XIAMEN UNIVERSITY MALAYSIA

Course Code : ADT107

Course Name : Advertising Creative

Lecturer : Dr. Kwok Wai Jing (Joyce)

Academic Session : 2021 / 04

Assessment Title : Individual Creative Ads Strategy Board (40%)

Submission Due Date : Week 14, 9 July 2021

Prepared by
: Student ID Student Name

ADT2009737 Margaretha

:
Date Received

Feedback from Lecturer:

 XIAMEN UNIVERSITY MALAYSIA

Own Work Declaration

I hereby understand my work would be checked for plagiarism or other misconduct, and the
softcopy would be saved for future comparison(s).

I hereby confirm that all the references or sources of citations have been correctly listed or
presented and I clearly understand the serious consequence caused by any intentional or
unintentional misconduct.

This work is not made on any work of other students (past or present), and it has not been
submitted to any other courses or institutions before.

Signature:

Margaretha

Date: 9 July 2021

 STRATEGY BRAND DESCRIPTION
BOARD ZEUS Military Shirt is for all
the girls who love fashion that
is very unique and different
from other brands.

- MAKES SHINING EVERY TIME-

AUDIENCE
TARGET ERTISING STRATEGY
ADV
BIG IDEA UNIQUENESS
DEMOGRAPHICS Flashing lights or
Building confidence and
OBJECTIVE
Age : 15 to 25 years old glowing in the dark
being yourself. To make beautiful and unique clothes
Gender : Female design.
Race & Ethnicity : All for all women that want to be stylish
Income : RM 100 Above MISSION MASS MEDIA and nice looking, and also to introduce
PSYCHOGRAPHICS To support fashion Using Social Media, the brand to the public.
Lifestyle : Socialite, fancy industries. or Internet.
CREATIVE STRATEGY
Perception : Comfortable to wear
Needs : Stylish, and affordable VISION Sending an email or message to the
TONE & MOOD
Personality : Classy Malaysian teenagers and ask for
To be the leading Positive & Engaging collaboration. Or invite local celebrities
POP-UP STORE institution in Fashion. to promote the brand.

CONTACT US PROMOTION

PATTERNS

A COLLABORATION WITH OVER 200 PLACES

 ARTIST STATEMENT

I AM A GIRL WHO LIKES THE WORLD OF FASHION, AND I THINK FASHION IS

IMPORTANT FOR EVERYONE TO BEAUTIFY THE BODY'S APPEARANCE. FASHION IS A
LANGUAGE THAT TELLS A STORY ABOUT THE PERSON WHO WEARS IT. "CLOTHES
CREATE A WORDLESS MEANS OF COMMUNICATION THAT WE ALL UNDERSTAND,"
ACCORDING TO KATHERINE HAMNETT, A TOP BRITISH FASHION DESIGNER.
THEREFORE, I WANTED TO MAKE SOMETHING NEW AND DIFFERENT FROM OTHERS
WHICH ARE FLASHING LIGHTS CLOTHES.

THE INSPIRATION FOR CREATING THIS BRAND AND PRODUCT NAME IS FROM MY
IDEA. ZEUS, I NAME IT BECAUSE I LOVE THIS WORD, AND I THINK IT IS
SUITABLE FOR MY BRAND NAME. MOREOVER, THE IDEA FOR THE CLOTHES I GOT
WHEN I WAS A DANCER IN MY SCHOOL, AND I USED GLOW-IN-THE-DARK CLOTHES.
HOWEVER, I WANT TO MAKE THESE CLOTHES IN A VERY CASUAL STYLE, SO ALL
GIRLS OF ALL PURPOSES CAN USE THE CLOTHES.

THE PRODUCT THAT I LAUNCHED WAS A STYLISH OUTFIT WITH A MILITARY NUANCE
AND FLASHING LIGHTS DESIGN. WHEN YOU OPEN YOUR FLASHLIGHTS, THE METHODS
OF THESE CLOTHES WILL BE SHINING, SHIMMERING, AND SPLENDID. THUS, WHEN
ALL GIRLS WEAR THESE CLOTHES, THEY WILL BE MORE CONFIDENT AND BE
THEMSELVES.

