Project Brief 1

CLASS PROJECT:
Create a heightened experience to sell a product (through EMOTION, FUNCTION = VALUE)
Sell an ordinary object using New Media as your vehicle
Sell an ordinary product through a heightened experience


PROBLEM: Not enough teens are eating fruits (bananas, apples, oranges) these days. They're eating too much candy.

SOLUTION: Get kids to eat more fruits (specifically your given fruit)

REQUIREMENTS:
Choose 1 of 3 different fruits that are all competing to be eaten
· List all the advantages/disadvantages
· Consider all other fruits competition
· Students will work in groups of 2: get one fruit

· Create a New Media driven campaign that will make your fruit irresistable to the target demographic (cool, tasty, awesome). Can your experience prove to be valuable and memorable.
· You have all the tools of New Media at your disposal (Web, Video, Audio, Viral Marketing) to create this fantastic, innovative experience.
· Remember the definition of New Media
· The sky is the limit. You have no budget. We will celebrate innovation, the cool and the fantastic! You have the best programmers at your disposal.

TARGET MARKET:
· Tweens and Teens
- Research strategies:
· What are kids into these days? How can we connect with them?

FINAL DELIVERABLES:
October 2:
- Get in your pairs and develop a strategy for the next 2 weeks
- Write down everything you know about this topic
- Immediately brainstorm 3-6 assumptions/ideas/ways of tackling/selling this problem
- After class, post to the blog

October 9:
- Research and validate your ideas that you generated in class
- Develop another 3 solid ideas/concepts
- Have all your research and develop posted on the blog before class (otherwise late)
- Class at my place next week (so we can use computers)
- Have multiple ideas (IN SKETCH FORM) generated and ready to present in class (NARRATIVE)
- Either on the process template or on screen (present a suitable narrative)

October 16th:
- Have all your developments posted on the blog before class
- Present refined visuals of your concept (to be determined with instructor)
- Hand in your process books

GRADING CRITERIA:
1. Successful completion of all required elements (all essential elements have been CLEARLY laid out in the previous section). Failure to complete any of these required elements will result in the loss of marks.
2. The ability to make proper decisions regarding major issues addressed in class lectures. These issues include; ideation, conceptualization, storyboarding and research
3. Students will also receive marks for their participation in in-class critiques and professionalism when presenting their own project.
4. Students will be graded on how well they can stay on task throughout the duration of their project schedule. Failure to meet any of the class deadlines will result in a loss of marks.
5. Instructor has the right to give separate marks to each student within the pairing based on their individual performance/participation

BREAK DOWN OF MARKS
Successful completion of all element: 15
Participation/Effort in class and brainstorming: 35
Blue Sky Creativity: 30
All aspects of presentation (in-class, blog and speaking): 20