IDM by Nick

Initial thoughts and feelings

harna008 — 2018-03-06 00:20:02 UTC

Very uncertain. Not really sure what to expect but looking forward to finding out nonetheless.

80 ideas

harna008 — 2018-03-19 04:39:46 UTC

drones
the uni
the environment
mental illness
apple
air
water
memes
cars
gardening
reading
coke
books
pens
music in general
sticky tape
paper
sticky notes
Australia
adelaide
netflix
youtube
cereal
milk
chairs
rocks
lamps
how to reduce carbon footprint
save the trees
homelessness
littering
smoking
online dating
chips
drink driving
texting while driving
building company
law firm
guitars
nut bars
facebook
instargram
dogs
cats
mice
usb-c
lego
a cinema
star wars
spiderman
a church
scientology
mirrors
real fake doors
ties
fresh fruit
the letter a
light bulbs
house cleaning
psychologist
podiatrist
air conditioning
army recruitment
spotify
private security
the fringe
public transport
electric cars
whiteboard cleaner
jelly beans
tea
coffee
local cafe
shoe shop
clothing store
hardware store
space x
grass
flowers
football club

Call to action

harna008 — 2018-03-20 01:11:00 UTC

our home is fragile, take care of it

Target audience

harna008 — 2018-03-20 01:11:29 UTC

17-21 year olds
Male
Middle-high income family
Possibly students

This age group is more open to new ideas about saving the planet, and are the next generation to inhabit the earth so they are more likely to be interested in protecting it.

Reference links

harna008 — 2018-03-20 01:42:21 UTC

http://www.nature.com.access.library.unisa.edu.au/articles/550S53a

http://search.library.unisa.edu.au/record/UNISA_ALMA11143795360001831/media/digital/9915909663801831/12143795350001831/13143805590001831/pdf

http://www.nature.com.access.library.unisa.edu.au/news/2010/101103/full/468007a.html

Initial ideas

harna008 — 2018-03-27 04:30:15 UTC

Stop motion of building small house model, flowers, life
Juxtapose with setting the house on fire, stomping on it, hitting it with bat - stuff like that
Finish with some sort of call to action, a slogan and maybe a website

Treatment

harna008 — 2018-04-03 05:31:05 UTC

The advertisement opens to an empty scene, consisting of a neutral floor-surface and nondescript background, backed by a slow, classical piece that builds as the house does. Slowly, in a stop-motion style, the foundations of a house appear on the floor. The house then continues to build itself, in a slow, deliberate fashion; first the walls, one by one, then the windows, the roof and finally, the front door. This house is made out of basic, natural materials, primarily wood. As this house reaches completion, flowers sprout out of the windows and doors in an elegant burst of colour and life.

Just as the simple beauty of this house is finally realised, it is destroyed, the style switching to live film and cutting the music, juxtaposing the slow, deliberate build of the house with its swift, careless destruction. The house is destroyed by one person, who is only seen as a pair of feet and hands, as it is set on fire, stomped on and then kicked out of frame. The destroyer then walks out of frame.

The final shot of the advertisement is similar to the first, although scarred by the remnants of the once beautiful house. The call to action is then displayed, "our home is fragile, take care of it." The advertisement finishes, and fades to black.

Annotated sources

harna008 — 2018-04-03 05:41:19 UTC

Hodson, R 2011, 'Climate change', Nature, vol. 479, no. 7373, pp. 267.
This article outlines how the scientific community is in agreement on the fact that climate change does exist, as well as what policies countries have agreed on to slow it's progress. It was a useful source as it gave me a basic understanding of the topic, providing a foundation for further research.

Rolls, J 2013, 'Why we delay: how human cognition impairs our response to climate change', International journal of climate change, vol. 4, no. 3, pp. 173-186.
This journal extract provides an explanation into what factors are stopping humanity from solving the issue of climate change immediately. This source provides information which allows me to target my message to challenge my audience's beliefs based on the factors outlined in this source.

Lewis, S 2010, 'How to beat the media in the climate street fight', Nature, vol. 468, no. 7320, pp. 7.
This column provides information on the media's approach to reporting on climate change, and therefore the information that my audience's prior knowledge of the issue is based on. This allows me to use the knowledge to challenge these often misleading pieces of information the media has been known to spread on this issue in the past.

