The most important aspect of this brief was the art of story writing, to show people what makes the brand unique.
In order to create a meaningful piece of copy I researched in detail what the brand was all about, their values, imagery, copy and tone of voice.
I discovered how the brand is innovative, forward thinking, values every member and how community is key; I love the idea of a ‘no strings attached’ network and the rising popularity of giffgaff was starting to make sense to me. These were all elements that I wanted to include in my story.
I discovered that giffgaff is an ancient Scottish word meaning ‘for mutual benefit’, this was something that I hadn’t previously known, this was fascinating to me and instantly knew it would be a great addition to a story. As I started to think more extensively about my storyline, I came to the realisation that Alexander Graham Bell, the inventor of the telephone, was Scottish. This tied in with my idea, in which I wanted to create a story highlighting elements of the past, present, and future, while incorporating what the brand stands for. My chosen storyline enabled me to accentuate the brand values as well as the innovative way in which the brand operate, as the giffgaff community encourages forward thinkers and innovators, just like Bell.
My conceptual design outcome is in the form of an online advert, the script for this is a shortened version of my copy. The location I chose for my film is a canal, I liked the combination of rural and urban visuals, including green spaces, walls, bridges and graffiti. The location is synonymous with the link between old and new and represents the network of communities all around the UK.