Rationale

RATIONALE – The underlying principles or beliefs that shape and defines an individuals creative practice and how it relates to the world.

My intentions are to promote kleenex tissues to a younger audience of men by using humor as a primary factor to indulge them.

I want to promote it to a younger male audience because:

1. The packaging is to female related
2. Men tend to use their sleeve and that is a gross habbit
3. Kleenex don't have a direct promotion that is for a target audience age of 18 - 24
4. The context of the advertisments are in the wrong locatons
5. Men don't want to buy tissues

I intend to persuade and promote a group of young men (18-24) to buy tissues to avoid making a child like mess. I plan to use these advertisments in male located areas such as student pubs in built up city centre areas in Leeds and ad shells on public transport stops within the city centre. My current idea is to promote kleenex along side with durex with the quote 'going home alone tonight?' which will be displayed in the male toilets as a machine dispencer. I am considering de-facing existing durex machines with corporate sticket over the top to tell a jacose lie which will then stick in the back of the mans mind so when he next sees the product he has a bit of respect for it. In order to achieve this I will produce a successful mock up of the dispencer in context. This will be produced using sticker paper digitaly printed in the digital dungeon. As regards online delivery I was thinking about usin an ad campaign seen on facebook in the ads section on the far right.

Getting lucky or home alone

The concept of this proposal is based around the sex appeal section of man hood, my audience for this will be young men going out to the pub trying to pull young women between the ages of 18 and 30. Every man is aware of the classic condom box in which durex sells a lot of their merchandise. My idea was to use this and also incorporate a humorous production method.

It would have to work along with durex to be successful, perhaps as one machine rather than two? In my opinion this is good for both companies, it shows a new side to Kleenex which gives them a good reputation towards the young men. The Durex campaign title is Getting lucky tonight? which means rubber up with our product and have safe consented sex.

Were as the Kleenex title is simply 'Going home alone tonight?' Which implies that the young man will be going home alone or Pink once put it in a song, 'it's just you and your hand tonight' which is kind of self explanatory.

I think this is an interesting approach to the brief and would work in a only male context which attacks one of the problems of the brief. lets face it what man does not go to the toilet at least once on a night out?

I think that this is a good idea and all men I have asked like it... the women are not as big a fan.

Role model - grow up

Super-heros run an important part in a lot of boys/ adults life, if it wasn't for them then they wouldn't nessecerely be who they are today which therefore gives them a lot of respect. Childhood heroes always remain in the hearts of everyone, wether it be spider-man, the 'nerd' that couldn't attract half the girls he does alone. Or Iron man, writting wrongs he caused and saving the world as best he can with his intelligence.

At the end of the day everyone wishes they were a super-hero and that is what this ad campagn is about, but with some humor attached, you may say 'What has a superhero got to do with kleenex?' and my reply to this is quite visually simple when related with what men use to whipe their nose with, admitedly I only realised that both are quite dirty if seen in the wrong light for example:



Both campains are about men using their hand to wipe their nose instead of a tissue and the idea of this is to proote a sense of reality that as an adult you realise you are not a super hero that was in some chemical explosion giving you the power to be invisible but you are a normal man and you should grow up and come to realise that with growing up you let a few things go i.e. santa, toys, eating grass. and you move onto other things such as using tissues, smoking alcohol, women... not the best way to promote being a young male adult, but in a nutshell


So as I mentioned this is to promote a realisation that you are only human and you should stop using child like habbits. The humor in this is that it's about people flicking snot all about the show.. although as I also mentioned earlier some of these things will already of been related to the male imagination which replaces the waste from the nose and mouth with a reproductive fluid. That was the only snag on the stitching for this, but I feel as though this is not what my audience wants to hear and I would like to take some further investigations into what I can do to be much more apealing to my target adults.

Concept one - Even hard men blow

The idea around this is based on role models and showing well know characters in famous movie poses but replacing objects with tissues.
These particular men are people an everyday man woud respect because of how 'hard' they are which basically means their strength.

