THE BRIEF BACKGROUND Client/Client Contact Details • Ciroc is championed by a world renowned artist Sean Combs aka “Diddy” Client: Sean “Diddy” Combs The advertising campaign will be communicating to a UK market. This Website: http://www.ciroc.com/ campaign believes that the existing advertising for Ciroc, is primarily male led and would like to change that. Ciroc is very visually appealing, Twitter: http://twitter.com/!/iamdiddy coming in different colours and packaging. The aim of this campaign is Ciroc is one of the world’s only ’s created entirely from grapes. In 2007 Sean Combs, the “CEO and founder of Bad Boy Worldwide to add a twist to the existing campaign and create female led adverts, as Entertainment Group partnered with combining a strategic Product: Ciroc Ultra Premium Vodka women tend to buy more vodka mixes and vodka cocktails (Research True to its roots, Ciroc. Mauzac Blanc grapes stem from the high alti- alliance to oversee and manage all marketing and branding initiatives for will be undertaken to prove this). Therefore the primary target audience tude vineyards in Gaillac, overlooked b the stony village walls of Ciroc vodka. Date: 02/04/2012 will be women, and men secondary. Cordes-Sur-Gel. Sean’s ownership of entertainment companies include a broad range of Prepared By: The US target audience for Ciroc starts at 24yrs of age, which is very “Historically, vodka has been made from natural and local source of businesses including recording, music publishing, artist management, likely due to the legal drinking age being 21yrs. However, in the UK indi- fermentable sugars and starches. But CÎROC® is an innovation in television and film production etc. His success in music has translated Cynthia Newman, Fay Szakal & Damon Ryall viduals can start drinking at 18yrs of age, so this campaign proposes to French craftsmanship, and creates an unexpected vodka experience in into a collection of his businesses leaving an indelible mark on the target the age from 21yrs of age. a category where being different is rare.” worlds of entertainment, fashion and fragrance – a true testament to his Background Overview: marketing prowess”. Unlike grain, which is the main ingredients in most vodka’s, grapes Sean Combs has recently launched his new product ‘Ciroc Ultra Pre- The Message: don’t need heat to release their sugars. Ciroc uses cold maceration and Sean Combes: “I’m not just a celebrity endorser, I’m a brand builder, I’m mium’ Vodka in the USA. His Target Audience is adults aged 24-35yrs of fementation and cold storage processes. This technique preserves its a luxury brand builder.” age. The existing tagline for Ciroc is “Perfectly Smooth” and “Celebrate Life distinctive freshness and extracts a more flavourful combination of the Responsibly”. This campaign will aim to continue these existing mes- fruit characters. He wants to heavily contribute to make his brand a household name Mr Combs is now ready to launch Ciroc to the UK market and requires sages. “They’re looking for something that tastes like their lifestyle”. an advertising campaign that will engage a UK market. With a retail-sell- Another one of Ciroc/s USP is it’s 5 times distilled using a traditional, ing price of $30 he is targeting an audience that would be happy paying Rational & Emotional Reasons To Buy: custom-made, copper pot distillation lends Ciroc, Ultra Premium its “It’s that trendsetter, that hipster, someone who’s looking for luxury and that little extra for a good product. amazingly smooth texture. looking for something better.” The USP’s are the reasons to buy; it is made entirely with grapes, Objective of The Advertising Campaign: comes in various flavours, and is endorsed by a respected celebrity and entrepreneur. This advertising campaign believes MR Combs’ USP are • Ciroc is one of the world’s only made entirely from grapes Also Ciroc has a responsible message, which although it is great to • Ciroc comes in a variety of flavours drink, have fun and celebrate, it also links it to a cause, which is to ‘do it responsibly’. “ENJOY THE CLEAN FINISH “CELEBRATE LIFE OF CIROC” RESPONSIBLY” Website Research: Small Advertisement of Ciroc begins, when enetering the website: Mixology:

When entering the website you have to provide your date of birth (Having to be over 21 to gain access to their website) which is the legal drinking age over in USA.

Entering any age under the drinking age in the USA will defer you to alternative website that contains information regarding underage drinking.

The feel and emotion of their website is clean, pure, premium, white representing filtered and purity all of which reflects the brand and product.

