M A G W R I T E R S€¦ · ADVERTISING? IT’S ALL ABOUT TEAMWORK Put simply, Creative Advertising is about combining creative writing (known in the trade as copywriting) and design

CALLING ALL

AT THE UNIVERSITY OF CENTRAL LANCASHIREWRITERS, MAKERS, DOERS & THiNKERS

BA (HONS) CREATIVE ADVERTISING

IF THIS SOUNDS LIKE YOU READ ON TO FIND OUT MORE

ART DIRECTOROften with an interest in graphic design or Visual Media, the Art Director looks at the problem from a visual perspective. They bring to the team design flair, craft skills and an eye for detail that makes the very best work, be it print, digital or film, look great and connect with an audience.

On our Creative Advertising degree we’re all about producing the next generation of Copywriters and Art Directors. They tend to work in creative teams where they combine their skills to solve any problem.

COPYWRITER Copywriters are in love with words, and they craft them

to make people laugh, cry or gasp in surprise through

creative copy, headlines and scripts – often using as few

words as possible. You might be able to persuade someone

of your argument in 5000 words – but can you do it in 5?

SO WHY STUDY ADVERTISING?

IT’S ALL ABOUT TEAMWORK

Put simply, Creative Advertising is about combining creative writing (known in the trade as copywriting) and design (art direction).

We bring these skills together to create ideas that affect change and promote products, services and ideas.

We’re looking for creative thinkers who are curious about the world around them.

Maybe you’re a writer, an artist, a designer or perhaps interested working in print, film, TV or online.

Our degree course offers you the chance to explore a range of creative skills and enter a rewarding and exciting profession where intelligence, writing and creativity is part of everyday working practice.

Whatever your background, what you’ll have in common is an ambition to change minds and bring your ideas to life.

Advertising has employed some of our most creative minds for nearly 100 years – and it’s easy to see why. Every day is different and you’re constantly innovating and problem solving. There aren’t many jobs where you get to write, make films, design posters and work with the latest tech all at once!

7 )7A PICTURE SPEAKS A THOUSAND WORDSIn the 1st year, students are challenged to create a billboard ad using no words whatsoever and develop their ideas from sketch to screen.

AFOUNDATION IN CREATIVE

THINKINGFrom day one you’ll be trained how to solve problems and think laterally, giving you a new way of understanding people and looking at the world.

Advertising at UCLan is founded on the fundamental principle of creative thinking. While technology may change, the importance of a good idea remains constant.

This starts by allowing you to explore idea generating techniques through creative exercises – helping you develop both your conceptual and critical thinking.

TYPE FACESThe image above is from a Year 1 project designed as an introduction to typography where students are asked to create faces and expressions using only letterforms.

AND PROFESSIONAL PRODUCTION SKILLS

Words and images are the tools of our trade, so whether you’re a writer, designer or artist we’ll help you develop these skills and learn new ones too.

This is a hands-on course, and we aim to give our students all the skills creative employers are looking for in new recruits.

We work side-by-side with the advertising industry to give our students first hand experience of being in established creative agencies.

BRING WORDS TO LIFEIf you’re a writer we’ll teach you typography, page layout skills and how to use professional software to give your words maximum impact.

Whether you’re going for laughs or gasps, your work will get noticed as with these hard-hitting posters for Animal Aid.

18 LEFT IN STOCKStudents are taught to work in large and small formats. The image below shows a billboard poster from a student campaign raising awareness of animals being killed for their skins.

IT ISN’T JUST WRITING OR DRAWING, IT’S A WHOLE NEW WAY OF THINKING

GET THE

SKILLS THE

CREATIVE

INDUSTRIES

WANT

Follow this link to hear Professor Ben Casey introduce the philosophy behind creative thinking at UCLan bit.ly/2xekzSV

A PLACE TO WORK AND PLAYOur workplaces are based on those used in professional practice. From a home base in your creative studios you’ll learn how to create ideas and be able to access to state-of-the art production and fabrication facilities.

Only 18 mottled snakes remain in the wild for the sake of fashion.

18 LEFT IN STOCKto find out more visit

www.wwf/fashionweek.com

TAKE YOUR RIDE FOR A RIDE The bike you can take anywhere. This final year poster campaign shows just how transportable Brompton fold-up bikes are.

Introduction

Each can of Dalstons features a Fedorigoni paper sleeve on the outside of the can showing the printed artwork.

