lcf_hyundai_brief
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Brillian materpiece
Star_Wars
LCF_HyundaiFashioned Fuel Cell, Driving Brand Awareness
An opportunity to literally see your creativity driving around London
A synergy between Hyundai UK’s objective of raising brand awareness and the London College of Fashion objectives to promote and publicise student creativity
IntroductionsLaura King | Media Relations Manager |Hyundai Motor UK Ltd |
Robin Hayles | Product Manager |Hyundai Motor UK Ltd |
Dilys Williams | Director | Centre for Sustainable Fashion | London College of Fashion |
Ellen McIntyre | PR and Marketing |School of Management and Science |London College of Fashion |
Rob Lakin | Creative Director |School of Management and Science |London College of Fashion |
Project_Context
Hyundai’s ix35 Fuel Cell, the world’s first full production fuel cell car is due to arrive in the UK shortly and will play a key role in London’s Hydrogen Network Expansion project.
Project_RationaleHyundai Fuel Cell
LCF Creativity & InnovationCentre for Sustainable Fashion
College Wide Project OpportunityLCF Undergraduate Showseason
A Collaboration Fuelled by HyundaiFashioned by London College of Fashion
DisruptionCreative
Joseph A. Schumpeter "Creative Destruction" [orig. pub. 1942]
For economic growth there must be innovation which means disrupting the status quo sometimes in a dramatic way
Project_Brief‘Using fashion, as a discipline, to drive brand awareness and change, build a sustainable
future and improve the way we live.’ Commission; To design a visually innovative 2D visual campaign that articulates the campaign message; that can applied to a Hyundai ix35 as a full body car wrap. Your campaign may include any combination of 2D visual communication, i.e. Illustration, photography, graphics, typography, print, images, colour, design, drawing, CAD, etc. Your visual campaign must promote all project stakeholders: Hyundai, LCF and CSF and include the required digital and social media marketing tags. Artwork; Minimum 300dpi to be generated through CS Illustrator and or Photoshop platforms using CMYK colour profile. Your 2D visual campaign is to be applied directly to the ix35 template provided.
Fashioned Fuel Cell; Driving Brand Awareness
Artwork to be applied directly to the ix35 template provided
Do NOT alter the size of the template, as it has been designedto a scale of 1:30 (so that when the graphics are produced they will be the correct size for vehicle) Do not apply any graphics to the front windscreen and or front door windows, lights, engine grill and wheels etc. (Common Sense)
You may apply graphics to the rear windows; side and back,this will be converted into a one way vision film.
Artwork to be generated through CS Illustrator and or Photoshopplatforms. 300dpi Minimum, CMYK Colour Profile.
All artwork to be orginal and owned by the student/s
Submission to be uploaded as a PDF using template provided
Car Wrap Artwork Specification:
Objectives• Raise awareness of the Hyundai brand and deliver Hyundai’s ‘innovation’ and ‘sustainability’ Key messages (Focussing on ix35 Fuel Cell) amongst students, press, fashion industry and public.
• Promote LCF student talent; creativity and innovation.
• Promote LCF Better Lives strategy; ‘Using fashion, as a discipline, to drive change, build a sustainable and innovative future and improve the way we live.’
• Enhance and promote LCF, Hyundai and CSF as ‘innovative’ brands through interdisciplinary collaboration.
• Promote interest in the ix35 Fuel Cell amongst influencers _ press, industry, academics and sponsors _ including those attending the undergraduate press events during the LCF undergraduate show season.
• Drive press coverage in regional, national and online and physical media for all stakeholders.
• Support and enhance Hyundai UK’s Corporate Social Responsibility strategy of working with young people to develop the skills that enhance and promote employability, enterprise and entrepreneurship.
• Create content (Visual campaigns, Photography and Video) that can be used through Hyundai UK’s and LCF’s digital marketing channels.
Target Media• Sustainable _ ‘Green’ Media _ Fashion and Technology (online & print)• Fashion; Design, Media and Management Media • London Specific Media _ e.g. Time Out London, Urban Junkies, etc• General News Media _ Regional Newspapers, National Newspapers online• Automotive Media _ online• Marketing Trade Media _ e.g. Marketing Magazine, The Drum, Campaign• Blogs + Social Media _ Fashion, Sustainability, Technology, Automotive• LCF Showseason Marketing and Comms• LCF Internal Communications_ i.e the Cut_ Pigeons and Peacocks etc
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Working in consultation with LCF, CSF and Hyundai Press and Communications teams
Digital Place-MakingEssential digital placemaking requirements for your visual campaigns
Websites: http://www.hyundai.co.uk/http://www.arts.ac.uk/fashion/
Key phrasing that must be communicated through text and or visuals
Better Lives; ‘Using fashion, as a discipline, to drive change, build a sustainable future and improve the way we live.’
LCF Strapline:
Brand Devices (Logos): LCF, CSF and Hyundai*
*Brand guidelines and asset banks will be available to project participants
Twitter Hash Tag: TBCTwitter Handles: @Hyundai_UK @LCFLondon
Hyundai Strapline: New Thinking. New PossibilitiesZero Emissions. Emission Free
Social Media:
Submit your final campaign to the following Sharefile link as a PDF file
Artwork must be generated with CS Photoshop and or illustartor platforms using the ix35 templates provided and submitted as a PDF file.
Digital SubmissionDeadline20.05.14Midnight
https://flexiblefactory.sharefile.com/r/ra8cbbb7f4094dae9
Showtime_Profile
All Hyundai_LCF project participants must have/register for a Showtime profile
http://showtime.arts.ac.uk
Rob Lakin _ SMS Creative [email protected]
Please use your ‘arts’ email address and clearly state the following information in all communications.
Full Name:Student ID:Full Course Title:Year Group:School Acronym: SDT, SMC, SMS
Ellen McIntyre _ [email protected]
Project_Communication
Ruth Julius _ Administrator to LCF Creative [email protected]
THANK YOU Questions?
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Photographs Yongho-KIm; Brilliant Masterspiece