App walkthrough as part of our 'Doofs' campaign. Targeting negative aspects of wellbeing within children, looking to turn technology against itself and use devices as a common platform to communicate to them. Whilst the playful, interactive and fun characters; the Doofs, help instil positive aspects of Hauora, (based off LifeHacks five principles of wellbeing; Be Active, Learn, Take Notice, Kindness and Friendship) into the children's subconscious.
Thursday, October 22, 2015
Character Trials
Some early character trials, looking into two core different styles, illustrative and geometric. Both at the moment too disproportionate from the target audience we are trying to reach
Logo Trials
Logo trials – looking into integrating text and image, singular logo's but all trying to integrate the idea of the 'Doof' characters into them
Mobile format
Initial trial of the app, mobile format. Thinking that we may have to shift away from this device due to the amount of children with access to them.
Game storyline
Doof Storyline
Dialogue
[First spread]
- introduce the Doofs and the Planet
Long ago, in the farthest corner of the fade, there resided a Galaxy rich with life. Past the dying
suns, on the edge of the rocky belt, housed the lonely dwarf planet Doofland. Home to thousands
of the noble Doofs. Hundreds of Summers passed where these humble creatures lived in
happiness and prosperity. But this peace was one that we would not see last…
[Second spread]
- close up on the Doofs face, shadow overbearing
Only five short Earth years ago, a dark shadow came over our home. Enter Colossus: a towering
beast of strength, wisdom and power. From the cosmic sector Cx5, he forced his way into power
with a fierce hatred. Destroying anyone and anything that dared stand in his path.
[Third spread]
- long shot of colossus (shadow) chasing the Doofs
Absorbing the five Chakra’s from the Doofs with dark magic, it corrupted (changed) him into
something far more sinister. Something evil. Quickly enslaving the planet under his rule, he fed off
noble Doofs. Craving the power it gave him.
[Fourth spread]
- Doof in air, held by dark magic, contorted, turning into Titan
Becoming more and more powerful each day, so did his army. Doofs turned evil by the lies and
false promises of Colossus, he twisted their souls until there was nothing left. Until all those who
followed him became the dreaded Titans.
[Fifth spread]
- contrast with seventh spread
- 5 Shields standing up to Colossus on Doofland
After years of servitude under the hateful Colossus and his army of Titans. 5 strong, noble Shields
dared to stand up against their oppressors. Together using all of their Chakra’s; Strength, Wisdom,
Vision, Kindness and Friendship, they sacrificed their lives to help a small colony of Doofs escape
their dying planet. To this day their spirits follow and protect us. They are and forever will be our
Shields.
[Sixth spread]
- Searching the galaxy (based off Billy AM)
Searching the galaxy for what seemed like years, we finally stumbled across a strange lonely
planet in the farthest solar system. Millions of squadrons away from the dying suns and even
further from our home.
[Seventh spread]
- contrast with fifth spread
- us, the new doofs (aspiring to be the Shields), standing up against Collusus on Earth
Colossus will never stop searching. His hunger will never cease. With no escape from his terror we
must prepare, we must fight back. We must become the Shields. On planet Earth, amongst the
humans, this is where our story truly begins *
*stumbled across begox (Earth)…
*…known to the local kind as Earth
Idea refinements
Kids & Technology
Mobile App
Idea 01 – Quest/ Ingress
An app that looks to create new connections with technologically reliant youth, in an effort to get
them off social media/ technology and creating more physical friendships/ connections
User logs onto the app (could access Facebook preference settings?), input their personal settings
and from their it will influence the character that they become; Warrior (strong), Mage (intelligent),
Rogue (cunning).
From here they can do individual and group quests; individual quest improving the users abilities
and helping them with things they can improve on in real life - you will unlock new achievements,
loot, adapt your character. Group quests getting you to meet up with different users to help combat
harder bosses, each individual providing different positives they can add in.
Can be based around schools so that it can be run by teachers in a positive/ safe environment,
teachers could be involved as bosses.
