Legends said that three socks are bringing you: “Style”, “Design” and “Comfiness.” These legends are in an adventure of “Three Musketeers of Odd Pears” to make your feet perfect-fit.
Frustrations on finding another pair of the sock which Emma sad. Don’t Worry!! Odd Pears makes three a pair for you to stop these frustrations.
Mr Sock wants a change in his life to get noticed. Fashion Sock Fairy comes to his fashion rescue. A journey of Mr Sock’s fashion change from basic to WOW.
Ben is in the quest to be the “True Sock Marker”, through sewing, cutting and discipline to be a successful Sock Marker.
After working at the office job for years, Dan quit his job and start his sock company “ODD PEARS.”
Odd Pears is an Australian stock maker that sells its products in threes (rather than as a pair). In addition to having the quirky point of difference, the brand helps others by donating a proportion of its profits to not-for-profit partner One Dollar Day. Odd Pears needs to communicate with relevant male and female sock wearers may not know of the brand. Your strategic and creative response to Assessment three should focus on a specific audience that is most likely to respond to this brand’s distinctive product range.
Body copy: We’re absolutely committed to helping to reduce the spread of what is commonly described these days as fake news. We’re doing this by employing large numbers of expertly trained fact-checkers right across the world, seeking to improve the cutting-edge technology that identifies fake news, and giving you all the in-depth background information that you need on the articles that are in your News Feed.
Call to action: Find out how we’re addressing the spread of fake news by going to fb.me/fbchangesAU
Insert: Facebook logo
Change: Fake New is just 15 minutes of wanna be “NEWS”
Change 2:Remember Fake News is like a person who is sociopaths liars!!!
Text and Drive
Target Audience: Female car drivers aged 18 – 25
Using famous person do not really reflect the message of the campaign because it look like another advertisement for music poster. The message will not come across when driver drives, they will only see the red cap.
It does not have a clear and concise headline with a strong message to catch audience attention.
Taglines:
TWEET. SNAP. RIP
TXT.LTR : Don’t text and drive
Snapping your life or Driving to your dead: don’t text and drive
Dying to snap your moment?? Snapping to your dead.
Your life or Your Tweet?? Think what you do while driving.
#Snap_the_moment or #Die_in_the_moment
#Life or #Tweet while you drive.
Driving to safety or driving to your grave
Be Alert, Don’t Tweet while driving.
Life is short but don’t end your life shortly: Don’t Text and Drive.
“#Snap_the_moment or #Die_in_the_moment” can captured young female drivers to focus on their driving to safety and # is very relevant and give a clear message.
“Tweet.Snap.RIP” is very direct message of texting and driving is very bad for drivers and the victims who could die due to messaging which lead to big accident on road.
Celebrities, company, social media influencers are branding their self-representation in the form of “Online Identity.”In this virtual world where everything is on the Internet, our online identity becomes our persona with our social media platforms.The answering questions of “Who am I?” and “What am I?? is represent by online presentations and brand. “Brand is the key to identity”, so when creating my persona on the social media platform, I unlock what and who I am through to my online presence through social media.
“We oscillate between the forms attached to particular sites, and the acts and practices of self-representation and self-performance employed”
Beginning of the Online world, I first started on my very first social platform is “G-Talk” which is a Google Talk which is instant messaging service. A social platform to chat in “ChatBox” with my friends in the means of text and voice communication. Then the emerges of Facebook rises where I can upload images and video; Facebook makes a game-changer of how we use “online communications” and interacts with friends, family and people who I inspired. Facebook is the only social site that everyone in Myanmar, using to have a fabulous social presence among the communities.
Even though I am not famous people or anything, I was “hooked” into this social site “Facebook.” Seeing my friends uploading photos of themselves, their pets, travels, food and so on. I, myself without knowing, been making the same habit of my friends do. My social presence is not much, to begin with until I use Instagram. When I am using Instagram, I quickly learn that I have a passion for photography and art. When using Facebook, I have been posting photos by mimicking of what other people do and celebrities as well.
Self- profile Picture( This photo is created by me
However, I have seen how other people’s Instagram profiles use their aesthetic, enhancing their profiles with their post, photos and a short video. I got a better understanding of how I want to show myself visually through photos that I post and how I post. Hence, this creating Online Identity which my “Digital ID” formed into Online Space.
In a sense, the formation of our online identity is not only something that we do(by creating a vlog or sharing selfies on Instagram, for instance); it’s also something that happens to us as we do these things.