Ciroc Products: “Guests (Jennifer Hudson), enjoyed speciality cocktails courtesy of SEGMENTING AND TARGET MARKETS “PERFECTLY SMOOTH” Ciroc Ultra Premium Vodka.” Reference from: http://ciroclife.blogspot.co.uk/ consumer market. In order to successfully sell liquor you must be aware of your consumer’s motives, lifestyle and personality; the vari- Ciroc Vodka has recieved positive press within the celebrity world and “OK! Magazine 5th Anniversary at Koi in Planet Hollywood sponsored ables of within Vodka advertisement, sales and audience of Ciroc inlcuding the by Ciroc Vodka.” psychographic segmentation. In the case of Ciroc all three variables following: “America’s Hottest Brands 2010. - Ciroc No. 4 “liquid Credentials” intertwine with one another to make the ultimate consumer.’ In 2010 “flavoured vodka’s were up 16% last year, compared to its 1% Advertisement Placement: gain for traditional vodka.” In 2007 Diddy states “I’ve branded myself as the king of celebration, and that’s what this alliance is all about.” ‘Ciroc marketers use celebrities, popular hangouts and clubs, music, “Ciroc’s intended result of attracting more women to spirits, especially social networks, gimmicks and the usual tv, magazine and billboard young women. But flavours attract the young men as well, and have “CÎROC THE NEW YEAR WITH THE REAL HOUSEWIVES OF NEW ads to promote their product.’ been a force in taking them away from beer.” YEAR’S EVE. Kim Zolciak of the Real Housewives of Atlanta hosted a CîROC New Years Eve celebration at Beauty & Essex. Guests includ- Target Audience: “Vodka least expensive to manufacture derived from grains, potatoes or ing designer Marc Bower sipped CîROC cocktails. The bash was part grapes with no aging required.” of a series of five sizzling New Year’s Eve parties across the country with guests including designer Marc Bower and drinks such as CIROC ‘Ciroc’s target audience is male and female 25-34 year old unbanites who aspire to live a luxury lifestyle. They are “in the know” consumers “Ciroc, a french ultra- premium vodka, made from select Mauzac Blanc cocktails to accompany them.” relishing in the VIP treatment they can get at hot spots. The activities, and Ugni Blanc grapes grown and harvested in the Cognac and Gail- places and experiences they partake in have energy and style.” laic regions of France, is one of the finer and more interesting vodka’s “Rihanna celebrates New Year’s Eve with Diddy and Ciroc at a private to hit the market in the last serveral years even without the addition to estate on Saturday (December 31) in Miami Beach, Fla.” Development (Flavours): flavours. “Diddy hosted a New Year’s Eve party last night at his private estate on Liquor companies create flavours in order to keep they’re customers “Sales jumped 41% to $6.8 mill in the year ending Oct 3. Diago says Star Island in Miami, FL. With DJ Cassidy providing the night’s interested and loyal. Ciroc not only is the only vodka made from grapes the brand grew 552% from 2007 to 2010 and replaced Belvedere as the entertainment, and a ton of Ciroc on deck, partygoers rang in the new but also has released 3 flavors that have contributed to the soaring 2nd ranked vodka in the ‘Ultra Premium’ category.” year with some serious style.” sales. In 2010 Ciroc released two out of its three flavours: Red Berry Business Marketing: and “Ciroc vodka is ranked No. 2 in premium vodka and named ‘Spirit Brand Diddy posted a series of videos last night entitled “CIROC The New Coconut, and introducing their third Peach flavour in Novemeber 2011. of the Year’ (November, 28th 2011 - Jerri Vega) Year With Diddy” where he lets us in on what it was like inside his styl- ish soirée. ‘... is marketing of goods/services to individuals and organisations for http://globalgrind.com/entertainment/ciroc-new-year- purpose, other than personal consumption. Ciroc’s sales lay heavily on In 2007, Sean “Diddy” Combs agreed to become a brand ambassador liquor retailers and wholesalers, bars, restaurants and clubs (known as for the product. In December 2007, the commercial for diddy-video RESELLERS) in major US cities.’ Cîroc had Sean Combs calling Cîroc the “Official Vodka of New Year’s.” Combs sometimes jokingly refers to Market Segmentation: himself as “Ciroc Obama,” a play on the name of U.S. President Barack Obama.Combs has improved ‘Ciroc uses psychographics segmentation as the base to segment their sales; Ciroc has sold more than 1 million cases in 2011. INTERGRATED MARKETING COMMUNICATIONS, EXISTING ADVERTISING STRATEGY AND ADVERTISING Diddy & CÎROC Present: Art of Celebration Advertisement: Music: Luck Be A Lady - Frank Sinatra There are two strategies in which Ciroc uses Ciroc Vodka is what marketers would call a Specialty Product. It is ‘Ciroc Premium’ - ‘Perfectly Smooth’ simultaneously, the push and the pull stategy. The push approach is an bought to satisfy an individual’s personal want and can be classified as aggressive personal selling and advetrising appraoch that trys to con- both a business and a consumer product. Marketers at Ciroc advertise vince a wholesaler or retailer to carry and sell their merchandise. They this vodka as the “IT” vodka, a luxury vodka for the “IT” people and educate bars or about the brand, how Ciroc is made, what having this vodka served at your party gives you a certain high social their USP’s are and why to chose them over competitors. status and exclusivity.

