Development:
Thinking about the video and arrangement of text.
The white text and imagery was the most successful, it is sensitive to the content of the imagery.
Right aligned looks more considered, would also translate to a vertical format well.
- Feels appropriate for the content as it lets the image be the focus.
Really eye catching with the photography being the focal point of the campaign, it grabs people's attention and creates a sense of intrigue.
- Text could be made larger on the page so it's easier to read from a distance.
Larger text looks better.
- Something about the aligned text makes it feel very serious and harsh, the centred text felt softer and the tone was less aggressive.
- Test with this to see how it feels compared to the left/right aligned text.
^This feels more appropriate, grabs attention, feels less dominating and aggressive.
Video:
With fade:
- Not a fan of the fade, feel it is too cliché.
- Needs an end page that mentions the Guardian.
Values of the Guardian:
1. Force for good
2. Quality journalism
3. Fair
4. Honest
5. Independent
Could use these as an end piece.
- The quote feels like it could be kept for the instagram posts.
- Using the slogan could be more effective and it would have more impact, test this to see if the case.
- Without the quote it feels a little short, including the quote would make the audience stop and think. Bring the message of activism and the Guardian together more.
The white background could be altered to be black, looks more polished and allows the text to be white so is consistent with the text that's overlaid on the imagery.
- Works better with the black background and white text. Focus is directed towards what the words are saying and the visuals work together well.
- Having the colourful roundel at the end links to the social media ephemera which is more colourful to encourage people to speak up and share more.
- The cuts between the slogan text could be made more obvious, have a black background to link to quote text.
Instagram Materials:
Stickers:
Think about stickers where would they be placed, how would they be used?
- Many 18-24 year olds are vocal on social media and share issues they resonate with.
- Would there need to be a post, by guardian, that encourages young people to speak up and share, or is this happening anyway and people can use stickers as a way to showcase their posts?
- more legible ways of organising text (right) compared to previous idea (left).
- Using text that describes the guardian for stickers, can be placed with articles when sharing or when sharing information about the campaign (accompany ephemera that carries the message).
Supporting the guardian and reasons to do so should be mentioned within the campaign.
- Could be added to the end of the campaign video and in captions of instagram posts. Would be good to allude to but not be too preachy as the direction I've taken is to drive affinity and therefore likelihood to support but would be good to have information on how and where to go to support with the ephemera produced.
Could make the instagram posts more in tune with the campaign video, having the two different event images, could be swipe to see or cut on the same page.
Feels too busy with the gradient map images and stickers overtop, it's too visually different from the rest of the campaign.
Splitting the square in half makes them a little difficult to see what they are when it's on the account page of Instagram.
Splitting the text on the stickers up is a nice way of having the text be more legible, it works well to display the materials.
Testing with original imagery colours to see the difference:
The stickers stand out more, they are more of a feature.
- This will encourage the use of the stickers in people's stories, making the guardian more on the radar of a younger audience.
Imagery can be
Thinking for imagery that doesn't fit with the cut in half it can be a swipe through instead:
Other end page options
^This one feels the most appropriate, it isn't too preachy and has a better hierarchy to it.
- The Guardian roundel logo is very recognisable so the text in the option above isn't needed.
FINAL CAMPAIGN MATERIALS:
Video Portrait:
Instagram Posts:
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| Post 1: Half and half square, web view |
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| Post 1: Half and half square, web view with posts |
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| Post 1: Mobile view, swipe function |
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| Post 2: Half and half square, web view |
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| Post 2: Half and half square, web view with posts |
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| Post 2: Mobile view, swipe function |
Instagram Stickers (to use on stories):
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| Stickers that promote the guardian's values |
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| Stickers to use for activist posts |
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| General guardian stickers, range of colours to match the instagram filter |
Instagram face filter:
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