When pitching the idea, as opposed to pushing it towards the schools, could focus on the teachers
who go the extra mile, have them initiate it/ help with the process.
Idea 02 – Tamagotchi/ Pokemon Go/ Wokamon
An app that is active in the background and the user can improve their ‘character’ through literally
moving around (based on the GPS/ pedometer)
User logs onto the app (could access Facebook preference settings?), input their personal settings
and from their it will influence the character that they can adopt; green monster, blue etc.
Ben
Pet one, animation about it - describing the app, personality test - pet based on your test; broken
pet - guardians, guard an area - beach forest school, when in an area specific quest starts (GPS
based); find something to help heal your guardian,
Parents in control, kids don’t have phones, do the dishes - star rating; 10 stars they get a reward -
rewards
guardian - go to a location, same pet same place; guarding the beach, invade other territories -
capture the flag/ return to the forest,
Scott
Pet idea - look after, status bar; care for: socialise, be active - evolve your character when you do
different things,
Key points
Personality Test
Initial landing page when the app is downloaded to define characters key abilities (the child/
individuals key point of difference)
Night/ Day
Limited to certain times to play, recharge rate (one activity every x hours)
Quests
Different bosses/ quests for each section of ‘wellbeing’
Customisable Pet
New loot/ achievements allow you to update your character
Characters evolving - developing new traits/ unlock new things
Status Bar
5 points of wellbeing – 5 different categories of the character
Connect Active Give Notice Learn
Friendship Strength Kindness Vision Wisdom
Friendship
Connecting with new characters – meet people who have similar interests, or different but
can help benefit you with their differences, to complete a mission/ quest
All team quests improve this
Strength
Walk an x amount of steps (based off GPS/ pedometer)
Get to a location in an x amount of time
Jump an x amount of times/ do star jumps (with phone in hand to monitor motion)
Kindness
Send ‘love/ gift’ to existing/ new friends
Help contribute to a mission with other characters
Trade accessories/ items
Vision
Photograph a new scene/ location individually/ with a friend to complete a quest
- Finding lost treasure, shooting it sends it back to base for you to unlock
- Map to unlock new quests
Wisdom
Complete logic/ puzzle quests
Strength Quests
Background/ Long term: Pedometer based
Help Martin Yeast trek through the lost jungle, walk 5km
[create quests that relate to each of the status’ for Wednesday]
MY LITTLE GUARDIAN
Full Breakdown of how we need to run our Campaign
BREAKDOWN
Strong Content
“Entertainment rather than advertising… We figured if traditional PSA’s repel people, then we
should really try to create one that attracts them. ... It was the counterintuitive nature of the idea,
the weirdness and positivity of the execution, the sheer joy of the song and the video, and the
attention to detail across all elements of the work that ensured its success”
(Exec Creative Director John Mescall, Ad Age Interview, 2014)
Sharable
The main film launched online featured adorable, amorphous characters and a catchy tune --
key parts of the strategy to promote virality. To maximize sharability, "we gave it universal appeal
with grizzly bears, piranha, rattlesnakes and the like… The blob people don't have race or sex
attached to them. We made it easy to share in bite-size chunks, launched it across many
platforms and with a karaoke version to encourage parodies and tributes”
(Exec Creative Director John Mescall, Ad Age Interview, 2014)
Have a story to tell
“Anything you can do to create stories around your ideas, you should”
(Exec Creative Director John Mescall, Ad Age Interview, 2014)
Longevity
In May, McCann launched an app version of the spot, ultimately extending the campaign's
longevity.” Once the video started to tail off a little, we released the game and it quickly
became the No. 2 free app in more than 20 countries
Interactive
Bold posters and ambient displays that were fodder for Instagram and social media. Passers-by
could shoot themselves alongside the campaign's characters and press a giant button to take
the pledge to be more cautious around trains.
