Àd la carte @rchirito - Tumblr Blog

Copywriting A

A. Choose a brand and create 20+ Twitter posts. Make sure to keep the tone in line with who the brand is reaching out to and their identity. It can be the actual brand or a character you make up to represent the brand (for inspiration check out @skittles, @babycarrots or even us!) Remember, 140 characters or less!

To check out my Tweets for this project, check out my Twitter account.

RikoAds https://twitter.com/RikoAds

I will add more tweets as I come up with them.

Time to give myself some projects.

Miami Ad School requires at least one of these assignments to be completed to be accepted into the school. For the sake of practice, I'm going to do all of them.

ART DIRECTION

A. Brainstorm on how the iPad could be extended for a senior audience (65+). Design a promotional campaign using the appropriate media to reach your target audience. Consider all types of media. Also think about apps that could be appropriate and appealing to your target audience that can be included in your campaign. Storyboard the commercial.

B. Concept a video game- it can be for any gaming system (i.e. Wii, XBox 360°-including Kinect, or Playstation 3). Define the target market (sex, age, etc). Explain the concept of the game and why it would do well. Include graphics done on a computer or hand sketches to show the box cover and screenshots from the game.

C. Create a “green” campaign for a current company that has not yet gone completely green. Concept different ways the company can go green (companies have paperless billing but how do you get consumers to do it?) and mediums to showcase their efforts (commercials, webisodes, ambient, etc).

COPYWRITING:

B. Create a fictional travel blog about the town or city you live in. Choose at least 4 spots to visit or things to do- try to add as much detail as possible about experiences, people, food and culture.

C. Write a 300-500 word story utilizing three things: a fruit, a popular song and a sport

The Weakness of a "Free Item" Promotion

I decided to go to every 7-Eleven in my area to get more free Slurpees. After all, free Slurpee day is once a year. It was a shame that I encountered a terrible shopping experience after the first 7-Eleven. At each other 7-Eleven I was greeted poorly and was rudely told that they did not serve any more free ones anymore. After asking for explanations all I received was defensive and rude responses to my simple question "why not?" Not only were the employees rude but they also pretty much told me they didn't care the smallest bit that I was going to inform 7-Eleven about their extremely rude behavior. Instead they taunted me to do tell on them. It is regrettable that in the Miami area that type of attitude is not at all surprising, though always unwelcome. It is a shame that promotions like this lose all of the power and even end up becoming a deterrent of happy customers looking to get their favorite icy drink. And it is a shame that the employees at this locale do not grasp the purpose of the promotion and lack the vision and integrity to carry out a fairly simple task. Finally, what I noticed that was the reason behind every employee's reasoning, was that they had run out of cups or that the machines were unable to deliver the corresponding results. Something that can be easily solved with the right preparation and the right training for the employees.

#7-eleven free slurpee promotion #7 #eleven #free #slurpee #review

Today is July 11th and it is Free Slurpee Day at 7-Eleven convenience stores. I believe it to be a great promotion, it's practically no cost to 7-Eleven and they get to advertise their stores, give a chance to people to just come into the store and perhaps purchase something but mainly, 7-Eleven manages to brand a whole day of the year to themselves. July 11th is 7-Eleven Day.

#promotions 7-Eleven

http://about.me/rchirito

Update 06/12/2013

Updated about.me, erased most of the the silly/cheesy lines that glorified what a freelance philosopher was, bolded the name, changed the tagline, replaced definition to one sentence.

The description now says: The Freelance Philosopher "A philosopher that transforms his concepts and ideas into powerful advertisement."

The tagline used to say "Envision the Unimaginable," which apparently was corny. Though, I wanted it to say that because I thought it really was what I wanted to do, something worth to be called an oxymoron. However, with nothing to show for it, it became corny. It was changed to "Imagine the P[ ]ssi[ ]il[ ]ties" to be a little more playful. Yet, I really like the word "Envision," it's way more powerful and original, so I changed it to "Envision the P SS B L T ES," also taking out the brackets which looked awkward and using only "i"s since it's a little easier to skip.

