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Got to be facts for D&AD presentations

Collect and not play

Provides opportunities to personalise

Find stats and what connects gen z and art
What appeals to gen z as art.

Problem, insight and solution.
________________

Reflection

We need to start prototyping and mocking up

⁃ Presentation: problem/insight/solution (Joseph)
⁃ Designing - card design (us pick one artist each)- packaging (Jane & Joseph)
⁃ Final video - Jane

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Brief problem - Product design. (Cards and holder)

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or

"Affordable and accessible art collecting"

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1997–2012

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designs Canary Wharf's first ever basketball court which is set to transform Bank Street Park. Unique to the Estate, the space will exert a mesmerising display of colours and striking

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Challenge
Design a new concept for Top Trumps, incorporating HP Indigo’s personalisation.

Create
Individual card designs and packaging.

Who
Fans of whichever game/story we choose, e.g. The Simpsons, Marvel.

Present:

1. Presentation video (2 min max) - include 2 (4 max) JPEGS

OR

1. JPEG slides (8 max)

It must include our insight, solution and a showcase of the final pack and card designs.

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Digital printing, 1977, HQ: Israel.

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"Customer loyalty, market leadership, growth, and commitment to employees.”

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"Customer loyalty, market leadership, growth, and commitment to employees.”

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HP mission statement

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 “HP Indigo relies on a mix of press sales, consumables and services for revenue.”

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 “HP Indigo relies on a mix of press sales, consumables and services for revenue.”

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Known for using different techniques for printing: Heated transfer roller, electrostatically charged ink and is versatile when it comes to printing on a variety of different materials/surfaces.

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https://jprint.co.uk/why-hp-indigo-press-only-choice-for-design-agencies/

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Johnsons are now into their second HP Indigo press having initially entered the digital print arena in 2009. Being renowned for high standards within commercial print, it was essential the digital print option matched quality, immediately ruling out the powdered toner machines.

But ultimately it was our customers who had the biggest say in which press we chose. We're now using the 4th generation of Indigo 7000 series and such is the quality, our customers rarely stipulate whether we should be printing digital or litho. That choice usually being made by economics.

So why do Creatives insist on HP Indigo?

The Indigo has quite a few tricks up its sleeve that toner based machines cannot achieve. But essentially its the fact that the Indigo represents the best comparison to litho printing quality that makes it the first choice for design agencies.

Those qualities include the reproduction of accurate and consistent colours. The integrated spectrophotometer offers automatic ICC profiling giving a tailored colour profile for each paper stock it prints on. And the paper stocks available are wide and varied, with most paper mills offering HP Indigo specified choices.

Consistent Colour Reproduction

The consistency also comes from the inline Spectrophotometer and the liquid ink technology used by the Indigo. Being able to produce consistent colour matches, no matter when, where or what its printed on, is a major factor. The ability to reproduce the same accurate colour time after time, was an obvious advantage to our customers, and the Indigo delivers this for our customers.

The press also offers a host of "special" effects, ink colours and tactile print. Put this together with the usual digital printing advantages of short-run and variable data, you can understand why our customers chose this press.

Advantages of the Indigo Press include:

Inline, controlled colour management

Perfect registration

Higher colour consistency over time

ICC profiling - Media specific

White Ink Printing

Invisible red ink (visible under UV light)

Fluorescent Inks

Textured/tactile print

Spot Matte/Gloss varnish effect

For examples of the kind of work the Indigo can produce, please get in touch on 01270 625207 or leave a message below. We can send samples or print examples of your work for comparison.

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Digital Print: Why the HP Indigo is first choice for Creatives - Johnsons

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Johnsons are now into their second HP Indigo press having initially entered the digital print arena in 2009. Being renowned for high standards within commercial print, it was essential the digital print option matched quality, immediately ruling out the powdered toner machines. But ultimately it was our customers who had the biggest say in which press we chose.

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1978, publishers: Dubreq, Waddingtons, Winning Moves (currently).

https://toptrumps.com/

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Card game based on different ‘themes’ and ‘stories’, for ages 4 and above and minimum  2 players.

The game involves comparing numerical data/statistics on each card against opponents, the highest wins.

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1992 - Relaunch by Winning Moves UK.

There were more diverse themes and topics available, along with further description/biographies on the cards.

“Camouflaged learning and enhanced memory and maths skills”

Since 2017, the manufacturing of Top Trumps packs has taken place at St Austell Printing Company, St Austell (Cornwall).

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The card game is also available in other countries: North America; Japan; Germany etc.

Around 24 countries.

TT also expanded into many other ‘versions’ and platforms:

Books

LIVE (online)

Mobile

Adventures (video game)

TV (show)

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Top Trumps

Outdated.

