CHELSEA DRABLOWVISUAL PORTFOLIOBJORN BORG - IMPLEMENTATION STAGE TWON0262592 - MATT GILL - FASH30071

Stage Two follows the implementation of the creative campaign. This visual portfolio acts as a supporting document to the report.

To lead up to the ‘Big Idea’, there were several paths that were explored. This involved Primary and Secondary research to help justify our decisions. Although not all of our research was used for the final concept within the report, it still proved valuable to our thought process and has therefore been included here.

A new blog was created acting as a platform to share any interesting findings with the rest of the team. The following spread shows screenshots of a couple of my contributions.

Please see http://bjornborgimplementation.tumblr.com/ to further follow our journey.

1. EXHIBITIONS1.1 YAYOI KUSAMA

Exploring current culture was an important process to get us thinking outside the box. Visiting the Yayoi Kusama exhibition at the Tate Modern encouraged ideas of experimenting with colour and lighting. The best part was when we were taken through a small mirrored walkway with thousands of tiny lights that changed colour every few seconds. A very interesting concept.

2. CASE STUDIES

Researching into other brands included looking at LYNX, CHEAP MONDAY AND SMIRNOFF. This has enabled us to gain further insight into different areas that each specialise in.

We chose these particular brands due to:

LYNX has a similar target audience to Bjorn Borg.CHEAP MONDAY are a Swedish brand that have successfully moved to the UK.SMIRNOFF Nightlife Exchange Project involved bringing a new and exciting experience in the form of an event.

2.1 BRAND AS AN ORGANISATION - LYNX

It is evident that the brands marketing strategy relies heavily on sexual attraction. In some cases Lynx use extremely good looking women and average men to sell the idea that with their spray, it becomes possible to obtain these types of girls. It in fact comes down to the females being drawn to these Lynx wearing guys - the tables are turned.

Casting one of the worlds sexiest women- Kelly Brook- with the role of LYNX EXCITE Archangel and the clever use of language such as ‘she wants to meet you.. will Kelly fall for you?’ is inviting the viewer to feel wanted by a sex icon. This is all to entice men to join the brand, giving in to temptation almost. There is a strong coherent theme throughout with the majority of marketing efforts all tying in to this uncontrollable attraction. We can definitely be inspired by what Lynx have achieved, things we could bring forward to our Bjorn Borg ideas are: having a strong message and sticking to it/ using extremely good looking models/ experimenting with surprising our target market.

2.2 BRAND AS A PRODUCT - CHEAP MONDAY

Swedish brand, Cheap Monday first hit the market in 2004 after originally being founded 4 years prior.

Priding themselves on accessible premium denim, Cheap Monday have become well established around the world.

February of this year saw the opening of their first UK stand alone store to which they held a party on the eve of the unveiling to the public. Their success can be seen as positive to other Swedish brands such as Bjorn Borg as it shows the Scandinavian style is widely embraced.

2.3 BRAND AS AN EXPERIENCE - SMIRNOFF

Experiential marketing was the driving force behind the Smirnoff Nightlife Exchange Project. It quite literally, boxed up unique elements from different countries nightlife and swapped them around to be shared. This was a large campaign which reached a large audience. It also was proven a great success.

By engaging with experiential marketing, it reinforces Smirnoff as the number one clubbing drink. The excitement from the events are spread and keep people talking about the vodka.

3. PRIMARY RESEARCH

3.1 THE ATTRACTION EXERCISE

We wanted to explore the idea of living like theres no tomorrow, so we went to Baa Baa in Nottingham’s Lace Market to approach students on a night out with the following questions:

We gave them a piece of paper, a pen, and once they had finished they could fold it up and put it in our box so their answers would remain anonymous.

IF THERE WAS SOMEONE AT THE BAR TONIGHT THAT YOU WERE ATTRACTED TO, WHAT WOULD YOU DO?

IF WE NOW TOLD YOU THE WORLD WAS GOING TO END TOMORROW AND THIS WAS YOUR LAST NIGHT OUT, NOW WHAT WOULD YOU DO?