Obviously, everything on this page is subject to change.

Updated to improve writing to make it more simple. More updates to come.

G2 - Review About.me

Changed around 80% of the text. It was originally too arrogant and too straight forward. Now it is a little more subtle and is more humble.

The biggest change I made was to the inclusion of "Freelance Philosopher," which I had to add to complement my business card which directs you to my about.me. Once I have my logo done, I will upgrade the about me to have my own URL.

Even thought, "Envision the Unimaginable" is very cliched and definitely an oxymoron, I could not part with it because it was really what I wanted to express. Imagination can only take you that far, the development of ideas can go past those limits and allows you to see something more.

#G2

B2 - Business Card

UPDATE:

The plan was a success. After a second day passing out the cards at work, I was delighted to hear everyone talking about it. People were wondering what it was, why I had it, what did "Freelance Philosopher" mean, they were going nuts! Everyone wanted one and I had only passed out five. Though I'm sure it had a lot to do with the people I passed it along to, it was very pleasing to hear the questions I had expected.

The only problem was that I didn't have an answer yet, so I made them up as they would ask me.

What I came up with was rather interesting. So my original idea was to make a fictitious profession for myself so that my card wouldn't just be my information and I would have a reason to pass it out or offer some kind of service.

It turns out some people thought this was "a lie," "misleading," or "bullshit," when I didn't have a clear answer on what a "Freelance Philosopher" was. My solution? I started giving them what they wanted.

I started saying that I would offer services with anything related to Philosophical Counseling (a real profession), but it was freelance so it wasn't very serious. Then I told them that what made me "Freelance" was that in modern ages a philosopher can't work for free so I would be a "paid" philosopher working on commission. Surprisingly, (or not), People were asking me how I charged and how much it cost. One of my coworkers mentioned that I didn't have to get paid with money, and he was totally right. I got the idea to charge, well, Ideas! So I would tell people that I'd give them advice or philosophical thought for the exchange of ideas. While I thought this would satisfy everyone, one of the more driven co-workers, accused me of trying to steal ideas of people and not giving anything in return.

I suppose that would be kind of true, except that I was only asking specific questions, in which the responses would give me ideas.

For example: "What's your biggest fear when buying a house?"

"Termites!"

"I see, thank you."

So with that I decided to make an ad for realtors about their worry-free, bug-free houses.

Either way, people were very passionate about whatever comment they had on the whole situation, many of them went to my website which was the primary goal. Which reminds me, I'm going to have to change that website to explain why I am a "Freelance Philosopher," you know, to not be misleading.

I'm still not out of business cards, so I will continue to pass them out and getting feedback. I am traveling to New York this week, so I can have an awesome new demographic.

Assignment B - Instructions

Test Prototype business card.

I was able to obtain these 50 free business cards. I put some of my information on it to be able to advertise myself. One side shows a napkin with the edge facing up and the other side shows the napkin with the edge facing down and my information written on it. Here I will post feedback that I get from people that I show the cards to, and the process of the improvement of the cards.

The strategy was a little more complicated than I thought.

First of all, the concept of the napkin was supposed to emulate the typical situation where when giving you someone your information and you can't find anything to write on, you write it on a napkin.

The font was supposed to look like it was handwritten, but so far no one really notices the fact. Finally, the Freelance Philosopher seemed like a great idea at first, but after passing out a couple of cards I realized that nobody would get the idea.

The point of the Freelance Philosopher is that it isn't a real profession, in the same way that a "Philosopher" cannot market himself as a "Philosopher" in most situations at least. I was trying to turn it into a profession that only I would have and offer "philosophy" related services "freelance." The only other solution to avoid changing it altogether is to figure out a better way to react to the question "what's a freelance philosopher."

