enough headlines to be “tweeted” for a long enough period of time. It is true that the concept is expandable but ideas might run out.
One suggestion is to add a print ad on the Metro Newspaper to the metro station guerilla campaign. If the ad is printed on the back, even people who do not read it can see it as they sit across from those who do.
The client comments that guerilla advertising is an appropriate medium for the campaign, not only for the reasons mentioned during the last meeting, but also because it will lead to free media from, for example, newspapers and radios covering the campaign, through word of mouth, and from being mentioned and shared on social media.
However, the client believes that such sites are probably viewed by companies as add-ons to the traditional mediums such as posters, print, and even social media to a certain extent. This does not suggest that it is a bad idea, but only raises concerns on the companies’ willingness to pay as much for such sites as for the traditional ones.
Overall, the art direction of all executions is consistent, which helps strengthen D&AD’s brand identity and in-turn raises brand awareness.