1. LO1:
Zachary Millward
Brainstorm
Kit Kat
The avert shall be set in a busy classroom close to a deadline for coursework as the situation and
tension escalates between an individual and the lecturer the proceeds to engage in a heated rant at
the student using slow motion to highlight the jaw movements and cutting away from diegetic
sound to simple white noise. The student riled with a look of intense proceeds to take a kit Kat form
their bag unwarp and in doing so complete stops time after taking the last bite of his kit Kat the
ranting form the lecturer resumes followed by the slogan popping on the screen have a break have a
kit Kat.
During this advert I shall be making use primarily of close ups, extreme close ups and mid shots.
Furthermore I shall be incorporating slow motion into the advert during the sequence in which the
lecturer begins their rant to provide emphasis and primarily for dramatic.
When observing aspects of mise en scene such as costume and lighting I shall be leaving personal
style choices up to those involved in on screen role but restricting any items of clothing deemed to
ostentatious or inappropriately reviling etc. when looking at lighting I shall be making use of the
natural lighting in order to maintain a semi realist aspect within the production. With regards to
props ect chief among these and vitality important obviously be a kit Kat of standard four bar size
other miscellaneous props shall include items such as pens paper, keyboards, boards pens etc. to put
it bluntly any classroom stationary .

2. LO1:
Zachary Millward
Lucozade
The advert itself shall focus on similar theme s to that of lucozades witness my revival advertisement
with Dickson Mbi and heavily focusing on movement and choreography to cover the prime focal
point of all lucozades marketing campaigns this being exercise and or physical activity. Beginning
with a shot of the dancer appearing on the right hand side view of the screen this is followed by the
dancer seemingly preparing mentally after placing their lucozade upon the floor and cutting to a
wide shot in order to more clearly establish a location before using various shots and angles to
capture the dancers use of motifs. Lastly the camera shot cuts back to a low angle shot of the dancer
as they raise the lucozade bottle to their lips with a refreshing exhale of breath.
During this advert I shall be consistently making use of mid shotsand close upswhilst incorporating a
single wide angle shot in order to give some semblance of a recognisable location. Again I will be
making use of slow motion to place emphasis on the movement and physical extrusion exhibited by
the dancer.
With regards to miseene scene costume will be fairly simple attempting to avoid pulling focus form
any of the choreography occurring on screen and to prevent any of the clothing overshadowing the
lucozade brand, any branding clothing must either not be worn or disguised to avoid unfair product
placement and subliminal endorsement. I will aiming to make use of natural lighting capturing the
video footage around sunrise however as the days are growing longer and the sun rising much
earlier if may prove difficult to gather a willing crew to shoot alongside myself at these hours. Props
once are to be fairly minimal to avoid and clashes of product placement and subliminal advertising
and I will attempt to only feature the lucozade energy drink product itself.
Selection and justification
I have chosen the later of my two ideas as i feel this will be a greater use of my productive creativity
and whilst challenging and will require more dedicated hours outside of classroom time I believe this
would be the more captivating choice. Furthermore I feel that the more varied use of shots types
will most definitely assist in creating a greater depth of visual advertising, I also feel that it conforms
more tightly to similar advertising campaigns run by the lucozade company and its owners. Chief of
these reasons is that i have a much greater passion for the content this if eel make sit without a
doubt the clear choice as passion drives commitment and enthusiasm for the entirety of the project.
Mood Boards

3. LO1:
Zachary Millward

4. LO1:
Zachary Millward
Mock-up of idea

5. LO1:
Zachary Millward
Audience Research
Socio Economic Groupings
When examining Socio economic groupings an energy drink product will most likely fall ion with all
bands from A to E as they are designed to be recreational products consumed during any form of
activity which the vast majority if not all of the public engage in.