The pull strategy on the other hand stimulates consumer demand to Ciroc’s product mix consists of four vodkas; Ciroc Vodka, Ciroc Red obtain product distribution by focusing its promotional efforts on end Berry, Ciroc Coconut and Ciroc Peach. The first two flavors to drop last consumers or option leaders. year were the Red Berry and Coconut. This past month Ciroc Peach hit stores in New York but I have yet to see any marketing, advertising However, Ciroc’s company shows just how its sales have a positive or representation of this new flavor anywhere, not even on the Ciroc outcome from utilising both ideas, as 4 million cases sold in 4 years due official website. At a Ciroc event I just attended this past week which to Ciroc’s heavy advertising; billboards, print ads, internet ads and televi- was supposed to be an event for just bar staff to my disappointment sion ads; product placement, celebrity DJ endorsements and gimmicks ended up being a music industry type event where Ciroc gave awards like “the Official VODKA of New Years Eve” and “the Official VODKA of to they’re Ciroc Boys; endorsed DJs. They served free Ciroc drinks and Thursday Night”, ‘Friday Night’ and ‘Saturday Night’. All of which create I was able to try the Peach flavor for the first time; it was pretty good. serious consumer demand. The rumor was that they were testing the Peach flavor in New York and Miami only and that was why there has not been much talk about the new flavor. But I can’t say whether or not this is indeed a fact. All four bottles are clear and bottled similarly, keeping the products in uniformity. The only differences they have from one another are the colors of some text and color gradient on the bottle and most important what stands out the most as an indicator of which flavor it is would be the solid dot or circle on the front of the bottle right above the name CIROC. Ciroc Vodka is blue, Red Berry is red, Coconut is white and Peach is a light orange. Diddy/Sinatra Ciroc commercial Advertisement Music - Come Fly With Me - Frank Sinatra “When I celebrate life, I celebrate with best, Ciroc Ultra Premium We want to keep the glamorous concept and imagery within Ciroc’s • Old style jazz music – Frank Sinatra, very well known Vodka” - ‘Ciroc Ultra Premium Vodka, celebrate life responsibly’ previous advertising, as this is their advertising. As you can see, Sean American singer Combs stars in his advertising which of course will be difficult for us to • Black and white – classic achieve, however thought of co-operating him into our moving • Mostly male dominant, however couple of women in image in a different way, as it is his drink. advertisement Perhaps using one of his established songs over the top. We like the • Dinner party – glamorous, celebrities, luxurious lifestyle. black and white aspect of the stills opposite and thought about using • Sean ‘P.Diddy’ Combs starring Croc’s branding colour of blue to stand out • Expensive within certain parts of the advert for example on the bottle and use blue • Celebrating lights. • Relaxed • Having Fun, Laughing and dancing CIROC - THE OFFICIAL VODKA OF NEW YEARS PRIMARY RESEARCH RESULTS Sex: Male / Female According to primary research women would chose to drink vodka over any other spirit rather than males. This is why we choose to Age 18-25 / 26 - 35 / 46 - 55 / Over 55 advertise towards the female market within the UK. Looking at Ciroc’s existing advertisement they currently aim towards the male 1. Do you drink? Yes/No genre. If we’re bringing Ciroc over to the UK, where no advertise- If ‘No’ go to Question 7. ment has yet been created, we would advertise towards the female genre as they are more likely to drink this particular spirit and also 2. Would you choose vodka over any other spirit? Yes/No draw away from creating something similar to his US advertising concepts. 3. What vodka do/would you drink? Even though we want to create something different, we have to 4. What mixer would you usually use? acknowledge the brand identity and what it represents, who Ciroc’s REFERENCE FROM: http://vimeo.com/11440362 target audience is and their current marketing. 5. How much would you spend on vodka? When asked for people to name the top 5 brands the most 6. Would/are you interested in trying flavoured vodka? Yes/No frequentently mentioned were Smirnoff and Abslout. These are seen as the top 2 competing vodka brands in the UK. However, 7. Which flavours in particular? vodka’s such as and are probably the nearest to Ciroc in terms of pricing and target audience. 8. Name 5 brands of vodka: 1. Also from research, I found that people would be pressured to buy 2. vodka through either the price of the product or the brand of the 3. vodka. Which means the brand is something we really have to 4. promote through this moving image project, as this product costs 5. $30 in the US.

