GDT518

COMMUNICATION DESIGN AND COPYWRITING semester: 03 [ Sept - Dec 2013 ]

PROJECT BRIEF

ADVERTISING CAMPAIGN

Students are required to do a final team project in which consist of a strategy book and an advertising campaign execution. A strategy book is a compilation of the research proposal, creative platform, final creative execution of the campaign.

This projects objective is to i) ii) stimulate and expand students analytical mind explore and prepare the creative platform for a communication design campaign.

At the end of the project, you will be able to i) ii) iii) iv) v) vi) work independently and in a team create a creative platform proposal choose suitable target audience choose the right media based on your research according to the target audience use the platform to create a communication design solution produce effective copywriting by crafting the message and copy strategy in the creative platform

WORKFLOW 1. Students work in groups of 3. 2. Students work independent and interdependently, also as a team. You may start your research in a team. Then work individually on sketches until final. 3. Reports and proposals to be written in English

4. Presentations are to be conducted in English 5. Each group prepare only one proposal 6. Practice sound decision-making 7. Obtain approval from respective lecturers on proposal and each stage of design development 8. Perform the correct process of creative ideation work flow starting from the Big Idea, and start sketches from thumbnails, semi-comprehensive, comprehensive and final. 9. Marks will be given at every stage of design development 10. Submission and assessment.

Team members are to choose ONE from these major areas :

Product [Food/Beverages/Detergents/Automobiles/Apparels] or Service [Telecommunications/Banking/Laundry/Courier/Deliveries] or Public Service [Current issues pertaining to Malaysian context]

Task 1. Produce a research proposal and creative platform on these areas below: Company Background Brand comparison with Competitors Profiling the Target Audience > Demographics - Income - Gender - Location - Age > Psychographics - Lifestyle

- Buying Habits SWOT Analysis Research Methods Communication - Objectives Communication - Strategy Media Planning Message Strategy - USP - Benefits - Positioning Copy Strategy Creative Concept Tone and Manner 2. Produce a strategy book, concept, ideation, comprehensive visuals, mock-ups and final design work

FINAL PROJECT OUTPUT 1. 2. 3. 4. Report/research and proposal Ideation sketches and comprehensive Final Design work Prints/mock-ups Strategy Book

Students are required to do sketches manually ( pen/pencil and paper ) Sketches printed from computer will not be accepted. Only final stage is allowed to be computer generated.

FINAL PROJECT TIMELINE - 5 weeks Deadline: 20th December, 2013.

FINAL PROJECT (40%) BREAKDOWN OF MARKS IS AS FOLLOWS :

RESEARCH CONTENT REFERENCE & BIBLIOGRAPHY IDEA DEVELOPMENT FINAL STRATEGY BOOK PRESENTATION COMMITMENT TOTAL -

10% - Teamwork 10% - Teamwork

40% Individual work 20% - Teamwork 10% - Teamwork 10% Teamwork 100%

Prepared by:

Azian Mohd Zain Graphic Design Department Faculty of Art & Design UiTM Puncak Alam