OUGD504 Studio Brief 4 - Campaign Concept

OUGD504 Studio Brief 4 - Campaign Concept

'24 Days In Colour' 

This will be the campaign for audiences to have the chance once each day, for 24 days to enter the online competition. As there are 24 tones on the album of 'In Colour' each day one tone will be added and by the 24th day, the album will be complete and the album artwork will be revealed, while on he 25th day, the album will be released. 

Audiences each day will enter the competition by simply selecting the new colour added that day. Each new colour will reveal a new prize that everyone can win while drip feeding information about the album. Audiences will enter their email and they will be entered into the draw to win. Prizes will include gig tickets, a free download of the album, merchandise, tickets for signings/appearances, etc. This competition will be global across UK, USA, Australia, Germany and France but each country will have the competition based in that country. If you are unsuccessful in winning you will still have access to pre ordering the album.  

This competition will be live for 24 days but prior to this, the website will be campaigning this competition for 6 weeks prior. This will also be done using social network. Once the album is released the campaign will run for 4 weeks after and offer everyone the chance to get pre sale tickets for the tour by registering.

OUGD504 Studio Brief 4 - Website Research

OUGD504 Studio Brief 4 - Website Research

http://jamiexx.com - Jamie xx

This website uses the album cover but creates a digital experience from it and uses the concept of colour throughout. This is successful as the concept 'In Colour' is used throughout everything. The album cover, website and tour posters all go hand in hand together to really support the album release. Unlike other artists websites which have a layout for the artist which is content throughout each album release. This is effective as it creates a campaign which is consistent throughout all mediums to really promote the album. 

http://beyonce.com - Beyonce

With one post of a short Instagram video (caption: “Surprise!”), Beyoncé stunned her fans, the media and the world by releasing a new album, Beyoncé, solely on iTunes with absolutely no advance notice. That was all it took to spread the news. Twitter reported 1.2 million tweets in twelve hours. The media picked up the story and amplified it, causing even the casual fan to hear about it.

Beyoncé has already sold 828,773 copies worldwide in just three days. That marks both the largest single week ever in the U.S. iTunes Store, and iTunes’ fastest-selling album worldwide. Her marketing strategy -  The element of surprise and word of mouth.

http://myanimalhome.net - Animal Collective

A current favourite artist, Animal Collective have in my opinion a really brilliant website. It uses the arrows on your computer to take you through different visuals, as shown below to create a really trippy experience. This is relevant as their music is psychedelic pop/experimental therefore creating this visual experience for the users, which relates to their music. This approach really interests me, creating this experience rather than the obvious website however information about them, tours, etc is still clear on the website. Although this is for the brief is something I'd love to achieve, realistically I have no idea how to produce something like this and I feel it is quite complex. I will still however attempt to try out aspects like this and learn how to create a similar thing, even if it is only a small part of the website. 

http://www.thehorrors.co.uk - The Horrors

This was another interesting artist website. All websites include mouseover features, where an area is triggered when hovered over. This is a creative characteristic and adds interest to the website without it being tacky/childlike. This website along with the others, uses visual imagery as the main point of focus with the information such as tour dates etc at the footer of the website. This adds the bands persona through the use of their website by using quirky and creative features to give you a feel of the band/artists characteristics and most importantly, their music. Nowadays, a band/artists image is very important.

OUGD504 Studio Brief 4 - Leif Podhajsky, Neil Krug & Shae DeTar

OUGD504 Studio Brief 4 - Leif Podhajsky, Neil Krug & Shae DeTar

Neil Krug 

Neil Krug is a an artist/photographer who has worked with numerous music artists to produce their covers. I have also been a fan of Krug's work but I never realised he also produced album covers as well, his work seems to be very suiting to the artists who I listen to and who he produces for, such as Tame Impala and The Horrors. His work has a washed out, sunny element to his work which really suits the combination of layers and textures which he uses which often replicate the sound of the artists he produces for. 

Shae DeTar

Although Shae DeTar does not produce album artwork herself, she also an artist I admire and who's style has similar elements to Krug's work as well. Shae DeTar creates otherworldly photographic prints, combining photography and painting to take her subjects out of reality and place them within her etherial world. DeTar shoots analog and digital photographs and then adds layers of paint to exaggerate color, create texture, and add an element of fantasy to the image. I believe DeTar's style would also work well on album covers as well, and her way of producing work is one which I would also love to try out in the future. 

