It has to be Heinz:

...and that is the truth. For me, not just the ad for the new Heinz beans fridge pack, but also the idea of the product is just brilliant. Beans in a bowl in the fridge? We've all been there. It speaks a logical truth to the consumer, recognising a key trait in the audience and making it a part of the brands language in the most simplest way. There is a beauty in delivering a successful concept that works perfectly, in a way that you would put it across to your friend in the pub or to your mum over dinner. Identifying a casual and engaging tone isn't always easy, but when it's done well, it looks effortless. Almost so obvious, it feels like the only answer. It'll make you want to ask, 'why didn't I think of that...?'

But if this is what determines the effectiveness of an ad, then why is it that so many adverts don't present the truth? As advertisors we have the power to make you want things you never even knew you wanted or needed, that infact, you probably don't even want or need for at all. During the D&AD workshops Leanne & I learnt to sell expensive notepads on the notion it will say much more about an individual than if they were to have a cheap jotter. We also tried our hand at convincing you it's a great idea to swap houses with total strangers for the odd week at a time...

Advertising is a subjective media, but one that I personally wish to develop by opening honest lines of communication with the audience... and if I can make people smile in the process, like this advert did for me, then i'mma be pretty happy.

Resealable Pack for ..
Watch the ad...

London Calling:

To celebrate the past few months of workshopping, Don & I headed to London-town to exhibit some of the work that we had produced from our stint with D&AD. We opted for our 'Co-operative presents the BME' that we did for Dinosaur.

Thanks to TBWA London for hosting, to Rebecca & Rhiannon for all of their organising, and to everyone who took part... it was good to check the competition!! I'd also like to thank anyone that didn't judge me for the hiccups and tipsy banter...

Leanne & I spent the next day at Piccadilly Circus dreaming about burgers, chicken nuggets and sheltering from the rain!

Taste the Experience:

In the name of researching a brief, Don & I took one for the team and totally humiliated ourselves infront of the viewing public at the British Music Experience. All I can say is, I promise that our design and art direction skills are somewhat stronger than our dance ability. We had a great giggle. Enjoy.

Our First Booky Wook:

Completed, and safely deposited at McCann Erickson!

KFC to celebrate...

Update to follow.

Dinosaur - It's Alive:

The Co-operative -

by Dinosaur.

This week, Leanne and I move on to our two week stint with Dinosaur. The Co-operative is one of their biggest clients and the work done for them displays some simple but well executed art direction and copy, setting the tone for what is expected of us and our Co-op brief. The line of communication is clear and straight to the point.

In short, our brief is to design a campaign that develops a new concept for the Co-op's sponsorship of The British Music Experience, the existing 2010 work (below) is a humorous approach that engages with a younger audience.

Research underway, Leanne and I are in search of the 'big idea' - something that is widely experiential and can be pushed out across a variety of medias.

Momentum (Wk 2)

The reality of industry is that you will get some briefs that are made for you... and unfortunately some that most definitely aren't. When William Hill meets The Ryder Cup... sadly, for us it was the latter. Leanne & I tried our hardest to answer the brief, to make decisions and to speak with conviction about an idea that we thought was absolute bollocks.

On the plus side, it was a learning curve and if anyone is in need of outrageous golfing puns... please contact either Leanne or myself, we now have the art of golfing lingo down to a tee.

Gaining Momentum

It's true what they say: research is key, experience the brand, and get the "brands in your hands".

Then comes the core thoughts. Find one and push it out... but in doing so make sure that you have lots of fun!

Momentum taught us to explore where we can take our campaigns through experiential and guerilla modes of advertising, the importance of substance before visual style, and when you throw in a little of the kopparberg, maoam & cad's I think Leanne & I had our most enjoyable/successful workshop so far!

Briefed with Love:

Thanks to Love Creative for teaching us the ins and outs of solid thinking, how to develop ideas with heart and soul, and for the honest feedback & industry insight. For teaching us that we shouldn't be afraid to not be serious... to strive to identify the correct p.o.v - and in doing so appreciating the beauty of simplicity and in expressing it well. For making us aware that we shouldn't be trapped by social media. Thanks for making us understand what it takes to be memorable, to always have the BIG idea, and how to take that forward. Thanks for the beer & doritos.

From D&AD to D&AD:

Since uni ended in june, Leanne & I have been on the lookout for opportunities to take us from D&AD at MMU onto bigger and better things. Two single registration forms and some spent pennies later, Leanne & I received a brief from the D&AD Advertising Manchester workshops. To be judged for selection within a week, we have been spending our time meeting where and when we could... early mornings, all nighters, stress and 7am conference calls via skype... it's been tough, but good to get back into the swing of things. As successful candidates, we have been set a brief by LOVE Creative. Daunted with nerves and not a clue how these advertising gigs work, I felt we were slightly off the mark with our first pitch last night. Having come from a design background where everything is to be polished at first glance, it is refreshing to share scamps and the main focus being about generating ideas, next week we can relax a little and not worry about presentation at this stage of the game. Coming up with ideas can drive us insane at times and I found it ironic the setup dropped us in a circle with total strangers, sharing our experience of the weeks obstacles, achieving applause - we have definitely found the right support group. I suspect there will be highs and lows, but look forward to the journey ahead.

