here - B-Hive

B-Hive Advertising Brief
Jessica Preskey & Cristina Vant
Introduction
Our answer to the brief was to use napkins as a brand vehicle to advertise Birmingham as
a place of finer more various food.
Meet the potential heroes
Teaser Campaign
Part 1 – The Teaser
We created a campaign in which we show various napkins who are very unhappy with their current
lives and the food that they have to put up with. There’s no variety in their life and they are fed up with
the bad quality and unimaginative dining.
They want something more...something new...they want to live the life they’ve always wanted.
So taking their destiny into their own hands they leave on a journey ...
Poster ads
How it will look
Even bus ads!
Print ads
Newspaper Articles
TV Commercial: Swan
• http://www.youtube.com/watch?v=E7WC2OOUjeA
TV Commercial: Frog
• http://www.youtube.com/watch?v=inL1qv3n-4I
Cinema Ad
•
http://www.youtube.com/watch?v=JXG5-wGy594&feature=player_embedded
Online Campaign
• The teaser part of the campaign can also be supported
through the use of Facebook and Twitter.
• The Napkins can have their own on-line profiles
• The campaign will also have a website :
www.missing-napkin.com
The Grand Reveal
Part 2 – The grand reveal
After 2-3 weeks of continuing the teaser campaign, we launch
the TV commercial, cinema poster and print ads which shows
the napkins arriving in Birmingham and invading its streets and
restaurants.... finally getting the food they deserve.
Poster campaign
Poster Campaign
Print ads
Vouchers
Ambient
Ambient
Newspaper Articles
Website
Website
TV Commercial
• Swan flying
•
Swan flies into
restaurant
• See Bullring
(camera flies
with swan)
•
Settles down
next to an
appetizing dish
•
See slogan
• See one of
the Michelin
star
restaurants
TV Commercial
•
Origami frog
arrives in
Birmingham
•
Jumps onto
one of the
tables and
beautifully
displays itself
next to a bowl
of fine food
•
Leaps to one
of the Michelin
star
restaurants
•
For good food
go to
Birmingham
Cinema Ad
1
2
3
5
4
6
Facebook and Twitter
•
The Facebook and Twitter pages will also be updated to let everyone know the final
location of the napkins and the wide variety of restaurants Birmingham has to offer.
Why it works
•
People will empathize with commercials.
•
The napkin teaser takes advantage of one of the most basic human needs – the need of
fulfilment.
•
It generally sends a positive image to the viewer
•
paired with quirky, happy songs in the background it will have the audience make a connection
with the napkins (wanting to know their story, why they left and where they’re going.)
Conclusion
• Overall the campaign will tickle the
consumers curiosity and bring to life an
object that you would usually ignore...
• And of course advertise Birmingham food.
Everyone wants to have a little magic in their lives. 
Thank you!
Our inspiration
*Coca-Cola – The happiness factory
http://www.youtube.com/watch?v=NwCn-D5xFdc
Troll Spotting in Sweden - Campaign
http://whatnext.bcm.com.au/2010/2010-23/troll-spotting-in-sweden/
Orange Ad- Hide & Seek Socks
http://www.youtube.com/watch?v=njHlopUprKw&feature=player_embedded