9. Do/would you buy vodka for the following?

Price Advertisement Celebrity Endorsement Available Flavours Brand Other ……………………………………………………………………. ABSOLUT

70cl bottle - £18.50 (average)

Approx, the same amount for Ciroc.

Much of Absolut’s fame is due to its long-running advertising campaign, created by advertising agency TBWA, also from David Jones’s status in the business world and in Africa alone. Based on the distinctive bottle shape having started around 1980 with photographer Steven Bronstein, and with more than 1500 ads, the ad campaign is the longest running ever. The ads frequently feature an Absolut bottle-shaped object in the center and a title “ABSOLUT ____.” at the bottom. The original idea for the campaign came from South African art director Geoff Hayes who reported that the idea for the first Absolut ad, Absolut Perfection, came to him in the bathtub. A number of art directors and copywriters added to the campaign in the early years including: Graham Turner, Denise Dell Harbin, Dave Warren, Tom McManus, Everet Cilliars, Steve Feldman, Harry Woods, Arnie Arlow, and Peter Lubalin.

Reference from: http://en.wikipedia.org/wiki/Absolut_Vodka http://www.absolut.com/uk ABSOLUT PEARS introduced in 2007.

ABSOLUT 100 introduced in 2007.

ABSOLUT MANGO introduced in 2008.