Teaching tool
The agency turned assets of the campaign into a teaching tool for kids in the form of a book -
extending the reach to classrooms - and not just in Victoria, but around the world.
POTENTIAL POINTS TO INCLUDE
Animation/ Jingle
Animation promoting the characters, notions of social interactivity/ exercise etc. Catchy jingle that
would relate well to kids and would be open for ‘rip-offs’ and the potentiality to go viral.
Mobile App
Interactive mobile application that targets improving the 5 points of wellbeing. Involves individual
and group quests, customisable characters. Each app would be registered within their own school -
this would denominate which ‘world’ their character would be living on and the topography of the
map would be relevant to each individual.
Personality Test
Initial landing page when the app is downloaded to define characters key abilities (the child/
individuals key point of difference)
Night/ Day
Limited to certain times to play, recharge rate (one activity every x hours)
Quests
Different bosses/ quests for each section of ‘wellbeing’
Customisable Pet
New loot/ achievements allow you to update your character
Characters evolving - developing new traits/ unlock new things
Status Bar
5 points of wellbeing – 5 different categories of the character
Connect Active Give Notice Learn
Friendship Strength Kindness Vision Wisdom
POTENTIAL QUESTS
Friendship
Connecting with new characters – meet people who have similar interests, or different but
can help benefit you with their differences, to complete a mission/ quest
All team quests improve this
Strength
Walk an x amount of steps (based off GPS/ pedometer)
Get to a location in an x amount of time
Jump an x amount of times/ do star jumps (with phone in hand to monitor motion)
Kindness
Send ‘love/ gift’ to existing/ new friends
Help contribute to a mission with other characters
Trade accessories/ items
Vision
Photograph a new scene/ location individually/ with a friend to complete a quest
- Finding lost treasure, shooting it sends it back to base for you to unlock
- Map to unlock new quests
Wisdom
Complete logic/ puzzle quests
Strength
Background/ Long term: Pedometer based
Help Martin Yeast trek through the lost jungle, walk 5km
Vinyl Stickers
Vinyl stickers based off the ‘Guardians’, can be either
Large striking characters placed based on locality dependant on the Guardians characteristic
(Wisdom – Intellect, Vision – Notice)
Could have customisable characters so that the kids can create their own ‘Guardians’ and
integrate other aspects of wellbeing – Put onto water bottles/ lunch boxes/ bags/ pencil cases etc.
Educational Booklet
Booklet that could define how to have a healthier life style and promote positive life styles within
youths to begin changing negative mind sets currently instilled within society.
3D Character
Print out a 3d model
They hatch out of eggs to be born - different characters hatch differently
Ben/ Brosmind style – food/ animals
MONSTERS UNIVERSITY – Create a Monster
Character Creation/
Friday, October 16, 2015
our work
story idea 1:
Dialogue
Long ago, in the farthest corner of the fade, there housed a Galaxy rich with life. Past the dying suns, on the edge of the rocky belt, housed the lonely dwarf planet Doofland. Home to thousands of the noble Doofs. Hundreds of Summers passed where these humble creatures lived in happiness and prosperity. But this peace was one that we would not see last…
Only five short Earth years ago, a dark shadow came over our home. Enter Colossus: a towering beast of strength, wisdom and power. From the cosmic sector Cx5, he forced his way into power with a fierce hatred. Destroying anyone and anything that dared stand in his path.Absorbing the five Chakra’s from the Doofs with dark magic, it corrupted him into something far more sinister. Something evil. Quickly enslaving the planet under his rule, he fed off noble Doofs. Craving the power it gave him. Becoming more and more powerful each day, so did his army. Doofs turned evil by the lies and false promises of Colossus, he twisted their souls until there was nothing left. Until all those who followed him became the dreaded Titans.
After years of servitude under the hateful Colossus and his army of Titans. 5 strong, noble Doofs dared to stand up against their oppressors. Together using all of their Chakra’s; Strength, Wisdom, Vision, Kindness and Friendship, they sacrificed there lives to help a small colony of Doofs escape their dying planet. To this day their spirits follow and protect us. They are our Shields.