Leif Podhajsky

After looking at different artists suggested to us on eStudio, Podhajsky was an artist who I immediately fell in love with. His work has a similar aesthetic to both Krug and DeTar, but I think I actually find Podhajsky's work more appealing. His work explores themes of connectedness, the relevance of nature and the psychedelic experience. By utilizing these subjects he attempts to inspire the viewer into a realignment with themselves and their surroundings.

OUGD504 Studio Brief 4 - Idea Generation

OUGD504 Studio Brief 4 - Idea Generation

This brief requires you to demonstrate an an understanding of design for screen, which I felt I had a limited knowledge on. This brief requires me to research into how to actually undertake this brief and expand my knowledge on designing for websites. When looking into this, I found that there is a range of different approaches you take for the design process. One however seemed the most logical to me, which I will be using, as followed - 

Sketch > Wireframe > Visual > Code

As this website will not be going live the coding is not necessary for this brief. In addition I looked into what Wireframes actually are as I had no idea. I think this process will work well and I feel now I have a proper understanding of what to actually do as I felt slightly confused initially. 

Talking to my peers, I found some software that they were using such as Illustrator and JustInMind, I looked into Adobe Muse however. After considering these I felt that Adobe Muse seemed appropriate for me as it is requires no coding. 

After consideration between different artists, I have decided to choose Jamie xx as my artist. Animal Collective were my first thought but after looking at their website, the website to be didn't need any alterations or redoing. When being briefed this, I wanted to create something that could be experimental and directly link to the album. 

In terms of concept, I knew I wanted to make a website which is interactive which has psychedelic elements. As my chosen artist is Jamie xx, it will be fitting to use this psychedelic approach as the music is blurred and uses sampling. As the music genre is predominately electronica, the use of movement and colours will be relevant to use.

OUGD503 Responsive - Selected Individual Briefs

OUGD503 - Selected Individual Briefs

After consideration, I have decided not to go forward with the Recycle campaign briefs as I have figured it is to much to take on myself, instead I will aim to do YCN Fever-Tree briefs. 


YCN - Fever-Tree


We want you to create a series of designs for our annual limited edition bottle campaign that will be eye catching on a busy retail shelf. You can approach this graphically, illustratively; or in any other visual style you see fit.

You should work to a ‘wrap’ design that adheres to the current footprint of the 500ml Tonic bottle — and that inspiringly embellishes it.

Penguin Design Award - How to be a Woman by Caitlin Moran

We would like you to design a new, classic cover for Caitlin Moran's book, How to Be a Woman.
The design needs to feel timeless and classic, whilst at the same time making it clear to the reader that it is very entertaining and often very funny. The book should feel very accessible, immediately ‘pickupable’ and something that exists within the world of Popular Culture. You are welcome to use an image of the author, but do not feel that you need to take that approach.
The ideal design will make us smile, make us want to own a copy of the book, and keep it proudly on our shelves for a long time.

Secret 7 

OUGD504 Studio Brief 4 - Artist Research

OUGD504 Studio Brief 4 - Artist Research

Jamie xx - In Colour 


In Colour was composed over a five-year period, with Smith struggling to finish the music once he had started making it. Smith wanted to make an album that sounded like it did not come from any particular era. Smith used vocal samples from British media sources that he had encountered while away on tour. The vocal sample at the beginning of "Girl" is taken from an episode of the British drama television series Top Boy, and "Gosh" features a clip from a BBC Radio 1 programme called One in the Jungle that was never aired, "Seesaw" was recorded in collaboration with Kieran Hebden. "I Know There's Gonna Be (Good Times)" is based around a sample of The Persuasions' 1971 song "Good Times" from their album Street Corner Symphony, which Smith had bought in Detroit. The song features vocals by American rapper Young Thug and Jamaican musician Popcaan, which were recorded separately and spliced together by Smith and YektroBeatz.

Videos Shots

Chosen Artist/Label


Jamie Smith, better known by his stage name Jamie xx, is an English music producer, remix artist and DJ who is known both as a solo act and as a member of the London-based band The xx. In Colour is the debut studio album by English record producer and The xx member Jamie Smith, better known as Jamie xx, released on 29 May 2015 by Young Turks. Composed over a five-year period, In Colour debuted at number 21 on the Billboard 200 and received critical acclaim upon release. The album produced five singles: "Girl", "Sleep Sound", "Gosh", "Loud Places" and "I Know There's Gonna Be (Good Times)".

