Invision Link

Here's our invision link. :) Enjoy.

https://invis.io/G24KN3HBE

Due to the website being made in indesign (I love the grid system way too much and enjoy the type alignment tools there) the filesize for our submission was rather large, sorry bout that! :)

Rationale

Our Rationale

The aim of our campaign was to appeal to a youthful, fun and down to earth audience - who are happily eco friendly, yet not typically motivated to get out and do something about it. Naturally, this audience includes people who are keen on the kiwi tradition of fish and chips. We took a highly illustrative approach - a pastiche of tattoo art style that appeals to our demographic, and subverted it by adding mutated or dead creatures and nasty/familiar trash, rather than the glossy koi or other imagery you might usually see in this style. Closer observation further points out the issue and event info. We used language which is casual and fun to drive home our message - the cleaner our ocean, the better (meaner) our seafood and fish will be, So let's clean up and earn a free feed! We had a very specific strategy - target them at local fish and chip shops through our poster, napkin flyers, and coasters - and give away reusable paper bags for chips and temporary tattoos at the event to further spread the word. Ideally, these local fish and chip shops would even sponsor our event and help us host a free community feed afterwards -  it would benefit them by keeping the local seas cleaner - and could perhaps turn into a big annual event.

Final Solutions

Final Solutions

We ended up coming up with a broad scope of items to cover all bases related to our demographic and even a few additional extras like coloring pages for the website. We also felt that sustainability and eco friendly items made from recyclable or reusable materials was crucial to our campaign. All the items use a similar rhetoric to our poster which is our initial touch point - a pastiche of tattoo art style, which is typically used to depict koi, beautiful flowers and aesthetically pleasing things. Instead we subvert this with an ironic tone, and show angry seafood creatures & dead fish skeletons and contrast these with garish looking garbage to leave a bitter taste in the mouth of the fish and chip connoisseurs, hopefully motivating them to come along to our event and give a hand!

Our final poster. This is the first touchpoint of our campaign, to be posted around communities and local fish and chip shops. The colors are bright and bold to get peoples attention (just like the tattoos it is imitating - something eyecatching for our demographic) and we used a bold call to action in the center with a double meaning: cleaner seas means meaner (better) tasting fish for us all, and also, if you help us clean you will earn a free feed. Rather than beautiful koi, we see dead fish swimming in garbage. We included parodies of kiwi brands in the garbage as we want to have a fun approach throughout the event material - and this brings it all to a kiwi context.

Our final flyer - this would be printed onto a brown recycled paper napkin and distributed at local fish & chip shops to give event information as well as a map. As we couldn't find square brown recycled paper napkins, or a place willing to print onto that really, we went with a thin brown recycled stock to make it simulate the look of a napkin.

Our final coasters - these will be printed on brown recycled cardboard stock, giving it a raw and eco friendly aesthetic which also carries over that ink-on-paper feel. :) These could also have info about our website, or tips for recycling on them and would be given out with drinks at fish and chip shops or local shops/bottle stores.

Our website - and one of the main touchpoints of our advertising strategy. We tried to carry over the same illustrative style from our other media, the ink accents, outside of the artwork and headings we wanted it to look pretty clean by contrast to make the colors and tattoo aesthetic pop.

These are the temporary tattoos I designed as the third media item set. They fit the aesthetic and theme of our strategy perfectly so were an obvious transmedia item, and I think they came out pretty great. :) These would be given out during the event, and if people wore these they would be a good way to get people talking and in turn advertise the event!

An extra item we came up with, are reusable washable paper bags to be given out at the beach during the free feed. These help with sustainability as they can be reused at the fish and chip shops or for other things. These would feature some of our images, our logo and website address.

All items are offered for sale on our website.

Sketches

Here are the original sketches of our media items, before coloring digitally using a watercolor ish technique. I drew these in pencil then outlined them in a black ink pen, and used my phone to photograph them. I tweaked and edited the photos in a drawing software prior to coloring.

Type Options

I looked at several hand written script fonts that would work with our tattoo inspired aesthetic - it was important to pick something inky - reminiscent of a calligraphy brush ink, or a squids ink. ;) DK Downward Fall was the font that worked the best in the end. For the body text we kept it simple and went with Univers.

Week 6

A really hectic week, but thankfully we have an extension to work on things. The time frame between finishing our poster and the roll out of all our other media items was very small, but thankfully I have already drawn most of the material for it.

