When producing the concept proposal for The Body Shop brief one of the main things I would to do within my final design outcomes was to give a sense of continuity throughout the different mandatory requirements we had been asked to produce by creating one overlying theme.
From my research into The Body Shop brand values; in particular the 'Activate Self Esteem' something that kept coming up was this idea of 'positivity'. I believe this would be a appropriate concept as it could be applied to sell their products - the individual positives of each product - and to my social campaign idea which is how social media has been used negatively hence 'Do Something Positive'.
I began the design process by creating some initial sketches of what the product advertisements would look like, through research into previous advertisements for their brand I found the common aesthetic they used was a large photograph of said product therefore I wanted to steer clear of this aesthetic and instead create something a little more different.
From one of the interim crits I attended for the brief, I was given the idea to instead of focussing on the product I would be advertising instead to focus on what part of the body the product would directly affect. Although these designs don't directly feature the product I did include a '+' symbol which is a well known sign of positivity along with a list of positives about the product.
Once I had created this aesthetic for the product poster designs I was then able to apply it to the design for the social campaign poster in which I want to encourage the target audience to use social media for something positive. I did this by keeping the same imagery but instead of using a list of positives about the product I incorporated an example of who the campaign would work by adding a quote - something positive about a person in response to them using the body shop product.
When producing my final designs on illustrator I began using photographic imagery within the design which is a aesthetic commonly used in The Body Shop advertisements however this could prove difficult as these images are not owned by me and due to time constraints with a live brief I would not be able to complete a photo shoot.
Therefore I experimented the image trace tool and vector images. Overall I believe I prefer this aesthetic as it a bit more interesting than the one usually used by the brand but still represents my message and what the brand is about.
4 X A2 PRODUCT POSTERS
Shop Front Mock-ups
SOCIAL CAMPAIGN POSTER IDEA
NEW COMMUNICATION CHANNEL PROPOSAL
As well as designing the four product posters and the social campaign poster, the brief also asks us to explore at least one other communication channel which could bring newness and depth to their campaigns.
As the social campaign I had chosen was on the subject of 'cyber-bullying' I decided that I would explore social media as a new communication channel - which is the main source of this issue - by making The Body Shop's social media a more relevant part of their campaign and launching a online campaign encouraging the audience to 'Do Something Positive' with social media.
The Body Shop Facebook Page Mock-up
The online campaign which I will propose will be centred around a event, on a given day which will ask users to use their social media sites for a positive cause. Doing something as simple as posting a compliment on a friends wall.
Examples of how the online campaign / event would work - Facebook
On the social media site, Facebook there is a variety of different ways in which users could take part in the event; by posting statuses and tagging their friends, posting a message on their wall or even posting a picture each time starting the message with a '+' symbol which is a symbol of the campaign.
The Body Shop Twitter Page
The Body Shop Instagram Page
Examples of how the online campaign / event would work - Instagram
On Instagram, I came up with the idea of replacing the '#' with the '+'. So users would post pictures of their friends and put a '+' for each of their positives.
Outcomes successfully submitted to D&AD
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