Having no communal 'studio' space anymore, we have claimed a table in the corner of our local wetherspoons as our own, all day, everyday, the tea and internet is on tap - what more could two budding creatives need?

Hopefully one day we will have our own studio with wifi that actually works, and where passers by don't stop to ask why we colour in...? why are we spray mounting outside the post office...? is my (Irish) friend American?

Hopefully, this is where it all starts....

Online Portfolio -

Hello folks, please click here to see my temporary online portfolio.  I shall be adding more examples of my work soon... I hope you like!  In the mean time I shall be trying to jump the hurdles that one may encounter when setting up a website, (jemmaconnor.co.uk is still under construction, but should be up and running soon!)

The Degree Show is Upon Us...

Come on down... here's a lovely taster!

D&AD &

10 Penneth:

I was up bright and early this morning, despite me not feeling so bright and the weather being miserable! I visited MUSIC in the NQ for my second portfolio surgery, this time being with Craig Oldham. I hadn't expected it to be a group feedback session but I found this really helpful to see how everyone else works, especially as it was a group whose work that I was unfamiliar with. I love the diversity of responses to projects and I found it useful to see how others layout their portfolio. Of course, everyone had done this differently and the primary point that Craig drove was that it is our own book. Unique to us, and to have the content that we feel best represents us. Not what tutors, or other professionals may advise. This past term at university I feel that I have learnt to trust my own ideas etc, and to do what I want to do, because who can have a portfolio that pleases everybody?

In response to my work, Craig said that my thinking is quite advanced for a student and I took this as a huge compliment. This is what interests me the most, and what I want to pursue after D&AD ends in june. I think he summed up my design personality quite well when he said I'm really interested in the concept, then I get "bored shitless" and want to move onto something else. I was also grateful for somebody saying it's okay to say you know your design isn't strong - so don't you folks put it down to sheer negativity on my behalf next time I have a mare. Concepts like mine can push me along, getting me about 86% of the way there, the rest for me will just come from hardwork and practice. This gave me optimism and confidence, as well as some much needed motivation to push myself.

I was pleased that I came across well in my initial contact via email and was also pretty chuffed with another free booklet full of tips on becoming a graphic designer.

You don't need your eyes testing...

Last thursday I did a brief post about the VW Polo campaign by DDB London. On sunday, they launched the accompanying print/outdoor campaign taking the "Unbelievable Value" strapline and pushing it further afield. The TV ad really got my attention, made me smile and acknowledge the beauty of the creative thought behind it... but the press ad doesn't seem to support it. I was really disappointed by the final execution of the message. This is something that I struggle with in my work and I think it is quite easy to let this final stage slide sometimes. But still, I can't help but think that the typography looks as if it has been directly lifted from a quick thumbnail. The desired look was to achieve an eye test aesthetic, a great idea to compliment and direct the strapline but I think that they should have used the appropriate type used in eye tests. Perhaps then the advert would have been more successful? I also only understood it because I had seen the 30sec TV advert, and I wonder how easily this would communicate with someone who hadn't. See what you think...

VW -

Eye test - only £9,7..
Watch the ad...

I've been working on a NISSAN brief with Anna recently as a small side project, and so i've had an extra watchful eye for car adverts. This new advert for VW's Polo is simple, but I think it's really effective and funny.

Keep Calm & Drink Tea:

Suitable advice to any third year student at this point in the year.

A new term, a new brief.  I want a project that will reflect my interest in copy based campaigns and this is why I have opted to do the Elmwood "Make mine a builders brew" brief set by D&AD.  The brief describes the importance of quality of thinking and language and not the visual execution.  This seems perfect for me and where I see myself trying to squeeze into industry.

Elmwood want to know who drinks tea, why they drink it, when they drink it - what do they feel about it?  They also wanted to know what kind of drinks they are up against... other teas? coffee? or cold drinks?  From my initial market research I believe that those who are tea drinkers are very passionate about their tea, and that they are very loyal to their desired brand.  I therefore feel that I should be focusing on a campaign that competes with other tea brands and that encourages people to try this "strong - no nonsense" cup of tea.

Existing promotional materials and example of brand language (above)

Their tone is informal, honest, fun.

I have looked at leading tea competitors and I really like Twinings copy based campaign (above) for their brand.  It confronts why people drink tea, that they usually do this to lift mood and unites tea drinkers in the way that I think Make Mine A Builders are seeking to do.

I have also been looking at general copy based campaigns and even though Elmwood are not so much interested in the final execution I think it would be nice to draw inspiration from these two adverts and art direct the text to suit meaning.  The two adverts below are both very different and I find it interesting that one word can have impact, yet a whole string of words can create curiousity and intrigue a viewer to read the full message.