Tom Millington's video: Orangina TV Advertisement MSc MARKETING

MSc Marketing Assignment: Brief - Create a new integrated Marketing campaign for Orangina aimed at Millennials. This TV advert is the outcome. Marketing/Advertising. When presented with the brief, I first researched existing advertisements from the brand, realising soon that the positioning of a fun, playful and humorous brand was not supported by clever, insightful or engaging adverts or themes (in my opinion). I then moved onto the message, trying to stay away from simply product focused messaging - I decided to make the product embody a characteristic. That of orange. Orange as a colour is often fairly 'out there', bold and unapologetic. As I delved deeper into a brainstorm of associated characteristics I realised that this could cater perfectly to a fragmented postmodern consumer with different identities and a desire to be different. After creating a mock up presentation, I then went about polishing, condensing and sharpening the ad until it reached its final form. I think the viral style clips, current satirical humour and playful imagery and wording really embodies the playful spirit that the brand tried to achieve. The excellent voiceover was done by one of my classmates Van, which really made it all come alive. Very proud, hoping to be able to work on more creative projects in my future career. Thanks for watching.