ADT107 - ADVERTISING CREATIVE

NAME : MARGARETHA
STUDENT ID : ADT2009737
BRAND : ZEUS
SUBMISSION DATE : 02 July 2021
 SKETCH DEVELOPMENT

WEEK 3

Category : Fashion
Target Audience : Teens and Adults are young, price-conscious, and highly sensitive to the
Japan fashion trends.
Unique Selling Proposition : Affordable, Unique design, Good quality Branding / Image :

Logo / Identity : Zeus

Slogan / Taglines : Be Style ! Be You ! or Fashion is all about

happiness. (I have not chosen yet..because i am still confused..hehe)

Consumer behaviour : For all the girls and women who love fashion that is very unique
and different, but still glamorous, can consult their fashion preferences online very
quickly and easily.

Artist Statement : Fashion is creative, seductive, always changing and a form of art. To me I
use fashion to express myself and also to show my personality but also look glamorous. I
mostly like the Japanese style because it's the time when women were more liberated to wear
what they wanted, the freedom was expressed through simple but yet elegant designs that were
beautifully coordinated that were accessorised with jewellery and represented the style and
elegance.
 However, there are some comments from Dr. Joyce :
1. Who exactly are you targeting?
Teens / adults ?
2. The USP is still not Unique enough.

Therefore, I am trying to re-think again about my product, so it can be clearer, and better.

WEEK 4 - Sketch Development

This is feedback from Dr. Joyce :

● The uniqueness of the “Glowing in the dark / flashing lights” apparel sounds very
catchy. And for the target audience also fit on such age.

- Must put in some colors to the logo “ZEUS” to bring out flashing / glowing elements.
WEEK 5
This is feedback from Dr. Joyce :

● Need more further to polish up my drawing skills for better execution.

● For the logo, the first idea with the word “Z” looks much better than the second one.
Since the target audience is women, perhaps the characters of the “Z” words should be
softer and waiver.

WEEK 6
WEEK 7 - Sketch Strategy Board

Because this week is a mid-way progress check, I want to start to sketch the strategy

board that will be used for the final design. Also, I need suggestions or comments from Dr. Joyce

about my drawing.
IDEA 1:
IDEA 2 :
IDEA 3 :

This is idea 1 for the color brand, and I use pink pastel to show femininity, energy, and

sweetness. Therefore, it is perfect for all women. When they wear it, they will feel more

confident and feminine. But this progress is not final yet.

 When I consult with Dr. Joyce, she prefers Idea 1. I like Idea 1 too. However, I am still

confused about how to make it more creative and suitable for strategy boards. Therefore, I am

still researching for a better strategy board.

WEEK 9

This week, I tried to design in Canva and Photoshop. But, I am not satisfied with the design.

After that, I decided to send it to Dr. Joyce to comment from Dr. Joyce about my design.
These are some comments from Dr. Joyce :

● It must be improved by adding some organic patterns rather than just basic patterns like

“circle, square, rectangle” shapes.

● Also, the product can add reflections of effects like glow in the dark/neon effects.

● For the background must change too. Because “ZEUS”-- by simple definition like “sky,

lightning, thunder,” so it must be related to the background too.

● Moreover, it must highlight the brand, especially the flashing lights or glowing in the

dark.
WEEK 10

● Progress Design
There are some suggestions and comment to look into for further improvements :

● As compared to the previous strategy board layout, this definitely looks much better.

However, for the heading for “Big Idea, The Problem, The Solution” would be clear or

visible to see (Change the shadow colour font)

● Although these sketches already do highlish those important points for the brand

“ZEUS”, it should avoid placing those words like “I, You, We, They, Ours, etc”.

● For the target audiences “15 to 25 yo”, not everyone would be able to understand the

short form for “yo”, so either just put it in the full term or just remove it the “yo”.

● There are still some potentials of free space the readers could see. Therefore, it can be

considered to resize the font size to be bigger so that it is easy for the reader to read it.
WEEK 11

REVISION

First Attempt

From the previous layout, I try to make it more nice and neat. I try to

change the position like that. However, there are still many pluses and minuses

about my design layout.

+ It is better from the previous design.

+ More visual communication.

- It is a little bit messy.

Second Attempt

Then, I try to change the position again, add “promotion,” and re-design the

Call-to-Action. However, there are many miss-spell or grammar errors here, so I

must check back one by one so that there are no errors. This layout is more

excellent. However, for the box of Creative Strategy, Big Idea, and Details, it is not

suitable or not balanced. Also, the Details section is still ambiguous. Moreover, for

the little “Z” sign on the top left, it is not directed to as the official logo identity or

just the logo of ZEUS.

 Also, I make these name cards, so giving a Business Card is a reminder of

information in a small form so that it is easy to store anywhere. Also, make it

efficient to attract customers.

Third Attempt

Due to many comments about my design layout, so I try to change it again. I

was thinking, “How can I make this strategy board nicer and creatively different

from others ?”

And I think it is so hard to think creatively. After much thinking and trial, I

got an idea of my layout, and I made it right away. Total I make this design was

about 2 hours, but I can not complete the promotion section, because I must think

again, what should I put to there.

WEEK 12

Therefore, this week, I try to complete the Promotion section. And I feel satisfied now

with the result of my strategy board design.

This week will be more focused on presentation slides.
 OFFICE OF ACADEMIC AFFAIRS
Reference No. : [Link] - 100/2/8-V2.0
Effective Date : 23 APRIL 2018

ASSESSMENT (MARKING RUBRICS)

APPENDIX 1
MARKING RUBRICS

Component Percentage
Individual Creative Ads Strategy Board 40
Title (%)
Score and Descriptors
Need Weight
Criteria Excellent Good Average Poor Marks
Improvement (%)
(20-17) (16-13) (12-9) (4-0)
(8-5)

Ideas represent
Ideas represent Ideas represent
a startling Ideas have
important some important Ideas do not
Variety of variety of limited amount
concepts from concept from the represent
ideas and important
different same or similar
of concept from
important
20
contexts concept from similar contexts
contexts or contexts or concepts.
different context or disciplines.
disciplines. disciplines.
or disciplines.

Created product
Created product Created product
draws on a
draws on a wide draws an
variety of
variety of average on a Created product Created product
sources,
sources, variety of draws on a draws on only
Variety of including
including sources, limited set of one source or on
sources different texts, 20
different texts, including sources and sources that are
media, resource
media, resource different texts, media. not trustworthy
persons, or
persons, or media, or or appropriate.
personal
personal personal
experiences.
experiences. experiences.
Ideas are
Ideas are
Ideas are combined in
combined in Ideas are
combined in ways that are
original and combined in
some ways (but derived from Ideas are copied
Combining surprising ways original ways to
not original) to the thinking of or restated from
ideas to solve a solve a problem,
solve a problem, others (for the sources
20
problem, address an
address an example, of the consulted.
address an issue, or make
issue, or make authors in
issue, or make something new.
something new. sources
something new.
consulted).
Created product Created product Created product Created product Created product
is interesting, is interesting, is somehow serves its does not serve
new, or helpful, new, or helpful, interesting, or intended its intended
Communicat making an making an helpful, making purpose (for purpose (for
ing
something
original original some form of example, example, 20
new contribution that contribution for contribution for solving a solving a
includes its intended its intended problem or problem or
identifying a purpose (for purpose (for addressing an addressing an
previously example, example, issue). issue).

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 unknown solving a solving a
problem, issue, problem or problem).
or purpose. addressing an
issue).
Student
Student Student
Student demonstrates
demonstrates demonstrates Student failed to
demonstrates minimal
minimal minimal demonstrate any
minimal comprehension
comprehension comprehension comprehension
comprehension of 2 artistic
of 3 or more of 1 artistic term of the artistic
Sketchbook of 3 artistic terms of
development
artistic terms
terms and concepts.
and concept. term or no 20
and concepts. Sketch shows concept at all.
concepts. Sketch shows
Sketch is minimal No sketches/
Sketch is well minimal
meticulously planning and incomplete
planned and planning and
planned and appears work done.
executed. appears half
executed. unfinished.
complete.
TOTAL 100

Note to students: Please print out and attach this appendix together with the submission of
coursework

[Link] - 100/2/8-V2.0 Page | 2