Jamie xx's genres include Electronica, future garage, post-dubstep, house, UK garage and trip hop. Whereas his record label Young Turks is under the genre Indielectronia. Young Turks is a British independent record label. The label's current roster includes The xx, FKA twigs, SBTRKT, Sampha, Jamie xx and Koreless.



Indielectronia/Electronica

Electronica is an umbrella term that encompasses a broad group of electronic-based styles such as techno, house, ambient, drum and bass, jungle, and industrial dance, among others. It has been used to describe the rise of electronic music styles intended not just for dancing but also concentrated listening. The electronic music landscape has evolved into one of the most robust and influential genres in music today. From the way it’s purchased and streamed to the way it’s enjoyed live, this genre comes with its own culture—one that’s sweeping the nation. It’s also now starting to break into the pop music charts, as a number of today’s top hits fall into the genre. Many feature guest performances from a range of more mainstream artists like John Legend, Hayley Williams (of Paramore) and Sia, which is helping broaden the genre’s exposure. Major electronic music festivals are also adding R&B and hip-hop artists like Schoolboy Q, Lauryn Hill and Outkast to their lineups, inspiring a number of multi-genre festivals to pop up. Brands are also lining up to invest in this explosive genre, making it critical to understand more about who’s tuned in. 

Audience

From research online and existing surveys, the demographic for these genres are aged 16-25 and there is not much difference between the female and male listeners, perhaps leading towards more males. For example NME magazine (also the world's largest standalone music website) states on its website that is engaged with an audience of 16-24 year olds. Along with this age group, the target audience is predominately students, which surveys suggests that qualities include listening to music on the go, owning an iPod, music being a big part of the time and may drink alcohol/smoke.

OUGD503 Responsive - Time Plan

OUGD503 Responsive - Time Plan

17/11/15 - 1/12/15:

YCN & RSA Brief - Research, Primary Research, Concept, Campaign Name, Logo, Budget, Overall message, Development of Designs 

(First Week - Research, Concept, Name, Message

Second Week - Designs, Development) 

1/12/15 - 9/12/15: 

Penguin Design Awards - Complete Book design 

Christmas Break: 

YCN Fever-Tree - Research, Concepts, Initial Ideas, Development 

Complete CoP Essay

4/1/16:

YCN - Final Designs & Development 

OUGD503 - Waste Not, Want Not & Wrap - Initial Ideas

OUGD503 - Waste Not, Want Not & Wrap - Initial Ideas

As these three briefs all relate to one another, it is in the best interest to create a concept that can be spread across all three of these briefs. This concept can then be spread across all different mediums. I feel it best to create a concept that shows that you are a part of a group which supports protecting the environment  and within this, comes different campaigns - the first being recycling, an ongoing campaign. This concept allows scope for other issues to become campaigns, therefore allowing future development. 

Becoming a part of this group, I intend to make a symbol which will allow people to recognise the group, and perhaps with aims to make it somewhat trendy to show that you are an earth warrior. The primary audience therefore will be young people, targeting the campaigns mostly, at students. I feel this best as a lot of young people nowadays have more liberal attitudes with regard to social and cultural issues and are more likely to be more supportive of protecting the environment. 

Deliverables:

- Focus Group and/or Survey
- Produce a recycling campaign concept
- Campaign imagery presented in a mood board
- Campaign Name
- Overall message - strapless/blurbs
- Communications plan

Considerations:

- Background 
- Aims
- Understanding the issues
- Defining the target audience 
- Developing communication solutions
- Campaign budget

Collateral for Campaigns:

- T-Shirts
- Logo
- Stickers
- Badges
- Pins
- Posters
- Campaign Flyers
- Website Banners
- Infographics 
- Pamphlet
- Vehicle Livery
- Ad Shells
- Pull up banners 

Research:

- Focus Group 
- Survey 
- Interview 
- Useful Resources
- Previous/current Student campaigns
- Research papers/statistics
- Art & Social change - what makes a successful campaign 

While researching into previous/current student campaigns, it was found that the campaigns were more successful when being offered the chance to win something. In my own experience, I know this to be true as the last two employers I have worked for (Waitrose and Wetherspoons) recycling is highly regarded and something that everyone contributes to. This is because if you recycle you gain a bonus, thus the more you recycle the bigger everyone's bonus will be. This concept of rewarding certainly is effective and it is human nature to strive/work for something if there is something in it for ourselves. This concept may be difficult to achieve as this campaign is something that I would aim to be something that could be applied nationwide. However, it is interesting/relevant knowledge so still however could be an interesting concept.  