I first thought of using Mr.T although I believe that I will have scrap off that idea due to it being far to much like the 'Snickers' campaign, now at this point in the game of design I still have a lot of options, even though these ideas are digitaly drawn does not mean I am married to the idea just yet.

I still think there is a lot more that could be and experimented with with the statistics I gathered and a way I can make it even more acuratley targeted to men without using a celebrity role model.







In essence I do not think I will be taking this project of development any further but I wanted to draw it out on illustrator just to experiment and see how it would look. Unfortunatley I do not think it works and it is a lost cause of design,

don't polish a turd.

traced logo

I traced the logo to better understand the feel for kleenex, it is drawin in a soft gentle way which is what it states the tissues are, not rough and tough as that would not appeal to someone wanting to use something to wipe their nose. I have considered a more manly re-brand but the amount of history the kleenex logo has behind it is not to be messed with in my opinion as they are a successful company with the only flaw which is not their fault nor the genders. It's just blokes are discusting. Now what can be done in my opinion is a switch around of colours to make the product much more manly/ apealing


Perhaps it is the colour that is the problem? maybe a darker black is all it needs or a change of colour to make it more interesting/ masculine!

I have tried a few colour combinations below which are based around black n decker and manly tools, reds, blacks, dark colours! Raw power!




After looking at these colours I decided to narrow them down to more of my favoroite colours which best represented men.


I think it is just a question of reversing the colours and using the bottom left idea for men, high contrast, thick look. the rest seam as though it was a certain context they would be used i.e. purple - living room, green out doors, red - hospital.

I believe that it is between hese colours to change the logo, without changing the identity, the black one on white seems to open and the white on black sees to closed, however I think that the black is more manly and interesting

results #2

The second set of results proved to be a big inspiration for the character of my ideal man:

After asking a group of 30 men 10 simple questions which women had stated were means worst habits these were the results.

28/30 - 96.2% of men leave empty containers around the house
Lazy

17/30 - 60% of men leave shaving hair in the sink
Un-hygienic

16/30 - 56% of men use more cups instead of one
Messy

26/30 - 90.3% of men have selective hearing
Ignorant

20/30 - 69.5% of men never pick up dirty laundry
Smelly

23/30 - 81.3% of men avoid doing housework
Inconsiderate

15/30 - 50% of men are helpless when sick
Moans

28/30 - 96.2% of men admit to burp and farting
Rude

21/30 - 73.5% of men wear the same clothes over and over
Gross

22/30 - 66% of men channel surf
Annoying

Out of all the results not one hit under average, so I believe this builds up quite an accurate character to bass my audience on, and as a woman’s point of view this person will be:

A lazy, ignorant, un-hygienic, annoying, rude, messy, smelly, gross, inconsiderate moaner.

To us this is
Someone who isn't too bothered about hygiene
Is a little sexist and
Isn’t afraid of saying something to someone

i.e. - Danny Dyer = sexist, he treats women like objects which is not what I want to promote... but in a way is exactly what I need to promote without causing to much offence to women

results #2

After asking a group of 30 men 10 simple questions which women had stated were mens worst habbits these were the results.

28/30 - 96.2% of men leave empty containers around the house

Lazy

17/30 - 60% of men leave shaving hair in the sink

Un-hygenic

16/30 - 56% of men use more cups instead of one

Messy

26/30 - 90.3% of men have selective hearng

Ignorant

20/30 - 69.5% of men never pick up dirty laundry

Smelly

23/30 - 81.3% of men avoid doing housework

Inconsiderate

15/30 - 50% of men are helpless when sick

Milking it

28/30 - 96.2% of men admit to burp and farting

Rude

21/30 - 73.5% of men wear the same clothes over and over

Gross

22/30 - 66% of men channel surf

Annoying

Out of all the results not one hit under average, so I believe this builds up quite an accurate character to bass my audience on, and as a womans point of view this person will be:

A lazy, un-hygenic, annoying

The uses

results #1

After I correlated all the results I broke them down into statistical facts based upon my questions and he answers given

2/100 use someone else
3/100 use a scarf
3/100 use a glove
3/100 use their t-shirt
7/100 use a hanky
10/100 use their hand
10/100 use a napkin
12/100 blow it out of their nostril without wiping
15/100 use a tissue
35/100 use their sleeve

• This means that 35/100 males use their sleeves to wipe their nose than anything else
• 15/100 use a tissue already
• 85/100 males think that tissues are un-cool although only 43/100 think that Kleenex tissues are un-cool
• ¼, Males shops alone, ¾ times a woman does the shopping/ is accompanied by a woman.

