OUGD603 - Brief 03 - Brainstorming ideas for D&AD

By fully assessing the briefs and outlining exactly what they were after, we brainstormed a couple of ideas which we could potentially take further for both briefs before making a final decision on which brief we wanted to work on.



Drop Box - For this brief, we first had to think of an issue that we felt we could research thoroughly using both primary and secondary research. We all agreed that looking into mental health and mindfulness was an issue we had all experienced either first hand or had known a close friend or relative to experience. Therefore it was a topic we felt strongly about and could effectively help effect change towards. 

We brainstormed a number of potential subcategories of this issue we could look into including research into suicide being the biggest killer amongst males under 25 or how the stress and challenges caused by university can be a major factor in mental health amongst young people. 

Idea 1 - Mindfulness pack you can order online. Contains numbers and information about help you can seek if you feel your mental health is suffering eg. depression, anxiety etc.

Also contains tips and advice, and a game to help mindfulness and a link to a 24-hour online chat room as research has shown younger age groups prefer typing and texting to ringing on the phone.

Idea 2 - Posters breaking the stigma of depression and mental health and a new visual approach to address this issue. Usually, they are really drab, dark and depict upsetting scenes that could even be considered as triggers. Our aim would be to create bright, bold, aesthetically beautiful posters that students would want to put up in their homes and common areas without even really noticing that it is a poster on tackling and breaking the stigma around depression. In the small print would be information on people you could go to about depression and address other common issues at uni such as stress and loneliness. Looking into colour theory, the posters would be of colours and shapes that mean something rather than upsetting photography. 

Hellmann's - Hellmann's goal for this brief was to tackle food waste somewhere along the supply chain, whether that be in store, the restaurant or the consumer's homes using a product, service or publication. After discussing both a publication and an app we felt these approaches would be too obvious as well as low impact and time consuming to execute well. Therefore we tried to brainstorm some less convetional approaches. 

Idea 1 - Ugly Vegetables. Focussing on a copy led, art-directed campaign we want to encourage more people to buy wonky vegetables, with an alliance between Hellmann's and wonky veg boxes sold in all major supermarkets. This encourages supermarkets to sell wonky veg and consumers to buy it, saving millions of tonnes of vegetables from going to waste each year for simply being too ugly. 

We would also create a Hellmann's Wonky veg food van to travel around all major music festivals, freshers fairs and food markets around the country, promoting wonky veg and being the cheapest food source at overpriced festivals. 

Hellmann's says on their website that they are all about great taste, not looks so this campaign would fit perfectly with their brand values as a company. A voucher scheme would also encourage people to buy wonky veg and get a free sample of a hellmann's condiment. 

Idea 2 - Common leftovers to delicious meals. Focussing on Hellman's laid-back tone of voice we would create a bold, vibrant, copy-led campaign encouraging people to transform their most common and tatty leftovers into delicious meals - saving money and the environment. Including before and after shots and funny slogans like from a 2 to a 10 etc. 

Finding the most commonly thrown away leftover goods hellman's would have a food mixing page on their websites that suggests meals you can transform your leftovers into such as soups, stocks and even cakes. 

At the end of the meeting, as a group, we felt the most excited about the Hellmann's brief and idea 1 as we felt it would be a fun project to do, be fairly easy to execute and create a high impact campaign.

Feedback - I presented our idea to a small crit of 20-22 year olds. Everyone thought was aasa good idea and something that had died down in recent years after a big hype in 2015. It is something that would go down well and would be appealing to a large demographic from students cooking for themselves for the first time to families trying to save money at meal times.