You simply tear along the dotted line to peel off the paper straw before twisting it open and placing it inside the can. Besides, the paper straw is 45 centimeters long. You can share it with your friends.

“In England, it is estimated that annually we use 4.7 billion plastic straws, Most of them are flushed down toilets and can end up in waterways and oceans.” So, reducing the use of plastic is important. Replacing plastic with paper - through a partnership between Daltons and Federigoni - will help customers seeking out a straw by giving them one with their drink.”

Introduction

Each can of Dalstons features a Fedorigoni paper sleeve on the outside of the can showing the printed artwork.

You simply tear along the dotted line to peel off the paper straw before twisting it open and placing it inside the can. Besides, the paper straw is 45 centimeters long. You can share it with your friends.

“In England, it is estimated that annually we use 4.7 billion plastic straws, Most of them are flushed down toilets and can end up in waterways and oceans.” So, reducing the use of plastic is important. Replacing plastic with paper - through a partnership between Daltons and Federigoni - will help customers seeking out a straw by giving them one with their drink.”

Introduction

Each can of Dalstons features a Fedorigoni paper sleeve on the outside of the can showing the printed artwork.

You simply tear along the dotted line to peel off the paper straw before twisting it open and placing it inside the can. Besides, the paper straw is 45 centimeters long. You can share it with your friends.

“In England, it is estimated that annually we use 4.7 billion plastic straws, Most of them are flushed down toilets and can end up in waterways and oceans.” So, reducing the use of plastic is important. Replacing plastic with paper - through a partnership between Daltons and Federigoni - will help customers seeking out a straw by giving them one with their drink.”

YEAR ONE CREATIVE THINKING YEAR TWO APPLYING THE THINKING YEAR THREE REAL WORLD THINKING

The 1st year begins with a crash course in creative thinking where you’ll quickly learn how to think laterally and generate

surprising and innovative ideas.

STUDIESCONTEXTUAL PROFESSIONAL

PRACTICE

In the 2nd year you get the chance to put your creative thinking skills to the test as the emphasis widens to include

campaigns, strategies and understanding of audiences.

The final year is focused on a combination of live briefs, competition briefs and self-initiated projects. By the end of the

year you’ll have a portfolio which acts as a passport to industry.

FROM A-LEVELS TO ADVERTISING CREATIVEA QUICK GUIDE TO OUR THREE YEAR COURSE OF STUDY

The new low emission A-Class.

TYPE TELLS A STORYCan you convey the meaning of a word by only modifying the letters within it? This project on the left helps students to play with words, type image and ideas all at the same time. While below an example of communicating a product benefit with no words at all!

TURN NO VALUE INTO VALUE2nd Year Creative Advertising students in response to the brief

‘Take something of value and give it value’. In this case how do we use pollution to highlight its effects and help urban runners to know when the air is too polluted to be out? https://youtu.be/rx19Csumlfs

IDEAS WITH A HEARTAnother no value into value idea. This time how can you use old teddy bears to start the delicate discussion about organ donation with young children? In this Creative Conscience award-winning film we show how a new idea for Build-a-Bear can help: youtu.be/7HQsLISaQwI

GIVE OUR COOKS A BIG HANDIdeas will often work across more than one medium. Above and right is a YCN award-winning idea for KFC. They wanted to tell the public that all their chicken is prepared by hand by trained cooks. Our student hit upon the idea of a poster campaign that makes cooks the stars of the show, complete with their own Hollywood walk of fame outside the KFC restaurant where they work.

MULTIMEDIA IDEASStudents work beyond traditional advertising and into the worlds of social media and apps. This app concept gets people to sample The Times for free by flipping a virtual coin to get a random article.

CREATIVE COMBINATIONS A large part of the first year is devoted to learning how to make lateral connections between seemingly unrelated things to create solutions that surprise.

The images below demonstrate how the Mercedes logo can be re-purposed to promote an environmentally-friendly car as well as showing the evolution of an idea from sketch to finished artwork.

On the right, a zebra is combined with a barcode to draw attention to the ongoing trade in animal skins.

CLIMATE WILL CHANGE YOUR LIFESTYLEAn example of a true guerilla advertising campaign in which familar brands are altered to demonstrate the impact of climate change. This project went on to win a Creative Conscience Award for Advertising.

