Finished Irn bru proforma

Info-graphic Research:
Producer : The work of a producer carries on from the beginning concept of the project all the way through
to marketing and distribution, therefore will oversee the whole production, ensuring that the entire process
runs smoothly. They hire key team members, control deadlines and budgets. They are the key piece in
communication with other companies when dealing with location, supplies and ownership, in addition to
expressing to the production and post-production team on how the work is coming along and if the deadline
will be met with a high quality finish.
Director : The director is responsible for the creative concept of the production. They are the ones
responsible for studying the script and allocating how best it would be interoperated. They must have a good
understanding of all areas of production in order to be able to ensure that from the initial concept to the final
edit, the same consistent idea is being worked towards. They are the ones who will give direction to casting,
camera crew, location, mise en scène, to create the the whole idea and make sure it all fits in with the genre,
audience and concept.
Production Manager : In this role, you will find yourself responsible for the organisation of all aspects of
the scheduling and budgeting of the production. They must ensure that deadlines are met, the product stays
within ethical guidelines and that the movement of the whole team runs as efficiently as possible.

Art Director: This role is based around making the Production Designer’s creative vision for all sets, location
and mise en scene a reality to give the production the desired appearance and feel, achieved by project
managing the progress of the Art Department team. They need to work closely with the script, ensuring that
any important prop are present and to understand the way that the script is being interpreted by the director
so that that they can bring the concept into realisation.
Casting Director: This role leaves you responsible for the organisation of selecting actors for each role in
the production, making sure that they meet the requirements set by the director and producer, through
auditions and interviews. Once actors have been selected, the casting director will also have to negotiate
contracts with the cast.
Edit Producer : Although they do not work on location during the creation of footage, they come in later
into the process to supervise the editing process. They must be able to assess what would be technically
achievable within the given budget and deadline whilst also trying to create a product that is creatively
unique.
Graphic Artist: The job involves creating all props with graphic or written elements, through free hand skill
or computer drawing software, all whilst coordinating with the director, producer and art director on how the
piece should look to fit the desired feel of the production.

Specialist Researcher: The responsibilities of this job consist of working closely with the Production
Designer to solidify that every detail on sets is accurate and authentic to the time and location its set in, by
meeting with academics, historians, curators and experts, so that the production details match the story its
telling.
There are 21 film schools in the UK, 11 of which are internationally accredited by The International
Association of Film and Television Schools. A lot of the UK film schools are based in London to give the
students access to the highest degree of equipment as well as opportunities for coursework as well as work
experience on sets and premiers. These schools offer many different but in depth courses for all levels of
graduates. The locations mean that the majority of these schools are surrounded by immersive entertainment
companies that are always happy to help the students with their work and can often times be potential
employers for them once they have completed their studies, supporting the school and the community
surrounding it.

Info-graphic Bibliography:
Put your info-graphic bibliography here.
http://www.thecrewingcompany.com/industry-roles-production/
http://creativeskillset.org/job_roles/283_art_director
http://creativeskillset.org/job_roles/3077_casting_director
http://creativeskillset.org/job_roles/3787_graphic_artist
http://creativeskillset.org/job_roles/3811_specialist_researcher
https://en.wikipedia.org/wiki/List_of_film_schools#United_Kingdom
https://womenandhollywood.com/resources/statistics/
https://en.wikipedia.org/wiki/List_of_highest-grossing_directors
http://www.salarytrack.co.uk/average-director-salary
https://www.the-numbers.com/movies/franchise/Peter-Jacksons-Lord-of-the-Rings#tab=summary

Client research:
Who is your client
Irn Bru is a soft drink of Scottish origin made by A.G. Barr plc, first introduced in 1901. The main location of
production is the Westfield plant in Cumnernauld and is primarily consumed by Scottish people living in
Scotland, although also sold around the world.
The drink is predominantly recognizable by its bright orange color.
It is the number one selling soft drink in Scotland, competing directly with global brands like Coca-Cola and
Pepsi, unlike in the UK where it sits 3rd behind the two.
Only three people in the world know the recipe for Irn Bru; former chairman Robin Barr, his daughter Julie
Barr and unnamed Director.
Its known as “Scotland's other national drink” after whisky.
It first became popular because it was considered to be a healthy way to boost your energy by workers in
industrial areas.
McDonalds in Scotland first faced backlash when they opened without serving Irn Bru which forced them into
signing an agreement with the company to be allowed to serve the drink in all of their Scotland locations.

