Here we have a few shots of some the concepts of the first advert. They show a quick idea of what is to come.

everyones working away making sexy pictures of the group, prototype flash app to take the headshots and a mood board to help portray the look and feel of the project.

some concern was raised over the wii browser being compatible with flash, but we let a group sigh of relief when it was discovered that flash is supported. “PHEW” it went…

Wow very hard to put together a sample of an ARG. By the nature of ARGs they are quite big and include a huge amount of information.

So creating a prototype in a couple of hours is near impossible but we are doing our best to show the online elements, the real world components are harder to make instantly. At the moment our real world componens coprise of a symbol that will appear in the story lines and in the real world. The symbol will be in the style of Banksy http://www.banksy.co.uk/outdoors/horizontal_1.htm. And will further the brand and the ARGs outreach.

The rest of the technology that we are using are nice and easy to use, as they are normally for novices to create content. Places like youtube and blogger

We are not wanting to create the illusion that dogs are not valuable and that is why we have commited to only screen dogs that have come from hard backgrounds and every 100 viral hits we shall sponsor a dog. 

http://www.dogstrust.org.uk/ has been agree to partner with us in this project as we want to try and create awareness that dogs need to still be looked after

The best way we felt advertising for the website would be through a flash viral production of Guinness “First Time” ecards for both occasions and in general. Consumers of the product will have a helping hand in recommending the beverage to friends or family that have not shared the same experience. Word of mouth has long been one of the most defining and important method of publicity. All great conversations and general chat start in the pub. The site will benefit from this too. to encourage conversation and participation with the scheme there will be a monthly winner selected because of their video by its rating and they will be promoted to a hall of fame and will receive a prize of some Guinness merchandise.

Most people associate ann summers only with saucy underwear, sex toys, general sex taboo.

Our aim is to reverse this conservative attitude that people hold towards the company, and unite potential men and women customers through a saucy Carry on.. style branding campaign, involving customers through participatory virtual installations in each store.

So far, the main focus of our idea has been a digital update of the typical seaside photo prop, shown here, and here. A small installation in each store that consists of a screen, a small webcam on top of it, and a nintendo wii will provide the platform. 

The fun begins by two friends posing for head shots much like when you go to get your passport picture done (”put your head in the circle”). Then you choose (using the wii remote) which game you would like to play and what underwear chosen from the Ann Summers range you would like your avatar to wear. The three games that you choose from will be simple but slighty saucy, easy to do activities, such as one avatar whipping/licking/stripping the other avatar, all controlled by the wii remote.

when you reach the end of the game you have the option to send screen grabs taken from  the game to your friends via email, thus promoting Ann Summers, and the fun you can have in store!

Our main idea that we have taken up is taking the idea of mans best friend, the dog, and twisting as a mac a mans best friend.. these would be a series of satire comedy viral video clips that swap a pet dog for a pet mac per say. 

Some funny examples…

• dogs barking loudly at night when you lock them our out in all evening and then a cut scene to the white light on a laptop just glowing in sleep mode. 
• Parody of lassy rescuing a person who is lost but actually get found using the gprs app on the Iphone
• Instead of the dog getting the morning newspaper and ripping it up the user is then browsing on using the live news bookmarks and rss feeds in safari or looking at the guardian newspaper.
• walking the dog on the lead. and the lead gets stuck but the magnetic leash pings off not strangling the “mans best friend”

The leaders of the big beer companies meet for a drink. The president of Budweiser orders a Bud, the CEO of Miller gets a Miller, the head of Coors orders a Coors, and so on. Until it’s Arthur Guinness’s turn. He orders a soda.

“Why didn’t you order a Guinness?” everyone asks.

Guinness replies, “if you guys aren’t having beer, then neither will I.”

Guinness is a popular stout beer born out of Ireland and widely produced and consumed in the UK. There is a current gap in the market for a younger audience which Half Full productions is capitalising on in its new campaign for the company. With a strong brand image and name, it is not this we feel needs to be re branded, but for its target to be refocused.

Focusing on the popular format of UGC within our target audience of 18-24, and wanting to encourage people to Try Guinness for the first time, we have combined the two to create a great concept.

The main idea is a micro-site designed for users to upload videos of their “first time” drinking a pint of Guinness and encouraging people to do something special with this experience. This is then published on the web to share with other “new drinkers” and their experiences. An online “First Time” Guinness Community!

I remember my first time . . .

. . . full bodied, dark and smooth. such a great taste!

That was a great pint of Guinness!

If only I could share my experience with other first timers and encourage new people to indulge in something so special.

Share the magic and the love for the drink!

Team HalfFull

At the moment we are working on a pitch for the Catholic Church.

Its interesting brief:

An ARG to target 21-28 year olds to raze awareness of the Catholic Church.

Some past projects of large scale religious advertising campaigns can be seen here

is this Jesus http://www.myspace.com/isthisjesus

possibly the closest example of a religious campaign online

alpha project http://uk.alpha.org

cross platform online/radio/tv/print

not going to be easy to put all our ideas into an ARG

we are working on some interesting ways to make it super axcessable that makes it a little different to other ARGs, but you will have to wate to find out