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The design of the outer is heat reactive paper which will change and reveal a design when being touched or heated.
For the copy inside I kept the theme of heating with links to the ice-caps melting whilst creating a story and metaphor to help it become more relatable and visual. I then backed this up with achievable goals and positive outcomes to inspire help. I ended the letter by revisiting the goals to make it very clear on what is being asked

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I changed this after getting feedback to have the same tone throughout the copy.

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After getting feedback I changed this to be a bit more funny at the start as well as changing the final sentences as they did not make too much sense with the rest of the copy and felt like they were just added at the end.

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Chipotle - The scarecrow - 7 basic plots

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Chipotle - The scarecrow - 7 basic plots

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The story arc in this advert is 'the quest' this is shown through the journey of the scarecrow to create a more sustainable, fair and natural way of farming.
This makes the brand seem to care about these things and even go as far as to challenge the opposite such as inhumane farming techniques practiced.
I think this ad was incredibly effective because it creates a real emotional response and makes the audience invested in the character and want to be involved in creating a better farming practice.
The campaign as a whole created even more investment into the story by introducing an interactive element with a mobile game, which still follows the scarecrow on their quest but the player controls them.

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This ad followed the creative way in of being brutally honest.
What I liked about this ad in particular was the difference between this and typical influencer marketing, usually brands pay celebrities to subtly market their products but this subverts the audiences expectation in a funny way.
I like how it incorporated some of the basketball players known brand deals such as using release dates which people thought would be for a new shoe for nike but it was actually just slippers for hulu.
It's campaign line was simply 'hulu has live sports' which is incredibly to the point, but it worked because of how upfront all of the players were about it being a paid promotion and the funny ways they used the line.

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I think this ad is really playful and inventive in the way it tells the story. It plays on the natural anxieties of humiliation for a new uni student and takes it to a comedic extreme. I think this suits the target audience well because of the comedic tone, creating that interest, and then brings it back to the product being advertised.

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Mosquito repellent - Experiments in sound

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Mosquito repellent - Experiments in sound

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I liked this ad in particular because it uses a non-intrusive way to solve the problem.

The way it is set up to be played during the times when mosquitos are most active has a huge impact on the listening experience. If the radio was being played outside people would be deterred by the mosquitos and could possibly turn the radio off and move inside. So without interrupting broadcasting it uses the research done to create a better listening experience for the target audience.

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I've found the copywriting for Oatly ads to stand out to me, I saw an ad similar to this on the side of a bus and I've always remembered it. I think what I liked about it was the humour and irony, it is telling the audience what it is doing, which in itself is funny and effective. I also like how on the packaging of the cartons the language is more informal and interesting, like labelling the nutritional information "the boring bit".

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The tone of voice for RNLI ads are typically informative, authoritative and honest. This fits in with what the brand represents, if it were to be cheeky or fun it would loose some of the power that the ads are trying to achieve.

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I think the elements of this ad that make it funny are the physical comedy as well as the absurd. As well as this I think the fact that it relates to the brand helps solidify it as funny even though it does work without the brand relation.

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John West - red salmon, man fights a bear

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This ad is set up to be incredibly personal and emotive, they are moments from a family that are fairly relatable, however in this ad the moments all lead up to a final point of how being black can effect the kids in the ad. The point is that these talks shouldn't have to happen, yet they are still needed because of the bias and discrimination against black people. The ad ends with #talkaboutbias and is meant to create a conversation about the discrimination.

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This week we had to come up with ideas to make copy more interesting. The first task was to come up with ideas to change the washing instructions on clothes labels. The second task was to improve the copy for a battery product description. Both of these tasks helped me see how you can create a more compelling story or narrative to make interesting copy.

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Tone of voice is the way the brand speaks, it's the brands personality, it can set a brand apart, it has to match brand image and it's all about context.
Tone of voice is useful in three main contexts:
- The product launch or the conception.
-  When refreshing the brand.
- To differentiate from competition.
You can easily figure out the tone of a brand by picking 3 words to describe what a brand is like in their campaigns and image.

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The benefits of creating ads for radio over other mediums:
- You can create your own opportunities.
- You can make it your own way and get people involved (e.g. celebrities) more easily than other formats.
- You can prove that you can write scripts.
- You can capture emotions and feelings with language, tone and sound.

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Thinkbox is the marketing body for TV in the UK.

TV has the strongest emotional trust with viewers. 71% of ad generated profit comes from TV. These ads used to be linear, targeting people based of channel demographics, regions and times, now they are starting to become more tailored with on demands and ad-smart making viewing habits translate into more personalised ad data and targeting.

Video ads have become more than just TV adverts and are now labelled as "film" which can be viewed on different platforms including TV, cinema, on-demand, social media and youtube. As well as this TV is more popular in adults than a younger audience who tend to view more online based ads.

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The way people can use language can influence how others think. The idea of writing for change means that you have to create something that causes people to want to see things in a different way and change their views, ideas on a subject or habits.

Key things to execute effectively:
- A clear message, you can do this by saying one thing and saying it well.
- A compelling idea, bringing the message to life and communicating it imaginatively.
- A compelling call to action, making the audience want to follow the next steps and act on what was said.

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The idea of PR is to create a story that's worth writing about and that the press will share.
"advertising is what you pay for, publicity is what you pray for." - Helen Woodward, 1938

There are 8 main news values that you can look for to create a compelling story worth writing about:
- Impact
- Timeliness
- Prominent
- Close to home
- Conflict
- Unexpected
- Current
- Human interest