YCN Awards

For our new assignment we have been given the task of choosing a brief from the YCN awards. The YCN Student Awards are based around a collection of live creative briefs, written each year by partnering brands, charities and other organisations. http://student.aisforawards.org/

We were also asked to work in pairs; i have teamed up with Dominique Gervais. We decided to work together because we felt we both had different qualities that would contribute to the project. Dominique has a lot of photographic experience and i am confident with creative software. I was also impressed with Dominiques' earlier project and felt we had ideas that would compliment each other.

Our first step was to chose the brief we felt we could both work on. Initially we were interested in the British Music Experience because we are both keen music fans and we felt the brief was exciting and creative. However, we both felt that perhaps this project would not stretch us creatively and so we wanted to step out from our comfort zone.

Eventually, we decided to work on the Action aid brief. http://student.aisforawards.org/briefs/view/action-aid/

The bases of the brief is to present an idea that will encourage the 20-25 year old demographic from the "Bollocks to Poverty" followers to donate £5 a month by evoking a positive message as opposed to guilt.

Our initial thoughts were to create an ad campaign with a sense of humor and so we had the idea of creating poster advertisments with the message of "heart in the right place"- we would photograph situations where people thought they were doing a good deed but with a sense of irony e.g. a person would give all of his clothes to a homeless person on the street, in the rain, but the clothes would not fit- the tag line would read; Alternatively..... you could donate £5 a month to action aid.

We dismissed this idea because we felt this concept would raise awareness however the brief asks how we would encourage donations.

After a few "thought showers", we came up with the concept of encouraging the demographic to stay in one night a month and save money that can go towards a £5 monthly donation. Although we did not want to rebrand Bollocks to Poverty, we wanted the concept to have its own identity. The concept name we decided on was Just Stay In. We decided that our project would include an ad campaign, an email pack and a mock website.