ABSOLUT BERRI AÇAI introduced in 2010

ABSOLUT WILD TEA introduced in 2011

ABSOLUT ORIENT APPLE introduced in 2011

We added this to our research as both Absolut and Ciroc share this concept of encouraging their consumers to drink responsibly. Absolut do this through informing their consumers via their website of precautions they can/should take and through raising their general awareness about drink limits etc. Ciroc also do this via website and emphasise it through their tagline “Celebrate Life Responsibly”. SMIRNOFF cool finish. • 21: Smirnoff Espresso. Coffee-flavoured Smirnoff vodka, 37.5% • Smirnoff Black vodka - a rich and distinctive vodka, with rich ABV. [2] chocolate aroma, big spiced flavours and a velvet rounded mouth • 27: Smirnoff Silver Label Vodka, 45.2% ABV. Diageo: collection of vodka brands includes the world’s best selling premium feel. • 55: Smirnoff Black, 40% ABV. A small-batch vodka that is distilled spirit and most popular vodka – Smirnoff, selling 24.8 million • Smirnoff Blue vodka - Robust and dry 100 proof vodka produced in copper stills. Strategic Brands 9-litre cases last year*. • Smirnoff Norsk vodka - pale blue and flavoured with Nordic • 57: Smirnoff Blue Label Vodka,45% or 50% ABV (location Our strategic brands are our primary growth drivers across our markets berries dependent) and so are the main focuses for our business. They have broad Vodka is a category that has universal appeal and we continue to put a • Smirnoff Cocktails - a range of pre-mixed vodka cocktails • 60: Smirnoff Vladimir, 40%. Available only in consumer appeal across geographies, and although each of them strong focus on innovation and expansion across the sector. One of our • Smirnoff Flavours - a range of flavoured vodkas including tastes • 63: Smirnoff Twisted V Green Apple has a rich heritage they all continue to innovate and expand to meet recent successes is the launch of Cîroc, a super premium vodka made such as watermelon, raspberry, citrus, passion fruit, cranberry, • 64: Smirnoff Ice malt beverage, 5.5% ABV new and emerging consumer trends. We manage and invest in these exclusively from top-quality French Mauzac and Ugni Blanc grapes. orange, cherry, strawberry, lime, vanilla and green apple • 66: Smirnoff Ice Raspberry Burst malt beverage, 5.0% ABV brands on a global basis so you will see consistent marketing from Smirnoff flavours continue to be an important extension within the • Smirnoff Ice and its crisp sibling Smirnoff Black Ice - ready to • 66: Smirnoff Twisted V Raspberry malt beverage country to country. category, and in 2008 we secured a 50/50 joint venture with the Nolet drink variants that created an entirely new segment in beverage • 67: Smirnoff Twisted V Mandarin Orange malt beverage Their fourteen strategic brands are: family to sell, market and distribute vodka – a crafted Ultra- alcohol during their introduction in 1999 • 68: Smirnoff Twisted V Black Cherry malt beverage • (Whiskey) Premium vodka with outstanding liquid credentials. Fact: Smirnoff vodka is created by a unique process involving • 69: Smirnoff Twisted V Watermelon malt beverage • (Scotch Whiskey) three distillations and ten stages of filtration to deliver • 70: Smirnoff Ice Watermelon malt beverage • J&B (Scotch Whiskey) Smirnoff: smoothness and clarity. • 71: Smirnoff Ice Triple Filtered malt beverage, 5.6% (4% in some • Windsor Premier (Scotch Whiskey) locations) ABV. • Buchanan’s (Scotch Whiskey) Smirnoff is a brand of vodka owned and produced by the British company Smirnoff Flavours (Numbers) • 72: Smirnoff Ice, 5% ABV. In the , it is a malt • Bushmills (Irish Whiskey) Diageo. The Smirnoff brand began with a vodka distillery founded in Most Smirnoff products have an identifying number that is dis beverage; elsewhere it is vodka-based. Labelled as “Spin” in • Smirnoff (Premium Vodka) by Pyotr Arsenievich (1831–1898), the son of illiterate played on the label. Some of these numbers are: . • Ketel One Vodka (Super Premium Vodka) Russian peasants. It is now distributed in 130 countries. • 21: Smirnoff Red Label, 37.5% or 40% ABV location dependant. • 73: Smirnoff Black Ice, 7% ABV. In the United States it is a malt • Ciroc (Ultra Premium Vodka) Smirnoff products include vodka, flavoured vodka, and malt beverages. In • 21: Smirnoff North (previously Smirnoff Norsk). This is the beverage; elsewhere it is vodka-based. Labelled as “Storm” in • Baileys (Liqueur) March 2006, Diageo claimed that Smirnoff vodka was the classic Smirnoff Red Label vodka flavored with Nordic Berries. In South Africa. • (Rum) best-selling distilled spirit brand in the world. the and some other markets, it is called Smirnoff • 74: Smirnoff Ice Triple Black. A lime-flavoured malt beverage sold • Jose Cuervo (Tequila) Nordic Berries. in the United States, 4.5% alcohol. • (Gin) Top markets: United States, Great Britain, South Africa, , Ireland • 21: Smirnoff Classic Mix. Smirnoff No. 21 vodka premixed with • 75: Smirnoff Ice Double Black. Sold in , • (Stout) Launch: The world’s best selling premium distilled spirit continues the either lime soda or cola in a 70-cl bottle. and . 6.5% ABV traditions of Pierre Smirnoff, purveyor to the Imperial Russian Court, • 21: Smirnoff “Expertly Mixed”. Smirnoff No. 21 vodka premixed • 76: Smirnoff Ice. Sold in Canada. 7% ABV 1886-1917. The production of Smirnoff Vodka as we know it wasn’t started with Cola or Tonic Water in a 250ml can. Cola mix is 6.4% • 83: Smirnoff Ice Wild Grape malt beverage, 5% ABV Vodka in the US until 1934. ABV, Tonic is 7.5% ABV. • 84: Smirnoff Twist Arctic Berry Vodka is a dynamic category that continues to grow and attract new • 21: Smirnoff Vodka and Cranberry Juice. Smirnoff No. 21 vodka • 85: Smirnoff Twisted Raspberry. Sold in Canada. consumers across the world. Our range of premium vodkas all have Variants: premixed with Ocean Spray Cranberry Juice in a 250-ml can. • 92: Smirnoff Twisted Green Apple. Canada 7% unique and discerning characteristics and we have developed some of • Smirnoff No. 21 vodka - a classic Russian style • 21: Smirnoff Mule. Smirnoff No. 21 vodka premixed with ginger • 97: Smirnoff Ice Triple Filtered. Sold in . 3% ABV the world’s finest marketing campaigns across the category. Our vodka with a clean taste, light fragrance and beer and lime. 4.8% ABV • 103: Smirnoff Twisted V Arctic Berry • 110: Smirnoff Ice Double Black & Cola SMIRN-OFF WEBSITE SMIRN-OFF ADVERTISING • 120: Smirnoff Ice Spice. Sold in . The basic Smirnoff vodka — number 21 — has performed well at spirit HOMEPAGE ratings competitions. It was awarded a double gold medal (the highest award) at the 2009 San Francisco World Spirits Competition.