Previous/Current Student Campaigns

- Low Participation Areas: Case Study 2 – Preston City Council - Improving participation – a communications campaign for transient student populations 

Achievements and results 

Work in October 2006 resulted in 500 extra recycling box requests in one student area. This work helped increase set-out rates for the kerbside recycling scheme by 10% in the target area. A total participation rate of 57% was achieved over the period of the ‘Beans’ campaign, which is much higher than other inner city terraced areas dominated by student rented occupation.

The campaign also generated extensive local media coverage, which helped publicise the council’s recycling message to students in Preston. The media coverage also helped promote the campaign to local residents. 

http://www.wrapcymru.org.uk/sites/files/wrap/Improving-participation-a-communications-campaign-for-transient-student-populations-Preston.pdf

OUGD503 - YCN Awards: Wrap - Brief

OUGD503 - YCN Awards: Wrap - Brief

WRAP

Create a campaign to inspire and motivate university students to recycle.

Background

WRAP’s vision is a world in which resources are used sustainably. Our mission is to accelerate the move to a sustainable resource-efficient economy through re-inventing how we design, produce and sell products; re-thinking how we use and consume products, and re-defining what is possible through re-use and recycling.

We work with hundreds of businesses and local authorities, trade associations and charities to deliver change.

Our influence is driven by evidence, insights and skills. We have a track record of publishing ground-breaking market research and evidence to understand the market failures and other barriers that prevent the sustainable use of resources.

In 2004 WRAP launched its national recycling campaign, ‘Recycle Now’. Supported and funded by Government and adopted locally by local authorities and other partners, the campaign aims to encourage consumers to recycle more things more often from all around the home.

Whilst recycling rates are on the increase in Wales, they have been static for the last couple of years in the UK. A survey delivered by SITA UK (2013) revealed that university students are particularly still lagging behind, with them being half as likely to be committed recyclers as the rest of the nation’s population.

WRAP’s three R’s Tracker Survey also identified young adults aged 18-25 as the most unconfident and confused recyclers out of all the age groups.

The main reasons identified for low recycling participation among students include:

• Students are a transient population and often are only resident for part of a year. As such they can miss marketing materials and information around kerbside recycling timetables and instructions.

• Lack of awareness about the recycling systems on campus and in accommodation. Particularly as many students are new to the area and/or may not have had any recycling responsibilities when they lived at home with their parents.

• Feedback from resident surveys suggest that students living in privately rented houses did not know when to recycle or what to put out for recycling.

• Lack of responsibility and ownership in student households.

• There is not always room for recycling boxes in student housing and halls of residents.

• Students often perceive recycling an inconvenience.

• Recycling is not high on the agenda for many. 

The Creative Challenge

With over 120 universities in the UK, students account for around 7% of the entire adult population. The UK also boasts the largest city student population anywhere in Europe - in Cardiff for example over 20% of the population are students.

University students therefore represent a significant proportion of the adult population in the UK, and with the average student creating around 1.5 tonnes of waste during a three-year degree course, there is enormous potential to boost recycling rates in the UK by encouraging more students to recycle.

As a result, we would like your help to conserve more of our precious natural resources, save significant amounts of energy, and reduce the amount of waste that gets taken to landfill sites, whilst creating a generation of more resource conscious young adults.

Your brief is to conceptualise, design and deliver a recycling campaign that will inspire and motivate students to recycle their waste, whilst increasing recognition of the Recycle Now brand and making it engaging to fellow students:

1. Deliver a piece of audience research to inform your campaign idea (such as a focus group, survey or both) exploring themes such as what would motivate students to recycle more, barriers to participation, and campaign messages that are most engaging to students.

2. Produce a recycling campaign concept aimed at students based at a university of your choice. We particularly welcome campaign ideas based in Welsh Universities. Your concept must include a campaign name, your chosen campaign imagery (which can be presented as a mood board or in a design layout), and the overall messaging of the campaign including your strapline and supporting blurbs. You must provide justifications and explanations for each element of your campaign.

3. Develop a communications plan highlighting how your campaign will be

rolled out across your chosen university over the academic year. Your plan must take into account a combination of media platforms and communications channels that students are likely to engage with - including social media, events, PR and print, whilst also illustrating key events and seasons in the university calendar. 