6. LO1:
Zachary Millward
My advert will more than likely fall into the firing line of Mainstreamers (those who purchase Brand
products) and Strivers (seeking the reputation and approval of their peers that generically comes
with the acquisition of branded products.)geodemography allows me to determine that with regards
to property value informs me that the recipients of the products are likely to be renting a one
bedroom property within a built up urban area, Financially speaking they are likely to fall within the
working class salary of 25-27 thousand English pounds per calendar year. However I feel as though
this is the least effective way to determine target audience as financially viability has little bearing on
this particular type of product due to its low retail price.
When constructing a demographic profile the first area to examine I believe should be the broadest
categories with this in mind my advert will encompass both genders and all ethnicities regardless of
disabilities within an age range of 16-50. However being a sports energy drink product it will
primarily target recreation and exercise enthusiasts
Question Answer
Please indicate your age 18
What is your first impression of this idea?
Do you think this would be a successful advert?
yes/no please indicate why.
The secondary themes were confusing.
Yes because it was pretty similar to the last
Lucozade advert you described.
What primary alteration would you make to this
current idea?
I would put it in a studio with a white
background.
Do you think this advert could compete in this
designated market
Yeah I think so.
Do you have any additional notes or comments?
Please explain.
I like the dancing idea but I have no idea what
any of the styles are really.
Question Answer
Please indicate your age 18
What is your first impression of this idea?
Do you think this would be a successful advert?
It`s pretty cool

7. LO1:
Zachary Millward
yes/no please indicate why.
What primary alteration would you make to this
current idea?
Please wear a shirt and shoes if you are filming in
field.
Do you think this advert could compete in this
designated market
Yes I think it would do well
Do you have any additional notes or comments?
Please explain.
No, nothing of particular value.
Question Answer
Please indicate your age 15
What is your first impression of this idea?
Do you think this would be a successful advert?
yes/no please indicate why.
I like the idea it’s become more mainstream to
include dancing in adverts like in that new pen
advert in which everyone’s is dancing in stripy
morph suits.
What primary alteration would you make to this
current idea?
I don’t know.
Do you think this advert could compete in this
designated market
Yeah I think so.
Do you have any additional notes or comments?
Please explain.
No it sounds pretty cool.
Question Answer
Please indicate your age 42
What is your first impression of this idea?
Do you think this would be a successful advert?
yes/no please indicate why.
I really like the idea its very creative, though I’m
not sure I understand the metaphors and how
they are going to be communicated and if
everyone will get them.
What primary alteration would you make to this
current idea?
Maybe change the location I’m not really sure I
see the point of the green pastures.
Do you think this advert could compete in this
designated market
Yeah probably although it’s not my sort of thing
Do you have any additional notes or comments?
Please explain.
Sounds good but challenging.
Question Answer
Please indicate your age 73
What is your first impression of this idea?
Do you think this would be a successful advert?
yes/no please indicate why.
It sounds good but I don’t quite get all this
modern advertising.
What primary alteration would you make to this
current idea?
I don’t really know
Do you think this advert could compete in this
designated market
Of course I don’t see why not.
Do you have any additional notes or comments?
Please explain.
It sounds innovative but I’m not exactly an
authority on this sort of thing.
Analysis of idea development after feedback

8. LO1:
Zachary Millward
After having reviewed the feedback from my peers a recurring comment was that some of those
questioned didn’t fully understand the secondary themes communicated however as I believe it is
not essential to the overall point of the advertisement I have elected to still continue to attempt to
communicate these themes as if they are passed over when viewing the viewer last lost nothing but
if noticed it will contribute to the consistent theme of energy and the overall message. I also greatly
appreciate the positive comments many of my peers have provided giving me the confidence to fully
commit and pursue this project.
Question Answer
How many hours of TV do you watch a night? none
Please indicate your age. 18
What was the last television advertised product
you purchased?
Coca-Cola
Please indicate your gender (male/female) Male
What do look for in on screen advertisements?
please explain.
I enjoy abstract advertisement with psychedelic
visuals and enjoyable, catchy music. Combined
these make for interesting and appealing
product-placement.
Question Answer
How many hours of TV do you watch a night? 0
Please indicate your age. 18
What was the last television advertised product
you purchased?
Sim City 2013
Please indicate your gender (male/female) Male
What do you look for in on screen
advertisements? please explain.
I love seeing a demonstration of the product for
e.g. if it is a gadget I would like to see it in action
so you know what you can do with the product.
If I was to order something and it did not work as
intended I would be disappointed and likely to
not order again.
Question Answer
How many hours of TV do you watch a night? 4 hours
Please indicate your age. 23
What was the last television advertised product
you purchased?
Coke
Please indicate your gender (male/female) Female
What do look for in on screen advertisements?
please explain.
I look for creativity and celebrities, I feel that if a
celebrity is using the product it means that it
would have the same effect on me, making me
seem the way that I want to be rather than what
I see myself as, creativity makes me attracted to
the advert and makes me more excited to see
and use the product.
Question Answer

