On tumblr I found a specific project called Ballerina Project - this inspired me a lot.

http://ballerinaproject.tumblr.com/

There are particular images that I like with the Pointe shoes and the feet:

Feet:

http://ballerinaproject.tumblr.com/#19756497848

Point shoes:

http://ballerinaproject.tumblr.com/#19700744763

Then I did some of my own research into the style Ballet. I looked into the history of Ballet and I like that Ballet began as a very traditional style in the 1800 and now there are choreographers doing contemporary ballet productions. Matthew Bourne is a very good example of this:

http://www.new-adventures.net/productions/nutcracker

I love the costumes in this production as they go beyond the traditional costumes and they are much more imaginative and creative so they appeal to a younger aged audience than just an adult audience. 

Looking at the change of this style over time; I want to do some experiments with this and see what will work for this project.

The next module we are doing is Medi 117 which is a very open module on Evolution. Not specifically on Darwin but anything to do with change/metamorphosis, etc.

I have looked at artists that we were shown in a presentation on Evolution and I am highly interested in Alex Titarenko as his work is very interesting; in particular his portfolio ‘City Of Shadows’ is inspiring with the slow shutter speed creating a blur of movement in the photo. http://www.alexeytitarenko.com/city6.html

I liked the idea of exploring a blur in movement and possibly exploring a particular interest of mine and using this idea to see if it would work. The interest of mine is dance as it’s amazing and beautiful - what dancers can do with their bodies and from a young age.

I considered exploring the age of a dancer (looking at different aged dancers and doing a time lapse of movement with a young child to a fully grown adult. However when I thought about this carefully, it would have been difficult getting all of the dancers. So I continued to look into my original idea. 

With this module we have a major choice in what we do and this includes: photography, video and animation. I decided to stick with photography as I have a camera and with the 3 week Easter break we have it would have been difficult getting a video camera to record footage onto and then editing it all before the deadline on the 4th of May.

All of my ideas are starting to come together so my next steps are to know exactly what I want to do.

For our presentation, we basically explained our original ideas for this campaign, mentioned why certain ideas wouldn’t have worked with the campaign we were doing and what we chose to do and include in our website and why. We went through a few of our ideas that didn’t work which were:

• His and Hers bottles.
• Taglines
• Posters

Taglines that we considered included: 

“The Only Way Is Henry J’z” (taken from The Only Way Is Essex)

“Follow the way’z of Henry J’z”

“Come Dine With Henry J’z” (taken from Come Dine With Me)

Posters that we considered included:

Revolution poster: 

We had a lot of ideas for how to advertise this we took inspiration from adverts, posters that have already from produced by other companies. Such as the posters for Revolutions Clubs. 

His and Hers bottles:

We looked at perfumes and saw his and hers and we thought this might work with our bottles for promoting them. 18 - 29 year olds today are focused on  appearance , and perfume is involved in that which is why we thought about this. 

We didn’t do these ideas because we didn’t think they would work as well as our main ideas and we explained this in our presentation. 

We thought our presentation went really well, we showed our website and had a powerpoint to show as well. 

Our feedback was very positive. The main question was why did we do it because it was a huge thing to do - Re-brand an existing product. 

So explaining properly why we did it was crucial to our presentation:

• It’s a fresh start for salad cream in order to promote it to 18 - 29 year olds.
• The new name reaches out to our target audience as it is trendy and fun.
• This catchy name will sell more bottles and it will influence more people to buy it because it’s not just for salads, it’s for other foods as well.

One thing that was mentioned in our feedback from Hannah was the fact that we have a lot of ideas… but maybe in some way we have too many to use at the one time because we include a lot of our ideas on our website:

• Come dine with Henry J’z
• Keep Calm with Henry J’z
• Keep Calm and eat it on everything
• Jay- Z our celebrity to promote Henry J’z

So our feedback was that we needed to do one idea at a time for this particular campaign and not do all of our ideas at once.

Overall, we were happy with our feedback on our presentation.

