OUGD602: Competition Brief - YCN // Greenall's Gin

To engage with the industry I chose to enter the YCN student design competition as I enjoyed this process last year within the responsive module, Revisiting last year submission I identified that the resolution was far too complicated to exist as a commercial design solution. Understanding this I wanted to create an innovative response that would still be commercially valid to the judging panel. 

The ‘Come or Shine’ campaign exceeds the commercial expectations of the brief embodying the brands classic sense of humour, with a touch of irony to actively engage a millennial audience. This effectively positions the brand as a catalyst for having a good time, instigating social drinking environments irrespective of the stereotypical British weather, and enjoying the summer with Greenall’s. The concept is contemporary and engaging to the clients target audience, it is also holistically reflective of the brands tone of voice and engages the user within the brands playful personality. The physical resolutions succeed in promoting the campaign across a range of different platforms through a consistent campaign aesthetic to ensure easily identifiable campaign extensions. The umbrella iconography is used consistently throughout the campaign and inspires innovative collateral to develop that is uniquely appropriate to the concept, this ensures the campaign works holistically across a range of platforms and allow the audience to fully engage with the brand which can later be converted into brand equity. 

I identified the brief was asking to utilise a classic British moment to engage a millennial audience however my dissertation focused heavily around this millennial audience and I was able to identify that utilising cliche'd iconography would in fact disengage this audience. Having the confidence to change the brief to work better for me as a creative and that will more holistically engage the client's target audience is something that I wouldn't have considered in level 4 or 5 and is a result of growing in my own confidence as a creative.