The brief required us to get into groups and choose a well-established brand of our choice with a clearly defined benefit to create an integrated campaign. The campaign needed conceptualise with in a South African context. The brief specifies that the campaign must include a minimum of three print adverts, a 30 second television advert, a minimum of three 30-second radio adverts and an online contact point of interaction.
Our chosen brand was Frankies. The reason we chose this brand was because of its South African context, as it has lent itself enthusiastically to our brief requirements. Amongst ourselves we personally enjoy the pin-up style and we can all adequately relate to the brand image with a sense of excitement and vigor.
We decided create our campaign around Roller Derby in Durban. This is an upcoming trendy women dominated sport. Frankie's encompasses the retro Pin-Up girl that has a history of sexual woman empowerment, as it is a time where women began to be in control of their own bodies, minds and choices. Roller Derby relates to the brand by strong women taking charge of their lifestyle and sexuality as well as lends itself to have some fun with outfits for the teams enforcing Frankie's presence. Roller Derby also relates as a South African and particularly Durban context for the campaign. This solves the advertising problem by being associated with up and coming trendy movements in the artesian market.
The concept for the campaign was;
‘Soda Pop’ Empowering women with sugar and spice in a light hearted fashion while bringing about an awareness of the brand and a love for the retro life style.
All three print advertisements are similar in style to create holistic consistency of the campaign. All the fonts used for the headings of the print ads are based on the Frankie's logo and other fonts mimic vintage fonts. All the backgrounds have vertical stripes similar to Frankie's packaging along with bubble gum and pastel colours to match the more colourfull Rockabilly take and still stay true to the original Pin-Up style.
The video acts as a teaser for what it would be like to be a Frankie's Roller Derby girl. It incorporates a stylized Pin-Up girl getting ready for Roller Derby. The video begins in black and white with sepia undertone brining back the 50s element with muffled 50s song recording and vinyl scratch for more authenticity. The quick cuts and jerky filming reflects the 50s element as there was no high tech filming equipment back then. During that era it was all about dancing, music and style empowering women to take ownership of the way they looked and dressed. The second half of the audio is clear and more modern and Rockabilly with added sound effects to add the 50s advertsing. When she drinks her Frankie's the black and white changes to a burst colour bringing the Pin-Up and a ‘twee’ feel that makes you smile. This represents that Frankie's brings colour into your life by empowering you to look and feel great, allowing women to play sport and still look and feel good. The colour splash still has some grain to keep the consistency in the film.
Thank you so much to Liz Geldenhuis for the awesome filming and editing and a thank you to Giulia Beninca for all the help and hard work.