9. LO1:
Zachary Millward
How many hours of TV do you watch a night? Not even an hour.
Please indicate your age. 19
What was the last television advertised product
you purchased?
I placed a bet on the football last night.
Please indicate your gender (male/female) male
What do look for in on screen advertisements?
please explain.
I look for quality in the product so if its
advertised well and the advert is constructed
correctly and to my need then I would be
attracted to it.
Question Answer
How many hours of TV do you watch a night? 3
Please indicate your age. 17
What was the last television advertised product
you purchased?
Make up
Please indicate your gender (male/female) female
What do look for in on screen advertisements?
please explain.
Picture of product and creative advert that will
make me remember it.
http://www.telegraph.co.uk/finance/newsbysector/pharmaceuticalsandchemicals/10015345/GSK-
to-sell-Lucozade-and-Ribena-for-over-1bn.html
2:28PM BST 24 Apr 2013

10. LO1:
Zachary Millward
http://www.thetimes.co.uk/tto/health/news/article3664841.ece
Martin Barrow Health Editor
Published at 12:01AM, January 23 2013
Research into the market
Lucozade is the umbrella name for a multinational chain of energy drinks produced by the
GlaxoSmithKline Company. First produced in 1927 under the name of Glucozade by chemist William
Owen, it was designed to be a synthetic source of glucose and electrolytes to those suffering from
common or garden illnesses such as influenza, colds etc. The definitive selling and marketing point of
Lucozade was its ability to improve endurance and performance through nutrition augmentation of
calories and sugars however out of 431 marketing claims only 174 sources were cited for lucozade
"By helping people participating in sport to perform better and to recover more quickly, sports
drinks can encourage people to exercise more”.
In November 2012 lucozade announced a withdrawal from premier league football sponsorship in
order to concentrate on more nutritional research value for their products in order to keep ahead of
competitors such as PepsiCo Gatorade and the Coca-Cola owned Powerade and Relentless. The
latest marketing push by lucozade as well as much other energy drink manufactures targets young
men aged between 18 and 30, the brands themselves are attempting to broaden their market.
specifically by aiming their sales towards demographics such as manual labourers consuming at