This quote above reflects on how I start, format and create my identity—showing the hobbies and interest which I posted to show one online id of what I like to do to show my personality by images or stores clips.
Instagram is the collection of images and photographs for people to showcase the specific brand, interest and compilations of data by aesthetically placing the post in the manner of making online identity clear to the viewers of what image of this profile is selling.
Traditional Ceremony by Wai Yee Shuen Le ( This photograpgh is by me)
In addition to Instagram, I have twitter to follow the updates, trends and news to do networking and connect people in the community that I want to involve in. For instance, I have been using Twitter to tweet out what I like and tweeting out news and following the latest food trends, photography and lifestyle.
Mingalar Par, Friends Building your identity is vital for your self-development by creating your own online persona on any social platform. #ALM101DC Myanmar (https://t.co/yeS8by5zAC) by Carlos Matos (CC BY-NC-ND 2.0)
To answer the question of “Who am I Online ?” can be more straightforward of who I am offline as well interwoven with the digital space that I created. The online identity showcase on my social media account is pretty much how I developed and collections of my love for food and photography through my conscious of communicating with my following. Twitter, Facebook and Instagram is the free outlet site where everyone uses as the medium not just talking, bring out their personality. My online identity is composed of a variety of profiles scattered across multiple mediums. In which, I am doing the same what others are doing. Online Contents that I post each time reflect on what I am interested in, what do I do become a Digital identity of myself.
“Online spaces are constructed, and activities that people do online are intimately interwoven with the construction of the offline world and activities and structures in which we participate, whether we are using Internet or not.“
Smith, S and Watson, J 2014, ‘Virtually Me: A Toolbox about Online Self-Presentation’, in Poletti, A and Rak, J (eds.), Identity Technologies: Constructing the Self Online, The University of Wisconsin Press, Madison, pp. 70-95.
Cover, R 2014, ‘Becoming and belonging: performativity, subjectivity, and the cultural purposes of social networking’, in Poletti, A and Rak, J (eds.), Identity Technologies: Constructing the Self Online, The University of Wisconsin Press, Madison, pp. 55-69.
My chosen digital media context is surveillance, to be specific “Data Tracking on surveillance”. The goal of the video is how surveillance can benefits human to track and eliminate COVID- 19 through social apps and flatten the curve.
The reason why making the video in the first place is I spotted how South Korea detect and track the carrier’s movement through GPS movement and social app, Then test people right away and treat them immediately when they tested positive. It got me thinking that surveillance can help us safe life from this virus.
My audience for this video is to Gen Z, Millennials and all generations. They will be interested in this kind of surveillance due to the pandemic period, it can be controversial and very debatable because it has to do with privacy. This video can be either persuasive for people monitoring movements to reduce transmission of Covid-19 or can be argumentative since this kind of monitoring exploit privacy.
Even though data tracking surveillance is very political and controversial because one can argue this is an advantage to safe human, however, others argue this is an invasion of privacy.
After watching my video statement, they can watch Vox’s story on South Korea’s COVID-19 Story and DW’s News Report. Also, they can wait for my next video, expanding this data tracking and its benefits and disadvantages use.
Royalty Free Videos | Extreme Closeup of Someone Scrolling Through Social Media Posts By VegasProViz, Mar 7, 2019,Attribution (CC by 3.0) https://youtu.be/YMJnUTZJ9JY
Live Coding Pop Music with Python and SuperCollider By Ryan Kirkbride,May 10, 2016, Attribution (CC by 3.0) https://youtu.be/xXNB1BbKY8A
Odd Pears is an Australian stock maker that sells its products in threes (rather than as a pair). In addition to having the quirky point of difference, the brand helps others by donating a proportion of its profits to not-for-profit partner One Dollar Day. Odd Pears needs to communicate with relevant male and female sock wearers may not know of the brand.
Brand Identity: Brock Sykes founds “Odd pears” brand which is a sock company. Odd Pears is not just another old sock company. They spend days figuring out new ways to stick it to the man and celebrate odd socks, life, colour, creativity and design, all through the invention of the brand. They decided pretty early on that Odd Pears will also be a brand of substance and character, not just another pretty face on the fashion scene. In the fashion industry, socks play a vital role as it could be seen as an accessory to highlight the outfit or make the style more unique. Wear matching socks, wear odd socks, whatever, know that to all the oddballs, creatives and socially conscious cool kids out there.
