LIVE BRIEFS - CHURCHILL GOWNS

For this first brief was with Churchill Gowns I was in a small group with Jamie, Charlotte and myself. Churchill Gowns are a high quality graduation service to universities through out the UK and Australia. They are valued for their flexible and affordable gowns and have strong core beliefs; ethical manufacturing, environmental sustainability and social responsibility.

We were briefed on Tuesday and our pitch day was to be the next following Thursday, this being one of the quickest turn arounds for a brief we had ever had which made our time working on the brief more fast paced and exciting but also meant we had to be quick on making our creative decisions. The brief - To create relatable, sharable content that will drive the target audience to their website, create brand awareness and showcases their unique selling points.

We first started by brain storming ideas we were bouncing ideas off of each other about what USP of theirs we thought would work the best and that was the most relatable to our target audience and what would create the biggest buzz and get the most interactions with the users online. We narrowed it down to focusing on the hiring for more than one day service and being able to keep your gown for a longer time period that the standard gown hiring company and also the positive environmental that wearing their gowns provide, as millennials ourself we see that looking after the environment is becoming in some way a ‘trend’ so we thought this was strong.

A couple of brain storm ideas :

- Focusing on their delivery service and how keeping the gown for 4 days could benefit the student. Raining on graduation day? No problem. Laid back tone. A student and their parents awkward standing together for a picture while raining they’re all disappointed etc. fast forward two days the weather changes while the subjects are still centre and the weather changes to sun. No problems, easy, convenient, nobody would ever know they were taken on another day. Why? How? Because you keep the gown for longer than the usual 4-5 hours.

- Student has their gown set up in his/her room and the story takes place over a couple of days (we can fake this); the first day, it’s raining and the student brushes it off since their graduation isn’t for a couple of days. next day, it’s still raining and the student is starting to look a little nervous, worrying about the weather on their grad. day. final day, the sun’s shining and the student is relieved - this emphasises the selling point of being able to keep the gown for more than one day.

The fact that customers of Churchill Gowns can keep the gown for longer than 1 day was an idea we kept going back to and it was obvious this was the route we were going to go down and focus our idea on.

Our insights

- The benefits of being able to keep the product for more than one day

- Targeting the 'me' generation, who post everything on social media

- Churchill Gowns offer a hiring service thats better than the leading brands

- Weather impacting students social occasions

We came up with the idea of producing a short weather forecast to highlight the fact if it is raining on graduation day there is no need to worry as the customer will have the gown to keep for longer meaning they can re-take those all important photos. We thought having a light hearted video with a comedic, cheeky tone of voice the audience would relate to it a lot better.

So this is where we started writing up scripts, booking out our equipment and filming space to get ready to film. We did this all pretty quickly and with in the first 2 sessions we had come up with our idea, finalised it and filmed it. Jamie, Charlotte and I all wrote a script each so we had three different takes and angles on how we visualised it and then worked on them to merge one script.

My Script

My Visuals

To share the workloads we all created a visual for the green screen of each weather forecast. Below is mine

Video outcome

Overall I found this brief fun and it also was great to work with Jamie and Charlotte, two people I have never worked with before. We all worked really well as a group and I feel we all were happy with our final outcome and the way we confidently pitched to the client. The pitch went well and althought it was a short and to the point deck I think it worked in regards to our video being snappy and witty.