Archive for December, 2013

What’s the big idea?

by Wayne Stuart

We are asked how we come up with the solution to client’s briefs, so I thought I’d do just that that using the Merseyrail M campaign.

Merseyrail invited us in to pitch for their NPS Awareness campaign; this is an opportunity for Merseyrail to inform their customers of the good works and improvements they have made on the network. The creative had to be able to carry multiple messages, be engaging and most off all memorable.

Our starting point was to find out just how much work Merseyrail had put into improving it’s service and it’s image, what came really clearly is how much they cared, for the well being of both their customers and their staff. We wanted to create a personality for them, but with so many people working there just who could we choose, we certainly didn’t want to copy Halifax by choosing a Howard (remember him?) character or photo fit profile of everyone, that would be just too weird. You may think our solution was just as far fetched but we thought M could embody the spirit and nature of the entire corporation, plus it was a great exercise in brand re-enforcement.

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A very early sketch of him was agreed in house and it was then I thought of the big hug advert, I just loved the idea of Merseyrail having a warming, comforting presence. That big hug campaign tried to communicate in pictures just how comforting having a warm mug of soup really is, well for me keeping people safe, secure, warm and well fed and watered and providing a good service is exactly the same.

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The next step was to decide on how he/she looked, would it be soft, squidgy, smooth or fluffy, you’d be surprised just how passionate people felt about the final look. We brought in one of the digital creative from Firesprite, a games developer in Liverpool, to help us finalise the look and feel.

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Just as I was feeling very happy with the final creative I saw this.

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Now let me tell you, I wasn’t involved in Disney’s creative approach to this new release and I certainly wasn’t spied upon by their creative director (although that would have been ace) no, this was just a coincidence and one we were quite happy with as we hoped people may see their creative and think of ours.

After a successful pitch we were given the good news and it was full swing into production. The real beauty of the campaign was how flexible it was without any disruption to Merseyrail or their staff. We even drafted in members of staff as models to save on costs and time and I’m sure you’ll agree they are quite a good-looking bunch.

A5 4ppFlyer_AW-1 920x1400 M Posters (#79DE9A 920x1400 M Posters (#79DE94

Donkeys and Reindeers

by Wayne Stuart

It’s that time of the year and the brief most creative’s dread – the Christmas card. Each year it’s quite a challenge to re-imagine, re-invent and rejuvenate the Christmas theme, but actually I quite like it. Yes it’s a real challenge but it’s also a chance to have a bit of fun and we are very fortunate to have two clients who allows us that creative freedom Downing and Curtin’s. This year was no different, for Downing we usually create a digital piece, but with time pressing and all avenues exhausted I decided to fall back to just a traditional message and image with a very modern twist that sat perfectly with Downing’s target market. The inspiration came from a card I’d seen many years ago by Abbott Meade Vickers (I’m a bit of a design geek that way) see below.

Abbott Meade Vickers card

So simple in its execution and delivers the perfect message without actually saying it. And below is my homage to that idea. Set outside one of Downing’s latest student accommodation developments in Acton, London it was a scenario I simply couldn’t resist.

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Curtin’s briefed us to create 2 cards; an external and internal version for their staff (a nice touch you’ll agree) last year’s internal card was a handwritten version from their CEO (age 5) see below.

Curtins Rob Melling #79D7A0

This year was a chance to have a bit of fun and demonstrate just how far Curtin’s have grown. We used two pieces of previous creative and combined them; the Caricature’s from the MIPM wine invite (image below) and the DNA strands used to re-imagine their boardrooms (image at bottom of page) featuring the names of each and every member of staff.MIPM Invite-2Internal Christmas C#79D598

Cameras at the Ready!

by Rachel Slater

We’ve been busy, busy, busy here at Clarity over the past few days. After winning the Merseyrail campaign last week, we got started straight away. Some of the team put their modelling skills to the test when they took a trip down to Sandhills train station and transformed the platform into the set for our photo shoot. Despite the wind, rain and freezing conditions, we battled through and ended up with a shot that was exactly what the client was aiming for.

We wanted an image for the campaign that was going to allow us to promote the range of saver tickets available with Merseyrail. The creative team came up with the concept of showing various types of people standing waiting for a train and what they’ll be doing with the money they’ve saved by purchasing a saver ticket. The shoot features a passenger who has a railpass so saves for ballroom dancing, one who has saved enough to purchase some new wellies for Glastonbury because of her student pass and another passenger whose railpass saves her enough time of a morning to grab a coffee on the way. The overall slogan is “Great value on every journey, every day for everyone”, reinforcing the wide range of passes and savings available.

Later on in the day, we also carried out a similar shoot in the Walker art gallery which included different people saving their money for different things – custard creams even got a mention. We think the campaign successfully gets Merseyrail’s message across in an engaging way and we had a whole lot of fun making it too! See if you can spot the posters in the coming weeks at train stations across the network.

Time to get your websites responsive! 4m Britons set to receive a tablet for Christmas

Source: The Drum

Christmas stockings the length and breadth of the UK will be bulging with tablet computers come 25 December, according to a new study from YouGov.

Commissioned by Newsworks the research found that over 4m Britons will either give or receive such a device over the holidays with 2.9m consumers buying a tablet and 1.3m lucky family and friends receiving one as a gift.

Of the buyers those in the 35-44 age bracket are most likely to stump up for a tablet whilst people aged 18-24 are most likely to receive one – adding to the 16.5m Britons who already own one.

The majority of buyers, six in ten, expect to spend less than £200 on the device on a tablet.

Unsurprisingly Apple wins the battle of the brands with its latest iPad Air model topping consumer buying intentions at 16 per cent, although it is beaten by Tesco’s Hudl in terms of the device people most expect to receive as a gift, with 17 per cent anticipating finding one under their tree.

If you would be interested in ensuring your website is seen by as many people as possible across a range of devices, then contact us by emailing info@claritycreation.com or telephoning 0151 293 0505. If there are any other issues that you would like to speak with us about including updating your website, search engine optimisation, social media and email marketing then do not hesitate to get in touch.

Happy Monday

by Emma Heylings

Monday morning was brightened with the good news that we had been awarded yet another campaign for Merseyrail following a competitive pitch process.

For many, Christmas results in overspending and the new year requires a re-assessment of finances. With this in mind, we have been tasked by Merseyrail to produce a Value For Money campaign to engage with commuters, students and day users to promote how they might help them save money.

The pitch development stage was fun as Merseyrail wanted agencies to produce an eye catching, visually different ad campaign which got our creative’s excited!

The campaign is due to start in January 2014 – watch this space.

Looking for work experience within a creative department?

Design graduate or final year student looking for work experience within a creative department in Liverpool?

If you are a design graduate or third year student looking for work experience within a creative department please get in touch!

If you have experience with Adobe Creative Suite and can be just as handy with a marker and piece of paper send us 3 pieces of your work plus a piece you admire that’s not yours and email them through to creative@claritycreation.com.

We look forward to hearing from you!