MPA Roses 2008/9 - 'Piss Up'

A couple of months ago we were given 8 briefs to choose from for the competition, MPA Roses. We were told to work in pairs and tackle one of the briefs, so we went with Brief 4, titled - 'Piss Up'

Brief - Create a brand/or produce an Ad Campaign that markets “responsible teen/twenties holidays”

For the first month or so we had no idea of what we could produce as we had to create both a brand and an Ad Campaign, not one or the other. 

After gathering research into current holiday companies we decided to produce a brand extension onto Virgin Holidays as they currently don't offer holiday packages for the younger generation and we felt that by capitalising on this we would gain more marks in the assessment as well as producing some quality work. 

First things first, a name and a logo:

Virgin Med - We felt that the name Virgin Med sits perfectly well into the brand extensions that Virgin currently have, Virgin Blue, Virgin Holidays and Virgin Atlantic as Virgin Med could be seen as slang for Virgin Mediterranean and considering this is a brief based around holidays, we thought it was suitable.

 

The concept for this design was to make the logo attractive for the younger demographic, a sleek and contemporary yet clever design that sits nicely with the other holiday related brand extensions of Virgin. We feel we did this.

After covering this section of the brief, we moved onto the advertising side of things. 

We really struggled with this because we wanted a campaign that stood out and didn't fall into the mainstream, typical alcohol related Ad's. 

We decided to focus on a small aspect of holidays abroad, something that would relate perfectly with our target audience, cocktails.

In the end, after alot of research into cocktails and asking our target audience and socio-economic class what they wanted from a teen/twenty holiday, we came up with a concept that consisted of 2 main elements, 1, an attractive, eye catching background image to grab the viewers attenton and to entice them into reading the text and 2, shocking body copy that makes you realise what alcohol abroad can do to you. 

Below is one example of the set of 4 advertisements we created. The other 3 will follow in a few days. 

The copy reads:

START OFF YOUR DAY WITH A BIT OF RELAXATION AROUND THE POOL

LAY OUT YOUR TOWEL ON THE SUN LOUNGER AND LET THEM UV RAYS SIZZLE AWAY AT YOUR SKIN

INDULGE IN SOME ALCOHOLIC BEVERAGES

LIE THERE FOR A FEW HOURS UNPROTECTED UNTIL YOUR SKIN CELLS ARE SLOWLY DESTROYED

WHEN SKIN IS BUBBLING WITH BLISTERS JUST ITCHING TO EXPLODE WITH PUSS, PROGRESS TO VOMIT HYSTERICALLY

AFTER BURSTING YOUR BLISTERS, ADD A SHAKE OF THE CHILLS AND A STRAIN OF STINGING

KNOCK BACK A FEW MORE BEERS TO SOOTHE THE PAIN

FINISH OFF WITH ABIT OF PREMATURE AGING TOPPED WITH A SCORE OF SKIN CANCER

HOT STUFF...

We realise that there are aspects of the design that need to be improved, which we intend on doing at a later date.

We feel we successfully answered everything the brief asked and ended up with a grade of 66, which is a 2:1.