The final thing we had to do was the come dine with who page which is basically our recipes page and we wanted to make it more interesting rather than just the recipes all squashed into the one page. So we created a slideshow and was the last thing we had to do for our website. 

So in order to do this.. we created the slideshow on a fireworks file and then we added in each recipe onto a different state.

Then we exported our website file and put it into dreamweaver to add in our slideshow.

On our final website the page looks like this:

After we completed the Keep Calm page we then moved onto our contact us page.

We weren’t sure what information we were supposed to put on their however, we new that you obviously needed contact details of some sort. So we made up contact details… 

We had - e-mail address, phone number and an address. It looked like this when we first put the information onto the page:

However we thought that it looked to plain.. and so we added a bottle of Henry J’z to the page. 

We are in the final stages of completing our website and we are doing our contact us page and button and we are also doing our ‘Come dine with who?’ page.

But our first thing to do was to look at our Keep Calm and advertise page.. 

We decided that this line was too long for the page and so we just named it Keep Calm. This meant we had to change the bottle button and our button on every page. 

After we did this. We moved our content on the Keep Calm page around slightly but our final page looks like this:

The last campaign for Heinz Salad Cream was “Pourable Sunshine” - this seemed like a great campaign as they produced this advert for the television which is for all ages:
 http://www.youtube.com/watch?v=4WmQ7jFYMBM 

So we wanted the same catchy yet friendly and loveable catchphrase. So we came up with our slogan at the same time we came up with our background design of clouds. We thought of several motto’s to promote Henry J’z however the one that jumped off the page was:

“HEAVEN IN A BOTTLE”

We thought this was perfect as it linked in with clouds and we could place this on our homepage.

After our first messy design for our website we looked at fonts that would be similar to Heinz, however these fonts didn’t have an interesting and younger look so we changed the font from cooperplate to geneva.

After getting the background sorted, we added it to our website and this is the result:

HOMEPAGE

IT HAS TO BE WHO?

WHY?

KEEP CALM AND ADVERTISE

We are still working on our DINE WITH WHO? (Recipes page) so we want to link each recipe title and photo on the page to a second page with the whole recipe.

But overall we are very happy with the finishing design for our website, it is now the content of the site we need to perfect and our pitch for the celebrity Jay-Z to promote our Henry J’z.

Our Keep Calm and Advertise page needed content, so apart from the posters we added links to youtube videos which are advertisements of Heinz Salad Cream and these videos are the past campaigns and we wanted to show our newest campaign underneath. 

So we created a play button (but because there’s more than one video there are titles next to the fake button which are the links to the videos) and titles next to it. 

Also we thought the title ‘TRAMP ADVERT’ might have seemed a bit inappropriate to some individuals and so we renamed that title as Homeless Man Advert. 

We did more to our website as we thought that this looked a little plain…

So we thought about what colour goes well with red and to give us inspiration we looked on the www.Heinz.com website and we found that they use real photos of blue sky and green fields as backgrounds for their site. 

So we thought that a blue sky would be a nice background for our website. However the problem was there was no blue sky to photograph and all of the images of blue sky online were to small in size. So we created it using photoshop.

We got a blue background and went online to this website:

We then downloaded a brush tool and created the beautiful blue sky background using these brushes. After a bit of messing around and finding the right brushes for this our final background is this:

We agree that this looks genuine and we then added it to our website in Adobe Fireworks. 

(Source: heinz.com)

We re-did our ‘Keep Calm and’ posters in our group session today and these are the final posters which will be on our website…

‘KEEP CALM AND EAT IT ON EVERYTHING’

AND ‘KEEP CALM WITH HENRY J’Z’

For this page, we are including the new promotion of Henry J’z with the old public service statement in WW2 ‘Keep Calm and Carry On’ (image below)

Recently, there has been companies using this to promote certain things for their company and this is a major design that appeals to our target audience. So we decided to use this to promote our new re-brand of Henry J’z. We have also created copies of this poster for this campaign…

This will be featured on our ‘Keep Calm and advertise’ page along with video links to past campaigns Heinz have done.