Evaluation

 

We rebranded the product of Ferrero Rocher. Ferrero Rocher is a chocolate product that was aimed at middle aged, middle class, females due to it's luxurious look with gold wrappers and general packaging seeming elegant due to the simplicity. 

We changed it to appeal a younger audience of between 15-18, primarily male but also female as a secondary audience. We also decided to change the product from being seen as rich to something seen as sporty. We changed the name to 'Gold Medal' to keep with the new sporty theme. In our advert we filmed myself and Aaron doing various activites in the gym. This was to relate to our slogan of 'every winner deserves a medal' so that after every activity, instead of being a gold medal you recieved this chocolate. Due to the name being gold, we kept the gold foil around it but changed the brown wrapping underneath to a black strip around it. Ferrero Rocher's logo is a circle with the name and picture of the product inside it. We changed this, also to fit our sporty theme of athletics and medal winning, to a medal with the 3 stripes with the name inside the medal.

 

The things that went well with our footage was that in a lot of the parts of the advert, the music and the fast paced editing of the activities were in sync to the beat which adds dramatic effect. Our advert worked well in that we recorded it in a gym and used sporty equipment in order to tie in with the sporty theme. Our background music went through our whole advert as we didn’t have a voice over. We added pack shots throughout in order to advertise the product further and at the end of the advert we put a shot of our product in focus with Aaron working out in the background with our catchphrase written by the product in order to portray our message further. This pack shot is also shown on our poster but without Aaron in the background, this is in order to keep the focus on our product. Another thing that went well in our advert was the fact that we used fast paced editing in order to not get dull and keep the advert more interesting.

 

One of the things that didn't go so well in our advert was when the music stops in order to have a build up again, which is good in general music and when an advert stops moving and has a momentary pause. However, due to the editing of the footage we had, this didn't look very professional as it seemed like the music stopped for no reason. If we did it again I would edit it so that another part of the instrumental we used was used, a section that didn't have a bit where the music stops. Even though it was good to have natural lighting in order to create a more realistic look, it made our production look a bit less professional. Due to our group not being ver well organized, our packaging wasn't very professional, as in the last minute we decided to add the black stripe. Also, the organization of the chocolate in the box was poorly organized and the lid barely closed. Therefore, when filming packshots we had to be careful of making this too obvious, which made filming packshots a lot harder.

 

One of the skills I improved on were my lighting skills. Due to most of the filming being in the gym, we used the lighting in the room rather than key/fill or 3 point lighting. This gave the advert footage a more natural look, yet due to the angles we used, we still managed to get good appropriate lighting. Another skill I improved were my production and editing skills. This was the second production I had edited and so I was still getting used to editing. However, as I was working with the other members of my group I was able to learn how to edit music into the edit by converting the audio from soundcloud to mp3 so I could use it in Final Cut Pro. I also became good at cutting the footage in order to make our advert have fast paced editing that went with the music. I also learnt some more management skills. The management skills I learnt were organizing my group to get together to film, or edit our production. This was difficult due to our timetables and the spaces we wanted to film in being used when we had our media class where we were all able to be present to film. 

 

Our primary target audience was males aged  15-18 and our secondary audience was females between the same age. Due to this being the same age as our cast (myself and Aaron), it seems more relatable as in the advert the cast are a similar age to the target audience. Having me (a white female) and Aaron (a black male) allowed us to portray that we wanted to include both genders and races to make it even more appealing. Before Ferrero Rocher was seen as a luxurious chocolate, so many people didn't buy it, but by aiming it at our target audience by taking away this idea of luxury, it becomes a chocolate that is more likely to appeal to the audience and so they're more likely to buy it. By replacing the previously luxury idea with the idea of everyone working for a reward (a gold medal) it makes the product more accessible for everyone. 

 

If I were able to film this again, one of the things I would make sure of would be making sure we organized better. This would have meant that  we had our space planned, what would go right, or wrong (like the space being unavailable) and how we could work around these things. Another thing I would make sure of is that we all had specific roles so we had more time to edit or make our poster, instead of everyone being a part of filming. This would have allowed us to have a better edit as the footage/poster would have been created as we went along rather than rushing last minute to get everything done. 

 

 

Re edit - https://www.youtube.com/watch?v=rlJ5-LYk5yw