Client research:
Irn Bru is best known for its intense orange colour and unique flavour.
It contains 0.002% ammonium ferric citrate (iron), 32 flavouring agents, caffeine, two controversial colourings and
sugar ( half the amount that was in the original recipe since the recent sugar tax).
Brand Portfolio
Irn Bru (1901-2018) – original
Irn Bru Sugar Free (1991-2001)
Irn Bru XS (1995)
Irn Bru 32 (2006)
Fiery Irn Bru (2011)
Irn Bru XTRA (2016)
Irn Bru (2018) – new recipe
Packaging – Irn Bru is available in:
150ml can
250ml plastic bottle
330ml can
330ml glass bottle
355ml glass bottle (Canada)
500ml Value Can (formerly the big summer can)
500ml plastic bottle (the most popular plastic bottle size)
600ml plastic bottle (Russia
750ml glass bottle
1 litre plastic bottle
1.25 litre bottle (Australia, New Zealand, Russia, UK)
2.25 litre plastic bottle (Russia)
2.5 litre bottle (UK “Big Bru”)
5 litre Syrup containers
Irn Bru is still available in 750ml reusable glass bottles,
which were able to be returned to the manufacturer
in exchange for a 30p deposit paid on purchase. As a
result of a 40% drop since the 90s, Barr has deemed
the washing and refilling of returned bottles
“uneconomical” and stopped the exchange on
January 1st 2016.

Client research:
In 1980, low calorie Irn-Bru was launched, was relaunched
in 1991 as Diet Irn-Bru and in 2011 as Irn Bru Sugar Free.
Irn-Bru has been the most popular
drink in Scotland for a long time, with
Coca Cola coming second. It’s third
most popular in the UK, out selling
other big names such as Fanta, Dr
Pepper and 7-Up. Due to its success
in defending its home market, Irn-
Bru’s slogans used to be “Scotland's
other national drink” referring to
whiskey as well as “Made in Scotland
from girders”, referring to the bright
orange rusty colour of the drink.
In the summer of 2011, a limited edition Irn-
Bru was launched; Fiery Irn Bru. The cans
design had been altered to black and orange
and left a warm, tingly feeling once consumed.
The taste was to be traditional Irn-Bru with an
aftertaste resembling ginger
The brand Irn Bru uses an range of methods to advertise their brand. The main way
they advertise their brand is through TV Adverts and Posters.
Irn Bru also advertise their products through interactive media on their own site.
This example is a game which you can play which advertises their can of Irn Bru (5)
The game uses an similar font and color scheme to the Irn Bru product. This makes
the game look professional because it flows the same color scheme as the Irn Bru
product.

Market research:
What market is your client part of, who is their competition?
Coca Cola dominates the market as the number one-selling soft drink everywhere in the world other than Scotland,
Iceland, Peru and the Middle East, where Irn Bru is top.
Irn Bru is the third top-selling soft drink in the UK, surpassed by Pepsi, Coca Cola and Britvic.
The soft drinks market is worth 16,697,6 million euros in 2018.
The market is predominantly made up of carbonated drinks, however levels of consumption are decreasing due to the
effects of the sugar tax levy, introduced in the spring of 2018, meaning that the future of the soft drink market is very
unstable.
The two main places that a consumer can purchase a soft drink is superstore or a food service and drinking place,
followed my convenience stores and vending machines on a smaller but still significant scale.
Europe makes up about a quarter of the entire soft drinks market share.

Market research:
Sugar tax
- Due to the sugar tax being introduced in the UK on soft drinks, Barr had to change the recipe for Irn Bru, which caused
a lot of controversy with fans of the drink, who were outraged with the decision. This led to drinkers stockpiling the
drink before the change, petitions to keep the old sugar percentage gaining 52,000 votes and cans being sold online for
as much as £52, increasing the original price by over 5000%.
- In 2015, the soft drink industry had agreed to not advertise their regular products to children under 16.
- The main reason for this is to combat childhood obesity, as teenagers consume three times the daily recommended
amount of sugar- the biggest source being sugary drinks.
- Most big supermarkets such as Tesco, Sainsbury’s and Morrison's now require you to have some form of ID to prove
you are at least 16 years of age before allowing you to purchase drinks with a high sugar level, which has increased
public health but made soft drink sales drop dramatically.
- In 2017, all of A.G. Barr’s advertising will be focused on low and reduced sugar products.
- Revenue over the whole industry has fallen over the past five years, as health campaigns have been raising awareness
about high sugar consumption and the effects it has, which has led many consumers to switch to healthier alternatives.
- Soft drinks make up about £4.2 billion in UK take-home sales, making it one of the biggest categories behind products
such as alcohol and cigarettes.
- Sugar is the second-largest input cost in Irn Bru after packaging

