http://awards.ycnonline.com/briefs/view/triumph/
Create a piece of communication that promotes Triumph’s bra fitting service
Background
Our future has a history...
The company that began in 1886 as a small-scale venture, manufacturing corsets in a barn, is today the world’s most international lingerie business and a global iconic leader in alluring lingerie and shapewear. From the birth of the original bras to today’s cutting-edge microfibers and organic cotton, Triumph has led the way in pioneering new designs, materials and technologies including the moulded cup, elasticated straps, laser cut briefs and body-heat ‘memory foam’ shaping. There’s no question that women’s demands have changed a lot over the years, but one thing has remained the same: the ongoing demand for perfect fit, be it for optimal support or ultimate seduction. Research indicates that as many as 70% of women are wearing the wrong size bra. Consumers often don’t realise they are wearing the wrong size bra as they don’t know what to look for, and think that one size fits all across all brands. Triumph has fitting consultants in-store to help educate consumers on finding their perfect fit and reveal a shape to love. During the fitting consultation consumers are made aware of the benefits of a good fitting bra, and are encouraged to have regular fittings.
The benefits of having a fitting are:
- Improves your overall body shape
- Confidence boost – improves your outerwear look
- Comfort factor – all day comfort...
- Great support for your bust
The Triumph brand has a presence in a number of different distribution outlets. These include:
- Major department stores nationwide: Debenhams, John Lewis, House of Fraser etc…
- Specialist lingerie independent stores nationwide
- Online e-tailers who stock the Triumph collections online: Figleaves, ASOS, Flowerbags etc…
- Triumph retail stores; 5 locations – Basingstoke, Cambridge, Walton on Thames, Exeter, Cheltenham and 2 clearance stores – Swindon designer outlet village and Clarks outlet village, Somerset.
The creative challenge
The challenge is to create a piece of communication that highlights the importance of getting properly fitted for a bra. Most importantly the communication must work in a Point of Sale context, and you must demonstrate how your idea would come to life in-store.
Typical POS elements we produce for a standard promotional kit include:
• A4/A3 tent cards – perfect for placing on tops of stands in store and on till/display counters.
• Product swing tickets/garment stickers – for display over the neck of the lingerie hanger. The stickers would stick to the actual garment.
• Floor free standing display option – typically we have used lifesize strut cards/toblerones to promote the message. This element can also provide the retailer with a window solution if they have allocated one for the promotional message (varies between different retailers).
• Promotional flyers – A5 size to hand out in departments or in store.
• Product swing tickets/garment stickers – for display over the neck of the lingerie hanger. The stickers would stick to the actual garment.
• Floor free standing display option – typically we have used lifesize strut cards/toblerones to promote the message. This element can also provide the retailer with a window solution if they have allocated one for the promotional message (varies between different retailers).
• Promotional flyers – A5 size to hand out in departments or in store.
Your creative concept must be able to scale to contexts beyond Point of Sale and we would also like to see how you think it can come to life elsewhere. For example, you might want to consider how things scale online or how advertising local to stores would work. How you approach bringing your idea to life more broadly is entirely up to you.
We are very open to new innovative ideas, so long as the fitting message is conveyed in an approach that will appeal to the target audience.
We would like customers to instantly recognise Triumph as the first choice for fitting. We already have an active training schedule in place for new and existing staff, so can be confident that the fitting is of a high standard across the board – this should be reflected in your communication.
We would like customers to instantly recognise Triumph as the first choice for fitting. We already have an active training schedule in place for new and existing staff, so can be confident that the fitting is of a high standard across the board – this should be reflected in your communication.
Historically Triumph have used model photography to convey the fitting message, however you are welcome to explore how we can move on from this, and look at other methods such as illustration.
Copy Requirements
In the project pack you will find a couple of previous examples of our fitting communication, so feel free to use the copy from this. Alternatively if as part of your concept you think of a ‘fitting’ strapline, or alternative wording which sits well within your concept then please do use this.
Creative Considerations
Triumph is a global brand and we have guidelines in place for logo usage that you will need to adhere to. Details can be found in the brief’s project pack.
The execution of the campaign in-store needs to be simple but impactful, as consumers will be shopping in a busy environment and often don’t have time to stop.
When communicating with our target audience you should: engage, show emotion and understand their lifestyle.
Target audience
Our aim is to attract ‘Style Seekers’ women aged between 25-50 years.
Style seekers have:
- A high interest in fashion and beauty and are inspired by window shopping, in-store campaigns and advertising which highlights fashion trends etc…
- The bra completes an outfit and is always purchased with outerwear in mind.
- Tend to buy sets and shop in department stores, online and specialised lingerie boutiques.
- Usually have a large lingerie wardrobe and shop on a regular basis.
Deliverables, Artwork and Additional Information
For guidance on how to submit your work please adhere to the main deliverables information in the Student Awards section of the YCN website. Any additional supporting information referenced in the brief can be found in the supporting project pack.
Second brief.
Create an imaginary packaging range for Google’s family of products
Background
Imagine if all of Google’s products came in boxes.
What would that line of packaging look like? How would you show the different product families, the features, the benefits and bundles? What might a physical shop look like stocked with Google products? How would you design point-of-sale for Google Plus or Chrome?
At Google we make a wide range of products. Sometimes it’s hard to explain to people how many products we make for users and what they all do. You can see all our consumer products listed below and by following this link too - http://ycn.sh/viHodH.
What would that line of packaging look like? How would you show the different product families, the features, the benefits and bundles? What might a physical shop look like stocked with Google products? How would you design point-of-sale for Google Plus or Chrome?
