Blog Post 8: My Initial Proposal

I did an initial proposal to create a foundation for my advert and open the narrative to criticism. I was then able to adapt my initial proposal to make sure I fit the brief and also to make it memorable.

When creating my initial ideas, I compiled many pictures to make a moodboard. This included many pictures of food, settings and a food map from an event organiser called Concerto. The theme I was going for is a world cuisine style, as my USP is being able to order from different world cuisine restaurants at the same time.

Below are my proposals for my two adverts:

 

My initial idea for my first advert was an anniversary dinner where the husband hasn't cooked anything, so he orders from YourFood on his phone under the table. The wife hears the doorbell when the food arrives, becoming angry when she realises that her husband didn't actually cook any food. However, when she sees the YourFood logo on the bags, she is filled with delight. The husband then goes to get wine and when he comes back, the wife has already eaten all the food. It ends like this because the brief requires the use of techniques to make the adverts memorable, which I did by using humour. The music in this advert will start off very fast and frantic, but slow down to a romantic classical piece to connote that the situation is resolved. This advert was inspired by the HelloFresh Challenge Accepted advert as it presents a chaotic situation that is solved by the HelloFresh, similar to how YourFood will solve the disastrous date night in my advert.

My second idea was a group of teenagers having a movie night and wanting to order food, creating a youthful, relatable situation for my target audience. So the group decides to order food from different restaurants using the YourFood app. Then, it cuts to an action sequence of the delivery person collecting the food and running, with an intense soundtrack to accompany it. I planned to have an intertextual reference to the editing style in 'Shaun of the Dead' for the collection and a sequence in the style of the running scenes in "The Flash", which has lightning effects and slow-motion. The running sequence allows me to show the fast delivery time, but to also connote the regional brand identity stated in the brief as the food is local and ready to be delivered. The advert ends on the group of friends having a great time eating together in front of the TV. This advert was inspired by the Just Eat Balti Rocks advert as it has a similar setup of people pondering on what food to get, leading into a overly dramatic sequence.

Both my adverts will be 30 seconds long and will have innovative appeal that is suitable for the prime-time Channel 4. The date night advert will be skewed towards the typical female audience through the use of romance and the movie night advert will be skewed towards the typical male audience through the use of action. However, in both adverts I aim to have the mass appeal to my target audience that is required by the brief. This is done through the relatable or aspirational situations to the 16-25 year old audience in both of my adverts and the ethnically diverse characters that I will use. The brief also requires the same on screen text in both adverts, so they will both have the use of the YourFood app and end with the same title card and voiceover, which says "Eat the world with YourFood". The app and the title card will have the same logo, tagline and same colour scheme, which creates consistent branding and enforces my USP of being able to order many different world cuisines at once.

I planned an initial proposal because it allows my ideas to be influenced by the criticism I received. I learnt that I should:

• change the characters in first advert to boyfriend and girlfriend to create consistent youthful branding
• have the boyfriend start in the kitchen to connote the dilemma he is in through the messy kitchen
• remove special effects from running sequence as it was an unrealistic goal to achieve
• remove the feature allowing orders from multiple restaurants as it was impractical for actual delivery services to offer
• change the logo as the imagery of the Earth could be misleading when first looked at

After making these changes, I was able to correct any major flaws in my adverts and made sure that they stuck to the brief.