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I have used a simple sans serif font as the primary typeface for the brand witch will be consistently applied throughout the video.

I used this font since it is easily readable and clean looking which will help me to communicate the freshness and simplicity of the product (no additives)

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Indian Advertising Co. Ltd.. (2018). Katrina Kaif Tropicana Juice Ad Advertisement Commercial TVC. [Online Video]. 7 May 2018. Available from: https://www.youtube.com/watch?v=xPaylywKN78&list=PLuts2K0txjF3iMDWyCrKWnliJWBpb2nZP&index=16. [Accessed: 5 April 2021].

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Katrina Kaif Tropicana Juice Ad Advertisement Commercial TVC

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I want the viewer to feel fresh at the end of the video. I plan to convey this emotion by using using colours that closely associate with fruits and nature. I will be using a sans serif font face with a monochromatic colour palette on each flavour.

I plan to use an uplifting narration along with vibrant visuals to make the audience understand the feel and taste and freshness of the product.

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Attention
I plan to grab viewers attention by using vibrant colours to communicate the freshness and healthiness of the product. I plan to include a scene where soft drinks are shown in a dark and dull colour scheme and switching to a brighter and colourful scene where the Healthy Drink appears.

Interest
The video will be narrated with a question related to the consumption of soft drinks followed by a message to switch to a healthy option. By doing that I plan to introduce a relatable problem to the audience followed by a solution which would essentially be the product that I'm advertising.

Desire
I plan to achieve this stage by communicating the drawbacks of consuming soft drinks to intrigue discomfort in  the viewer about their dietary decisions. Therefore establishing a desire to purchase a healthier drink with their next meal.

Action
At the end of the video I want the viewers to realize the health issues related to the consume of soft drinks and make their switch to healthier option. Therefore after explaining the benefits of a Healthier Drink (narration and visuals) the call to action would be a purchase link to my product.

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Vartanian, L.R., Schwartz, M.B. & Brownell, K.D. 2007, "Effects of Soft Drink Consumption on Nutrition and Health: A Systematic Review and Meta-Analysis", American Journal of Public Health, vol. 97, no. 4, pp. 667-75.

Why soft drink consumption is bad?
This source was useful for me to understand how soft drink consumption directly effect health. From this article I was able to get an idea about how to relate to my audience who are trying to switch to a healthy diet but finds it hard to do so. I will be able to form a relevant statement for my video using the explanations from this source.
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Nordin, N. and Selke, S. (2010), Social aspect of sustainable packaging. Packag. Technol. Sci., 23: 317-326. https://doi.org/10.1002/pts.899

Sustainable Packaging and Consumers
This article discusses the consumer relationship with sustainable packaging. This study shows that majority of people are raising concerns about the environmental effect caused by packaging of consumer products. This source was useful for me to craft the message about how my product will consider sustainable packaging, therefore closely relating to my audience.
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Bakuradze, Tamara, Tausend, Angelina, Galan, Jens, Groh, Isabel Anna Maria, Berry, David, Tur, Josep A, … Richling, Elke 2019, ‘Antioxidative activity and health benefits of anthocyanin-rich fruit juice in healthy volunteers’, Free Radical Research, vol. 53, no. sup1, pp. 1045–1055.

Benefits of Fresh and Healthy Drinks (Fruit Juice)
This article shows that vitamin C and the phytochemical anthocyanin found in fruits have protective effects against oxidative damage in cells. It states that oxidative cellular damage can lead to diseases like cancer and heart diseases and that the consumption of fruits containing anthocyanins (eg- blueberries, grapes) and vitamin C (present in most fruits) can reduce reduce the damage to DNA from free radicals in cells which provides protective effects against such diseases. Therefore 100% fruit juice can be a good source of vitamin C and anthocyanin that helps in reducing risk of  diseases like cardiovascular disease and cancer.

Heyman, Melvin B & Abrams, Steven A 2017, ‘Fruit Juice in Infants, Children, and Adolescents: Current Recommendations’, Pediatrics (Evanston), vol. 139, no. 6, p. e20170967.

Above source further explains the nutritional benefits of consuming 100% fruit juice which I found useful to be included in my video to tell the benefits of a Healthy Fruit Juice compared to Soft Drink. I plan to use this information to write my narration and text on the video.

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Demographics

Young Adults aged 18-25

Gender : Male 50% Female 50%

People in these ages are more likely to make new decisions therefore advertising to a the above demographic would be effective.

Psychographics

Tries to switch to Healthier Drink Options but doesn't always succeed

Strongly cares about the environment

Looks up to People with Healthier Lifestyles

The goal of this product is to make people understand the drawbacks of consuming soft drinks (carbonated drinks) and therefore switch to a healthy option. I'm going to target this message to an audience that are looking for options who would find the advertisement more relevant.
My target audience will make an effort to be environmentally friendly therefore the idea of sustainable packaging would interest them.

Preferred Platforms / Content Type

Social Media

Highly visual content

Narrated

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Advertisement Campaign for a Healthy Drink
Advertisement type : problem⁻solution advertisement.
I intend to address the downsides of Soft Drinks while promoting the benefits of a Healthy Drink (product).

Promoting a New Healthy Drink in a Sustainable, Easy to Carry Container therefore the product will be good for you and the environment as well.