Smirnoff Cocktails: SMIRN-OFF BOTTLE SMIRN-OFF LOGO ‘CINDERELLA’ CONCEPT DISNEY CINDERELLA FILM

Cinderella signifiers:

Glass Slipper Midnight 12 ‘o clock 2 Ugly Sisters Prince Charmin Fairy Godmother Evil Step Mother Pumpkin - Horse and Carriage GHD - CINDERELLA CONCEPT - TV ADVERT

Reference from: http://www.youtube.com/watch?v=ggS61GeN-dA

Above are screen shots of the disney film ‘Cinderella’ emphasising the main iconic parts of the story in which we could use within our moving image. Keeping similiarily to the storyline so that our target audience understands the concept.

Our ideas include for Ciroc Vodka to represent either the Fairy God Mother or the Prince Charmin, but will be discussed through further development of our idea and when storyboarding. Reference from: http://www.utalkmarketing.com/pages/CreativeShowcase. aspx?ArticleID=19330&Filter=0&Keywords=&Order=LATEST&Page=1&Tit le=ghd%20’Cinderella’%20ad

RKCR/Y&R (agency) is launching the second instalment of its ‘Twisted Fairytales’ campaign for hair brand ghd (Client) this Saturday (October 23).

The new execution, which will break during The X Factor, supports the launch of the Midnight Collection, featuring a new Gold Classic styler, which it is positioning as the ‘must-have’ beauty tool for the party season.

The new brand film tells an updated version of Cinderella’s famous party scene. As the clock strikes midnight and her dress disintegrates, she stumbles upon a powder room in which she discovers the ghd Midnight Collection. She creates a new edgier look using the styler and some found items and stuts back into the party, ignoring the besotted Prince Charming.

The film, which the agency made with director Floria Sigismondi, features the track ‘Lucky You’ by Los Angeles-based band Le Rev, which RKCR is releasing as a single through a newly-formed record label, Two Black Cats Records. The Cinderella-story has also been edited into a video for the track. The full-length video can be downloaded from ghdhair.com.