Audience research:
• Primarily Male
• Predominantly Scottish Market
• 14-28 year olds
• Football Fans
• Typically More Left Wing
“We do not advertise controversially for the hell of it, we try and
ensure they are absolutely right for the target audience” –
Chairman Robin Barr
One thing that could be said about their target audience from their advertisements is that maybe it does lean towards a
more mature audience due to the fact that some of their previous advertisements have been labelled as too controversial
and not appropriate for younger audience. This can however reflect on the fact that there is a pre-disposition that the
consumers of the drink are a part of the working class and the humour is aimed towards them and would be found more
acceptable for children in that environment.

Idea Generation:
Use this space to record your idea generation. Whatever method(s) you use, get it all together here. Remember you are
making two different but linked products.
All companies create adverts typically containing certain connotations that are regular throughout the history of their
campaigns, that link their adverts together and create brand identity. It allows a certain image or slogan to become
instantly recognizable to the public, as the same message gets spread through social media, billboards, TV adverts, radio
breaks and product placement. With Irn-Bru, it’s strong brand identity has been growing since 1930 when it’s first
advertising campaign began, and the most common things it can be recognized by are its colour scheme, the strong
Scottish national pride as well as its typically “pushing the envelope” style of advertising its products.
• Inherently Scottish Pride throughout the advert – Scottish flags, Scottish accent, traditional national dress.
• Pushing the limits of usual advertisement – play on words, innuendos, hidden meanings.
• The continuous colour scheme of bright orange, white and Scottish blue.
• Due to the strong identity, when the public comes in contact with words, colours, images, or sounds that can in any
way be linked to past adverts, it reminds them of the product and encourages sales.

Idea Generation:
Due to the unusual nature of Irn Bru marketing, there is a lot of room for error when dealing with controversy seeing as
they have had at least seven of their past adverts be flagged by the public for being offensive and upsetting. What the
client has asked for is new and creative but must be right for them, which is why there needs to be a strong feeling of
brand identity, using the familiar aspects of their marketing schemes, whilst also bringing something new and trying to
avoid adding more controversy to the company’s history. What would be the most productive way forward for the
company would be to create a new marketing scheme that is more positive, more open and to go against their past
campaigns and start a new chapter that pulls away from the controversial history it has. To go against the more
undesirable part of the company’s history but continuing it’s strong sense of brand identity, would mean taking things like
Irn Bru’s national pride, the uninterrupted colour scheme and the effect they exaggerate that the drink has on its
consumers, and involving all of those aspects into a positive, anti-bullying, non-offensive video that promotes a more
open environment. I was thinking about creating something that includes the person drinking the irn bru becoming the
hero for someone who needed help, possibly due to a personal attack about something that defines them. It uses the
aspect of their already existing branding of the drink being able to get you through anything but rather than making it a
comedic thing, turning it into a more positive advertising scheme for the company, allowing a part of their branding to be
kept to appeal to the people who enjoy the current style and for the audience members who would have found their
previous adverts too controversial.

Individual Idea:
Write down and overview of your idea here. What is your is that you want to take to the rest of the group?
Scotsman wearing kilt walking through forest with a bow
Very stereotypical ginger short man
Audio is forest soundscape
Something moves through the bushes and the man becomes alert, ready to hunt.
The movement through the bushes started to get more violent and you can see the man beginning to panic.
An extreme close up of his panicking, shutting suddenly then opening with a determined brow.
He pulls out a can of irn bru and drinks it, the camera angle is low so that he suddenly looks a lot taller
The movement and sound in the bushes gets very loud and aggressive and just as it seems something is going to leap out
at him he takes the shot with the bow.
Cut to an image of an irn bru can sat on top of a tree stump that has an arrow stuck in it, with a slogan supporting the
general advertising of the drink about how it can get you through anything.

