DAN MARSH Portfolio March 2015
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Transcript of DAN MARSH Portfolio March 2015
DAN MARSH Copywriter Portfolio
This ad answers a brief for an ad campaign for driverless cars as part of a competition run by the RAB and The Drum with an overall ambition to promote the power of radio as an advertising medium.
My creative approach was to juxtapose a relatable, everyday situation where the need for people, frustratingly outweighs the benefit of automated, against the ‘joy’ of driverless cars.
The self-service checkout could be just one of a number of scenarios used at the start, to create a series of ads.
DRIVERLESS CAR Radio “30
Supermarket ambience/check out beeps
FVO: ROSIE - SELF SERVICE CHECKOUT.
MVO: DAN - CORPORATE, CALM, ENGAGING
————————————————————————————————————-
FVO: Please scan your first item.
SFX: Beep
FVO: Place the item in the bagging area.
Unidentified object in the bagging area.
Please scan your first item.
SFX: Beep
FVO: Unidentified object in the bagging area.
SFX: Beep
FVO: Please start again.
(pause)
SFX: Beep
FVO: Assistance required. (fades)
MVO: Some things still need people.
SFX: Car door closes, lovely quite ambience of driving
MVO: Others don’t.
The new driverless car from Mercedes.
<Ends>
VISA 1 - Valentines
Cafe scene, two girls talking. The pace of their conversation is like seconds ticking by.
FVO1: There’s one.
FVO2: There’s two more.
FVO1: There’s another one.
And another.
FVO2: Look at them all….touching.
MVO: This Valentines Day
Every second…
Everyday Britons will be touching…
SFX: * BEEP * (contactles payment swipe)
MVO: …and paying.
Quickly and easily…
SFX: * BEEP * (contactles payment swipe)
FVO1: ..see, there’s another one…no, hang on, he’s using cash?!
FVO2: Yeah, but there’s one, look…
MVO1: …with Visa contactless. Discover Contactless Britain at visa dot co dot uk.
VISA 2 - Martin
MUSIC: Sad, documentary music
SFX: Busy cafe environment, like a Pret
Sales assistant: That’ll be 99p for the coffee, please.
Martin: Here you go. Come ‘ere… (goes in for a hug)
SFX: Cafe ambience fades out and back in
Sales assistant: That’s 99p, sir.
Martin: (kisses sales assistant) Thank you!
SFX: Cafe ambience fades out and back in
Sales assistant: 99 p please!
(pause, man obviously hugging assistant hard)
Erm, would you mind getting off me?
MVO: Martin likes a bit of…contact.
MUSIC: Fades
MVO: But every second, everyday Britons touch and pay quickly and easily with Visa contactless. Discover Contactless Britain, and have a word with Martin, at visa dot co dot uk.
Visa’s ‘Discover Contactless’ campaign centred around everyday Britons using the contactless technology.
These radio spots play on play on ‘contact’
I was asked to create the advertising for the Love Supreme Festival 2015.
I drew on the unique setting and the nature of the product’s association with sound and music.
Ambient silence, music and artist/crowd interaction is used to create vivid, compelling images to drum up excitement for the return of the annual festival.
JAZZ$FM$30”$Radio$LSF$2015$Early$Bird$1$
MVO:$The$sound$of$a$quiet$field$in$the$heart$of$the$Sussex$countryside,$on$a$normal$day....$
SFX:$birds$tweeBng,$occasional$sheep$bah,$but$generally,$nothing.$
The$sound$of$that$same$field$over$a$weekend$last$Summer...$
SFX:$big$crowd$cheering,$Jamie$Cullum$saying$‘nowhere$on$earth$sounds$quite$like$this’,$other$arBst$saying$similar$stuff.$
MUSIC:$Maybe$Laura$Mvula,$because$it$sounds$great$on$the$LSF$video...$
MVO:$We$can’t$wait$for$you$to$hear$how$it’ll$sound$in$2015.$
Love$Supreme$is$coming$back.$
And$we’re$busy$making$sure$it’ll$be$the$best$yet.$
MUSIC:$Changes$to$live$Jamie$Cullum.$
Early$Bird$Ickets$are$on$sale$very$soon$AND$for$a$limited$Ime$only$you$can$save$up$to$twenty$percent$on$selected$Ickets.$
Find$out$more$at$love$supreme$fesIval$dot$com$and$facebook.$
SFX:$Jamie$Cullum$singing$‘Love$Supreme..see$you$next$year’$to$end,$
<Ends>$$$
JAZZ$FM$40”$Radio$LSF$2015$Ar5st$reveal$and$5ckets$
IDEA$1$
SFX:!! ! Alarm$clock$goes$off.$Someone$yawns.$Puts$it$on$snooze$and$goes$back$to$sleep.!
MVO:! ! Some&mes!it’s!good!to!leave!things!to!the!right!…to!the!last!minute..!
! ! Other!&mes,!it’s!not!such!a!great!idea…!! ! !MUSIC:$$ Big$music$clip!