Useful Links & Resources

• Recycle now website: www.recyclenow.com

• Recycle for Wales website: www.recycleforwales.org.uk

• A student campaign delivered by WRAP in Preston University

• Attitude and behavioural change model: https://www.khanacademy.org/ test-prep/mcat/behavior/theories-of-attitude-and-behavior-change/v/persuasion-attitude-change-and-the-elaboration-likelihood-model

• There are plenty of useful resources and materials available on our partner site including our Recycle Now strategy, examples of some of our campaigns and our logos. You must register through the site to access the materials: partners.wrap.org.uk 

Deliverables & Additional Information

For guidance on how to submit your work, please adhere to the main deliverables information which can be found at the YCN website.

Any additional information referenced in the brief can be found in the supporting Project Pack at the YCN website.

OUGD503 - YCN Awards: Fever-Tree - Brief

OUGD503 - YCN Awards: Fever-Tree - Brief

Fever-Tree

Design or illustrate limited edition bottles, in a beautiful and sophisticated style, to engage customers and raise money for Malaria No More UK.

Brand overview

In the 10 years since launch, Fever-Tree have pioneered a new premium mixer drink category both in the UK and internationally by creating a range of mixer drinks that are unrivalled in terms of quality and taste.

The idea for Fever-Tree came about after a gin & tonic tasting revealed that the majority of mixers, tonic specifically, contained artificial sweeteners and flavourings. The mixer category had long been dominated by giant brands more concerned with cutting costs than improving taste. The use of sickly sweeteners and artificial flavourings left a cloying aftertaste masking the flavours of the spirits they were intended to be paired with.

And so in 2005, co-founders, Charles Rolls and Tim Warrillow, set out to create an all-natural tonic water and mixer range to pair with the growing number of premium spirits on the market. From the Congo to the Ivory Coast, they’ve travelled to the ends of the earth to source the highest quality ingredients from small specialist producers. All nine of our products are carefully crafted to enhance, rather than overpower, the world’s finest spirits.

Recently voted best selling and top trending tonic brand (Drinks International 2015), the Fever-Tree brand continues to go from strength to strength. Proudly poured in 8 of the world’s top 10 restaurants, our products are available in thousands of pubs, bars, restaurants and hotels the UK, as well as being available in Waitrose, Sainsbury’s, Tesco, M&S, Ocado, Majestic and a large portfolio of other independent stores across the country.


Brief Background

Gin and Tonic is in vogue yet what a lot of people don’t know is that the discovery of quinine, tonic’s key ingredient, was one of the most significant discoveries in medical history. Quinine’s anti-malarial properties have saved millions of lives since the early 1600s and now, we want to help bring an end to malaria and save millions more lives from this preventable and treatable disease. Malaria is a disease that still kills approximately 180,000 children under five each year in the Congo – the very area where we source our quinine.

Over the next 5 years, we are committed to raising money for our charity of choice, Malaria No More UK. One of the ways we intend to do this is to launch a series of limited edition 500ml bottle wraps each year, to coincide with World Malaria Day (25th April). The designs will be inspired by the countries affected by the disease and Fever-Tree will make a donation to MNMUK for each limited edition bottle sold.


Target Audience

Our existing and potential consumers span a broad 35 – 65 age range. They are driven by quality and are prepare to pay more for it. Many a prosperity towards G&T and will choose premium brands of spirits over own brand labels.

The Creative Challenge and Requirements

We want you to create a series of designs for our annual limited edition bottle campaign that will be eye catching on a busy retail shelf. You can approach this graphically, illustratively; or in any other visual style you see fit.

You should work to a ‘wrap’ design that adheres to the current footprint of the bottle — and that inspiringly embellishes it.

The designs must be beautiful and sophisticated in style (not childish in any way) to achieve stand out and to connect with our premium target audience. They must also incorporate the key information on the front of the bottle to clearly communicate the brand and product name to the consumer. You can find examples of our bottles and the key information that must remain in place in the Project Pack that supports this brief.

You should select at least one of the five regions detailed in the project pack and create a set of four different designs inspired by four different countries within that region that are affected by malaria.

Whilst they each bottle should have its own look and feel, they also need to look like they are from one collection — and part of the same family.
Continents and Countries

A full list of relevant continents and countries can be found in the Project Pack at the YCN website.


