DLKW Lowe - Marston's brief

This week has been very fast-paced. The people at the agency have really put us through our paces trying to really push us, to give us a real feel of what it is like to work in this industry. Both for us to get the most out of the two weeks that we are there... and for them to get the most out of us.
The second brief of the week is for Marston's and their real ale 'Pedigree'.
The agency had recently worked on an advertising campaign for this brand surrounding cricket and the ashes.
These are some of the adverts produced, we were shown these to get an idea of the tone of voice they wanted us to use for the next part of the campaign.



We were asked to come up with ideas to promote the brand for father's day using 'proud of my pedigree' as a tag line.
This was, again, where our minds went mad. We were given a morning before our review with Richard to come up with as many different ideas as we could.
Again, the amount of sheets of ideas were impressive. Richard seemed flabergasted with the sheer amount of (some fairly ridiculous) ideas that we were generating. I think this very much comes from the course we are on... and the way we have been taught to write down everything... everywhere our mind leads us. I remember a conversation with Fred that I had, where he told me to fill a room with post-it notes, every single thing I think... to write down.
That afternoon we met Remco, Richard's creative partner. We presented to both of them... which at first seemed very daunting, but turned into a meeting which left us both buzzing and excited.
They honed in to one particular idea that we came up with, and by the end of the meeting seemed genuinely excited about it, talking between each other as if we weren't there about which photographer to use... and little technical issues surrounding a catchy line to put at the bottom.
Safe to say, we were very proud of ourselves when we left that meeting.

As before, Richard and Remco went through all the ideas, explaining to us that this is how they work. They write everything down. No idea is a bad one when it comes to the generating stage... every single idea has something they can pull from it. They can make something out of each and every one of them, tweaking and changing as they go along to get the maximum.
They did that with ours. The one I like to call the 'moustache' idea.
They played around with different ways they could do it, always including us in the conversation.
We left being asked to present our idea neatly.
To draw in on what we had come up with and re-draw it, in the layout we had all decided, including the type and the logo, so that they can subsequently present our idea to the client and the account manager and get a real feel of how we want this to look, and what we want this to say.

I have to say, the most exciting part of this meeting was when they showed us some of the work some  of the people actually working on the account had done. Our idea was better, they said that bluntly.

The proposed idea.

 

I left that day with a new found love of this business. For the first time in a very long time, I was genuinely excited about something, buzzing about the idea that one day, I could really work in this industry... and be good at it.