V A L E R I E CECILIA
an aspiring media practitioner
YOUR HELPFUL KAKI
As part of our major project for one of our modules in university, my team and I worked on a brand storytelling assignment that went hand in hand as an entry to the Young Lions competition. We chose to use Google as our brand; using Google Home to talk about its brand value.
We recognised Google Home as a device that can provide one with 24-hour assurance and assistance, a friend that is always by your side. We aimed to target busy millenials who have elderly parents at home. Due to hectic working lifestyles, many have lesser time to care for their parents. While we understood that there were elderlies who are independent, the rise of home accidents involving elderly victims was a cause for concern. As such, ultimately, the campaign associates Google Home with ‘a peace of mind’ as a promised value and outcome.
One of the posters designed by a teammate. We followed Google's minimalist approach with lots of white space, simple text and an eye-catching visual.
Our message was furthered emphasised in our video. The video showcased a day in the life of a working adult who juggled his fast-paced career and caring for his elderly father. There is a distinct contrast between the 'before' and 'after' of an installation of Google Home. The 'before' had dimmed lighting and washed out colours, whereas the 'after' was brighter and cheerier. While simple and easy to understand, we pushed for the brand value of 'peace of mind' towards our target audience. I helped to draw a storyboard for the video.
A page of the storyboard I drafted to help my team and I visualise how our video will look like.
Click on the icons below to download a copy of our proposal plan - includes our video and more visual collaterals.