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1. Audio Visual Production Company
2. Hologram Online Lectures
3. Desk Mounted Speakers
4. Advertisement Campaign for a Healthy Drink
5. Website for Freelance Photographers with a rating system
6. App for a Gas Station that reports customers their Fuel Consumption
7. Accent Wall made of a Display
8. Gesture controlled Bluetooth Speaker
10. App that connects Local Travelers
11. App to track your Energy Intake based on your food purchases
12. Automatic Coffee Machine that syncs to your Phone Alarm
13. A device that detects when you fall asleep and turn off electronics
14. Sandwich Making Machine
15. Perfume that actually lasts the whole day
16. Cup holder that keep your drinks cold/warm
17. How to be aware of Internet Scams
18. Road Safety awareness
19. Smart Mirror that displays Calendar Events, Weather
20. Self lacing shoes
21. Charging dock for laptop
22. Online learning platform
23. App that suggest Travel Destinations based on your Travel History
24. Restaurant that sends custom dishes to subscribed customers
25. User contributed sound sample website
26. Positive effect of Video Games on Teenagers
27. Detachable keyboard on a laptop
28. Wine Brand
29. Analog Clock with Smart Features
30. Long Lasting Scented Candles
31. Face Recognition Device on Door Locks
32. Pocketable Printer
33. Anti-fog Mirror
34. Towel Rack that keeps them warm
35. Digital Sticky Notes
36. Promotion for a Clothing Brand
37. Delivery service accessible to Small Scale Businesses
38. Website for Home-based Bakers to promote their products
39. Promotion for a Marketing Company
40. A Plate that keeps your food warm
41. Pet Products Delivery on a Monthly Subscription basis
42. New Virtual Reality Game for Preschool Students
43. A Chair that adjusts automatically to provide the optimum support
44. A new Fast Food Chain providing Healthy Food
45. New portable Air-Conditioner
46. Paint brush holder that cleans them
47. Search Engine dedicated to young students
48. Access University Resources using Biometrics
49. A Fictional Beverage
50. Beach Area that you can book ahead
51. Motion activated street lights
52. Augmented Reality Video Calls
53. Light up Picture Frame
54. Eco Friendly Drink Containers
55. Special Eraser to remove permanent Marks
56. Children's Book that reads out loud
57. Smart Library that brings the book to you
58. A Movie theatre that plays random Movies
59. Plant holder that fertilizes the plant
60. Smart key that opens every door that you have access to
61. Lights that changes color depending on your mood
62. Online Portal for Designers to get Instant Feedback
63. Water Bottle holder that fills it for you
64. Debit Card that Displays your Balance
65. Portable easel for Artists
66. Bed for Kids that keeps them warm
67. Heated Plush Toy
68. Key Holder that locks itself at Night
69. Shopping Trolley that you can buy which fits in the Car Trunk
70. App that guides you to products on your Shopping List
71. Smart Watch that auto-tightens upon wearing
72. Portable Display that rolls up
73. Digital Drawing Tablet with a replaceable paper surface
74. Fictional Sportwear Brand
75. A Mirror that can show your Height and Weight
76. Virtual Music Instruments marketed for Artists
77. Messaging App where you can only use emojis
78. Digital Signs on road that changes according to Traffic
79. Sports Streaming where you can see POV of any player
80. Interactive VR Movie Theater

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I think the Idea Generation process of this assignment will be exciting as well as somewhat challenging. I have done several Advertising Projects previously therefore I have an initial idea of promoting a Product for this Assignment.

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I have used a vibrant yet simple colour palette. I will be using each hue along with it's secondary colour across different flavours. My intention is to keep the colours simple and clear which I will continue through as I choose my typeface.

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This video example has nice fluid looking 2D animations that I was inspired by to use as transitions for the animation sequences in my video

KeanSoftDrinks. (2018). KEAN Juices LOVE "Happiest Moment Of the Day". [Online Video]. 14 February 2018. Available from: https://www.youtube.com/watch?v=9Eof3z3MgzE&list=PLuts2K0txjF3iMDWyCrKWnliJWBpb2nZP&index=11. [Accessed: 5 April 2021]

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KEAN Juices LOVE  "Happiest Moment Of the Day"

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This frame from the Tropicana Advertisement inspired me on how to frame my shots to clearly show branding and emotions.

This video will help me to develop a rough storyboard of the shots included in my video.

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This 30 sec advertisement will quickly communicate the health issues with Soft Drink consumption and promote a Fresh and Healthy Fruit Juice.

Summary : The video starts with a person sitting down with their lunch and a soft drink to the side. When the person reaches for the soda can the narrator will state that soft drinks are not good for your health as the Fresh Juice Bottle slides across the table knocking down the soda can. Cuts to a scene of the actor drinking the juice while the narration on top along witells the benefits of Fresh Juice (states that the product is made of 100% fruit juice, consists of important nutrients etc.)
Cuts to the final scene of the empty container being placed on a recyclable bin as the narration explains the product's sustainable packaging procedure (with animation on screen)

Ending Slide : Call to action
Narration states how the product is good for you and the environment. Brand logo and available places to buy on screen.

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This drink advertisement has a nice fresh looking feel to it. The motion of the bottle looks very friendly.

I like the look and feel of this and plan to incorporate similar aesthetic on my video.

innocent drinks. (2012). innocent juice tv advert - 2013. [Online Video]. 22 December 2012. Available from: https://www.youtube.com/watch?v=zY_OaZAlaFA&list=PLuts2K0txjF3iMDWyCrKWnliJWBpb2nZP&index=2. [Accessed: 5 April 2021]

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I used a mind map to explore different aspects related the final production of my advertisements. This help me readjust my message and make decisions about the branding and packaging.