The D&AD briefs were all out after quite a few weeks and i found one that was quite appealing to me. The brief wwas basically this.
CREATE AN OUTDOOR POSTER CAMPAIGN THAT MAKES THE PJ’S BRAND APPEALING, ACCESSIBLE & TRENDY
I did some research into the PJ's brand and looked at their quite unsuccesful history and almost invisable past campaigns. This gave me quite a lot of freedom when designing for this brief as they didnt really have a specific style showing through.
next i researched into the drinks market, and looked at succesfull companys like Innocent smoothies and the Ribenea drinks. I looked into their target markets and also there really succesful campaigns, and one thing stood out. All of the successful fruit based drinks brands had a fun and light hearted approach to their advertising.
I started of by experimenting with a few things, the type and also knotted patterns represting the fruit infusions.
