We decided we wanted to make a play on high brand marketing and whilst brainstorming found ourselves throwing around various buzzwords, this was the genesis of the concept with gorilla and viral marketing being the main focal areas.
The entire point of the campaign was to attract as much attention to the supporting site as possible and, subsequently the real design site. This would highlight the fact that a relatively simple video could create mass attention. The concept of guerrilla marketing fitted our purpose for the project.
With the video and the website we are showing potential clients our range of abilities without forcing it on them. We knew we needed to create a funny video that would effectively spread itself after the initial distribution and have enough pull to get people to the site.
The script was developed based around the factors of limited time, budget and resources. The script was then storyboarded to ascertain whether the shots were viable given the available locations and personnel.
Around 40% of our production time was dedicated pre-production this meant that the actual filming and editing time was kept to the absolute minimum as we were not having to improvise during either the filming or editing process.
We are not selling an actual product, what we are selling is our ability to produce various forms of media integrated into one brand or product. With this in mind it was important to apply as large a range of media to the supporting web site as possible.
We also wanted a consistent but versatile brand that could be adapted to the various media we are using. One of the problems is making sure that people viewing the video don’t just laugh and then discard it without going to the site.
To counter this we produce a housing e-mail that in conjunction with the mystique of the video would encourage people towards the web site.