11. LO1:
Zachary Millward
more of a soft drink beverage as oppose to an energy replenishment source and as such 2.2 million
out of a 5.5 million budget has been dedicated to outdoor marketing.
Identify a range of materials you need to use
Cameras-Bottom range: Sony HXR-NX3D1E NXCAM 3D Complete Shooting Kit,Day-£60 Week-
£225
Kit Includes: Tripod, All necessary cables, Batteries.
Top range: Sony PDW-F800 XDCAM Complete Shooting Kit, Day-£325 Week-£1295
Kit Includes: Tripod, All necessary cables, Batteries.
Audio Reccorder-GZoom Q3 HD Video/Audio Recorder Day-£25 Week-£90
http://www.newdaypictures.com/Video_Camera_Hire.html?gclid=CJ6l9v6g87ACFa4mtAodhjdSgg
Lighting-Bottom range:CL-SFT1 Cool Lights Fluorescent Video Softbox Fixture $69.00
Top range:CL-655PMD Cool Lights Portable Dimming 6 x 55 watt Softlight $799.00
http://www.coollights.biz/softlight-fixture-series-portable-models-c-
25_32.html?osCsid=47fc6c96dd86557cca426aca1cf77af8
Transport-Taxi: £162 return up to three persons plus suitcases or four passengers plus hand
luggage.
https://www.airporttaxis-uk.co.uk/Gatwick/?gclid=CPDdtv-k87ACFa4mtAodhjdSgg?refresh=true
Talent-UK talent acquisition cost stands at £5,311 per hire. Cost per hire is a key metric of talent
acquisition spending since this measure indicates hiring efficiency and productivity.
http://www.hrmagazine.co.uk/hro/news/1020605/talent-aquistion-costs-rise-uk-gbp5-311-hire-
compared-gbp2-226-us
Crew-
Camera hire from £120
Gaffer/ lighting technician from £275
Makeup artist from £250
Camera operator from £260*
Camera/Jib operator from £260*
Sound RecordistEditing/half day
from
£260*from
£150
http://www.livevision.co.uk/prices-fees/
Materials-
Facilities-
Price list:
£150 Per Day Dry Hire of Edit Suite
£320 Per Day Edit Suite + Editor
£200 Per Day Blu-Ray Authoring

12. LO1:
Zachary Millward
Identify the skills you have to carry out this project (not just yours but your crew as well) and
Research into production techniques needed to complete production
When observing the necessary skills required for production of this advertisement they can be
covered by and broken down into three select skill bases these are as follows filming and
camerawork, editing and management. My actor involved will have to demonstrate competent use
of the movement techniques and styles mentioned earlier as well as being able to exude and
communicate an air of confidence and screen dominance. Whilst I do not intend to add and
additional effects other than a touch of slow motion the editor must demonstrate a high level of skill
when setting clips to music and cutting clips together to ensure they flow together precisely and
without and cuts that may be on any level uncomfortable for the viewer. The sound engineer must
be able to create a minimalist soundtrack to augment the video without pulling focus from the visual
content of the advertisement they may also be required to record additional dialogue for a
voiceover using hardware and software deemed most appropriate to produce the highest quality.
The individual operating the camera will be responsible not just for capturing the desired angles and
shots(predominately mid shots and close ups) but for determine the most desirable angle in which
to capture the early morning sunrise and consequential sunlight without producing any adverse
effects such as camera angle etc. Where the management is concerned they must be responsible
for marinating efficient contact and schedules both with and for the members of crew concerned
furthermore this encompasses the roles of producer and director both requiring the skills to lead
and direct others involved in the production.
Research into competitors
When observing competitors within the uk market for lucozade there are two primary antagonists
for the GlaxoSmithKline corporation Red Bull and Coca-Cola`s Relentless in 2012 it gained 17% in
value share and is now worth £791.8 million making it the UK's third biggest soft-drinks category
according to the Britvic Soft Drinks Report 2012. Red Bull was also particularly successful with its
sponsorship of Formula 1 motor racing in 2011, with the Red Bull driver Sebastian Vettel winning the
world title once again. In May 2012 Red Bull unveiled plans to launch Editions three fruit-flavoured
variants in lime, cranberry and blueberry in the UK. The range is aimed at consumers who like the
effects of Red Bull, but not the flavour this brought red bull directly into contention with the more
heavily flavoured lucozade products up and until which point had held their quality flavours as a
distinctly unique selling point within the uk.GlaxoSmithKline continued as the leading player in the
UK energy drinks market in 2011, by accounting for an off-trade value sales share of 40%. This share
was entirely accounted for by the company's iconic Lucozade brand. The company's off-trade value
sales reached £498 million in 2011. The company invested £32 million in marketing and advertising
for its Lucozade brand in 2011. An amount far above the already significant investments made by
Coca-Cola in relentless and red bull after both suffered marketing flops with the sale of their
branded energy shots leaving GlaxoSmithKline sitting comfortably at the top of uk energy drink
sales.
Undertake research into appropriate content base for your TA
This map shows the 13 different ITV advertising regions. As a network ITV1 reaches 26.1million
homes, 48,640,000 adults and 8,599,000 children aged 4-15. Each region can be bought individually
allowing advertisers to target specific regions.

