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KCB10130 second storyboard Product: Shovel
Aaron Needer Dennis Riggs
Lochy MclvorGemma Drake
Brand Concept
• Brand name and slogan- Shovelworks – It works
• Brand values and identity– Family, quality, loyalty, nationalism, community
• Target audience• DIY Dads, community, tradesmen.
Concept
“let’s dig to China”
ConceptHave you seen the
kids?
No love I think
they’re in the yard.
Concept
Concept… they’ve
gotten into the
shed again.
(jackman)
ConceptHow big is the hole
this time?
Concept
Concept
Concept
Concept… Where
you digging to
kids?
… dunno, China?
Concept
Concept
Concept
ShovelWorks…
It works.
Context
• Where and when it will be aired• Framing and intertextuality
Likely interpretations
• Hugh Jackman as a signifier– Strong– Adventurous – Heroic
Likely Interpretations
• Lochy’s superhero signifiers
• Conclusion