For the full effect, see the animated versions here: bit.ly/2evfVox

THE LAST STRAW?In Year Two you’re introduced to international competitions such as the YCN awards. Here, students were asked to find a way to promote Daltston’s soft drinks using paper. By incorporating a tear-off paper straw onto the can, they not only did this but worked towards eliminating plastic waste too.

We have a whole module devoted to looking at the industry itself and how to get started in it, from how to present work to developing a killer portfolio. We also study how a creative business operates in partnership with a top international creative agency

– after all, who better to teach you professional practice than the professionals?

In addition to our core creative thinking programme we also run specialist modules devoted to understanding the industry and world around us. This begins in Year One with Contextual Studies where students will learn about art, design and human communication through art history, appreciation, travel and people, exploring how ideas and change works in a wider cultural context.

In Year Three you’ll learn how to get your ideas ready to pitch. After all, if you can’t sell an idea to a client it never happens. This module gives you first hand experience at writing for TV, radio and online from storytelling techniques to formatting, before getting the chance to pitch your final scripts to an audience in any way you can!

SCRIPTWRITING& PITCHING

WITH A CAREER IN CREATIVITYA degree in Advertising is a gateway to a number of diverse careers in the creative industries – one of the fastest growing business sectors in the UK.

After graduating you may decide to enter the advertising industry, or perhaps you’ll transfer your skills into another creative industry or maybe further study through a Masters Degree.

Wherever you go you’re part of a family. Our alumni become our partners, and no matter how long they’ve been away, they come back to feed what they know back into the course and to the next generation.

A LIFE

Advertising is a subject that lets you investigate other subjects – because you never know which industry, product, service or good cause will need your creative skills next.

Everyone knows Advertising is used to sell things; to get you to buy a Galaxy phone over an iPhone or to get you to shop at Tesco instead of Asda. But it’s also used to persuade people to stop smoking, or to raise emergency funds for a victims of war, famine and disease.

And that’s why no two days are the same on the advertising course. You get to use your skills across every sector imaginable and in whatever medium you can think of.

AMBIENT MEDIAThis brief asks students to promote a product of their choice on campus without

using traditional advertising media and instead altering the environment. Here an elevator button has been used to demonstrate the

unique selling point (USP) of Wonderbra.

SCRIPT TO SCREEN Storyboarding is the first step to creating commercials and movies. Shown here in a 1st year project that plays on the story of the Titanic to promote Bose wireless speakers. After writing a commercial, students can progress their ideas onto the screen using the professional equipment available at the university.

NIGHTS TO REMEMBEROften called the Oscars of the creative industries, the D&AD awards recognises the best professional work each year as well as running the Student New Blood competition. Last year our winners included Jemma Redpath and Gail McFadzean (centre), and both are now working in the industry!

ALUMNIThe true success of UCLan is evidenced in the success of our graduates, many of whom have gone on to produce award-winning work in print, TV and outdoor for household names, like the professional work shown here for The Economist by Richard Johnson, and this TV spot for Levis’s by Simon Robinson & Jo Moore: https://youtu.be/ukWUdJENVOs

A PENNY FOR YOUR THOUGHTS?

Advertising is a lot more than just TV commercials

and billboards so our students are encouraged

to think outside of the box. This 2nd year live project

for the Alzheimer’s Society was conceived, designed

and built to encourage people to donate their

loose change for the cause.

FOR 10 YEARS THE

CREATIVE INDUSTRIES

HAVE BEEN THE

FASTEST GROWING

PART OF THE UK

ECONOMY

IN ADVERTISING, NO TWO DAYS ARE THE SAME

AND THE AWARD GOES TO...These copy-only Army recruitment posters were produced by final year student Charlie Bulmer to encourage minority groups to consider a career in the forces – and it won him Creatve Lancashire and D&AD Student Awards.

OF VARIETY

Watch this video to hear Charlie speaking about the course and his awards success bit.ly/2xGPmom

Watch David and Lewis’s award-winning work raising awareness of cyber cruelty here: youtu.be/yuqlg_pyZks

“ Ideas, ideas, ideas. That's what this course taught us. Over three years we honed our craft and gained all the skills we needed to break into the industry. Now, we use everything we learned to create global awareness and disruptive ideas for a whole host of brands.” David Jones & Lewis Dunlop, TBWA\Manchester

See Jemma and Gail’s winning entries here: bit.ly/2PaTWX7bit.ly/2Sl28CW

Our relationship with industry is threaded right through our course, giving students in all three year groups the chance to work with employers and professionals in different ways.