Image and Perception: With uniquely designed socks, Odd Pears keep up the fashion game significantly and also with each Pear purchased they donate $1 to charity. For those still scratching their heads: if you buy 3 Pears of socks, they donate $3 to charity. Hence making this sock company stands out from other companies.
Position: Odd Pears already positions itself into a fashionable company for sock and see a great demand in the market in the fashion industry. Since the sneaker culture and fashion, especially in street wear culture already includes quite trendy socks in the look-book or everyday wear, Odd Pears don’t need to worry about their product selling. Odd Pear have unique market as they don’t have direct competitors as they sell their sock in 3 socks in that same themed designed and another thing is each time when customer buy their products, it donate $1.00 AUD per Pear purchased to charity.
Market Conditions: Due to this pandemic of COVID-19, every market is online platforms to sell. Odd Pears is already an online-based market, and many people will be buying their sock for the cold weather and the lounge wear. Due to COVID-19, brands are having to adapt and be flexible to meet changing needs. Since 52% of consumers are trying to implement social distancing, more people are now shopping online for a growing number of new product categories. So, it is not just about a rapid rise in online purchases, but about the nature of that demand.
Archetype: Odd Pear has two distinct archetypes: The Creator aka The Artist, The Dreamer and The Rebel aka The Revolutionary.
Attributes: Characteristics of the socks:
Design: how it looks, colour, appearance
Longevity: Cost per wearing with proper care
Fibre: Merino, cotton, cashmere, silk, nylon and other synthetics
Temperature: Winter warmth and Summer coolness
Cushioning and moisture: How much foot shock does the sock absorb and Wicking and drying abilities
2. Objectives
The objectives for this creative brief are an artistic value and persuasion.
-Artistic Value because Odd pears have a great sense of design skills applied to their sock have its aesthetic sense for each three sock packages. With a high level of artistic creativity contains an aesthetically appealing visual element and color palette to define “Odd Pears” brand.
-Persuasion is a another objective for Odd Pears to effectively engage with their customers
Short term- having a themed color palette or design character or symbol for every four months. Long-term; Collaborate with fashion influencers and shoe companies, especially with sneakers. From the collaborations, they will have an excellent arrange of design with shoe design appealing with the socks.”Be odd, be different, be unique, be yourself.” is already a fantastic slogan for their advertisement campaigns.
According to the Money smart website, Australian spent $20.4 billion a year on fashion, and single-person under aged 35 spend on weekly is $849. Revenue in the Socks (men) segment amounts to US$15,704m and revenue in the Socks (women) segment amounts to US$25,220m in 2020. The market expected to grow annually by 4.0% (CAGR 2020-2025) for men and by 3.9% (CAGR 2020-2025) for women from Statista’s data.Even though, the potential is there for every person to wear sock product(men, women and kids). The main obvious target audience is people who are into sports, day to day wear(Casual) and in fashion.
“Be odd, be different, be unique, be yourself.”- It is a fantastic slogan for this particular sock company. For another that I can think of for this brief are ” Oddly unique for oddly people like us.” and “Be your odd self with odd pears.”
5. Substantiation (40-50 words)
“We live in a detail-oriented age. The variety of accessories and possible alterations you can make to an outfit are at an all-time high. With everyone looking for a way to stand out and make their style pop, a new piece of flair has caught the eye of both casual and formal-wear fans in a big way. Let’s take a look down and talk about socks!” (Gentleman’s box, n.d)
Benefits of Wearing Socks
Keep feet warm
Protect feet from germs and blisters
Protect shoes from germs and stains
Reduce stress on feet
Manage moisture
Socks, like underwear, should be a crucial part of your wardrobe.With 125,000 sweat glands on the bottom of each foot, it’s important to wear high-quality socks that can help manage all of that sweat, as it can soften the skin and make feet more vulnerable to blisters and injury. (Jordan Stokes,2018)
6. Tone of voice
Artsy, bright colors with visual aesthetic themes with a humorous message to be stylish and keep warm with designed sock
7. Media requirements
Instagram stories ad required for advertising the socks. More video advertisement on Facebook and Instagram to get and target the audiences.Collaborate with social influencers to showcase the designed socks, especially with people who are interested in fashion.
8. Mandatories
Change logo design, videos for social media platforms and website
Background: City Hatters is a Melbourne institution that sells its products to a broad range of customers. They seek to increase sales with younger consumers.