At Google we make a wide range of products. Sometimes it’s hard to explain to people how many products we make for users and what they all do. You can see all our consumer products listed below and by following this link too - http://ycn.sh/viHodH.
Products
Web:
- Web Search - Search billions of web pages
- Google Chrome - A browser built for speed, simplicity and security
- Toolbar - Add a search box to your browser
Home & Office:
- Docs - Create and share your online documents, presentations and spreadsheets
- Gmail - Fast, searchable email with less spam
- Calendar - Organize your schedule and share events with friends
- Translate - Instantly translate text, web pages, and files between over 50 languages
Media:
- YouTube- Watch, upload & share videos
- Books - Search the full text of books
- News - Search thousands of news stories
- Picasa - Find, edit and share your photos
Geo:
- Google Offers - Get amazing offers at the best places to eat, shop, and play
- Latitude - See where your friends are
- Maps - View maps and directions
- Earth - Explore the world from your PC
- Panoramio - Explore and share photos
Social:
- Google+ - Real-life sharing, rethought for the web
- Blogger - Share your life online with a blog - quick, easy and free
- Reader - Get all your blogs and news feeds fast
Specialized Search:
- Scholar - Search scholarly papers
- Trends - Explore past and present search trends
Mobile:
- Maps for mobile - View maps, your location and get directions on your phone
- Search for mobile - Search Google on the move
Challenge
- We want you to create an imaginary packaging range for Google’s family of products. You are free to interpret the idea of packaging, and approach format, in any fashion you like.
- Explore ways to bundle the products as a family (i.e Adobe Creative Suite) but ensure each product is distinct and its purpose is obvious.
- You do not need to be exhaustive - but please include at least three of our top products: Chrome, Google Plus, YouTube, Gmail, Maps... and of course Search!
- The packaging should inform, inspire the imagination and clearly articulate the benefits of the products.
- In addition to your packaging ideas you are welcome to create additional material to bring your ideas to life - such as merchandise, Point of Sale or other retail concepts. This is optional.
Outputs
Feel free to demonstrate your ideas in any way you like - flat artwork, videos - it’s entirely up to you. (Although worth remembering that Google will want to share the best ideas online.)
Audience
Primary: the mainstream user (you, your friend, your mum) who uses the internet but doesn’t use all of Google’s products.
Secondary: any internet users shopping for Christmas stocking fillers.
Style
Google has a very particular style when it markets its products. It is clear, informative, white and user-focused. It is quirky, but not whacky, or ‘funny’. Do some research and you’ll find examples.
Branding
Try to use the logo in as respectful a way as possible. The logo should be small and uncluttered.
Use either the flat full colour logo on a white background or white on full colour (these can be found in the brief’s project pack along with a guidelines PDF).
The logo should not be modified or customized under any circumstances.
You may create additional colour palettes if needed within your work.
You may create additional colour palettes if needed within your work.
Tone
Similar to the clear style of our web content.
Try not to ‘sell’ the products, instead be useful, informative and friendly. Be ‘fast’ (to the point), ‘accurate’ (contains trustworthy information) and ‘easy to use’ (easy to understand).
Don’t use superlatives. Don’t claim special powers. Comparisons must be understandable and truthful and be backed up with real data.
Do not clutter, confuse or write too many words.
Deliverables, Artwork and Additional Information
For guidance on how to submit your work please adhere to the main deliverables information in the Student Awards section of the YCN website. Any additional supporting information referenced in the brief can be found in the supporting project pack.
Third brief.
Package the perfect M&S picnic
Background
Marks & Spencer is famous for innovation, convenience and the quality of its food, and is often the first place you think of when shopping for a special occasion like a party or picnic. Anyone attending a summer event like Wimbledon or an open air classical concert will be familiar with a sea of M&S cool bags brimming with picnic food.
The creative challenge
Your brief is to create the ultimate picnic pack. It could be themed around a type of picnic or event, or around the type of food included eg. a romantic first date or anniversary picnic, a Spanish picnic, a picnic for an open air classical concert, a foodie’s gastro picnic etc. You should include everything needed for the perfect picnic: food (sweet and savoury), drinks, cutlery, plates, napkins etc. Think about the occasion, then devise the menu and decide on the physical packaging for all the food items and design of each item. Consider the overall carrier. It could be a picnic hamper, a cool bag or even just a cardboard box, but it will also need to be designed within the theme. Consider physical packaging; your design needs to be fit for purpose while creating minimal waste/refuse. The customer should feel like this is a fantastic treat and that M&S have thought of everything to make the occasion perfect.
Target audience
We have a wide customer base so you can aim this product at anyone from young, affluent singles or couples, families, older people whose children have left home etc. Consider who your target audience will be and tailor the picnic to that group.
Mandatories
Your design must include the M&S logo which is available in the project pack.
Considerations
Consider print process and number of colours – all packaging should be printed from a maximum of six colours per item. Consider whether you will use four colour process (plus two specials if needed) or all specials. Bear in mind that M&S is a brand which is known for Quality, Value and Trust and we have a strong eco policy (refer to the Plan A website), so all designs should be true to the brand. Consider teaming up with other students - designers or illustrators. A physical pack designer could team up with a graphic designer - or an illustrator or photographer could be commissioned by a designer to create imagery. Teamwork is not essential but is much more representative of working in a commercial environment.
Deliverables, Artwork and Additional Information
For guidance on how to submit your work please adhere to the main deliverables information in the Student Awards section of the YCN website. Any additional supporting information referenced in the brief can be found in the supporting project pack.
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