Process Workshop

The brief for the process workshop was divided in 4 groups:

• Outcome: Billboard Poster
  
• Client: Supermarket Chain
  
• Target Audience: Male Working Class Football Fans
  
• Message: Rebel
  

My team's target audience was Male Working Class Football Fans.

The first thing we did was a quick sketch representing our own interpretation of the brief.. we didn't focus much onto each single component instead we drew the first thing that came up in our mind. We decided to draw some friends watching TV but instead of having them eat fast food and drink beer (which is commonly done by football fans) we reversed the situation, drawing people eating  healthy food and drinking water... kind of a rebellious idea...

Secondly we started working on the brief using separate sections:

1- CONSIDER ALL FACTORS

the basic information we need to know about the target audience

- What is their average income?

- What is their average age?

- Are they married or single?

- Which areas do they live in mostly?

- What sort of hobbies do they have?

- What kind of food do they like?

2-DOMINANT IDEA

the dominant ideas are the obvious ones which you should avoid, so as to create something more interesting and creative

Football Fans:

- like watching football

- like drinking beer and eating fast food

- they don't have higher education

- hard worker, strong body

- they go to work early

- they never watch football alone

3-CONCEPT CHALLENGE

creating more interesting, challenging, reversed ideas from the previous dominant ideas

REVERSE

- they have master degree

- they love healthy food

- they don't work

EXAGGERATE

- they don't know how to read or write

- they eat only fast food

- they work 24/7

DISTORT

- they watch football before going to work

WISHFUL THINKING

- watching footballers actually playing in their house

- beer for free

At the end of this process I came up with this idea.. mainly using only images, my idea was to make it understandable, eye-catching and simple, so people don't need to read it and also don't need much time to look at it because nowadays, most people shop quickly without looking at what they buy.