Not relevant in current culture.

Not exciting.

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Jane:

I feel like the branding of TT has joined the latest theme of ‘minimalism’ and block san serif vibe. However, looking at the current visual side of TT, it seems quite bland, personality-less and doesn’t necessarily depict what the brand/card game is about. Or maybe the website itself since it is what I’m judging from.

Considering from my memory of what the branding somewhat looked like (below), which was more vibrant and alive. Though this current branding could work with HP Indigo, as it has a similar wavelength of visual identities. Either way, we don’t need to particularly recreate the design as exact at both the companies’ brand guidelines perhaps.

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2022 TT D&AD entries https://www.dandad.org/profiles/jury/236673/top-trumps-jury-2022/

The Drum x TT http://toptrumps.thedrum.com/

Worth looking at

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Competitors: Match attax, pokemon, uno

Look at them and see what they’re doing that TT is missing out on.

Personalisation - the key thing in this brief.

E.g. Crocs, skins

Sustainability

Pick an audience.

Research TT audience, see the largest demographic etc.

Origami

Can think about possible collaborations, solutions etc but finalise the target audience first and the gameplay/culture– what drives participation and success of TT..

“Modernising tradition”

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2 to 10 players.

Aim: Be the first player to score 500 points.

Through a series of rounds, playing all of one’s cards and gaining points of other players’ remaining cards.

7 cards are distributed per player to begin the game with the rest in the middle as the deck in which players take one card from each round if necessary.

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There are many variations/special editions of the playing cards such as themes (BTS, Minecraft) also catering to specific needs such as blindness and colour blindness. There is also a waterproof version. It is featured within the top 100 games in the 80’s.

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Looking into other popular card games, that although are not similar to Top Trumps but to get a good idea of different themes and varieties of card games and what their successes are in with engaging consistent interaction.

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Official Premier League trading card game.

Sold individually (single card) as well as packs. Randomised.

“Named as the best global selling sports collectible"

Targeted for all ages, primarily football fans.

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“Match Attax has around 1.5 million fans in the UK alone and approximately 2.5 million fans around the world”

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“Match Attax has around 1.5 million fans in the UK alone and approximately 2.5 million fans around the world”

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2 players.

Aim: Score more goals than the opponent.

Attack - defend are two moves between players.

Formations allowed:

4-4-2

4-5-1

5-3-2

5-2-3

5-4-1

3-5-2

3-4-3

Each season will feature 3 type of cards, including:

Base

Star (shiny)

New signing

Club captain

Fans favourites

MOTM

Hat trick heroes

Player of the month

Hundred clubs

Limited editions (They’re physically worth a lot more)

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Jane:

These card games are different examples of competitors to Top Trumps but all within their own rights of identity and agenda.

Uno represents a household name, creating an exciting atmosphere that can divide opinions.

The attitude and visual language across social media and the game itself certainly reflects a great modern pop culture towards their audiences.

The game is inviting with a set of rules, creating a timeless effort of playing.

Whereas Match Attax has its focus anchored in the football industry, targeting football fans. The card game slightly differs away from Uno where the popularity relies on relevant real-time culture of the sport and the concept of collectability of popular players and rarity.

This follows into Pokémon being an incredible example of a card game now being based on collectability, creating further value and worth into the assets. The history is a lot richer in terms of the game’s variety of platforms alongside an on-going storyline that continues to evolve.

What Top Trump probably lacks is the idea of generating consistent excitement when engaging in game play. There is a strong identity of which the game covers different themes from tv series to sports, however the premise of playing which is of statistical data, limits the game and audience. Perhaps the broad variety of themes is great on one hand to reach different types of audiences/fans but on the other, it can play a detrimental role in the lack of fun game play

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2 players.

Aim: To beat an opponent through chance of order of cards based on statistics (strengths) as well as dice rolling.

The cards accompanied the console game, a family-friendly adventure themed game (Nintendo’s goal) that provokes positivity in morality, education and friendly competition.

The empire of Pokémon has gone onto tv series, movies, theme parks, merchandise and so on, creating a limitless idea of species and evolution.

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The latest conquest was Pokémon Go (2016) which was a first for the company to explore AR for its popular game. Another branch further harmonising a tight knit community of fans and an elevation of elements to the game itself.

As a result, along with popular culture of ‘vintage’ and ‘throwbacks’, the playing cards have become increasingly popular especially in regards to value. The idea of rarity creates the buzz for collectibility. Through simple denotations to decipher how ‘rare’ a card may be from ‘shiny’ to small symbols of (circle, diamond and star) but also the limited edition unreleased cards have created a new hub of community within the game.