Creative Considerations

We will be adding a neck tag to each bottle to communicate the partnership and so the designs should focus on visual impact, rather than the around the written communication of the partnership. You should concentrate on the graphic or illustrative layer that is going to make each bottle feel inspiring and desirable — and make sure that it does not interfere or render illegible the important brand and product information.
Specifically each design must

• Look premium, beautiful and visually engaging.
• Retain the clarity of the brand name (FEVER-TREE), product descriptor (INDIAN TONIC WATER), and key information (i.e. no artificial sweeteners, 500ml etc.)
• Ideally be instantly recognisable of the continent or country
• Create intrigue and interest amongst existing Fever-Tree consumers without alienating or confusing them.
• Entice new consumers to purchase Fever-Tree for the first time.



Deliverables & Additional Information

For guidance on how to submit your work, please adhere to the main Deliverables information which can be found at the YCN website.

Any additional information and material referenced in the brief can be found in the supporting project pack.

OUGD503 Studio Brief 1 Penguin Design Awards - Brief

OUGD503 Penguin Design Awards - Brief

How to be a Woman by Caitlin Moran

It's a good time to be a woman: we have the vote and the Pill, and we haven't been burnt as witches since 1727. However, a few nagging questions do remain. . .

Why are we supposed to get Brazilians? Should we use Botox? Do men secretly hate us? And why does everyone ask you when you're going to have a baby?

Part memoir, part rant, Caitlin answers the questions that every modern woman is asking.

‘This might just be the funniest intelligent book ever written’ Stylist

‘Moran's writing sparkles with wit and warmth. Like the confidences of your smartest friend’ Simon Pegg

‘It would almost be unkind to call this an important book, because what it mostly is is engaging, brave and consistently, cleverly, naughtily funny, but actually it is important that we talk about this stuff’ Katy Guest Independent on Sunday

The Brief

We would like you to design a new, classic cover for Caitlin Moran's book, How to Be a Woman.

The design needs to feel timeless and classic, whilst at the same time making it clear to the reader that it is very entertaining and often very funny. The book should feel very accessible, immediately ‘pickupable’ and something that exists within the world of Popular Culture. You are welcome to use an image of the author, but do not feel that you need to take that approach.

The ideal design will make us smile, make us want to own a copy of the book, and keep it proudly on our shelves for a long time.
What the judges are looking for:

We are looking for a striking cover design that is well executed, has an imaginative concept and clearly places the book for its market. While all elements of the jacket need to work together as a cohesive whole, remember that the front cover must be effective on its own and be eye-catching within a crowded bookshop setting. It also needs to be able to work on screen for digital retailers such as Amazon.

Your cover design needs to include all the cover copy as supplied and be designed to the specified design template (B format, 198mm high x 126mm wide, spine width 20mm).
The winning design will need to:
have an imaginative concept and original interpretation of the brief
be competently executed with strong use of typography
appeal to a contemporary readership
show a good understanding of the marketplace
have a point of difference from the many other book covers it is competing against
be able to sit on the shelves of a supermarket or ebook store as easily as it sits on those of more traditional bookshops.

Copyright must be cleared for all images used in your cover design.

OUGD503 - RSA Design Award: Waste Not, Want Not - Brief

OUGD503 Responsive - RSA Design Award: Waste Not, Want Not

Brief

Design a way to encourage and support individuals, households, businesses and/or communities to reduce food waste.

Challenge and scope

Food waste is a growing issue. It is estimated that 50% of grown food goes to waste globally and 33% of all food produced is not eaten and goes to waste – accounting for 1.3bn tonnes or 750bn USD. 28% of food produced from arable land is never eaten – while we cut down forests to increase arable land (source UN).

Busy urban lifestyles have signalled major changes to the way we as a population live and consume; many of us live in small city flats, often in one-person households, where there is very little food storage space. In addition, we live in an 'all you can eat' culture perpetuated by the notion that having a lot of choice is a sign of prosperity, together with a sense of value for money – in this case, unlimited food for a relatively small amount of money.

According to a report by the charity WRAP, which focuses on the sustainable use of resources, there are a myriad of reasons that contribute to food waste, including:
buying too much – particularly due to special offers such as buy one, get one free deals
buying more perishable food – often as the result of trying to eat more healthily
choosing food on impulse – often driven by 'spontaneous' and 'top up' shopping
high sensitivity to food hygiene – many say they wouldn't take a chance with food close to its 'best before' date, even if it looked fine
not liking the food prepared – 22% of families with children stated that not liking a meal was a cause of food waste
not having time to plan meals

In addition, many people have a general lack of awareness and understanding of the environmental impact of food waste.

