YCN, Art Fund Brief - PAST WORK

Past Work-

examples are given by clients

-simple concept
-simple idea
-made into a TV ad
-fits brief
-focuses on art/themes
-shows aims

http://www.thedrum.com/news/2017/09/27/ad-the-day-art-fund-uk-attempts-determine-the-perfect-work-art

-tv ad
-fits the aims
-simple idea
-simple concept
-focuses on art/themes

The concepts are applied to different media, with the advert ranging from TV to Print and Digital campaigns. The concepts do not transcend over media, the TV and Print ads are very different concepts.

STICK TO BRANDING/STYLES/DESIGN

-TAKES BRIEF WORDING to directly relate
-simple concept

-applied to a range of content
-versitle

-works over different channels

-links to target market interest

-links to current trends

-understand the audience

PERSONAL RESEARCH EXAMPLES -

 

miss nothing advert -

Past Art Fund advertising media has been studied, this is to explore any common features or aspect their advertising follows which should be applied to this outcome. The client's past campaigns are all built around very simple concepts, that can be simplified into one sentence. The client has selected ideas which can be easily understood by the audience, whilst directly expressing the intended message and fitting the brief. Throughout their past advertising, the idea is the main focus of the outcome. This implies this brief outcome should mimic this, putting the focus on creating a strong yet simple the idea. The visuals of the advertising fit within the brand's guidelines, all follow a very clear set design style. The brand adopts one typeface which is used repeatedly over their range of adverts, highlighting the importance of the use of this. Fitting with the brands set restrictions. Art Fund focuses on two different advertising channels, Print/Digital and Film. The concepts do not transcend over different media, instead focuses on stand-alone concepts created bespoke that media. All the visuals of the adverts heavily theme around art and the items on display in the Galleries/Museums. Famous artwork and items the audience can view via the Art Pass are shown repeatedly over the different adverts. The focus is on the famous pieces of artwork or historical work the audience will either recognize or be intrigued by. The Meme based campaign shows Art Funds interest in promoting the Student Art Pass digitally over social media and via following current trends. This campaign studied the interests of the audience, the applied the campaign to these. The concept is defined by audience research as to effectively engage.

 -links to target market interest -links to current trends -understand the audience -applied to a range of content -versatile -TAKES BRIEF WORDING to directly relate STICK TO BRANDING/STYLES/DESIGN -simple concept -simple idea -made into a TV ad -fits brief -focuses on art/themes -shows aims