Palette

harna008 — 2018-04-03 05:52:26 UTC

This palette is made of complementary, neutral colours. These colours are often seen in nature, and support the subject of the video. These colours are also gentle, which represents the tone of the first half of the video, as well as serious which complements the second half.

harna008 — 2018-04-07 02:36:52 UTC

Tone

harna008 — 2018-04-08 12:15:26 UTC

Before seeing the video, the audience probably has very little to no interest in stopping climate change.

After the video, I want them to feel like the issue is more relatable, and hopefully like they can do something about it.

In the first half of the video I will need to create a peaceful tone to pull the audience in, and then once the destruction starts I will switch to a more serious tone to help communicate the serious message behind my ad.

Video

harna008 — 2018-04-09 04:29:23 UTC

Explains climate change in a simplistic way, and is a useful source for how to explain the issue in basic terms. This video is similar to the visual style I will use, however I am going to use stop-animation whereas this video uses more traditional drawn animation techniques.

Rappler 2015, Climate change (according to a kid), online video, 29 September, accessed 9 April 2018, .

Video

harna008 — 2018-04-09 04:32:42 UTC

Further information on why climate change is not being solved currently. Helps to target message to challenge these reasons. My visual style will greatly differ from this video as this quite information dense and very long, whereas I will be creating a 30 second advertisment

Vox 2017, Why humans are so bad at thinking about climate change, online video, 19 April, accessed 9 April 2018, .

Font 1

harna008 — 2018-04-09 04:36:02 UTC

"A Pompadour"
Basic, easily read, gentle, serious. Best font found so far.

Font 2

harna008 — 2018-04-09 04:38:10 UTC

"MADE Evolve Sans"
Has all the qualities of font 1, however is a bit too light for the serious subject matter.

Font 3

harna008 — 2018-04-09 04:40:10 UTC

"Adam"
More futuristic than the other fonts, which might help audience associate the message with the future of the planet, however again is too light for the serious subject.

My idea:

harna008 — 2018-04-09 04:48:52 UTC

Scale down the issue of climate change so that it is understandable to my audience.

Similar promo 1

harna008 — 2018-04-09 05:03:44 UTC

Targeted at parents as it uses scenario of a reading a child a bed-time story to relate to them.

The message: "It's up to us how the story on CO2 ends."

Primarily evokes emotions of sadness, that the planet may not be the same for the next generation.

Quiet music and melancholy voice over creates sad atmosphere. This is different to my video as I will not have a voice over, but similar as I will have sad, classical music in the background.

Morseau, J 2015, Best Climate Change Advert, online video, 7 February, accessed 9 April 2018, .

Similar promo 2

harna008 — 2018-04-09 05:11:02 UTC

Target at young people - those who watch YouTube and look up to the creators featured in the ad.

The message: "We have a lot to lose."

Creates emotions of empowerment as it tells the audience they can make a difference to saving the planet.

Inspiring music in the background, inspiriting words from internet celebrities help to empower the audience to take action.

YouTube Spotlight 2015, #OursToLose: Climate Change Affects the Things We Love, online video, 23 November, accessed 9 April 2018, .

My message

harna008 — 2018-04-09 05:17:31 UTC

My message will be targeted at 17-21 year olds male students, from medium to high economic backgrounds.

The message: "our home is fragile, take care of it."

My ad should elicit emotions of shock, when the house is abruptly destroyed and then should leave the audience with a need to take action.

In the first half, the sound track will be a slow, classical piece as the house is built. It will then be replaced by silence once it is destroyed to create and emptiness once the house is gone. There will be no dialogue or voiceover.

Similar promo 3

harna008 — 2018-04-09 05:25:42 UTC

Targeted at parents, even though children are the subject of the ad, they are used so it can be explained simply to adults.

The message: "What happens next?"

Elicits emotions of fear for the future, as it explains the disastrous results of not tackling climate change.

Childish music is used to compliment the visuals of the classroom, and to also reinforce the childish theme employed, with teacher dialogue to explain the issue simply, as if explaining it to children.

Visual style will be similar to my own as both use animation, however this is drawn animation whereas I will be using stop-animation.

Mbongiworks 2013, Climate Change Awareness Advert, online video, 5 August, accessed 9 April 2018, .

Video 3

harna008 — 2018-04-09 05:46:59 UTC

Provides quick, impactful facts on climate change. Will be useful if high-impact facts are needed to change audience's beliefs on the issue. The visual style of this video is very different to my own, but the message is the same.

CNN 2018, Facts first: Climate change is real, online video, 18 January, accessed 9 April 2018, .