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https://www.ign.com/articles/how-to-check-value-of-pokemon-cards

https://www.dexerto.com/pokemon/top-5-most-expensive-pokemon-trading-cards-1395031/

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Statistics over the last few years and upcoming predictions of the revenue of card games.

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https://www.sportskeeda.com/esports/5-best-card-games-explore-2023

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2022 entry, same vision we were going to explore.

To continue this theme, we would have to execute it far better (which is strongly doable) or find a new distinction of insight to strengthen the theme. However, there's not so much leeway with exploring it further. So we decided to abort this idea and search for a new theme.

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https://www.youtube.com/watch?v=2aK2mjXEi0o

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Original/current design

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7 main forms - painting, sculpture, architecture, poetry, music, literature and dance.

We will be mostly targeting painting? (Need to discuss and agree. I like the idea of painting, sculpture and architecture).

Mid 20th century onwards art.

“These styles include Impressionism, Fauvism, Art Deco, Primitivism, Constructivism, Cubism, Abstraction, Expressionism, Pop Art, Futurism, Dadaism, Bauhaus, Die Brücke, Surrealism, and several others.”

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Ancient Greek and Roman times. Post-medieval Europe.

Begun in the Archaic period (8th century), continuing through the Roman period (1st century bc to 2nd century ad).

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“According to Clare McAndrew’s “The Art Market 2021” report, the online art market more than doubled in value year over year, from $6 billion in 2019 to $12.4 billion in 2020.”

“Nearly two-thirds of respondents (62%) said the lack of visible pricing was one of the most important factors preventing them from buying art online.”

“83% said they had purchased art online, up from 64% of collectors in our 2019 survey. Online art market participation was even higher among Next-Gen Collectors, 91% of whom said they bought art online.”

“Next-Gen Collectors were also more likely to purchase art from their mobile devices: 56% said they prefer to buy via an app or mobile website on their phones.”

“Only 5% of survey respondents said they’d purchased an NFT, while another 9% said they plan to. Next-Gen Collectors are somewhat more engaged with NFTs, with 9% saying they had bought an NFT, while an additional 10% said they plan to do so.”

“More than two-thirds of collectors (67%) said one of their main reasons for buying art was to build a collection; 58% said it was to decorate their space; 47% said supporting artists was a principal motivator; and 46% said they collect to be inspired. Another 42% said investment was one of the main reasons they collect art.”

“Nearly two-thirds (64%) of Next-Gen Collectors prefer to use their mobile phones (as opposed to a desktop computer) when browsing online to discover new art”

“Today, a majority of Artsy’s nearly 3,400 gallery partners accept credit card payments for works.”

““The Art Market 2021,” found that even as the overall art market contracted by 22% in 2020, the online art market grew 107%.”

Source: https://pages.artsy.net/rs/609-FDY-207/images/Art-Collecting-2021-An-Artsy-Report.pdf

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“61% are comfortable with buying art online”

“56% believe digital art should hold as much monetary value as physical art.”

“63% have purchased art NFTs in the past year.”

“It’s too complicated” is the primary reason why collectors haven’t purchased an NFT yet.”

“22% plan to spend more than $5,000 on NFTs in the next year.”

Source: https://d2u3kfwd92fzu7.cloudfront.net/A_Survey_of_Global_Collecting_in_2022.pdf

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"Art collecting is not a new phenomenon. As long as there have been artists, there havebeen those who want to own and display the objects that they produce."

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"Art collecting is not a new phenomenon. As long as there have been artists, there havebeen those who want to own and display the objects that they produce."

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Wayne Chang, Saatchi Art

https://d3t95n9c6zzriw.cloudfront.net/reports/State-of-Art-Collecting-Report-2022.pdf

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“Collecting was, and is, still an activity identified with the elite. In fact, collectors are now embraced as celebrities in and of themselves. It’s no wonder that private collection tours are now an essential component of various art fairs. Collectors not only are interested in having collections, they wish to be identified by their collection; they wish to glorify, pore over, and preserve them. Fixity and memory are special goals of collectors.”

Source: https://galleryintell.com/when-private-collectors-go-public-part-1/

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Front, back, instructions.

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6 x 10 cm

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"The three major art hubs, the US, the UK, and China, continued to account for a majority of the value of global sales in 2019. The US market was the largest market worldwide once again, accounting for 44% of global sales by value."

"Online sales of art and antiques were estimated at $5.9 billion in 2019, a decline of 2% year-on-year, although still at their second highest ever level."

