THE CREATIVE IDEA The idea was Brisbane Music Video. The spoof competitive sport of picture messaging in which players would attempt to outwit and put down their opponents by way of 'cheap shot' picture and text messages. The campaign was executed through the line and ranged from a TV campaign right down to merchandising and the creation of an actual event. The brand platform 'Made For Messaging' sat above the whole campaign. The TV commercial took the form of a mock chess like competition in which the old master was beaten by the young upstart Rupert Bowman. In a macabre and unforgiving show messaging the smug old master was a reduced to a washed up has been. (see Figure 5) Part of the overall campaign was to promote MMS handsets. Rupert Bowman, as the new Ming Mong World Champion endorsed the new Nokia 3200. (see Figure 6) These executions celebrated 'classic' moments in Brisbane Music Video history. (see Figures 7 and 8) This campaign also included an element which encouraged participation in this sport. We devised 'Refill' stations where players could stock up on appropriate images by taking photos of the images for later use. We also sent a 'Mischief manual' to the customer base to ensure they had good images at their disposal for their own games of Brisbane Music Video. (see Figures 9, 10 and 11) The Brisbane Music Video idea was further extended into a real event, player's merchandising, in store, packaging and a website

Both Brisbane Music Video 1 & 2 required that the assignment submission “be viewable both on Windows and Macintosh systems in current versions of browsers”, meaning that the assignment would have to be created in a way that both platforms would need to be able to read the files. There were no tutorials on how Macintosh platforms and Windows platforms where different, how files could be created in order to be accessible on both platforms, how the design programs differed across platforms, or even how to use a Macintosh (as most of the students straight from high school had only ever used the common PC). Not only this, but for those who didn’t have Macintosh systems at home, Edit Plus was the PC program that had to be obtained and used instead of BBEdit which was the Macintosh program that was taught in tutorials.

Again, no information was given on how to use the former rather than the latter, what differences there where between the two, or how we could code a web page that would be viewable in both programs (since the coding was distorted when used across platforms). Not knowing this difference, meant that I was not aware that I should ask for help.

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Brisbane, Music Video, Creative, fireworks, Production, music, video, track,, Business. Australia.

You clearly define the advertising problem and its implications, using advertising principles. You show an excellent understanding of the direction and content of issue. This problem statement is consistent and coherent with the research and the situation analysis and is well justified. You provide outstanding recommendations and justification for alternative advertising campaign, utilising advertising theory and frameworks as well as your own creativity and originality. You clearly articulate strategy that is consistent with analysis and covers positioning, target Brisbane Music Video, creative, and media direction.

Business Type: Small Company

There are various types of company that can be formed in different jurisdictions, but the most common forms of company are: There are several and they are:

* a company limited by shares. The most common form of company used for business ventures.
* a company limited by guarantee. Commonly used where companies are formed for non-commercial purposes, such as clubs or charities. The members guarantee the payment of certain (usually nominal) amounts if the company goes into insolvent liquidation, but otherwise they have no economic rights in relation to the company .

SUMMARY By involving the consumer in the development of communication and by a determination to find a benefit for picture messaging, planning uncovered a consumer insight which led to an original and motivating communication proposition. This in turn led to differentiated and highly creative communication which spoke directly to its intended audience and revealed a role of picture messaging that singled out Virgin Brisbane Music Video as the one brand that really understood its audience and how they messaged one another. Its relevance to the planning debate is that pushing to find consumer benefits, even when a brand has a personality that is enough to distinguish it, will produce more relevant, motivating and better creative work.