It is worth noting that some food waste in food production and restaurant kitchens has been effectively limited in developed nations, driven by cost, but this could be further improved. However, there is much room for improvement in household food waste. Take for example the fact that 4% of bread goes to waste in retail, but 25% in homes; and, 40% of apple crops is wasted – 11% in the field, 3% in retail value chains, and 27% in homes.

This brief asks you to apply innovative design practice to draw attention to the environmental, social and ethical implications of food waste and to develop a solution that will change people's behaviour so they waste less. You should consider the psychology around 'waste' and how people react to rationing or food being out of stock. There is also a need to consider the systematic prevention or reduction of the over-production of food and its effect on natural resources.

For the purposes of illustration only, viable responses could include:
a service design solution that helps people reduce their food waste
a new or re-imagined food consumer brand and/or product
a recipe book or app that encourages use of food that might otherwise go to waste
a product and/or service that facilitates portion control and portioning practices with the aim of reducing waste
a communications campaign that changes perceptions of what food is considered to be waste
a behaviour change campaign that targets people's attitudes towards waste and waste management
a digital tool which encourages people to use more and waste less

... and many others are possible.

Submission Requirements

All entries must be submitted through our online entry system, accessed via sda.thersa.org. If you are unable to submit online, please contact us by email at: sdaenquiries@rsa.org.uk

Entries should comprise the following (please note there is an upload limit of 10GB on all files submitted). Please ensure that your upload files do not exceed this limit.
4 x A3 PDFs (portrait or landscape), describing your proposal, your insights and research, the benefits you believe it will create, and possibilities of implementation and scalability
1 x A4 PDF or Word document of no more than 250 words describing your 'Big Idea'
No more than 10 scanned pages of your sketchbook or computer modelling/sketches (if applicable) illustrating your development process
1 x 'hero image' – a singular image of your project that represents and sums it up in its best light

OUGD503 Responsive - Competition Briefs

OUGD503 Responsive - Competition Briefs

YCN 

- Fever-Tree
Design or illustrate limited edition bottles, in a beautiful and sophisticated style, to engage customers and raise money for Malaria No More UK.

-Orchard Pig
Deliver Orchard Pig as the craft cider equivalent of contemporary craft beer – we want to become the Notorious P.I.G.

-Feel Good Drinks
Spread positivity, and put Feel Good onto the radar of young women.

D&AD

-Dazed
In an age when everyone is a broadcaster, where mediocre content thrives and technology has truly democratised the art of filmmaking, can true creative voices still cut through the noise using short form content? Can you inspire, inform and capture the independent spirit of Dazed in 15 seconds?Using short-form social video (think Instagram, Vine…) as your only medium, make a series of four 15-second films that embody independence.

- Design Bridge
Within branded packaging, the beauty category is among the most clichéd. Why do men’s personal care products look like power tools, whilst women’s remain delicate and ultra feminine? The world has moved on. Create a new-to-world, accessible, mass-market beauty brand that breaks established category codes.
Your brand should be a response to some of the issues with which modern, post-demographic consumers identify: gender stereotypes, healthy body image, environmental concerns, or any other issues you feel are relevant to users of beauty products today.

- Desperados

Connect young urbanites with the Desperados spirit, through an immersive experience that will help them release their daring side and push creative boundaries. Show how Desperados can help create that party mood wherever and whenever people are prepared to “release their inner tequila."

- John Lewis

Create an inspiring, inventive, conceptually relevant and eye-catching display for John Lewis’ flagship Oxford Street store for the Autumn season, that reshapes expectations of what shop windows do and can be, but keeps product firmly at its heart. Store windows are there to communicate, not decorate, so think about what you’re saying, how, and why. The ideal shop window will make hurried commuters stop for a closer look and draw new customers to the store.

Penguin Design Awards 

- A Clockwork Orange by Anthony Burgess

- Emil and the Detectives by Erich Kästner

- How to be a Woman by Caitlin Moran

Secret 7

(Released around February) 

RSA

- Waste Not, Want Not

Design a way to encourage and support individuals, households, businesses and/or communities to reduce food waste.

ISTD

- £35 to enter, no briefs that capture my eye and no internships as part of the awards (not worth it)