B1.1 Take a picture of a nap and change the table so that it is more noticeable that it is a table.

B1.2 Make sure the corner of the napkin does not go past the card and instead make the whole edge is visible.

B1.3 Use a different font that resembles handwriting even more.

B1.4 Flip card so that when people flip it sideways they have the napkin facing the same direction.

B1.5 For priming, say this when hanging out the card, "Here's a napkin with my information," or "Here's my info on a napkin." So that people will already start imagining the napkin and see it faster.

B1.6 Keep the Mate finish.

#B1

The following link allows you to download my resume.

http://my.monster.com/services/Document.aspx?ResumeValue=7ayap8m3naww7bbc.pdf

Assignment D1

Apple

Strategy: How much has an iPhone changed your life? How was life without the iPhone? When you imagine yourself in the past, you can't help but to think you've always had it with you, it's part of you.

Execution: Apple style ad, simple heavy reliance on brand logo. Apple colors used, two colors in total. Logo centered or centered top. Centered text. White font to match logo and increase visibility. Had several versions of the text and was looking for the shortest possible to make the ad more neat. Also added an extra space after the first line to create a pause without a coma.

1.1 The only reason why I can't remember when I got my first iPhone is 1.2 because it feels that it was always with me.

1.3 I can't remember when i got my first iPhone, it feels like I've always had it.

1.4 I can't remember when I got my first iPhone, it just feels like I've had it forever.

1.5 I can remember when I got my first iPhone, but I can't remember how I lived without it.

1.6 I remember when I got my first iPhone, but not how I lived without it.

EDIT:

1.7 I'm not pleased with the final tagline. It's too awkward to read. Will change to "Do you remember? How did you live without it."

#D1

Assignment G1

Heavily edited about.me. Changed title and content. Added tumblr button. Will change picture, change background and add resume.

Assignments Instructions

I will start making different sets of assignments to challenge myself and build a portfolio. These assignments will be done regularly and posted on this blog. I will then post my progress on here, with pictures, videos, and reports.

You can find the assignments really easily but looking for their type and number as tags.

Number of Assignment will follow the assignment question (A1,A2). Editions will be separated by a period (A1.1, A1.2).

Assignments will have letters assigned (A,B,C). There will be more detailed instructions on a different post for each assignment.

I will edit this instructions as I develop the ideas and update the challenges.

Assignment A = Upgrade these instructions into a better system.

Assignment B = Test Prototype Business Card

Assignment C = Make a commercial campaign about yourself.

Assignment D = Make ads for random companies

Assignment E = Review Ads

Assignment F = Read "the Advertising Concept Book" and report about pages read here.

Assignment G = Review my about.me

Assignment A- Updates to the Instructions

A1.1 Added this section to the instructions.

A1.2 Bolded the Assignments.

A1.3 this is the second set of instructions on the first assignment on this blog, now known as assignment E.

A1.4 Changed all first letters on this

A1.5 Fixed legend to be more clear.

Edit: May 31st, 2013

A1.6 Add dates on future editions.

A1.7 Try to keep some assignments in the same posts with updates and edits instead of new publications.

Edit: June 12th, 2013

A1.7 Add the name of the assignment in the title section.

A1.8 Changed the theme to a new theme that fits my type of writing a lot more.

#Assignment Instructions

Strategy: Use a traditional but modern "Training Video" sequence to show you how to talk to your parents about the change. Exchange the roles of parents with children and children with parents. Audience: both ages. Purpose: Dismiss misconceptions, detractors and stigma of using a "small" company cellphone service.

Execution: The campaign uses several sticking points dealing with "Peer Pressure," "moving" and "change." The advertisement gets its message across and is able to present its solutions to these small arguments. Net10 attempts to use humor in the switched roles but I think it falls short because the commercial isn't really that funny. If anything, I think it leans more to the awkward side making parents seem unsure of what they want to do. The commercial makes a mistake when it portrays the power on the child instead of on the parent, making them seem insecure and unsure about their decision to switch. After all, who's going to listen to a child when you are making tough decisions like choosing a phone company. I do however, enjoy the fact that they were able to simplify the problems with fanatism and aesthetics.

