Ferrero Rocher Advertisement
Research and Plan:
“In an official statement, the company states that the visual identity, including logo design and packaging, aims to give a more up-to-date and appealing image to the brand. The new brand descriptor ‘the golden experience’ is aimed at communicating the unique taste experience that the brand provides to its consumers.”
In accordance with the above statement from Ferrero themselves, we will aim to give our marketing campaign an up to date feel by creating content more appropriate for today’s youths.
Source: http://www.afaqs.com/news/story/45873_Ferrero-Rocher-unwraps-new-brand-identity
We must ensure that our advert pertains to the relevant brand guidelines set out by the Ferrero company, which in regular terms would mean avoiding abuse of animal welfare and making sure we don’t visually neglect the environment.
“We [Ferrero] are committed to avoiding any form of discrimination in our employment practices, in all the Companies of our Group, starting from the initial moment of recruitment.”
Complying to this core value of the company, we will ensure we do not discriminate in any way (even accidentally) during all parts of the production of our advertising campaign.
Our goal with this advertising campaign is to create two short social media advertisements (for Youtube and Instagram) and one larger, TV-style ad that focus on comical editing to appeal to the target audience of teenagers, whilst still maintaining a positive representation of the Ferrero brand and the Rocher itself.
Sources: Ferrero Rocher: “The Ambassador’s Party”, Ferrero Rocher 2017 Advert, Ferrero Rocher Advert 2013
I think it is fair to say that previous Ferrero Rocher adverts, both older and ore modern, all tend to push focus towards the golden colour of the packaging, using it to represent the luxury feel of the confection itself.
We will also use the golden colour in a similar sense, but also convey clearly that the foil is not only visually appealing, but that it is also recyclable.
The emphasis on the recyclability of the product appeals to the more environmentally conscious generation whilst also nicely enforcing company brand guidelines.
Filming:
Our initial plan for the main advert was to film in the lighting studio, to give the advertisement a studio feel and to have a unique and dynamic setting, however it was booked out on both of the days we were planning on filming; so to overcome this hurdle we decided to film in the FAMP room on the empty table at the front and use a prime lens to capture close-up ‘elegant’ shots with a very shallow depth of field.
Because it was loud in the room we wanted to film in, we had to wait until break to do the main ad, as the audio was far more important than in the closeup shots.
The script we used for the main advertisement was taken from Mr Reid’s blog, who is apparently a Teacher. Click below to visit the page we used for inspiration:
George had an idea for a smaller advert, which required us to go into the smaller room and record Allan, Jake and Robbie.
Needless to say, George’s video worked very well, and you can see it below:
Evaluation:
Here you can see my final video for this task:
Despite the fact that the filming went well and quite a few good shots were produced, my end video did not turn out the way that I wanted. Due to some unforeseen issue, the image I was trying to use at the end keep glitching the video, so I decided to use this to my advantage and make the slogan, ‘the golden experience’ into a comical feature. I feel that this worked based on the ‘broken’ feel of the end of the video.
