SD3862 Concept 3: Television Advertising - Project 1
Hong Kong Sinfonietta
The project required students to deliver a proposition: “The origin of classical music is closer than you think”, in order to make HK people (mainly middle class, young professional, business people) think that classical music is serving everyone and not just for the rich and the noble.
The ideas should be properly put into a storyboard with appropriate mood reference, script and description.
To do so, students needed to carry out the following tasks:
1. Advertising strategy development (Project 2): Students needed to identify the problems and opportunities, to define the advertising objectives, to study target audience; and finally to come up with the proposition.
2. Creative idea development (Project 1 & 2): Students needed to deliver the proposition creatively, in order to effectively and efficiently engage audience and change their misperception.
3. Storytelling and craftsmanship (Project 1 & 2): Students needed to craft their stories with appropriate character design, story structure, art direction, copywriting, as well as tone and manner.
Tutor: KC Tsang