Searching the galaxy for what seemed like years, we finally stumbled across a strange lonely planet in the farthest solar system. Millions of squadrons away from the dying suns and even further from our home. Colossus will never stop searching. His hunger never cease. With no escape from his terror we must prepare, we must fight back. We must become the Shields. On planet Earth, amongst the humans, this is where our story truly
Long ago, in the farthest corner of the fade, there housed a Galaxy rich with life. Past the dying suns, on the edge of the rocky belt, housed the lonely dwarf planet Doofland. Home to thousands of the noble Doofs. Hundreds of Summers passed where these humble creatures lived in happiness and prosperity. But this peace was one that we would not see last…
Only five short Earth years ago, a dark shadow came over our home. Enter Colossus: a towering beast of strength, wisdom and power. From the cosmic sector Cx5, he forced his way into power with a fierce hatred. Destroying anyone and anything that dared stand in his path.Absorbing the five Chakra’s from the Doofs with dark magic, it corrupted him into something far more sinister. Something evil. Quickly enslaving the planet under his rule, he fed off noble Doofs. Craving the power it gave him. Becoming more and more powerful each day, so did his army. Doofs turned evil by the lies and false promises of Colossus, he twisted their souls until there was nothing left. Until all those who followed him became the dreaded Titans.
After years of servitude under the hateful Colossus and his army of Titans. 5 strong, noble Doofs dared to stand up against their oppressors. Together using all of their Chakra’s; Strength, Wisdom, Vision, Kindness and Friendship, they sacrificed there lives to help a small colony of Doofs escape their dying planet. To this day their spirits follow and protect us. They are our Shields.
Searching the galaxy for what seemed like years, we finally stumbled across a strange lonely planet in the farthest solar system. Millions of squadrons away from the dying suns and even further from our home. Colossus will never stop searching. His hunger never cease. With no escape from his terror we must prepare, we must fight back. We must become the Shields. On planet Earth, amongst the humans, this is where our story truly
Issue
Kids are spending too much time on technology. Is the early use of gadgets in children being increasingly attributed to societies rise in technology addiction and thusly affecting a child’s health and development?
Kids are spending too much time on technology. Is the early use of gadgets in children being increasingly attributed to societies rise in technology addiction and thusly affecting a child’s health and development?
POV Statement User
Kylie, 8 years old, primary school student and has trouble making connection with people
Users needs
Kylie need a way of making new real life connections with other primary school students
Kylie, 8 years old, primary school student and has trouble making connection with people
Users needs
Kylie need a way of making new real life connections with other primary school students
Insight
Kylie has become too reliant on technology, which is leading to unhealthy habits. For example; Kylie struggles with socials situations and her ability to talk to peers off social media is suffering from too much time spent on an devices, such as her iPad.
Kylie has become too reliant on technology, which is leading to unhealthy habits. For example; Kylie struggles with socials situations and her ability to talk to peers off social media is suffering from too much time spent on an devices, such as her iPad.
Desired Action
Our aim is to create a campaign that gets kids more socially and physically involved with one another. Creating new connections that will provide an alternative from their unsocial social media.
All the while attributing to these kids involved with physical, mental and social activities that unwarily benefits their ways of well-being and allows the parents to create healthier living habits without having to be the bad guy forcing them to do it – being the Titan.
Our aim is to create a campaign that gets kids more socially and physically involved with one another. Creating new connections that will provide an alternative from their unsocial social media.
All the while attributing to these kids involved with physical, mental and social activities that unwarily benefits their ways of well-being and allows the parents to create healthier living habits without having to be the bad guy forcing them to do it – being the Titan.
Target Audience Our target audience are primary school kids at high decile schools who are too reliant on technology.
Client
We will target our campaign through the Ministry of Done, who will then in turn help propose the idea towards the schools themselves. All the while involving the parents throughout the process.
