Today for Club & Clinic we had a handful of mini creatives in Camper Media!
Like an episode of the Apprentice they were tasked with a 40 minute challenge…to create an advert to promote the world’s best cup of coffee!
Using their little think boxes the 8 campers quickly realized they had to divide into teams to conquer the challenge.
With a little help from our media director here’s the roles they picked:
2 x Product Photographers
1 x Copywriter
1 x Marketing Researcher
1 x Scriptwriter
2 x Radio Spokespeople
1 x Designer
The Product Photographers got their hands on a bag of Moka ‘Camp IHC’ blend coffee and set up the lighting kit with a white background to start snapping some images that we could use to promote the coffee. Once the product was strategically placed, the photographers had to manually adjust the camera settings to make sure the bag of coffee was perfectly exposed, in focus and looking good!
Meanwhile the scriptwriter was had at work, writing the radio advert for the radio stars to record on the new RodeCaster Podcast studio. The Radio stars were adjusting the levels of the mic, warming up their voices and rehearsing their lines, getting ready to hit record once the final script was in their hands!
Whilst all this was going on the copywriter was working closely with the marketing researcher and the designer. He was trying to figure out what the advert needed to say, how would this be catchy enough to work?
The marketing researcher was looking into who the perfect target audience for the world’s best cup of coffee was, would it be targeted towards the Manhattan subway commuter who wanted a quick coffee on the go, or the hipster twentysomething living in Brooklyn who wanted to have it in a beautiful cup next to their Macbook? Was there a niche elsewhere that we could tap in to…
Whilst all this was going on, the designer was delving into the world of Adobe Illustrator, building the art boards for the printed advert. Deciding which color variation would make the advert ‘pop’ more, looking at different fonts, text hierarchy and logo placement!
As the shutter was clicking away on one side of the room, the jingle of the podcast studio started…
“Start your day with a Smooooooooth cup of coffee, grown globally…”
Meanwhile paper was being scrunched into a ball and thrown into a non-existent wastepaper basket.
“Guys, the deadline is in 22 minutes, we’ve GOT to get this done!”
The target market was chosen, let’s reach out to our local community and let word of mouth do all the talking.
Suddenly the copywriter had it…“The Cup of Coffee That Taste’s You Back to Camp”
Gold dust.
The designer started filling in the artboard ‘Let’s have a cool shot of coffee beans with the caption!’
Time was running out.
The radio jingle was recorded and exported, imported into Adobe Premiere Pro, added to the timeline, cut up, chopped, edited… a punchy rock riff added to the audio layers, rendered, exported again.
The RAW product photographs were uploaded into Lightroom, developed by adding a Matte effect, increasing the whites, crushing the blacks, adding a feathered white vignette, sharpening the image and manipulating any areas that needed some work.
Then they were exported ready for the marketing campaign!
At the end of 40 minutes the campers breathed a sigh of relief! In one lesson they had worked together as a team of creatives to produce a marketing campaign for the Camp IHC blend of Moka coffee.
How cool that this article is a demonstration of their work?
Time to relax with a smooth cup of Moka coffee that taste’s you back to camp!
Check out Moka here:
