The third stage of my creative process in terms of the Bacardi brief was to create a sense of understanding in the motivations behind why people in Bacardis target audience go to music festivals, want to be free and self expressive. This was a simple process for me as I have been to a lot of summer music festivals and am deeply submerged within the culture of underground music. It is one of my main past times listening and going out to see my favourite djs perfrom. So I essentially had a head start on this brief as I knew what was out there already in terms of activations and what brands have done.
I began in the old fashion way i develop my concepts, with a blank sheet of a3 paper and a sharpie. This is a technique I have used since the start of my time at ravensbourne and has allowed me to firmly stay away from my laptop in the early stages of the creative process.
I wanted to exploit the problem vs insight method as this always helps in linking up an issue and an insight which can back it up. This always helps in identifying holes within a creative problem. Ones which i discovered upon my findings was the quote from the director of Elrow which said - ‘We need to find ways to compliment the music’ This quote made me think how can I act upon this, how can i add an element this summer to compliment the power of music. How can I bring together people from all walks of life and music to be one.
I then when back to the findings from my background research of bacardi and constructed a list of motivations why people attend music events and festivals. This list below all revolves around one subject essentially - Escapism from reality. Which I personally have experienced and can support that being the main motivation. We go to events and want to see our favourite djs because we want to be taken out of this world and on a musical journey.
The next stages for me was to develop all of my research and insights and come up with a proposal to present to Brian my tutor.