We will target our campaign through the Ministry of Done, who will then in turn help propose the idea towards the schools themselves. All the while involving the parents throughout the process.
Big Idea
- Story Book
This will start off our journey by reeling in the kids to get to know the back story of the doofs, using different characters that will appeal to a variety of kids with a fun illustration style
- Story Book
This will start off our journey by reeling in the kids to get to know the back story of the doofs, using different characters that will appeal to a variety of kids with a fun illustration style
- Stickers
Giant stickers of the Doof characters placed in various places around the school – in accourdance This will act as a visual cue to reinforce our campaign and will also be used later within the app.
Giant stickers of the Doof characters placed in various places around the school – in accourdance This will act as a visual cue to reinforce our campaign and will also be used later within the app.
- App
An interactive kid’s game that challenges kids with the different ways of well-being heading, turning them into quest and making them more fun and appropriate for our younger audience.
We have added doofs (pet) to help motivate the kids in playing our app and a few other things like achievements, connecting with friends etc.
- Animation
A nice short animation the introduces are app and what it’s about (coming soon)
- Puzzle
Puzzle of Doof characters that inter change with each other that get the kids of the technology and getting to be more hands on and creative (coming soon)
An interactive kid’s game that challenges kids with the different ways of well-being heading, turning them into quest and making them more fun and appropriate for our younger audience.
We have added doofs (pet) to help motivate the kids in playing our app and a few other things like achievements, connecting with friends etc.
- Animation
A nice short animation the introduces are app and what it’s about (coming soon)
- Puzzle
Puzzle of Doof characters that inter change with each other that get the kids of the technology and getting to be more hands on and creative (coming soon)
- Toy
A little doof toy that the kids can carry around and play with when away from the app (coming soon)
A little doof toy that the kids can carry around and play with when away from the app (coming soon)
Journey Map
Stickers
Giant stickers to be placed around schools as advertisement targeting the children and getting them interested
Story Book
A kid’s story book which can be found in the class room, which has the story of doofs and why you need to help
Stickers
Giant stickers to be placed around schools as advertisement targeting the children and getting them interested
Story Book
A kid’s story book which can be found in the class room, which has the story of doofs and why you need to help
Flyer
A small flyer at the end of the story that is targeted for the parents explaining what our campaign is how they should help their kids get involved. Will also have a link to app
A small flyer at the end of the story that is targeted for the parents explaining what our campaign is how they should help their kids get involved. Will also have a link to app
App
An app for the kids to get involved with the campaign to be download with parent consent and approval
An app for the kids to get involved with the campaign to be download with parent consent and approval
Design Collateral Sticker annotations
Storybook annotations App annotations
Storybook annotations App annotations
Solution Before
They are unaware of the 5 ways of well-being and most likely not doing all 5 of the way which are
Connect
Be active
Give
Take Notice
Keep learning
They are unaware of the 5 ways of well-being and most likely not doing all 5 of the way which are
Connect
Be active
Give
Take Notice
Keep learning
During
They unwarily applying the 5 ways of well-being to their life
After
They will be aware of the 5 ways of well-being and carry on doing it through there life without the need of a app, also thus moving them away from technology
They unwarily applying the 5 ways of well-being to their life
After
They will be aware of the 5 ways of well-being and carry on doing it through there life without the need of a app, also thus moving them away from technology
When you first open the app up you’ll be able to choose and customise your very own Doof. You’ll be able to change shape, colour or give it some gear
After that you’ll have to give the app to a parent so they can set some crucial settings like time limit of the app and quest filters.
Now on to the fun stuff, let’s check out your Doof. This is you doof he levels up by filling up all the gems on the side. After certain levels your doof will evolve.
Now on to the fun stuff, let’s check out your Doof. This is you doof he levels up by filling up all the gems on the side. After certain levels your doof will evolve.
