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Brief The competition brief I have chosen is YCN’s competition brief for Domino’s Pizza. Brief: Create a campaign that will reassert Domino’s ownership of Tuesdays in the pizza takeaway category. Use any media or a mixture of mediums to bring this campaign to life. My Concept: I will be creating a campaign over a range of media, from a website/app to an advertising campaign over a series of formats. Domino’s likes to use humour or wittiness in it’s advertising so I am putting a spin on this. The initial concept was to create a campaign surrounding the ‘5o reasons to have two for Tuesdays’, however this became quite boring so I flipped it over and have come up with the concept of ‘50 reasons not to have two for Tuesdays’. The whole concept is to play on British humour, giving viewers the reasons not to have the deal, playing on friendship and the viewers own sense of vanity and popularity. Audience: The initial audience provided was 18 - 34yrs, mainly students. After taking apart the brief and finding where the problems lie, it became apparent that the audience range doesn’t need to be so broad. Typically people who order takeaways are people who can’t be bothered to cook one night or don’t have the right food in to cook a good meal. I decided to focus this campaign on students as these are the people most likely to be in this situation and looking for a good bargain for good quality food. Limitations: This brief is limited by a number of considerations set by Domino’s. The first is the colour scheme. The only colours to be used are the red, white & blue set by them, and no tints or tones. It must not be changed in any way. The second is the typefaces. There is a list of six typefaces to be used, all with their own limited boundaries of use. The third is the logo. For the logo there are specific ‘dos & don’ts’ about how to use the logo on top of artwork. There are three forms of the logo and one must be used when appropriate, with specific sizes, placings & colours.

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YCN: Domino’s

Emily Lodge


Current Advertising The first thing I did when getting this brief was look at Domino’s current advertising to give me a clear insight into how Domino’s is currently trying to attract customers, their tone of voice and what designs they are using to do this.

OUGD503

YCN: Domino’s

Emily Lodge


Design Concept Logo Variations After researching into Domino’s current advertising and looking at their websites and App, I noticed that all of these use large, very crowded images of their food, and use only a small amount of text, usually just for prices or description of the food. They have very recently re-branded themselves, with a more up-to-date logo and the use of the limitations of type and colour. However their advertising contents have stayed the same. It seems Domino’s has been trying to let the images do the talking, but when there are so many pizza chains out there, it isn’t enough, especially when these other brands are doing the same. I have decided for my campaign that I will be using type as the main focus, and incorporate image where it is needed. This will give something new for the brand and give a viewer something more to look at than just a picture of a pizza. It will differentiate Domino’s from it’s competitors and give them a much more contemporary look which will appeal to the audience. Colour scheme

C=0 M=100 Y=81 K=4 R=227 G=24 B=55 Pantone=168

C=100 M=16 Y=0 K=27 R=0 G=100 B=145 Pantone=307

C=0 M=0 Y=0 K=0 R=255 G=255 B=255

Typeface

TRADE GOTHIC LT BOLD CONDENSED NO.20 OUGD503

YCN: Domino’s

Emily Lodge


Digital Outcomes

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YCN: Domino’s

Emily Lodge


Printed Outcomes

OUGD503

YCN: Domino’s

Emily Lodge


Domino's web