By approaching students in a bar, we caught them when they are in a familiar environment and are likely to be more relaxed and honest having had a few drinks. It was also an area which was in context to the questions asked. This meant that it would be somewhat easier to give a better answer as they could currently be in the situation of being attracted to someone there that night. Whereas if we attempted the same exercise in a focus group for example, the participants would have to imagine they are in a bar and someone had caught their eye.

Looking over our results, it seems students aren’t too shy about approaching someone they find attractive. When we tell them that would be their last night out, it appears that getting straight down to business and having as much sex as possible is the top of these students lists! This major factor along with just going for it, having fun, making great memories and declaring feelings.

3.2 THE DARE EXERCISE

We experimented with the idea of ‘Bjorn Borg Dares You’. If students were dared to do something, would they do it?

The following were written on individual pieces of paper:

GO AND GIVE THAT PERSON YOUR NUMBERGO AND START A CONVERSATION WITH THAT PERSONPINCH THAT PERSONS BUMGO AND TAP THAT PERSON ON THE SHOULDERASK THAT PERSON THEIR NAMEGO AND TELL THAT PERSON THAT YOU THINK THEY ARE HOTASK THAT PERSON FOR THEIR NUMBER

We dared students at Coco Tang nightclub in Nottingham to put their hand into a box and pick one at random. A total of 50 students completed the dares, and only 4 declined. Some actually came back requesting to play again and others we saw still chatting to the person they were dared to approach earlier on in the night!

Also interestingly, we asked participants whether they would usually complete a task such as approaching someone they found attractive to tell them so, had we not dared them to. Overall it was a resounding no.

What was learnt from this exercise was that our target audience like the fun element of being dared to do something and will willingling partake in such activities.

4. INSPIRATION

4.1 HOLI FESTIVAL

A fantastic source of inspiration has come from the Holi Festival in India. The use of bright powder paint as a celebration of colour is a similar concept to ours.

People travel from all over the world to enjoy this colour party. Please watch this video to show the fun that can be had with paint.

4.2 THE COLOR RUN

Participants of the Color Run held in America begin with plain white clothing. As they reach each stage of the 5k run, they are covered in different coloured powder paint.

This gave us further inspiration for our theme. We liked how everyone starts off in white, and ends up colourful. This influenced us to hold a black and white themed event for the winning party, encouraging students to attend in muted attire.

Please click the image below to view a video of the event.

5. INTERIM PRESENTATION

6. VISUALS FOR TAGLINE

The initial idea was to have the slogan as ‘Bjorn Borg Dares You To Live Life In Colour’ reflecting the vibrant prints on offer. A collaboration with Graphic Design student, Tom Butler was formed to produce the design. He located the font used for the original Bjorn Borg logo and added the extra elements.

Shown right are what Tom sent to us as his first attempts. I personally thought the designs looked quite child-like and didn’t tie in with the brand.

We then had a discussion with Callum Sneddon (Managing Director of Bjorn Borg) and he informed us that the tagline needed to continue the ‘Happy Sexy’ tone of voice. This included hints of a sexual innuendo and for it to read ‘Bjorn Borg Says JA!’ which we then developed into a new slogan.

‘Bjorn Borg Says JA! To Being Filthy’

This fits with the brand message and our paint party campaign.

6.1 DEVELOPMENT

It was important to tie in with past Bjorn Borg campaigns. This included experimenting with text placement as shown bottom right. It appears that in the Lights Off campaign, the verb is the last word in the second line.

When ‘Filthy’ is alone on the last line, it is more prominent as our key word. I also believe it reads better as a tagline.

6.2 FINAL VISUAL

I then edited the designs slightly on Photoshop to tighten the spacing up and produce various different colour options.

The final tagline is shown right.

To portray our vision of the installations both on-campus and in-club, we collaborated with Joshua Crooks. Currently studying Multimedia, Josh specialises in 3D Artwork, creating life-like imagery such as those pictured here.

Please click the image below to take you to his Facebook Page.

7. INSTALLATION MOCK-UPS

7.1 ON-CAMPUS INSTALLATION

We went on campus at The University of Nottingham to take some photos of the area located for the installation.

I began attempting to create the box using a red and white theme which replicates that of the brand (shown below). This was when Josh’s expertise came in and he sorted out the perspective, lighting and so on. Together we experimented with various colour-ways to present to the rest of the team (shown right). My personal favourite is the purple and turquoise combination.