Source: https://www.artbasel.com/stories/millennials-art-market-2020?lang=en

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"A loophole exists which can allow private collectors to keep their name on a collection, continue building it, AND earn tax exempt status! If a museum can establish that its collection is socially relevant and it can meet requirements for public access, it can file for tax-exempt status. This means that, technically, the art must be given away to the museum, and no longer be privately owned, but loopholes and vagaries in the laws make this issue moot in many cases."

"Contrary to popular belief, not all art masterworks are held in museums and public galleries."

Source: https://galleryintell.com/when-private-collectors-go-public-part-1/

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Target audience

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Continue focusing on execution, hone in on what we are tackling (mechanic wise) of the game).

Good thought, to win, push the execution.

Brainstorm all the possible executions, it will help us find the nugget.

He worked on ITV logo and the idea was to branch out with different artists and their take/perspective on it. (Look into this as example).

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"Gen Z is now the most entrepreneurial generation ever, with 62 percent of Gen Zers indicating they have started—or intend to start—their own business"

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"Gen Z will soon become the largest cohort of consumers"

Source: https://www.insiderintelligence.com/insights/generation-z-facts/#:~:text=Pew%20Research%20recently%20defined%20Gen,or%20%E2%80%9Csocial%20justice%20warriors.%E2%80%9D

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"New York City has the most art collectors in the world"

"53% of collections worldwide have over 500 artworks"

"There are 29% female collectors internationally"

"37% of art collectors are active in public institutions"

"12% of collectors open their collections to the public through an online platform"

"11% of collectors are from the Media and Entertainment Industry against 12% in Finance"

"Painting is the most popular media found in collections globally with 83%, against collage, drawings and works on paper with 15%"

Source: http://www.larryslist.com/artmarket/features/data-day-10-statistics-to-know-about-private-art-collectors/

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"In 2021, the UK made up approximately 17 percent of art and antiques sales worldwide, ranking third behind the United States and China"

"The UK market share dropped by three percentage points in 2021 over the previous year, while the EU share experienced an increase"

Source: https://www.statista.com/topics/2859/art-market-in-the-united-kingdom-uk/#dossierKeyfigures

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The concept is to allow people to participate in the hype of collectibility and in the art world, it is difficult (financially and socially) to purchase. As playing cards, it creates the opportunities to 'own' limited edition art as well as having a convenient version of it in your pocket.

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This route/industry allows flexible freedom in creating realistic and fun opportunities of marketing activations and collaborations.

From campaigns to collaborations to events.

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the sheer volume of data and information available to Gen Z, they care a lot more about what they’re purchasing, seeking a personal, tailored connection with the brand, rather than just buying a product.

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We can make it light hearted, comical, satirical etc.

Need 5 'categories'

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Personalization consists of tailoring a service or a product to accommodate specific individuals, sometimes tied to groups or segments of individuals

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Personalization consists of tailoring a service or a product to accommodate specific individuals, sometimes tied to groups or segments of individuals

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To continue the above tale, we thought it might be helpful to share more information on how, exactly, the retailer pulled off the aforementioned personal prediction. As Duhigg explains in his article — which goes into much greater detail than I will here — every Target customer is assigned a Guest ID number after the very first interaction with the brand.

That ID is used to store the customer’s demographic information, ranging from ethnicity to job history, and to track buying behavior. And by doing the latter, specifically with those who had baby registries with the store, Target’s marketing analysts were able to form a “pregnancy prediction” score, which allowed them to determine which purchasing patterns indicated a customer was in the early expectant stages.

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Back in 2011, Coca Cola launched its famous "Share a Coke" campaign in Australia, bringing it to the U.S. in 2014. It was an effort to reach millennials, in which each bottle contained one of the most popular first names assigned to that generation. Eventually, bottles contained semi-personal labels beyond first names, like “better half.” Today, according to Ad Age, over 800 first names are used.

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London-based visual artist Heather Agyepong has been making a name for herself in the world of photographic and performance arts since 2009

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If you’re on Instagram, you’ll no doubt have seen Sophie Tea’s vibrant, glittery works pop up on your feed at some point.

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Mowalola Ogunlesi is a Nigerian-born fashion designer and singer working and living in London. She is known for working with a wide variety of textiles such as leather and PVC to produce non-

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30 cards, mixed art.

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by London-born artist Jadé Fadojutimi are often large-scale, with colours, shapes and lines commingling in vibrant ways. She has exhibited all over the world, and is now represented by the world’s largest gallery, Gagosian, with an installation of works set to launch at the gallery’s Frieze London booth this October.

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art Provides a personal Taylor connection

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English artist Jake Wood-Evans is influenced by the works of the Old Masters, from Turner to Stubbs; Gainsborough to Poussin. Known for his ethereal oil paintings, he aims to capture historic works without replicating them, creating works that are both beautiful and unsettling.