One more comment I have about this campaign is that I believe unlike many other campaigns, these stand alone commercials are not as strong without the other ones. Many other campaigns would have a very popular commercial introducing the base of the campaign or the story, while this one just throws you into these uninspiring mini stories. The campaign would be a lot stronger if each individual ad had been a ingenious.

#NET10 cellphone cell phone cellphones

A beautiful Volkswagen ad at Abbey Road.

Pistachios and PSY

From now on I will be separating the Ad analyzation in 2 sections. Strategy and Execution and will conclude it with a reinvention of my own.

Why? Because I believe those are the 2 basic components for a successful ad. One is constituted by concept, idea, audience, medium, and many design aspects; while Execution will encompass: Delivery, implementation, acting, design (post), and overall results.

I will probably add more subsections as we go along, but for now let’s check out this Ad.

http://youtu.be/rE6iiiDdTNY

So at this point I’m certain everyone knows about this guy, PSY. He’s an internet sensation that got really popular off of this one music video on youtube. The music video and the song are a great example of the influence pop music has had in Korea, and it’s basically the most know example of Korean pop, reaching 1 billion views world wide.

Strategy: With his huge success, in recent months PSY has had a great exposure in America by going to several live shows and interviews. Using the original song and dance moves seen on the video as a basis, this Super Bowl Ad was released. The strategy here isn’t very original. It uses a currently popular celebrity to perform their currently popular signature dance and plans to somehow relate it to pistachios. Though PSY’s popularity is immense at this point, his demographics point towards a younger adult crowd and even younger. Thought, it also attempts to use silly innuendo for the older crowd.

Execution: This commercial replaces the original korean celebrities and actors with pistachios, and puts PSY on a pistachio colored suit dancing next to giant pistachios with female legs and arms, who at one point take their pistachio nutshell of and are left “naked.” They dance and the narrator uses corny phrases replacing “oppan gangnam style” (the main chorus) with “crack’em gangnam style,” an obviously forced substitution, regrettably more than once. This results in a poor, forced, and silly attempt to use celebrity sponsorship. After all, it’s just dancing food with a famous person making himself look like a cheap sellout (according to many of the comments).

Reinvented: There are many parts about this ad that could be improved on, of course assuming that the contract was made with PSY and he had to be in it, my version would be a lot different. First of all, I would forget all about the dancing human-sized dancing pistachios. Instead I would prefer to have PSY walk into a big standing room in a big house (assuming that wealthier people would by the snacks) filled with young adults in the middle of a casual reunion that are going about their business but are shocked to see PSY walk in. Then with a giant entrance PSY would bash in the front door in with his dancers and all holding a bag of the pistachios. They break into dance, and during the rope hurling step in the dance, they would throw the bags at the center of everyone’s table. Then either everyone would start dancing, OR I would have a zoom in to PSY giving some sign of respect (perhaps a wink) and leave as if nothing had happened. Of course, PSY can always say “Get Crackin’” in a Korean accent if necessary.

Thank you, let me know what you think in the comments.

As my first ad analyzation I bring you:

"Be Amazing" Campaign

Gamefly is trying to break the traditional model of a fun time with unique bizarre situations.

The design uses a 1950s style fused with some modern situations. I'm unsure why they have chosen athlete Blake Griffin for this campaign, specially since he's in some many other campaigns at this moment. Unless they are just trying to use the popular star's momentum, however I find it problematic because unless this ads are aimed directly at NBA 2K fans (which they clearly are not), the aimed demographic will be at least unclear about Blake's identity and maybe confused about why he is the currently the face of a videogame company. Nevertheless Blake does a great job at portraying the strength of "awesomeness."

#ads #ad #advertising

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