We have an industry-wide reputation as being one of the best places to study for a career in the creative industries. After 40 years of producing top creative talent there are now very few professional agencies without a UCLan graduate in their team – making us one of the best connected courses in the UK. We use this to offer students a wide range of industry experiences both on campus and more crucially, out in the professional world too.

Our home is right in the heart of UCLan’s Preston campus. It’s a buzzing, practical working studio environment less than an hour from Manchester and just two hours by train to London, giving you the lifestyle of a city with the focus of a campus uni.

We’re home to all kind of subjects from Graphic Design, Iillustration and Animation to Film Production and Scriptwriting. Together we have an industry-wide reputation as one of the best places to study for a career in the creative career.

The school is proud of its vocational roots, practice-based and industry-led teaching. It’s this that has allowed us to create a safe and relaxed working environment based around student-led studios where you can experiment, explore, learn and play.

UCLan’s reputation and location means that as well as going out to work with the creative industry’s best, we bring them to you. Our partners are queueing up to work with you in all sorts of ways – meaning that you’ve started networking before you’ve even graduated.

PROFESSIONAL WORKSHOPSThroughout the course we welcome organisations such as the BBC to run industry focused workshops for our students.

STAFF PRACTITIONERSAll of our staff have years of real industry experience under their belt, in fact, many are still involved in working with the biggest agencies. This means we’re always up to date with the professional world and bring their experience and contacts straight back into the course.

ONE DAY CHALLENGESSeveral times a year we drop the timetable and bring all three year groups together to solve a creative problem in just one day. Industry practitioners arrive with a challenge and leave with the results of our teamwork and skills.

WORK WITH THE PROFESSIONALSWe work closely with partners in the industry to bring you a range of guest speakers, real-life projects and visits to top advertising studios. These partnerships also allow students the chance to gain valuable work experience alongside current practitioners and in many cases go on to summer or year long placements.

GET NOTICEDOne of the main goals of

the course is to launch our students into a rewarding

career in the creative industries and we give our

graduates the best possible platform to showcase their

talent through our end of year shows in Preston, Manchester and London.

Here the top creative agencies on the lookout

for the next generation of talent are invited to see our students work up close as

well as meet them in person.

* HESA Return data 2016

RECENT VISITORSTBWA BJL Mullen Lowe VCCP Venture Three Havas Lynx Creative Concern Johnson Banks Studio Sutherl& The Chase RG/A AKQA Taxi StudioThe School of Thought

LIVE PROJECTSThis is when creative agencies set a real, live project for our students, allowing them to play an active role in developing the next generation by working directly with them through advice and work experience.

INDUSTRY TALKSThroughout the year experts from various creative fields visit us to deliver guest lectures and seminars. Far from being stuffy lecture theatre affairs, these are interactive sessions where students can engage with industry professionals in a studio environment. Every February, we transform our studios into a forum for world class creatives to share their experience with us. Recent speakers include Gary Holt, Jim Sutherland and Mark Elwood – you may not know their names yet – but the whole world knows their work!

THE  GATEWAY

TO INDUSTRY IN THE HEART OF LANCASHIRE

93% OF UCLAN’S FULL-TIME GRADUATES WENT INTO A CAREER OR FURTHER STUDY WITHIN SIX MONTHS OF GRADUATION.*

DID YOU KNOW PRESTON IS THE GEOGRAPHIC CENTRE OF THE UK

Situated in the heart of the North West of England, the City of Preston is vibrant, cultural and friendly with plenty of activities and events to keep you entertained. Over 30,000 students live in Preston, making the city a lively, diverse and contemporary place to study.

Follow this link to see some of our recent graduates talking about their time at UCLan bit.ly/2wwORMc

FIND OUT MOREBA (Hons) Creative AdvertisingUCAS Course Code W211

OPEN DAYSThese are a great way to get to know us and see our campus for yourself. We run Open Days all year round so to find out when the next one is just visit uclan.ac.uk/open_days

CONTACT USfor answers to any questions you might have or to speak to one of our lecturers please get in touch:

Telephone 01772 892400 Email [email protected] Leader Jonathan Harker

Lecturers Kevin Darton [email protected]

Guy Lawrence [email protected]

School of Art, Design & Fashion University of Central Lancashire Preston PR1 2HE

uclan.ac.uk/fcci

CALLING ALL

AT THE UNIVERSITY OF CENTRAL LANCASHIRE

BA (HONS) CREATIVE ADVERTISING