Grade 7 have just done a mini unit looking at emotional branding. We mainly focussed on looking at the ways Coca Cola try to associate their product with happiness. Here we were able to look at some experiential advertising they have done, which have aimed to create moments of happiness.
Here are my favourite:
Coca-Cola Hello Happiness (creating phone booths, which accept bottle caps as currency, so men working in Dubai, to support their families, can call home).
Coca-Cola Small World Machines - Bringing India & Pakistan Together (Students really liked this, and we have a lot of students from India and Pakistan, who were able to provide more context for their classmates)
Coca-Cola Happiness Truck in Istanbul Rush Hour We have a few students who have lived in Istanbul, who were able to share with the class just how awful the traffic can be there!
Students loved seeing these videos. We were able to slip in some discussions about good and bad things Coca-Cola are doing and also how Coca Cola are a global company that brands itself differently around the world.
We also looked at this video, as an example of how/why we might use stock footage.
Students are now challenged with creating a one minute video, clearly depicting one emotion, made only with stock footage/public domain videos. We discussed when and why designers might use this stock footage and how we can best search for videos that show the emotion we have chosen. Students found this a little challenging at first, as they had very clear ideas of the footage they wanted, but realised not everything is available to them.
This is a short unit, part of a longer interdisciplinary unit, and we will come back to this later in the year, because in music class, they will be designing a soundtrack for their video! To learn more about the unit, have a look at our slideshow.