Project 1 - Fruit Campaign

Create a heightened experience to sell a product (through EMOTION, FUNCTION = VALUE)
Sell an ordinary object using New Media as your vehicle
Sell an ordinary product through a heightened experience


TOPIC:
PROBLEM: Not enough kids are eating fruits (bananas, apples, oranges, pineapple, watermelon) these days. They're eating too much candy.

OBJECTIVE: Get kids to eat more fruits (specifically your given fruit)

TARGET MARKET:
· Tweens and Teens
- Research strategies:
· What are kids into these days? How can we connect with them?

REQUIREMENTS:
Choose 1 of 5 different fruits that are all competing to be eaten
· List all the advantages/disadvantages
· Determine all the differentiating factors of your fruit
· What makes it unique
· Consider all other fruits competition


· Create a New Media driven campaign that will make your fruit irresistable to the target demographic (cool, tasty, awesome). Can your experience prove to be valuable and memorable. How will you position your fruit?
· You have all the tools of New Media at your disposal (Web, Video, Audio, Viral Marketing) to create this fantastic, innovative experience.
· Remember the definition of New Media
· The sky is the limit. You have no budget. We will celebrate innovation, the cool and the fantastic! You have the best programmers at your disposal.

· First design the campaign and concept (what are the main components?)
· Map out the journey of the campaign (sketches)
· Create a Website that is the main hub of the CAMPAIGN:
· What sections should it have?
· What should it do?


DO:
- Write down everything you know about this topic
- Immediately brainstorm 3-6 concepts/ideas/ways of tackling/selling your fruit
- Map out the narrative of your campaign (3 different directions)

FINAL DELIVERABLES:
- Macro map of the campaign
- Play out the narrative using storyboards
- Zoom in on the homepage of the site (2-3 more if needed)
- Lots of annotations
- Please create a bound book with all the above contents (ideal size - 8.5x14 or 11x17) (due September 25th)


GRADING CRITERIA:
1. Successful completion of all required elements (all essential elements have been CLEARLY laid out in the previous section). Failure to complete any of these required elements will result in the loss of marks.
2. The ability to make proper decisions regarding major issues addressed in class lectures. These issues include; ideation, conceptualization, storyboarding and research
3. Students will also receive marks for their participation in in-class critiques and professionalism when presenting their own project.
4. Students will be graded on how well they can stay on task throughout the duration of their project schedule. Failure to meet any of the class deadlines will result in a loss of marks.
5. The class will evaluate the success of the overall experience (the more rewarding the experience, the better the grade)


BREAK DOWN OF MARKS
Successful completion of all elements: 15
Participation/Effort in class and brainstorming: 35
Blue Sky Creativity: 30
All aspects of presentation (in-class, blog and speaking): 20