These statistics prove that:

- The man is not the main shopper
- Tissues are not seen as a priority
- Men would in-fact rather use a sleeve rather than a tissue
- Tissues are un-cool but Kleenex is alright
- The packaging is not masculine enough

This means that the above bullet points point out the problems and create a new brief for me:

The tissues need to now been seen as a priority advertised in an out of super-market context and the packaging needs to be more masculine.

I personally am thinking of context:
Male toilets - tussue dispencer - GETTING LUCKY? GOING HOME ALONE
I am going to draw that up NOW cause I just fell in love with the idea

Results

I had made these questionnaires based on a certain audience. The audience whom were male, between the age of 18 and 24 and were in a relationship/ married as opose to the single men as they would do a lot of the asked questions them selves. To get an accurate responce I made 100 questionnaires and correlated all the answers together to get some hard facts I could later rely on with my design work.


As can be seen the questions were simple:
1 - what do you use to wipe your nose?
This was to find out how many men used tissues and wether or not the brief was relevent
2 - Do you think kleenex tissues are un-cool?
This was to discover wether it was a branding problem/ something kleenex has done which puts men off purchasing it
3 - Do you do the shopping or does your partner?
This was to determen wether a man actualy has a say in the matter/ wether the advertising in the supermarket is enough?
4 - Would you purchase Kleenex tissues if they were more manly?
This is to do with the ackaging and to decifer if I should consider a re-branded packaging for the young adults so it is something for JUST them.


Out of all the questionnairs I had to tally up the results and find out what the statistical information was and wether or not the earlier comments I made in my blog were true.


Below is the also filled out form inwhich was completed to find out how well men related with the description of the stereotypical man from a womans point of view.



These results were out of 30 and cut down into percentages for a fast statistical average.

The results will be documented into facts in a later post

to prove the previous, questionnaires

This questionnaire is based on the male tissue packaging and the answers when completed will be put into this mock up box I made. This questionnaire however bases its questions on men in relationships and how the product is marketed, this will let me know why men don't use the tissues, wether it is because of the packaging, the fact they don't go shopping or something completely different.

This next questionnaire is based upon the ten worst male habits and wether or not men agree with them, it is based from an article wrote from a womans point of view which is on my design context:

This is relevant as if these are true it builds a strong character for my audience and narrows everything down which will make my design direction a lot more accurate and ordered to help me investigate who my audience actualy is.

Uses for kleenex and why men don't use it

Design sheets

I drew out a mind map to help joht down some ideas in which I could consider and later develop into visual ideas. Kleenex tissues for men is the main catagory and from that I thought about key areas which ought to be targeted for this campaign.

One area I stumbled across was 'role models' as in my docuented research located on my Design Context blog for this module states, Kleenex have been very rle model efficient recently with their 'let it out' advert featuring stars such as Bob Geldoff, Emma Bunton and Sven Gorron Erikson. To me I think it is an ideal opourtunity to think about certain male role models and what their values are:

They need to be good looking, as it leads to a form of respect for how they look/ dress
They need to be popular/ famous so all men know who they are.
They need to be strong, wether that is mind or strength i.e. hard men or Smart men such as comedians like Jimmy Carr
Most of all they need to be respected by all others around them in order for the campaign to work.


Another sub catagory was about the apearence of the product and what would make Kleenex more apealing for men. Certain areas thought of were the packaging, logo/ branding, colours and context of advertisments/ sense of approach

What do men actually use tissues for?

