1. Initial Concept, USP and Target
Market
Charlie, Dan, Bas, Ozan

2. Concepts
• 1st concept
In the gyms changing rooms a shot of the main character is seen when he
sprays the deodorant on him. later on the other bodybuilders are seen
spraying plain and bad smelling deodorant which doesn't help them stay
cool. This makes them leave and go home to their mummies where our
main character stays on training like a man. Then we see that them men
that stayed on are all sweating. However they leave to, then the main
character goes to the showers where we see him spray the deodorant
which makes him all cool like ice. this lasts all day.
• 2nd concept
Wictor, A 10 old trained Martial arts specialist locked in a cage. Smells the
deodorant being sprayed and eventually breaks out to retrieve it. There’s a
conflict between Wictor and the guy that sprays the deodorant, then
finally Wictor gets the deodorant of the guy and sprays it on him which
then at the end it ends with a close up of the product.

3. USP
• We have many unique points, the product is
24 hour protection, it can smell like a
particular aftershave, it can be portable, the
can can last for months, it can be colourful
and give off an impression that the brand is
angry and ‘means business’.

4. Target Market
• We can appeal to a younger market of ages
ranging from 10-15. We’ve also got an idea to
aim for teenagers and young adults.

5. What we’re going to do
• To decide the right concept, usp and target
market we will come together with a focus
group and grasp their ideas to what we can do
to make it better