Damon Collins, executive creative director at RKCR/Y&R, said: “The Twisted Fairy Tales campaign takes the traditional ‘heroine-needs- rescuing’ genre and spins it elegantly on its head.” Accompanying Print Campaign Even though these prints are not directly similar to the TV ad, you can tell that there is similar styling, concpet and a motif is carried through the Reference from: http://www.campaignlive.co.uk/thework/1036079/ campaign, along all media platforms. What we like about these prints is the copy, using poetry which reffers to the fairy tale and the brand of GHD. RKCR/Y&R has launched a new record label, Two Black Cats and the We are thinking of following a similar idea, adding poetry to our TV advert, record label’s first signing is on the latest GHD ad campaign. which will be narrated over the top of the moving images, not necessarily part of the dialogue but used as Non-diegetic sound along with relevant The label is being run by RKCR’s head of music Dan Neale and its first music choice. signing is LA-based indie-rock outfit Le Rev, whose forthcoming single, Lucky You, is the soundtrack to the agency’s new ghd ad. If we add a script to the project we thought we could ruin the relationship of the established characters already known in ‘Cinderella’. We looked at The new GHD film promotes the brand’s ‘Midnight Collection’. The film how perfume adverts such as J’adore and Channel use narration over the has been edited into a music video to accompany the song’s release, as top of their adverts instead of scripted copy and how they can still portray well as online and TV ads. RKCR collaborated with director Floria the character in which they want to achieve. Sigismondi for the campaign. J’adore Advert: The new ad is second installment in the brand’s ‘Twisted Fairytales’ campaign and is built around the character of Cinderella who finds that the Charlize Theron walks down a hallway, taking off her dress, removing her ball isn’t necklace and walking on it, telling us to feel what’s real, advertising the ruined when the clock strikes midnight. The multi platform, integrated Dior fragrance, j’adore. campaign includes film, print and social media. The Artist is another prime example, as this silent film released in 2011, Refence from: http://www.thedrum.co.uk/news/2010/10/22/pound3m-cin- was a black and white silent film, in which they have to engage with the derella-tv-campaign-ghd audience and create the character’s personality through gestures, body language and facial expressions opposed to copy. A new £3m TV advertising campaign for hair styling product brand ghd is set to roll out, promoting its new Midnight Collection, the biggest campaign launched by the brand.

Mike Cohen, ghd chief marketing officer, says, “The Cinderella creative - which turns another conventional fairytale on its head and demonstrates perfectly how ghd confidence can help women everywhere to become the “Belles of the ball” this Christmas.” J’adore - Charlize Theron STORYBOARD

Advert Copy: “Gold is cold, Diamonds are dead, A limousine is a car, Don’t pretend, Feel what’s real, That’s it, J’adore, Dior”

Reference from: http://www.youtube.com/watch?v= WhuMhSZESQU

COPY FINAL MOVING IMAGE

It’s New Years Eve, she has nothing to wear Her friends have gone out with not even a care...

The to her surprise a gift appears Perfectly Smooth, guaranteed to dry her tears

Transformed by its power she steps out with pride Glamorous and elegant, she no longer has to hide

She looked to the left and standing right there The mysterious man, approach? Should she dare?

As he gets closer the attraction is clear Tall, sophisicated, smooth - drawing her near

The clock strikes 12, to her ultimate horror She has to get back before the morrow

Finally she awakes, her face lit with glee She will always celebrate life responsibly

Ciroc Ultra Premium Vodka, Celebrate Life Responsibly. PRINT ADVERT PHOTO-SHOOT Photo shoot for Ciroc print advert:

We tried editing the moving image with both a voice over and with written text as we felt that the voice over was too heavy ontop of the soundtrack due to recording issues and interupted too much with the music, which we wanted to keep as a signifyer as Ciroc is Sean ‘P. Diddy’ Combs vodka being one of the main USP’s.

Even though the copy reinforces the story behind the moving image, from feedback we were told that the ‘Cinderella’ concept was easily understood and portrayed through just the visuals, not needing the copy.

On this note, we decided to submit two copies of the moving image one without any copy and just the soundtrack over the top and a version with written copy as we feel like this moving image brief should contain some form of copy aspect. EDITING STAGES

