Remember to show your workings out...

Ah.... this brief gave a fair few headaches. I don't normally post much rough work and brainstorms but for the way this brief was solved, it was integral. I accidentally stumbled into the world of advertising and copy-writing, this was a sharp learning curve for me and defiantly demonstrated the skill in this work which I have unfairly overlooked in the past. Ideas and slogans can be simple, but forcing one out to meet a challenging brief certainly isn't. As Mille was doing the illustratery side of this brief, it was my task to sort out the concepts and ideas and to get the right slogan to tie everything together.

Ok so here are some scans from my workings out, together with some of Mille's illustrations which may demonstrate the difficulty we had in honing the concept.

Tug of war idea, to show working together/mutuality

tug or war test illustration,

Serving Idea, to show the company exists only to benefit customers

Serving, test illustration

Giant fat cat/Giant pie idea. To distance the company from other, more greedy institutions

Fat cat test illustration

Our first concept defined, and shot down in the first crit. 

After this we had to go back and start again as none of ideas we had up to this point were positively received in the crit session.

'You and Us' idea, to try to get across the idea of the company working for the mutual benefit of everyone.

'You and Us' advert, test double page spread.