Group Idea:
Put your groups idea here. Agree on what you are doing. You need to work to this concept from here on.
The idea that the group has come up with enforces the anti-bullying and more positive reputation for Irn Bru
We want to have a boy sat at a bench on his own eating his lunch and texting, a close up of the phone to show
that he is texting another boy in a romantic way. Suddenly a group of bullies appears behind him and takes his
phone off of him to read what he has been sending to the other boy and begin to start making fun of him. He
tries to grab the phone but it’s no use there’s too many of them. Another male appears behind him, sees
what's happening and wants to help so he takes a drink of Irn Bru and suddenly there’s a cape in orange and
blue on him and he jumps into action to help the young man, taking his phone away from the bullies and
scaring them away. the boy thanks the hero with a hug of gratitude and we cut to a can of irn bru sat on the
table where the boy was before, showing us the two characters in the background talking as the slogan
becomes visible on screen.

Planning Docs (TV Advert): Resources
Characters – Actors
Hero – male
Victim - Jack
3 Bullies – 1 female, 2 male
Group Members
Cameraman – Allan
Props & Casting – Alicja
Director - Jack
Props
Cape – used after hero drinks Irn Bru
Box – to stand on by hero to add height <connotation of bravery>
Can/Bottle of Irn Bru
Phone – texts between the hero and victim
Location
Benches by the
near underground
car park
Basic Shot Layout
Extreme long shot of the college
Shot of texts from boyfriend on boys phone (establishes relationship)
Bullies grab phone and start to tease him about being gay
The boyfriend shows up to meet up but sees the bullies
He pulls out a bottle of Irn Bru and turns into a hero
The Hero can now scare away the bullies
The couple hugs in front of the bench, camera zooms to the bottle

Planning Docs (TV Advert): Shot list
Rewrite of the shot list 
Scene 1 – wide shot of bench with boy sat alone, eating his lunch
Scene 2 – over the shoulder shot of phone : “Just finished lesson xx”
“Ok, I’m at the benches xx”
Scene 3 – long shot of Bullies approaching “See you soon babe xxx”
Scene 4 – Medium shot taking phone
Scene 5 – “HEY!” “oh babe….”-teasingly, bullies laugh “texting your boyfriend
haha”
Scene 6 - laughing from bullies – taunting victim
Scene 7 - continuous teasing, boyfriend comes up and sees this happening
Scene 8 – walks up to bullies, feels unsure
Scene 9 – pulls out an Irn Bru drink
Scene 10 – boyfriend becomes a superhero with cape, scares away the bullies
Scene 11 – couple embraces
Scene 12 – shot of the couple hugging with the drink on the table in focus

Planning Docs (TV Advert): Schedule
Tuesday 2nd October 2018
College Day – 10:50am to 04:30pm
Collect equipment from class – DSLR camera & Tripod
Ensure props are all ready and available
Bring together the entire cast (5 actors)
- Exit college to take establishing shot of the location
- Set up the location – actors in first position
- Work through the shot list (previous slide)
- Confirm all shots have been captured
- Collect all props and equipment
- Head back into college and turn in the equipment
- Share all footage between group members
*WEDNESDAY 3RD AND THURSDAY 4TH OCTOBER 2018 PERAONALLY AWAY FROM COLLEGE*
Friday 5th October 2018
-Begin the editing of footage in Adobe Premier, following the story board and shot list

Advergame
When it came to making the Advergame I didn't’t
have much time left in the project and really had to
make something on the spot as allowing myself to
plan would have meant that the product wouldn’t
have been finished. I decided to make a Mario style
game that included benches to jump over, relating
back to the advert, the points that the character (the
hero) was to collect were irn bru cans and as for
enemies I created another character being the bully
that had to be jumped on in order to be defeated. The
points were displayed at the top of the screen and the
end point for each level was when the character
reached the Scottish flag. I anticipated that I wouldn’t
have much time left once the game was done hence
the lack of planning but I ended up with a few
sessions afterwards that were spent making a PC
game cover for the product using screenshots from
the Advergame.

Finished Irn bru proforma

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Finished Irn bru proforma