Advertising Campaigns - Report

Introduction

Principle Footwear is the pioneer in the Malaysian Skateboarding scene that produces high quality and fully functional skateboarding shoes. Principle Footwear is a subsidiary company of Hellbent Skateboarding.

All of the shoes also can be use for long walks in the city. The motto for Principle Footwear is Passion, Precision and Perfection in every design because they want their customers to wear their products with pride. 

Principal Footwear is the first local skate shoes company, they produce a fully functional and comfortable skate shoes. Principal Footwear was also amazing and professional. The price was reasonable and cheap. Principal Footwear has come up with a few designs such as Principal Alpha, Principal Class, Principal Wise, Flow and Core. All of the design is different from others.

Case Study

Principal Footwear was design for local Malaysian skater who can’t afford a braded skate shoes such as Vans, Nike SB, Lakai, Emerica and Etnies. The cheapest branded shoe you can get is under 300MYR. Most of the branded skate shoe price is above 300MYR, for Principal Footwear, you can get around 150-200MYR. The quality is the same as branded skate shoes. Principal Footwear has their own moto which is PASSION, PRECISION and PERFECTION.

Vans

Vans founded on March 16, 1966 by Paul Van Doren, Gordon C. Lee, James Van Doren, and Serge D'Elia.  As an American manufacturer of shoes, based in Cypress, California. The company also produces apparel, and other products such as T-shirts, hoodies, socks, hats, and backpacks. As of August 2013, the brand is active in the actions sports industry and sponsors skateboard, surf, snow, BMX, and Moto X teams. Vans also have their own skate park, the company built its first free skate park in Huntington Beach, California which is open to the public in 2014. It includes a 17,500 square foot skate bowl and a 25,000 square foot skate plaza. The park is 42,500 square feet and Vans pays the city US$1 per year for the 20 year lease.This park is open 7 days a week. The first skate park was opened in 1998 at the Outlets of Orange. It features a 20,000 square foot indoor street course, a Combi pool, which is 12 ft. deep, an area for amateurs, mini ramps, an outdoor street course, and an arcade. The park was updated in 2008.

Lakai Limited Footwear

Lakai Footwear Limited is an American footwear company. Founded in 1999 based in Torrance, California that creates shoes designed for and inspired by skateboarding. Lakai was founded by professional skateboarders and Girl Skateboards co-founders Mike Carroll and Rick Howard. Lakai Limited Footwear is part of the Crailtap Distribution along with companies Girl Skateboards, Fourstar Clothing, Royal Trucks, and Chocolate Skateboards. As of September 2014, the company promotes three specific technological features of its skate shoes under the overall title of "XLK". According to Lakai's website, the technology will "provide the increased structural integrity of a cup sole while reducing overall sole weight by sculpting sidewalls and minimizing rubber in areas where it is not needed." The three features are: "XLK Sole Construction," "High Density Foam," and "Sculpted Sidewalls. The Lakai video Fully Flared received the "Best Video Award" at the 10th Transworld Skateboarding Awards, an event produced by the TransWorld SKATE boardingpublication.

Objective

Principal Footwear was aiming for successful and hoping to grow and to raise the new blood skater to be fashionable bold. Principal Footwear also aiming for the brand be successful product worldwide and reach the big market.

The Idea

Principal Footwear has got a lot of good view from a local professional skateboarder such as Hariz Mansor, Porock Luis and other professional skateboarders. Most of the pro prefer to use local brand than international because of the quality is the same. Although the quality is same but is only meant for sport ware only.

So the central idea is ‘Unique Color’ strong image differentiation: importance of color, good quality, young people, up to date, reasonable prices = “to put fashion on an industrial level”.

Campaign Strategy

The principle footwear is to make people feel free to choose or to express their own design on the shoes. People can customize their own shoes the way they want it and be different. The unique of the design is the design can be picking from the following design that has been express.

Process

Figure 1 – Mindmapping 

Figure 2 – S.W.O.T Analysis

Figure 3 – Mind map

Figure 4 - Sketches

Figure 5 – Sketches

Figure 6 - Sketches

Figure 7 - Colour

Figure 8 - Colour

Figure 8 – Experiment

Figure 9 - Experiment

Figure 10 - Experiment

Figure 11 - Final

Figure 12 - Final

Figure 13 – Final

Figure 14 – Colour Wheel 

Advertising Campaigns - Final and Infograpic

This is the the infograpic for my fial project. 

 This is my final porject.

This is the color wheel.

Advertising Campaigns - Experiment

These are the experiment that I have done before proceed to the final. I learn a lot of thing during this experiment. The color must be fit and know the tone or which color that fit right with the color of the shoes. The quality of the printing was not good and you can see in the first picture on the PRINCIPLE, the shading effect from the printer. The mounting board that I use is quite hard to cut and the result its not smooth.

The expression that I use in one of the poster is "BE THREATENING" which is sound dangerous was also wrong because its sound harmful for the people.

These are the first experiment on which part that I should choose to cut off and will be replace with the pattern.

Advertising Campaigns - Color

Im making a color pattern or color abstract for my final assignment. Im using a water color on a A3 drawing paper.

Copywriting for Advertising - Radio Ads

Radio Ads.

