Main Goal

The main questions during this blended learning activity are:
Testimonials in screen based media: How can we build a story in a commercial for a specific target group with the help of brand ambassadors?

Organisation

Students from 4-7 Schools of different countries/regions should be involved.

The participants should work in (international) mixed up groups of students in the field of audio-visual during the project-meeting.

Before this meeting, the students should work in groups of the same school/class in the prework

Special needs

The students must already have the basic know-how of producing short movies and editing skills, and audiovisual recording and editing equipment needs to be available.

Outcome

Commercial videos for a brand, featuring special brand ambassadors.

Applicability

This project-week is an integrated part of the of the six-week concept to implement storytelling as a key element in advertising and marketing.

Reference(s)

Programma of the St. Gallen project week.

Build a story in a commercial for a specific target group with the help of brand ambassadors

First step: 6 month ahead, end of previous project-week

  • explain the plot of this fourth project-week.
  • Handout the creative-brief for the prework.

Second step: 3 month ahead

  • Work at each participating school within the next three month on the prework (reg. The creative brief).
  • Book the facility and ressources needed to organize the project-week

Third step: 1 month ahead

  • Inform each partner about the concrete planning for the week
  • Advice al the partner to upload the results of the prework ntil latest 1 week ahead of the meeting to an ftp-server.

Fourth step: zero

Execute the Blended learning week 4 – brand ambassador:

  • Master classes for all the students,
    • keynotes of professionals from the associated partners concerning screen based commercials as a part of a whole image campaign for selling an idea.
    • work in international mixed working groups, all on the same issue to create a commercial including    testimonials of brand ambassadors. They will have to            produce in a 36 hours workshop this commercial           about an existing brand which has to       be commercialy pushed to the defined customers-      group with all the knowledege of good storytelling.
  • workshop with examples of good practice and the activities undertaken by the host to implement   entrepreneurship to increase the employability.

 

(See detailed program.)

 

DAY 1:
Presentations of the prework, Feedback to the prework, 1-2 keynotes to the theme of the week, group building, icebreaker, Presentation of the student asseignement

DAY 2:
1-2 Keynote to the theme of the week, Masterclasses for producing and editing skills, Production-location scouting, guidelines for the creative process, storyboard and plot

DAY 3:
Production

DAY 4:
Editing

DAY 5:
Presentation, Feedback, Learnings, Prework for the next meeting

DOWNLOADS

use “add media” to create links to downloadable items

Visualization of the idea – jorge Grence