Once I had received the results back from the questionnaire and found that ATH-1337 was chosen, I decided to get some opinions on my idea and help build a narrative for advert. I went to small group of people and ran through a few of my ideas to help get some opinions on what they think, I also asked then what they would like to see and what styles and ideas I could use for the advert and the product, one thing that they all agreed on was it should be focused around sport because of the name and perhaps incorporate 3 to 4 different sports.
Also suggested was something to do with the Olympic Games as they are coming up soon. They felt a theme and design style similar to monster energy advert would be appropriate as they feel that product was something that they where inclined to buy and the logo I had designed has similar style to it and would work well.
The first idea that was suggested was extreme sports and racing like rally cross and rock-climbing. While these ideas would work well, we only have a small budget and a small amount of time to create the advert and so started to think about sports that can be played anywhere or have easy access to use such as a tennis and free running. These ideas were suggested, but in the end they decided street football would appeal more to the target market as it is a more popular and well know sport that in recent years has gained more of an audience due to TV programs featuring celebrities such as Wayne Rooney, playing and hosting challenges to do with street football.
The idea they set for in the end was a bunch of teenagers playing street football where one team is losing and appears to have no way to get back in the game, at half time as they switch ends they all have a can of ATH -1337 and suddenly become amazing and dominate the other team to evenly with the game, the slogan then comes up at the end “when being the best just isn’t enough”.
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