7.2 IN-CLUB INSTALLATION

Crisis at Rock City is the chosen venue if Nottingham was the winning city. Here, we took photographs of the VIP space allocated for the paint party box.

The red colour option shown is my initial effort at the in-club mock up. Josh could then understand what we were trying to achieve and manipulate this to provide imagery of a higher standard.

8.1 ON-CAMPUS STICKER

A large sticker will be situated on the main university buildings as explained in the report. The development of which is shown from taking our own images of coloured powder paint and overlaying on to an image of the Portland building on Nottingham campus. Text size and positioning was then tested, along with several colour options shown over the following pages.

8. PROMOTION

8.2 STICKERS

Shown here is the development of stickers handed out on campus. As you can see below, the initial plan was to have the tagline on the front and on the reverse, a short explanation.

This was then changed to the twitter hashtag to provide an obvious link to the building sticker, along with driving traffic to social networks.

8.3 WRISTBANDS

The 10 universities toured to are assigned a coloured wristband. All of which are shown here.

8.4 VIRAL VIDEO

Working alongside as a promotional tool for the event is a viral video.

We wanted it to be a short teaser, giving the audience a snippet of what to expect from Bjorn Borg arriving on campus. Inspiration was sourced for the powder paint theme from other events such as those mentioned earlier, along with any videos or images found. This was then reiterated to our creative collaborator.

To assist in the production of our video, we requested the help of Multimedia student Phillip Bircham.

Please click Phillip’s logo to navigate to his website and view previous work.

8.4.1 CASTING

An important part of the process was selecting appropriate models. We discovered Jenna Volkwyn, a beautiful outgoing blonde who encompassed the Bjorn Borg ethos. We envisioned a male to accompany her in the video and an obvious choice would be her current boyfriend, Jorge Dainton. It was important for the couple to have lots of chemistry, feel relaxed and be able to have fun with the paint - which they certainly did!

8.4.2 BEHIND THE SCENES

Here are some shots taken on set.We experimented with different ways to get the models ‘filthy’ and it wasn’t long until their white clothing became completely covered in brightly coloured powder paint.

8.4.3 THE FINISHED PRODUCT

Music was an essential part of bringing the moving image to life. We selected a track called ‘There Is Hope’ by Zoo Brazil featuring Rasmus Kellerman.

It became apparent that we wanted to tie in the Swedish origin of the brand wherever possible and upon learning that producer John Andersson, the creative force behind Zoo Brazil, is actually from Stockholm - the song choice was finalised.

Please click the image to view the final edit.

9. PRESS PACK

The Press Release began with a net which was then printed and folded into a miniature version of the installation. When received, it can be unassembled to reveal written information regarding the campaign.

INVITATION FRONT

INVITATION BACK

Supporting the Press Release is an invitation to request key members of the fashion industry to the final tour location in London. The QR code makes it possible for recipients to scan and pin-point the exact area the Bjorn Borg Box is situated on campus. It also allows journey planning through Google.

10. COLLABORATIONS

10.1 ABSOLUT

World premiere of multi-dimensional cocktail experiences from Absolut, featuring new music by Swedish House Mafia.Absolut are exploring different areas other than drinks. Music is a massive part of a nightout therefore a great idea for a vodka brand to look into. They are also staying true to being a Swedish company and have selected Swedish House Mafia to join forces with. The music they produce is a perfect mix for the brand.

Expanding on to other platforms than the industry associated to the brand is interesting. A collaboration with Absolut could work quite well as our nightclub event compliments the drinking culture.

To further the brand exposure, we discussed potential collaborations. Several were mentioned within areas of fashion, art, music, beverage and social networking. Here are a couple of examples.

10. COLLABORATIONS10.2 QUE HOUXO

The Tokyo based artist caught my eye with his vibrant luminous paintings. He works with fluorescent paint and black light installation walls. This sparked ideas of a collaboration either to create some kind of mural within our installation or limited edition pants designed by the artist which links well with the glow in the dark range Bjorn Borg have recently bought out, and our UV powder paint theme.