- A man is more likely to hurt their self via stupidity or fighting, which would lead to blood

- Other waste such as shit and seamen

Where as women would tend to use the item for:

- Crying

- Cleaning a spill

- Make up

- Nose

Again this image relates to what would make the item more male orientated. A campaign already used by Kleenex is to make a 'Man Sized Tissue' which is what I believe to be appropriate in thecontext of a home. I believe that I am focusing on the promotion of using a tissue in an outdoor context where it would be more appopriate to men as thy are the ones that don't carry tissues around with them as a general rule.

Linking in with my role model concept I drew a quick image of Mr.T. in his famous A-Team pose but sneakly replacing certain elements of the image with Kleenex and a catch phrase. This is something I am going to later develop to see whether it can lead to something greater or just stop there. The idea of it is that these are men young men relate to and respect because of the reputation and how 'Hard/strong' they are.

This is an interesting idea I came up with which I would also like to take into a little more detail. This is a packaging rebrand in whic the label of the box/ packet would be changed to something like 'filthy pig' as that is a term commonly used about/ to men for doing discusting things such as belching, farting and picking their nose. This could have some strong bennefits of retail if developed correctly however if not this could be catastrophic in relations to my set target audience and may lead to being branded to women for men. I think this brief is about making men buy it not women.

This is a silly idea which is worth more on paper than reality, but originaly it was the merchandise sold by Kleenex, the concept was a cuff you could attatch around you're sleeve and with a velcro strip you could wrap a tissue around it and then use you're sleeve to wipe your nose..

Again role models. Danny Dyer as he is the average Northern mans aspiration to be. He essentialy is a pig to women yet he gets them. I thought about a subliminal tag line such as 'DANNY DYER USES KLEENEX... TO WIPE HIS NOSE'

This is basically stating he uses kleenex and the average drifting minded male goes yeah for a down stairs spillage. However my favorite tag is:

'TO SLEEVE OR NOT TO SLEEVE, THAT IS THE QUESTION'

The image basically shows two images of the man using his sleeve and looking gross and then some stud who uses kleenex with some babes, This campain is using sex appeal to get what it wants, it is basically stating that a woman doesn't want a man with slimey sleeves and a red nose, but a man with clean sleeves and a clean nose.

Again another subliminal refrence in this tagline:

' KLEENEX... GETS YOU OUT OF THOSE 'STICKY' SITUATIONS'

This basically showing a man with his girlfriend romantically swhiping her off her feet in a lovely new dress, but he hasn't cleaned his sleeves and has left a Big mucus stain all down her lovely new hand wash top.. the tag line is stating if he would of used kleenex he wouldn't have to be buying her a new dress and himself a new bed for when she finds out.

C/8 is basically the same as the above but showing a man wiping his buggers on his girls behind where she can't see it a bit like a child.

Next to it on the left is aother idea I would like to take forward which is all about using child hood role models/ superheroes to promote using Kleenex and stop using a sleeve.

But with this superman idea, a whole different message/joke can be seen.

It is a bit like the simpsons how the cartoon is for kids but then it is also for adults.. I think the image more or less elaberates my point.

The final thing I came up with on these design sheets was some subliminaly rude messages which I believe are a bit to out there/ obvious on what the other meaning is.

Fancy a blowy - it means a tissue you think foreplay

Don't want to make a mess - it means of your clothes you think over yourself/ sock

Sticky situation - it means snot you think ejaculation

Golden brown texture like sun - it means the song you think of that dirty boogie you just carved out your nose with your forefinger.

I am going to develop a few more ideas based on these designs developed to see how they look and wether they are appropriate in tone and audience.

Rationale

Evaluation

ATTACH TEMPLATE AND WRITE SOMETHING CHRISSY BOY

YCN Boards

The photo editing

(Layout, structure, type, motivation)

Context photos: featuring Peter Sands as turbo man

Within the context of these photos our aim was to have a model running which matched the logo of one of our flavours of drink, The image turned out alright but I wasn't fully satisfied with how good they could have been if I had organised them a little better and perhaps took hundreads of photos rather than just 20, Ironicly the image I have chosen to use is one of were Peter was having a little joke around, but as a result it fitted in with the context of the image perfectly.

mock up