LIVE BRIEFS - MBNA THAMES CAREERS

Group - Nick, Khubroo, Ryah

For this brief we were working with MBMA to raise awareness and promote all of the job opportunities along the River Thames and to drive traffic to their website. They showed us example of the tone of voice they were going for which was the Paralympics superhuman campaign which had an elite and aspirational tone of voice.

Research

Their code of ethics are that they want to set an example through its professional approach to business and to the treatment of its workforce, promote equal opportunities and diversity in all aspects of its work; in particular promoting and encouraging the widest possible involvement in training and employment in terms of gender, ethnicity, colour, nationality, religious, sexual orientation, safeguard the trust that employers, learners and communities place in it. We wanted to research all angles of the company and look at their existing ads and their marketing plans etc. We found that their website was quite difficult to gage and find information on the job opportunities. Learning this we knew we wanted to make our content clear, easy and strong.

We also found a website which gave us a massive insight into the employees and their stories aswell as the wide rang of jobs that are possible this really helped us when it came to developing our initial ideas and where wanted to take it. WEBSITE

Initial Ideas

We brainstormed ideas and all agreed that we wanted to create something that was going to be personal to the audience, something they could relate to and feel like they could connect with. I came up with the idea of using real life photography instead of using graphics because I felt that a job is something so important in every persons life so choosing the right career is vital and in order for people to choose a career with them it would have to be something they can relate to. Ryah then came across the website that was mentioned and we felt like the quotes and real life voice clips would be perfect. We played around with what the actual copy would be on the images. We brainstormed what would attract us personally ourselves and asked others how they would feel with the language we were thinking of using.

Development

This was the first mock up image I created. After analysing it I knew there was things that would make it better e.g. placing of text, colouring and the length of the quote we felt was too long. Also the use of language at the bottom we all felt that hashtags would be appropriate as in the brief they highlighted the fact they want to target younger audiences and by using a hashtag, something the younger generation use, would be more fitting. Below is the developed outcome

The idea

The Idea is to create 3 to 4 still shots (that have been sourced from 'The river people collection' for reference in the pitch however if the idea was to be taken forward the photographs would be taken by themselves). They would be posed photographs however with real people and their real work environments. The employees are the main focus and the images will be striking and 'elite' looking with a quote taken from their real interviews in order for everything to feel very authentic something short and snappy e.g. 'The thames is my office' ' The thames is in my blood'. We chose to use language that is quite strong and meaningful as we wanted the audience to want to be able to achieve this 'goal' of working on the Thames however not wanting to scare them and have them think that it is an un reachable dream career. I think we de-bunked this by using real life people that look like every other person.

Below is my poster I created using photoshop and high quality images from The river people collection. We played around with the text and using layers to create a woven effect around the helmet. This was just something was for visual appeal and we thought it made it slicker.

The other two stills were created by Ryah and Khubroo.

Pitch Day

Our pitch was at their offices in the 02. Prior to our pitch it was apparent we all felt calm and collected and had lots of knowledge about our idea and we all believed in our content and idea which I think is vital for a pitch to go well. They really liked our idea and we got a good response they liked the fact it was real life photography and real people. They did ask us how we would target ethnic and sexual minorities and a younger audience which was something we had actually already thought about and had prepared to answer this question with the fact that these were just mock up images and if it was to be taken further then the images would include a range of different people.

This brief was one of my favourites out of the four live briefs, I think we got a lot of free range when it came to our creativity and it is always a plus when the target is of an age around your own because its easy to understand the context more. My group worked great together too and I was really proud of the work we produced and how well the pitch went.