Insight: In recent times we have seen a resurgence of ‘city folk’ wearing hats, particularly among younger people. This is becoming part of fashion (again) and not necessarily because of a need to protect yourself from UV damage. Typically hats are the domain of cattle country or the Melbourne Cup but not anymore.
Objectives: Raise awareness of City Hatters, association with style/individuality, encourage purchase
Target audience: 20-35-year-old males who take pride in their appearance and may not be current hat wearers, medium to high interest in fashion/trends, influenced by peers and partners
Celebrities, company, social media influencers are branding their self-representation in the form of “Online Identity.”In this virtual world where everything is on the Internet, our online identity becomes our persona with our social media platforms.The answering questions of “Who am I?” and “What am I?? is represent by online presentations and brand. “Brand is the key to identity”, so when creating my persona on the social media platform, I unlock what and who I am through to my online presence through social media.
“We oscillate between the forms attached to particular sites, and the acts and practices of self-representation and self-performance employed”
Beginning of the Online world, I first started on my very first social platform is “G-Talk” which is a Google Talk which is instant messaging service. A social platform to chat in “ChatBox” with my friends in the means of text and voice communication. Then the emerges of Facebook rises where I can upload images and video; Facebook makes a game-changer of how we use “online communications” and interacts with friends, family and people who I inspired. Facebook is the only social site that everyone in Myanmar, using to have a fabulous social presence among the communities.
Even though I am not famous people or anything, I was “hooked” into this social site “Facebook.” Seeing my friends uploading photos of themselves, their pets, travels, food and so on. I, myself without knowing, been making the same habit of my friends do. My social presence is not much, to begin with until I use Instagram. When I am using Instagram, I quickly learn that I have a passion for photography and art. When using Facebook, I have been posting photos by mimicking of what other people do and celebrities as well.
Self- profile Picture( This photo is created by me
However, I have seen how other people’s Instagram profiles use their aesthetic, enhancing their profiles with their post, photos and a short video. I got a better understanding of how I want to show myself visually through photos that I post and how I post. Hence, this creating Online Identity which my “Digital ID” formed into Online Space.
In a sense, the formation of our online identity is not only something that we do(by creating a vlog or sharing selfies on Instagram, for instance); it’s also something that happens to us as we do these things.
This quote above reflects on how I start, format and create my identity—showing the hobbies and interest which I posted to show one online id of what I like to do to show my personality by images or stores clips.
Instagram is the collection of images and photographs for people to showcase the specific brand, interest and compilations of data by aesthetically placing the post in the manner of making online identity clear to the viewers of what image of this profile is selling.
Traditional Ceremony by Wai Yee Shuen Le ( This photograpgh is by me)
In addition to Instagram, I have twitter to follow the updates, trends and news to do networking and connect people in the community that I want to involve in. For instance, I have been using Twitter to tweet out what I like and tweeting out news and following the latest food trends, photography and lifestyle.
Mingalar Par, Friends Building your identity is vital for your self-development by creating your own online persona on any social platform. #ALM101DC Myanmar (https://t.co/yeS8by5zAC) by Carlos Matos (CC BY-NC-ND 2.0)
To answer the question of “Who am I Online ?” can be more straightforward of who I am offline as well interwoven with the digital space that I created. The online identity showcase on my social media account is pretty much how I developed and collections of my love for food and photography through my conscious of communicating with my following. Twitter, Facebook and Instagram is the free outlet site where everyone uses as the medium not just talking, bring out their personality. My online identity is composed of a variety of profiles scattered across multiple mediums. In which, I am doing the same what others are doing. Online Contents that I post each time reflect on what I am interested in, what do I do become a Digital identity of myself.
“Online spaces are constructed, and activities that people do online are intimately interwoven with the construction of the offline world and activities and structures in which we participate, whether we are using Internet or not.“
Smith, S and Watson, J 2014, ‘Virtually Me: A Toolbox about Online Self-Presentation’, in Poletti, A and Rak, J (eds.), Identity Technologies: Constructing the Self Online, The University of Wisconsin Press, Madison, pp. 70-95.
Cover, R 2014, ‘Becoming and belonging: performativity, subjectivity, and the cultural purposes of social networking’, in Poletti, A and Rak, J (eds.), Identity Technologies: Constructing the Self Online, The University of Wisconsin Press, Madison, pp. 55-69.
moon.wysl 