Now that we have checked out your doof lets find some friends. This is where you’ll have to go out in the real world and make friends by bumping your doofs (devices) together. After you have made a friend you can see there doof and level. You’ll need to have friends to do certain quest to level up.
On to the quests, we have split up the quest in five different categorise; strength, wisdom, friendship, kindness and vision. You will have to go to a certain location to receive these quest. You will have to use the map to find these areas, these location will be in the schools so will keep the kids in a safe environment. You’ll have to do all quest evenly if you want to level up your doof. After you complete your quest you will unlock mysterious treasure and level up your gems.
Oh look a friend is asking for some help on a vision quest lets help him. You need to help jimmy look for object to complete his puzzle. By helping jimmy with this quest you will unlock double points and better treasure. This will encourage the kids to work more often as a team and hopefully make some new friends as well.
Oh look a friend is asking for some help on a vision quest lets help him. You need to help jimmy look for object to complete his puzzle. By helping jimmy with this quest you will unlock double points and better treasure. This will encourage the kids to work more often as a team and hopefully make some new friends as well.
Lastly there will be achievements that unlock special treasure and also will show on your profile so your friends can see your number of achievement and hopefully try beat that , giving the game a bit of competition between friends.
After your doofs is max level, their will be no more quest. We hope the kids would understand the 5 ways of will being now and can apply it to their life without the app. Making the kids healthy and spenting less time on the tablets.
[First spread] Long ago, in the farthest corner of the fade, there lived a Galaxy rich with life. On the edge of the rocky belt, housed the lonely planet Doofland. Home to thousands of Doofs. These kind creatures lived in love and happiness. But this peace was one that we would not see last…
[Second spread]
A dark shadow came over there home. Colossus, a towering beast of strength, wisdom and power. From the cosmic sector Cx5, he forced his way into power with a fierce hatred.
A dark shadow came over there home. Colossus, a towering beast of strength, wisdom and power. From the cosmic sector Cx5, he forced his way into power with a fierce hatred.
[Third spread]
Absorbing the five Chakra’s from the Doofs with dark magic, it changed him into something far more evil feeding off kind Doofs.
He twisted their minds until there was nothing left, Until they all were all under his control.
Absorbing the five Chakra’s from the Doofs with dark magic, it changed him into something far more evil feeding off kind Doofs.
He twisted their minds until there was nothing left, Until they all were all under his control.
[Fourth spread]
After years of serving under the hateful Colossus and his army of Titans. Five strong, noble doofs teamed up to form a team, they were known as shields. Together using all of their Chakra’s; Strength, Wisdom, Vision, Kindness and Friendship, they sacrificed their lives to help a small tribe of Doofs escape their dying planet. To this day their spirits follow and protect us.
After years of serving under the hateful Colossus and his army of Titans. Five strong, noble doofs teamed up to form a team, they were known as shields. Together using all of their Chakra’s; Strength, Wisdom, Vision, Kindness and Friendship, they sacrificed their lives to help a small tribe of Doofs escape their dying planet. To this day their spirits follow and protect us.
[Fith spread]
Searching the galaxy for what seemed like years, they finally found a strange lonely planet in the farthest solar system. Millions of light years away from the dying suns and even further from there home.
Searching the galaxy for what seemed like years, they finally found a strange lonely planet in the farthest solar system. Millions of light years away from the dying suns and even further from there home.
[Sixth spread]
The doofs arrive on this new planet with joy
Crash landing in this strange new land. They wandered
but are they really safe
The doofs arrive on this new planet with joy
Crash landing in this strange new land. They wandered
but are they really safe
[Seventh spread]
The colossus will never stop searching. His hunger will never cease. With no escape from his terror you must help them prepare, you must help fight back. they must become the new Shields. On planet Earth, amongst the humans, this is where the true story begins
The colossus will never stop searching. His hunger will never cease. With no escape from his terror you must help them prepare, you must help fight back. they must become the new Shields. On planet Earth, amongst the humans, this is where the true story begins
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