VO:! ! Love!Supreme!Fes&val!2015!&ckets!are!on!SALE!RIGHT!NOW..so!don’t!miss!out!!
! ! And!here’s!who’s!going!to!be!there…!
! ! Chaka!Khan!! ! Van!Morrisson!! ! Candi!Staton!! ! Jarod!Lawson!! ! And!many!more!big!names!s&ll!to!come!! ! !! ! 3!days!of!incredible!live!music,!1!stunning!seUng…!
! ! The!UK’s!most!exci&ng!Jazz!Fes&val!is!back..3!Y5!July!at!Glynde!Place!in!Sussex.!! ! !! ! Visit!lovesupremefes&val.com!to!buy!your!&ckets!today.!!
$ $ <ENDS>$
IDEA$2$
MUSIC:$$ Appropriate,$‘love$music’$but$not$cheesy.$
MVO:! ! Love!comes!in!MANY!forms.!! ! Love!le]ers,!love!hearts,!love!Y!er!Y!handles….?!!
MUSIC:$$ Big$music$clip,$possible$ar5st$‘Love$Supremmmmme’$
MVO:! ! But!there’s!only!ONE,!Love!Supreme.!! ! And!only!one!place,!you!can!hear…!
! ! Chaka!Khan!(LIST)!! ! and!many,!many!more!! ! and!that’s!Love!Supreme!2015!! ! The!UK’s!most!exci&ng!Jazz!Fes&val!is!back..3!Y5!July!at!Glynde!Place!in!Sussex.!! ! 3!days!of!incredible!live!music,!1!stunning!seUng…!! ! !! ! Visit!lovesupremefes&val.com!for!the!full!line!up!and!to!buy!your!&ckets!!! !! ! today.!! ! !! ! <ENDS>
For the second wave of advertising, the key message was ticket sales.
I devised two creative opening scenarios with the the emphasis on the unique live music proposition and not to leave buying tickets till the last minute
I devise and script spots for the English language services of ARN, the UAE’s largest media organisation.
Brands range from Burger King, to Atlantis, PS3, Pacha and Peugeot Middle East and air on the leading stations Virgin Radio, Dubai 92 and Dubai Eye 1038.
I use my knowledge of the region, having lived and worked there for 8 years, along with my understanding of current trends from now working in London to keep myself on top of the pile of writers they have locally and in Canada and Australia.
ARN$Tim Hortons 20”$Radio$spot$$
MVO:%Brooding,%mysterious%and%exci7ng.%MUSIC:%Appropriate.%
MVO: Get into the dark… With Tim Horton’s brand new ‘Dark Roast’ coffee.
Smoother, richer….darker.
An all new, expertly roasted, premium blend made with 100 percent arabica beans.
Delicious taste, full of flavour, and with a smooth finish.
The NEW Dark Roast Dive into the darkness…
Only in Dubai And only at Tim Hortons
[%ends%]%
ARN$Peugeot 30”$Radio$spot$$
FVO:%Hushed,%nicely%paced,%engaging%and%appealing.%MUSIC:%Cool,%sleek%sounding.%
FVO: The new Peugeot 308.
Crisp lines, precise styling. Slimline and athletic.
The new Peugeot 308 embodies efficiency and grace…
…and thrills the senses.
A modern, stylish hatchback that is daring and intuitive,
And perfect for those who know that streamlined doesn’t have to mean low tech.
Full LED headlamps, the latest innovations and with nothing left to chance when it comes to safety and peace of mind.
The new Peugeot 308 is one of a kind. Call toll free 800 782 748%
[%ends%]
Global radio’s writing test for creative is called ‘Mind Melt’.
This is an idea for an TV ad for Captal FM.
The listener is put in different scenarios with the brand’s core artists.
For this brief, to come up with something creative for the umpteenth ‘local’ window company, my approach was to create a story, and intrigue around the product, rather than heavy sell.
And I’m especially proud of this concept for an arthouse cinema - which I would love to get the chance to produce!
These ads were submissions for Transport for London’s ‘Travel Better London’ campaign, which uses limericks to encourage people to behave better whilst on public transport.
The ideaWhere Will You Be? - in association with AVIVA
Some questions are great conversation starters…
Where will you be in the future? What plans have you got? How will you achieve your dream life? Have you thought about your retirement?
Whether it makes you scratch your head in wonder, think of something on the spot to avoid embarrassment or reel off your list of dreams and detailed plan for the future, it’s something everyone can consider
Over 4 weeks, listeners will be encouraged to think about this and share their stories of what they would like to achieve or are looking forward to in their own future, putting the ‘me’ in the story
By doing so, they have the chance to win a *holiday, celebration or experience that is normally ‘saved up for’
*prizes can be discussed separately
I also work on the brand partnerships team at Jazz FM.
This involves working with media agencies on integrated partnerships and promotions for their clients.
Pitching ideas, creating presentations and planning execution and delivery is an important part of this role.