13. LO1:
Zachary Millward
When examining the appropriate platform channel for the broadcast of my advert it seems key to
focus on the larger mainstream broadcast channels that are readily available through systems such
as Freeview not just specially purchased packages form providers such as Virgin or Sky with a large
youth demographic. With this in mind I have chosen to select the channels E4, E4+1, Viva and 4
Music all of which are readily available through generic Freeview. This is due to the fact that viewing
statistics suggest that they have some the largest ratios of young to senior viewers with
complimentary programming, themes and vernacular consistent with the marketing of an energy
drink product. The advertising video shall also be uploaded to YouTube under multiple appropriate
tags to provide the highest possible chance of the online populace viewing and absorbing its
advertising message as online and viral advertising form a large and critically essential percentage of
modern marketing.
Production management requirements
Project management calendar
May-June
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
13th
14th
15th
16th
17th LO1
Deadline
18th
19th
20th
Photography Exam
21st
Photography Exam
22nd
Photography Exam
23rd
24thBook out
equipment and
materials
25th Early
morning filming
26th Early
Morning Filming
27th
28th Early
morning filming
(TBC)
29th Initial rushes
30th Early
morning filming
(TBC)
31st
1st
2nd
3rd
4th
5th
6th
7th
8th
9th

14. LO1:
Zachary Millward
When discussing project management and allocation of time to work and resources as well as the
prioritising of my effort I will initially be losing three weekdays worth of lessons due a fifteen hour
practical photography exam and as such shall leave me to be playing catch-up with such a short
space of time. However the subsequent days I believe I have allocated highly efficiently given the
time remaining for this project to be completed furthermore I have made myself further flexible
both outside and inside college with time available in order to account for any
possibledisruptionsallowing me to reallocate the shooting period to a different time slot without
falling behind.
Potential codes and constraints
Advertising Codes
The Advertising Codes lay down rules for advertisers, agencies and media owners to follow.
Who writes the rules?
The ASA is not responsible for writing the rules. The Advertising Codes are written by the advertising
industry through the Committee of Advertising Practice (CAP) and the Broadcast Committee of
Advertising Practice (BCAP). The members of these committees comprise the main industry bodies
representing advertisers, agencies and media owners (including individual broadcasters).
BCAP is responsible for writing and maintaining The UK Code of Broadcast Advertising.
CAP is responsible for the rulebook The UK Code of Non-broadcast Advertising, Sales Promotions
and Direct Marketing. Non-broadcast means ads in media such as cinema, press, posters and online.
What do the rules say?
The Advertising Codes contain wide-ranging rules designed to ensure that advertising does not
mislead, harm or offend. Ads must also be socially responsible and prepared in line with the
principles of fair competition. These broad principles apply regardless of the product being
advertised.
In addition, the Advertising Codes contain specific rules for certain products and marketing
techniques. These include rules for alcoholic drinks, health and beauty claims, children, medicines,
financial products, environmental claims, gambling, direct marketing and prize promotions. These
rules add an extra layer of consumer protection on top of consumer protection law and aim to
ensure that UK advertising is responsible.
The ASA administers the rules in the spirit as well as the letter, making it almost impossible for
advertisers to find loopholes or ‘get off on a technicality’. This common sense approach takes into
account the nature of the product being advertised, the media used, and the audience being
targeted.

15. LO1:
Zachary Millward
To ensure that my advert does not violate the broadcast terms set by CAP and the BCAP I have
acknowledged that whilst my advert potentially misleading though it may be poses no direct or
indirect harm to the consumer society as a whole. I have also acknowledged the placement for other
brand products such as clothing I intend to incorporate the product placement logo into my advert.