Kelly Macbeth Mackay Advertising Year Two Final Portfolio 20/05/16

Kelly Macbeth Mackay Advertising Year Two Final Portfolio 20/05/16

For my final Year Two portfolio I have decided to begin working on what I would like to create in my Third Year dissertation and project. I propose to combine the two with the same idea and use the research within my dissertation to complement the project. The reason I took this Portfolio brief as an opportunity to receive opinions on my proposal, is because if the response is positive then I have the entire summer to prepare for next year. Over the summer I shall be working with a company called Global Street Art as their communications intern. My roles are to write copy for their website and create articles on topics that I am interested in and that relate to their work, maintain their blog updates, and meet and interview artists and create profiles for them to increase the exposure of their work. One of the main questions I was asked in my interview for the internship was live projects I would want to create I shall explain to you my idea now. Currently they are working with the council to commission specific sides of buildings and paint them with murals. The reason they are working with councils, and how they won them over, was by discussing the amount of money they spend on painting over awful graffiti, and how much easier it would be to have beautiful murals that even pathetic graffiti goers wouldn t dare defacing out of a hopeful respect. How they go about working with artists is by reaching out to those whose work would be relevant for the project, and after receiving permission, have the opportunity to paint and change the murals whenever they so desire. My idea, however, is to focus on specific new developments in communities which have a sense of loss with regards to the history and culture of their area. Particularly in London, although I know that this is happening on a global scale, new developments are replacing cultural hubs, for example music venues, with the effect of taking away a sense of history within a community and replacing it with something bland and baseless. The foundations of any community are grown over time and the tragedy occurs when these are destroyed and replaced with an empty building of flats holding an extortionate price tag. No one in the area is capable of owning these new developments and therefore new people come in and, more often than not, they move in for the location without even thinking about the historical culture. What I propose to do would be to use these artists to reconnect communities with their past. I think that painting murals of historic events that areas have held or witnessed would be a lovely way of reconnecting history with present day. It would make the new buildings less abrasive because they would be recognising what the community is and has been through. The plans would have seen the market s 1937 facade being completely transformed and losing all of its original character, with a huge 10-storey residential block stuck on top of it.some of the arcades would have been repositioned, with a selection of shop units being dramatically enlarged to allow far bigger shops to be created. This is a quote from an article written in the Brixton Buzz about a new development that was proposed to be erected in the market; something that locals were absolutely infuriated by. My idea doesn t condone the removal of heritage sites, it merely says that if we are to continue redeveloping London at the rate that we are, it s important to remember the past and to continue to recognise its legacy; and how beautiful a way of doing so through hand crafted artwork. How I have used this project idea to fit the portfolio brief is to try to link history with present day in a light and slightly humorous manner. For the potential television advert I would have the following text over a montage of images relating to what is being said: We see our city changing. Buildings losing personalities and people forgetting where their community came from. Roots that erected the city are ignored. Materialisms have taken over and history no longer explored. Bring back the past. Remember where you came from and be proud of your heritage. #RememberLondon I wanted to spark a sense of nostalgia for those who recognise the areas shown. And for those who don t, spark their inquisitive nature that appears to have been lost to the handheld devices we have stronger relationships with than with other people-rant. For the adcepts I used old images of London and used the line: History doesn t have to be kept in the past. For obvious reasons that don t need explaining, I find this to be more than 100% true and is complementary to the ethos of this entire project.

The second one follows on from my mini-rant previously endured. The fact that this technology is so advanced nowadays and means that anything and everything can be accessed by the touch of a screen, and yet the majority of people have no idea where their surname is from, nor do they know about the land upon which they reside. For me, London has such a beautifully rich history that has so much depth and detail that it would be quite a feat for one person to know about it entirely. This is why I think I am so passionate about this idea because I genuinely believe that it has the potential to not only educate, but bring communities back together. The next adcept I created was by using an old image from Victorian London of a side street in Elephant & Castle and, whilst taking a slight dig at the dire state of some of the streets after certain clubs are closed, said that nothing much has changed. The final adcept I created was by finding funny article headlines that are quite obviously British and saying again that whilst times have changed, the headlines have always been aggressively direct. Linking us to our past and creating a sense of belonging to those who love the taste of ten cups of tea and feel a warm sensation when the football world cup begins despite knowing full well that we won t even qualify. Finally, my five print ads. The first one is enjoying the fact that everyone and their dog takes pictures of themselves attempting to hold the top of a building. So I photoshopped a picture from the past and placed the guy in the corner attempting and failing to hold the top of the shard. Using a current skyline picture and an old image of the guy once again links the years with a humorous-hopefully- tagline. For the second one I used an old image of a guy chasing his sheep across one of London s bridges. The photo was taken in 1920 so I used the line: Chasing tail since 1920. Naturally, this still links to today s London. Although I m uncertain as to which era is or was more successful. Third and possibly my favourite ad is the: Tell me again about your commute this morning. line with an image of spitalfields in the 1920 s. My point is that everyone complains about something that they inflict upon themselves for their job and there it has to be done and probably doesn t need a daily breath. And yet it gets just that. The final two are linked to housing. The fourth one is an image of Kensal Rise in 1921 with the line: Complaining about housing since 1921. Truthful and such a current state of affairs for London. Finally the spot yourself advert with a picture taken during the 20 s of aerial London. The use of those two words is to make the point of asking do you know anything about where you live. Somehow it s good enough for people saying that they live in trendy Shoreditch without knowing where the name came from or what that area once was. My project has been created as a potential pitch. I am very excited/nervous to hear the feedback from this submission, but am hoping that it is positive so that I can fully research and learn more myself about our rich history. I think that this would be received strongly from the public because everyone loves nostalgia and that sense of belonging to their home city. Why not learn about what your local newsagents building has previously been whilst waiting for the bus rather than watching Kim Kardashian on snapchat stroking her ego. I know what I d look at.

Adcepts

Final Print Adverts