Different Transmedia Items

- Coasters -

these can be given away at fish and chips shops just like our flyers -  sending a little message to our target audience whenever they put their can or bottle down.

A scallop with a mouth full of trash.

A grumpy octopus mad about his home being ruined. :O

- Temporary Tattoos -

In this one a ghastly looking squid is mad because his treasure chest has been filled with nothing but filthy trash! I'd be mad too. 

This dead skeleton-like octopus is king of the garbage heap, but he sure misses a clean ocean home!

This fish has a spine made of chains and encircles trash - it puts forward the idea of a chained fate - if all the ocean life dies because of our garbage, what will happen to us?

We decided to incorporate some of the designs we made up onto washable, reusable paper bags. These can be used to contain / give away fish and chips at shop or events, and can be reused to hold any manner of things such a plants, art supplies etc. Just thinking of little ways to be more eco friendly! 

Grids

The back of our flyer is very grid dependent, and contains lots of tidbits of info and imagery in a 'random' looking layout. So I had to try quite a few different grids to get it working. :/

Having a margin for the grid seemed necessary for making sure the text wasn't crammed too close together and to keep it all legible!

Week 5

We changed the main text to what has become our events call to action and logo: Clean Seas, Mean Feeds. Our poster was very close to being perfect, we just needed to bring the issue up more clearly in the text now. Just an extra line pointing out how the pollution affects the quality of our kai. :) Other than that, I want to make the lines a bit thicker to match the other imagery I have since drawn for our project, and also touch up the coloring a little.

Interim 2

This was the poster we submitted for the second interim, people seemed to like it generally, but there were mixed feelings about the main heading and taglines, and how those contributed to the rhetoric. Some also said that the satirical names on the trash distracted from the main text, where as others loved these being in the composition and the fun of them, and found it pulled them in to the poster more.

At this point our flyer, which is intended to be a napkin, is still just in the hand drawn mock-up phase. We were told that having less text on the front would keep it tidy and just as effective, especially if we assume they will be looking at the back where we will have random facts, event info and the website link.

All in all a very useful and informative interim which gave us alot of things to consider. :)

Inspirations

The main art inspiration behind our design was a tattoo aesthetic - popular with young adults - people in their 20's, who like to eat cheap, and therefore eat things like fish and chips. There were a lot of examples of this around, but the tattoos of things like koi and those inspired by japanese ukiyo-e woodblock prints (hokusai's prints with waves) were the most relevant to this assignment. We subvert the norm of these tattoos, by drawing tattoo esque designs and adding the context of our beach cleanup into play using trash, dead creatures, angry sea life etc.

some of the examples were a more dark approach and really cool looking, they were good inspiration for our designs.

We found it was quite common that people did a pastiche of the famous 'great wave' print and incorporated trash, so the correlation between the two themes is definitely appropriate,

Week 4

We continued refining our idea and tried to pull it in a more kiwi direction and away from seeming to japanese themed, while still maintaining that tattoo / koi aesthetic that we were keen to roll out over our media. This was our first approach to this with our poster:

An okay rough first version, but the text needs work and I am not fond of the roughness of the coloring. I will rework some of the lines and coloring, and we will brainstorm on the text to strengthen the message and rhetoric! 

Week 3 - Interim 1

We had a complete change of thought on the direction of our approach to the brief the weekend before this interim -- we really wanted to do a concept inspired by japanese woodblock/koi and tattoo artwork. This is a style often used in western tattoos in recent times, so it has become a visually engaging aesthetic for younger generations. We intend to subvert this typical idea, by adding garbage and making it look icky. I really like the aesthetic behind it so this idea has a lot more room for growth in my opinion. When we shared it with the lecturers they said it's "Not Kiwi Enough" and "Those just look like any old fish" so I pushed the rhetoric further for the next version of this and brought it to a more kiwi context.

This new version substitutes the fish for rotten fish skeletons and fills the pretty waves with even more garbage, and this time it's of parodys of new zealand brands. ;)

Week 2

This week we presented where we were at with our idea - one which leaned more towards a 'cuteness' approach (our seal poster), and another which played upon nostalgia and parody (where's willy? = free willy + where's wally heh) these were both okay ideas but we wanted to continue to brainstorm until we had a visual concept that we thought we could expands over a set of media. Thankfully, we had alot of concepts to run with at this point so brainstorming wasn't too difficult so far!