Coke Summer Sound Radio Ad

This radio advert is mainly sound effects. It begins with a conversation which is meant to sound like they are trying out sound effects for the coke advert. The man says 'can I try out a few coke summer sound effects' followed by people saying 'yes' every sound effect is followed by 'yes' until the actual sound of someone opening a coke and drinking it. This is not a sound effect but the real sound of someone enjoying the coke, the people saying 'yes' think it's a sound effect because it sound so appetising. Additionally, this is to make the audience want a coke as the sound of bottle top coming off and someone drinking it would make the audience thirsty. There is speech saying 'I'm no longer thirst' which is persuasive for the audience as it makes it seem like an opinion. There is then non diegetic sound of the coca cola signature jingle which causes recognistion, this is followed by their slogan 'open happiness' which emphasises awareness. 

Duration 0:31 sec

Copywriting for Advertising - Tv Commercial

Find two emotional TV commercial and two direct selling TV commercial.

 Emotional TV Commercial.

2014 Chevy Commercial - Maddie

Direct Selling Tv Commercial

Oppo N3 Commercial

Copywriting for Advertising - Song & Lyrics (meanings)

Earl Sweatshirt - Chum


Earl Sweatshirt (Thebe Neruda Kgositsile)

[Hook:]
Something sinister to it
Pendulum swinging slow, a degenerate moving
Through the city with criminal stealth, welcome to enemy turf
Harder than immigrants work, golf is stitched into my shirt
Get up off the pavement brush the dirt up off my psyche
Psyche, psyche

[Verse 1:]
It's probably been twelve years since my father left, left me fatherless
And I just used to say I hate him in dishonest jest
When honestly I miss this nigga, like when I was six
And every time I got the chance to say it I would swallow it
Sixteen, I'm hollow, intolerant, skipped shots
I storm that whole bottle, I'll show you a role model
I'm drunk pissy pissing on somebody front lawn
Trying to figure out how and when the fuck I missed moderate
Momma often was offering peace offerings
Think, wheeze cough, scoffing and he's off again
Searching for a big brother, Tyler was that
Plus he liked how I rap, the blunted mice in the trap
Too Black for the White kids and too White for the Blacks
From honor roll to to cracking locks up off them bicycle racks
I'm indecisive, I'm scatterbrained and I'm frightened it's evident
And them eyes where he hiding all them icicles at

[Hook:]
Something sinister to it
Pendulum swinging slow, a degenerate moving
Through the city with criminal stealth, welcome to enemy turf
Harder than immigrants work, golf is stitched into my shirt
Get up off the pavement brush the dirt up off my psyche
Psyche, psyche

[Verse 2:]
Time lapse, bars rhymin' heart's bottomless pit
Was mobbin deep as 96 Havoc and Prodigy did
We were the potty-mouth posse crash the party and dip
With all belongings then toss em out to the audience
Nothing was fucking awesome, trying to make it from the bottom
This is feeling as hard as Vince Carter's knee cartilage is
Supreme garment and weed gardeners garnishing spliffs
With Keef particles and entering apartments with 'zine article
Tolerance through boundaries, I know you happy now
Craven and these Complex fuck niggas done track me down
Just to be the guys that did it, like I like attention
Not the type where niggas trying to get a raise at my expense
Supposed to be grateful, right, like thanks so much you made my life
Harder and the ties between my mom and I are strained and tightened
Even more than they were before all of this shit
Been back a week and I already feel like calling it quits

[Hook:]
Something sinister to it
Pendulum swinging slow, a degenerate moving
Through the city with criminal stealth, welcome to enemy turf
Harder than immigrants work, golf is stitched into my shirt
Get up off the pavement brush the dirt up off my psyche
Psyche, psyche


Meanings:

Earl discusses his fatherless life and what his life has become since then and the options he has (“Time lapse, bars rhyming heart’s bottomless pit”).

‘Chumming’ is the process of adding blood and guts to the ocean to attract sharks to a specific area. Earl could be hurt about his past with his father and even though his wounds weren’t physical, he was in pain. His pain is clear and this could have attracted ‘predators’.

Copywriting for Advertising - GOOD AND BAD COPY WRITING ADVERTISING

Bad Printing Ads

Good Printing Ads

Copywriting for advertising - about myself

My full name is Andreas William Jee and most of my friends called me Yass. I’m 20 years old, Melanau tribe from Mukah, Sarawak. I have 2 sister and 2 brother, my father used to work at Sarawak Forestry and my mother is a kindergarten teacher. I’m the middle son, no. 3 from the family. I am a quiet but I will working hard for something that I want, I like to sketch when I don’t know what to do during the free time. I also play guitar and I’m into any kind of genre such as pop punk, indie, r’n’b, hardcore, trash core, death metal, and others. I’m like to play a strategy game like Dota, I’ve been playing dota not so long ago, I started to play dota when I was 18 years old, Dota is a strategy game which is contain of 5 player from each team, there will only be 2 team will play in one game. The best thing about dota is you can feel the excitement when you are able to kill the enemy and destroy the tower and the fountain. My role in dota is a “Carry” and “hard carry or tanker”. The role of a carry is to kill and lead the team because Carry hero normally bring the team to win, if the carry of the game failed then the game will be lose. Im also into customize vehicle such as bicycle and motorcycle. I have a future plan which is to fix our old Honda C90 and turn it into Honda Street Cub, I like to work something with my own hand because you can see you own hand work which is nice and feel good about it.