Unit 4 LO1

Originate Ideas

My first idea is an advert promoting the Adidas Stan Smith trainers. I thought of doing this because it hasn’t been done before and it is a fashionable trainer as there are very popular.

My second Idea was to make a music video for the song Voodoo People by The Prodigy. I really enjoyed making our music videos in the previous year so I thought I’d have it in my main ideas as I could do the same video again but with improvements.

I chose my final idea to be the Adidas Stan Smith advert because own a pair as they are my favourite shoes to wear. I got inspiration from and short advert trailer I saw of the shoe and I wanted to put my own ideas into the style of the advert.

Firstly I asked my classmates what my first ideas was and how I was going to put it together.

The responses I got where positive as they said that it was a good idea for an advert on trainers because this particular shoe stands out a lot.

I then told my class mates what my second idea was (music video) and what song I would use, who would star in it and how I would piece it together. Overall they liked the music video idea but preferred my advert idea

I sent out a link of an advert that gave me inspiration to make an on this particular pair of shoes. I then asked how I could adapt this idea to my own and how I would achieve it.

My feedback said that I should use a similar song and aim the shoes more towards the celebrity lifestyle displaying it as an everyday shoe.

Target Audience

The shoes is often worn by celebrities and fashion icons. For a simple and basic design it is popular in fashion and looked upon as a ‘classic shoe’. The Stan Smith shoes are attracted mostly by young people and are big in the celebrity world. My target audience would be aimed at young people who like fashion and take pride in their appearance. An audience like this have a massive market and even though a lot of celebrities wear them, they are an affordable shoe. The gender for this shoes would be both as it a unisex shoe.

The demographics of the Stan smith shoe would be directed at young people who look to celebrity’s and fashion icons who wear the shoe with style. This will make people want to buy the shoe even more as they are popular in the celerity and fashion world even though the shoes are affordable to the average person.

Socio-Economic Groups

The Stan Smith shoe would apply to more than one group because it is an affordable shoe to the rich and famous people of the world and to the average person. So the shoe itself would apply to Social group A, B, C1, C2 and D and the working class aspire to be like the upper class and they can represent that by wearing the shoes that everyone can afford.

The main two market competitors would be Nike and Reebok. Both these brands are very popular in the shoe market. Nike and Rebook both appeal to the same target audience as the Stan Smiths.

Nike's North American revenue in the footwear sector amounted to about 5.11 billion U.S. dollars in 2011. This is why Nike are my closest competitors as the Stan Smiths alone have sold 40 million worldwide.

My final question was ‘what idea do you think I should go with and why?’

All the responses said that I should go with the advert idea because it reaches to a wider audience and I could be more creative with an advert on shoes.

The net sales of the Reebok brand worldwide from 2006 to 2013. In 2011, the Reebok brand's net sales amounted to about 1.94 billion euros.

Secondary Content research

Firstly the Stan Smith shoe started out as a tennis shoe made for tennis players. The shoe got the name ‘Stan Smith’ by the American tennis legend Stan Smith who was active between the end of the 1960s and the beginning of the 1980s. Adidas approached him to endorse the so-called Haillet shoe in 1971. In 1965, this tennis shoe model was named the "Adidas Robert Haillet" after the French tennis professional Robert Haillet. When Haillet retired from tennis, Adidas and Horst Dassler decided to find another tennis player that could endorse the tennis shoe model. Donald Dell, an American tennis manager, suggested Stan Smith, who took the offer in order to obtain royalties for the use of his name. For Adidas, the shoe became a market opener in the United States. Now the shoes is used more as a fashion accessory than a tennis shoe.

http://en.wikipedia.org/wiki/Adidas_Stan_Smith

For the 1970s tennis star's name has appeared on the best-selling sports shoe of all time since 1971. The Adidas Stan Smith has sold a not inconsiderable 40 million pairs over the years. It’s a style that has neither the less caught the eye of a number of famous fans, including Jay-Z, Usher, dancer Mikhail Baryshnikov and designer Marc Jacobs, as well as becoming a collector’s item amongst

trainer connoisseurs. My target audience would be aimed at young people (Male & Female) who are interested in fashion and care about their appearance

http://www.telegraph.co.uk/men/fashion-and-style/10572027/In-praise-of-Adidas-Stan-Smith-trainers.html

I e-mailed GM Recoding Studios to ask for permission to use there song by Dee Edwards ‘Why Cant There Be Love’ for my advert

Cast and Crew

VIIBE PRODUCTIONS @ The Henley College

Production: Final Major Project

Client Information:

Location: London, Maidenhead and Henley

Cast and Crew:Charles Pringle-StaceyJerome DorisGrace CrowleySam stark

RoleCamera man/Model/ActorModel/ActorModel/ActorModel/Actor

Phone Number:07817 445761 07552 31445507817 78155607512 717009

Production Requirements: HD Camera, Tripod and three pairs of Adidas Stan Smith trainers

Brief:

Other Information:

May Half term weekMay Monday 25th Tuesday 26h Wednesday 27th Thursday 28th Friday 29th Saturday 30th Sunday 30st

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Filming/Maidenhead Editing Filming/London Editing Filming/Henley Editing

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Filming/Maidenhead Editing Filming/London Editing Filming/Henley

Editing

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Filming/MaidenheadEditing

Filming/LondonEditing Filming/Henley

Editing

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Filming/MaidenheadEditing

Filming/LondonEditing Filming/Henley

Editing

ACTIVITY HAZARD RISK

H/M/L

PRECAUTIONS IN PLACE REVIEW DATE

REVIEWER

Filming in London

Filming in London

Hit by busy traffic L Keep clear of on coming traffic

London 02/06/15 Charles Pringle-Stacey

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Risk Assessment checked by: Name Charles Pringle-Stacey Signed C.Pringle-Stacey…. Date 07/05/2015