With these images we made Ciroc’s brand colours more dominant by changing the colour of the dress to clarify that because of Ciroc ‘Cinderella’ has ‘transformed’ as from current adverts this is what the Vodka is about, glamourous, but for anyone and everyone to enjoy. Again we have taken the poetic copy, making it look a little more like We really like the fitting copy that could potentially go with this print: This is another potential print photograph, where we turned other ‘Finally she awakes, her face lit with glee, she will always celebrate life fairytale text using a dominant first letter, in an old english style, similar elements the brand blue such as the tie worn on the male to the GHD print advertisement but not to the extreme. This hopefully These are some of the best photographs from the photo-shoot which responsibly’, using their current tag line fits perfectly with this poetic character, even though in a print advertisement people have more will reinforce the ‘Cinderella’ concept through the print adverts. I have we as a group thought would have the best potential to use as a print copy. The only problem with this edited image is because of so much time to view, we believed that the blue was not dominant enough experimented with different distances as the one on the right, you can based advertisement and which we thought was in suiting with the happening with location and elements of the mask and rose etc it’s hard along with the distance away, the contrast perhaps is too high as see more of location and has depth to the photograph which works moving image project. Of course to keep continuity in editing stages, to place the logo and copy in a place where both are visible, without it is gone very dark, diffcult to see what the characters are holding nicely compared to the close up shot on the right where the two main we are turning the images black and white and thought about straining to find or read what the text says. The logo in the top left hand and also the bottle is facing away, which is what we are advertising characters fit the frame, not seeing much of the location. We liked this possibly turning certain aspects of the photograph blue, the Ciroc corner is very difficult to see and found difficulty to place it elsewhere for and therefore should be clearly visable. Also, we were’nt sure if the positioning of the shot from the background to the body language of brand colour, to give it something a bit more to offer. Because we it to be easily visible and too make sure their is a balance within the background of this photograph is the best shot out of the the characters. The male character is looking at the female, as if he is want to keep continuity we also were thinking about adding image because of the close up of the iconic aspects which are vital in photographs we took along with too much of a posed shot where longin for her, and she has chosen the bottle over the appropriate copy from earlier which also features in one of our the print advertisement. both characters are looking straight at the camera. man, which supports the fact women today don’t need moving image versions. Having the copy as a strong aspect in our a man to be happy. Because of the image, the text and print advertisement would be a better advantage as people would logo is much better positioned and clearly visible to have time to read the poetic copy and hopefully understand the the viewer, balancing all elements. concept through both visual and verbal elements. FINAL PRINT ADVERT EVALUATION The brief was to create a moving image film no longer than 3 minutes in i.e. she didn’t need a man to make her happy - which is a modern day length. message. She wore a mask to partly conceal her identity, but we used a mask of the British flag to reinforce the UK target market, this is also The group chose a start film based on the fairy tale Cinderella with the used in the Print Ads. Finally the use of rhyme in the copy was used to client identified targeting females as a primary audience, and males reflect the fairytale aspect. Damon and Cynthia were used as the main secondary. characters as they are over 21 and therefore in the age bracket of the identified target audience, it also added a multicultural aspect, which is Ciroc Ultra Premium Vodka has a predominantly male target audience very evident in all of Sean Combs Ciroc advertisements in the USA. during the adverts in the USA, these adverts also very often include celebrities and models, which portray it as a very high end drink. However, The emphasis for us was making it a modern daygirl next-door type of out research has shown that everyday people in the US also enjoy Ciroc, advertisement, with some glamour, fun and celebration, which we feel which suggests to us that the use of these celebrities and models is more we did quite well. Had we more time and resources we would film it in for endorsement as it is a new product. London, hired actors, used a more expensive car and had hairstylists and make-up artists. Ciroc has yet to be advertised in the UK although it is known in some circles. Out creative challenge was therefore to advertise Ciroc to a UK This is definitely a concept we plan to re-visit in the future and build on. market, to a middle market, socio-economic groups B and C, and in doing so maintain an element of celebration and enjoyment. The group worked extremely well throughout the whole process, we feel we successfully met the requirements of this brief. Everyone used their We chose the Cinderella story as it portrays a not so well off girl, trans- strengths in assuming their roles, and we were always there to support forming into someone mysterious and glamorous with the help of her Fairy each other and bounce ideas off one another. We all feel this was the Godmother. We decided that Ciroc would play that role, and in the end best group work experience to date. she rejects Prince Charming in favor of Ciroc. Cynthia Newman. Fay Szakal. Damon Ryall We looked at the signifiers of the story, e.g. her transformation; the glass 20842619 20749597 20794941 slipper; Prince Charming; the Fairy Godmother; the pumpkin coach she travelled in, the hiding of her identity and that it was a fairytale. We thought of ways we could use them with a slight spin. Our Tutor Letitia suggested she could step onto a bus and step out of the car transformed, which we thought was a great idea, and although we did not use it, we decided to go with that concept of using everyday objects.

The shoe in Cinderella was the lipstick stained glass in out interpretation, Ciroc was the type of Fairy Godmother, and we span the story slightly so that she did not end up with Prince Charming as all she needed was Ciroc