Practical: Final Practical Brief

BA (hons) Graphic Design

Context of practice 2: Practical brief template

Name

Holly O’Connor

Brief title

Little Tikes Kitchen Campaign

Brief (outline the general aims of the project)

To produce an advertising campaign for the Little Tikes Cook ‘n’ Store Kitchen, which appeals to both boys and girls. Needs to be engaging, appropriate and versatile to appeal to both genders, with a focus on playing, imagination and fun. Also considering the roles of parents or adults in the kitchen and how this informs how the children play within it and the extent to the stereotypes surrounding that area.

Background / considerations

Little Tikes Little Tikes products are known for providing durable, imaginative and active fun. Products are manufactured in a wide variety of categories for young children, including infant toys, activity centres, musical toys, popular sports, play trucks, ride-on toys, sandboxes, activity gyms and outdoor play, sand and water play, climbing frames, slides, playhouses, preschool development, role-play toys, creative arts and children's furniture. Cook 'n Store™ Kitchen Comes in red and pink. On the website only girls are photographed playing with the pink one, however boys and girls are photographed playing with the red one. Maybe make it multicoloured. Packaging needs to be more fun and exciting. Advertisements on youtube are just kids playing with it. Maybe can show them cooking in the real world. Be like Mum and Dad, grown up, real life play/ simulation.                   Product/Design Needs to be re-marketed to be gender neutral  To be sold to both boys and girls together, without the packaging having to be plain with just photography. Rather than having a pink and red kitchen, just one kitchen for all children. Marketed in a more imaginative way. Original packaging is quite bland, not necessarily aimed at children. Essay/Background -        ‘Which brings the question of to what extent can advertising and the media in general have an effect on what decisions children make about gender, the choices of what they wear and what toys they play with.’ -        ‘Children observe and imitate’ Sheehan K. -        ‘Children’s offers are limited when there is a world that only offers blue for boys and pink for girls’ (Palmer, S) -        "Challenging gender stereotypes can lead to creating brilliant creative advertising,” (ASA, Deceptions, Perceptions and Harm, 2017). Considerations -        An awareness of other existing campaigns for toys for both girls and boys. -        In which ways can it be engaging for children and be of interest to both genders. -        Consider the role models of children who work in this environment, parents for example and how children, both boys and girls are expected to act. -        Consider the extent of gender neutrality. -        Have an emphasis on play and imagination rather than gender. -        Boys and Girls being children and what is engaging to them. - Allows children to learn skills rather than gender stereotyping toys or games.

Deliverables

-        Proposal for a TV advertisement. -        Poster/billboard series selling the product. -        Packaging of the product

Mandatory requirements (essential requirements that must be followed)

-        Focusing on a target audience of both boys and girls. -        Focusing solely on children, the fun they can have and their imagination. -        Boys and girls playing together. -        Gender Neutral design. -        Cohesive design and concept throughout the collateral. -        Friendly, engaging and imaginative. -        Colourful, bright and intriguing.

Research: references to reading (essay)

-        Let Toys be Toys -        What engages children -        Children’s advertisements -        Little Tikes – Company Research -        Contextual, Visual,  Target Audience Research -        Existing Toy Campaigns -        Toys for both boys and girls -        David Gauntlet (Gender, Media and Identity) -        Kim Sheehan (Contemporary Advertising)