LET ME TELL YOU ABOUT US:
I'm a professional writer, putting together my portfolio in order to work as a copywriter at one of America's best ad agencies. I live in San Francisco. My partner on this project is an art director at an advertising agency in New York City.
This particular project comes from earlier this year, when I worked in Paris as a copywriter. It's for Duracell's line of rechargeable batteries called "ActiveCharge". In Europe, the Bunny is the mascot for Duracell (not Energizer). Confusing, I know, for all of you who grew up in the 90s annoyed by the Energizer Bunny.
Anyway, the idea we came up with was to promote the fact that Duracell's ActiveCharge batteries don't lose their charge when they are sitting around and not in use. Additionally, most rechargeable batteries will "fall asleep" when they are not in use and not work as well when you go to use them. This is not the case with the Duracell batteries.
So, we thought it would be funny to show a couple of people falling asleep at work during their boring jobs, with the Duracell bunny wide awake next to them, ready to step in and save the day should anything happen.
Please review the comps drawn up in with a black marker.
HERE IS WHAT WE NEED:
We want these marker comps brought to life through photography. The Duracell bunny is an absolute must have. Initially, we too thought it was pretty lame, but realized that it helps to bring the idea back around to Duracell batteries.
If it helps to envision the individuals in these ads a little better, see them as a David Brent (from the British version of The Office). If you don't know who this character is, I've attached a mood board and a short mood video. Think of the characters in the shots as guys who are a confident about their jobs, but are in actuality just idiots who fail at getting their job done. It's a fine line to walk. These characters must be overly confident, completely incompetent and lovable all rolled into one.
The Duracell bunny is the hero in these pieces.
OUR TARGET AUDIENCE IS:
Our customer range is pretty broad, including anyone from the age of 15 - 65 or so. Generally speaking, we're trying to sell these batteries to folks who are out using various products that run off of battery power.
WE LIKE THESE DESIGNS:
We like the photography of Garry Simpson, Deirdre O'Callaghan and Joey Lawrence and have attached some sample pictures from each of these photographers, of how we want our images to look and feel (please find the portfolio sites of each photographer, below).
The shots should have a quality of realness to them, while not allowing for two much focus on the background.
WE ABSOLUTELY MUST HAVE (or we don't want to see) THIS IN OUR DESIGN:
Please don't include the Duracell logo or tagline in your photo.
Please do include a flashlight for the 3rd comp (the night watchmen at the museum). Maybe it will be on the floor at his feet. It shouldn't be turned on.
Again, the Duracell Bunny is a must. Please see attached photo to see what he looks like.
Feel free to send any questions to firstname.lastname@example.org
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