First look at the new brief - Background research

As I am looking at the 'Feel Good Drinks' brief, I thought it would be a good idea to look at the company a little closer, look at what other campaigns they have had, and perhaps what entries have been like this year and in previous years.

I started by looking at the website, as I felt this would give me the best visuals and may inform the way we decide to approach the brief in terms of design direction. My first impressions of the site were that the company wanted a wacky, feel good personality and the website sort of gives that impression. A certai

n childishness comes across in my opinion and is supported by the design approach and the colour usage. It also has a sort of collage, cut and paste effect to it which is apparent because of the use of shadows.

Apart from this I also looked at the pass commendations for the Feel Good brief to get a flavour of what they were wanted and also what they expected. There would be no point in developing a concept full of ideas which were too similar to past commendations. However, in terms of aesthetics I wanted to see if I could see links in all of the previous entries to focus down on what the judges preferred.

This piece by Corinna Panayiotides-Djaferis (great name) adopts a photographic and illustrative approach to bring the ingredients to life. In my opinion they answer the brief and tie in with the brand values. However, the typeface used seems uninventive and doesn't really reflect the rest of the piece. Getting ordinary people involved seems like a great idea as it brings the campaign back to the streets and makes the public a part of the campaign.

Previous winner Debbie Hulme proved to be a big hit with the drinks company for her animation featuring some gnomes. I don't see the link between the target audience and the gnomes but Feel Good evidently found something they liked when they looked at the entry, so much so that the winner was invited to overlook the new advertisement spearheaded by design agency 'Loose Moose'.

I also stumbled across previous entries when searching online.