DON'T PANIC FEEDBACK EVALUATION

the client that brought on the idea of this advert is the DON'T PANIC! ' random acts of kindness' 2016.


Our target audience for this advert were: young British teenagers around the ages if 16-24  who were undergoing education ( collage/ university).

When showing peers the advert I received a lot of positive feedback, here is what one of my peers said, ‘it’s a great video, I like the cuts, however some bit were too long but overall it’s a well made video that hits the criteria, well done. 

According to their feedback my advert was successful on fulfilling the brief and getting the pass it on message across, this was shown by having three characters and having them past on an item for the next person each time, however it didn’t fulfill the purpose of making the advert go viral, as there was no unusual acts going on. 

while watching back the advert i noticed that the 3 main strengths of the advert were, the use of different shots and angles. so in my advert i used a range of close ups and mid shot for detail and recognition. for example i used a close to show the audience what the character was holding and i used a mid-shot so the audience could know what character was in the shot. i also used different techniques IE continuity and match on action. this was used when a character was walking past the camera or opening the box. i also used  and low angle shot from inside  the box and the client said they loved the way i pulled it off. 

even though the advert 3 main strengths there was one weakness, which was that the camera was not static and still when we were filming, this was not during the whole advert though it was only in small shots, like the end when character three was walking off with the money and when character 2 was opening the box. also we were missing some shots such as when character three puts his item in the box before exiting with the money. 

the narrative does makes and has a clear storyline and structure. the first character is the person who brings in the box with items in it and he leaves the box for someone to see it and and take what is inside and then whilst doing so they see the note that says pass it on and the then put in a new item for the next person who see the box and do the same thing for someone else. the editing give a liner structure to the advert and the speed was at a normal speed. 

technically the advert doesn't look that professional, the camera quality wasn't very good, the camera wasn't static and was tilted a couple of times, the music choice was fine, however the editing makes it feel like it was just throwing in there and the footage and music didn't go together. lastly the costumes were too restricted and it had three black males who were all wearing a jacket, black trousers and black shoes. this made it look like a uniform and it didn't appeal to university students, as they wouldn't be wearing uniformed outfits like that. 

however the location looked professional and looked like a library for both university students and collage students. 

 the costumes didn't make it appealing as it was too uniformed. if one of the characters had removed his jacket it would have been much better and more appealing. the location was appealing a you couldn't tell that it was shot in a collage library.

The advert meets the demands of both the client and the brief. When the advert was shown to the client, he agreed that the message of pass it on was clear in the advert and wasn't happy with how the advert turned out.  It also meets the demands of the brief but it didn't appealed towards the audience, but it did promote the ‘’random acts of kindness and pass it on’’ messages well. However the advert isn’t 30 seconds long as required in the brief and it lacks unusual events to make it go viral.   

As i said  above the advert lacks unusual events  to make it go viral. Because it lacks any of the six elements of viral buzz, which are:  The taboo, the remarkable, the secrets, hilarious, outrageous or anything unusual. This advert doesn’t have any of those elements and focuses on just telling the linear narrative about young people passing on a random act of kindness to a stranger.

It is uncertain if the advert reaches the full of the audience: 16-25. what we do know is that it certainly appeals to 16-17 music as they were the ones that commented most also the dress code of the characters and the music appeals to more collage students than university students.

overall my  conclusion is that the video was completed which was good, we got the message cross and the continuity editing was tight. however the three main area for improvement are, to make sure that we chose a better quality camera, one which will give a more professional look to the advert. another area of improvement would be the editing, making sure the editing is tight and that it flows continuously. another area for improvement would be to keep the camera static at all times making sure we check the position of our characters before we start filming. lastly another area of improvement would be to add some sort of viral buzz to the advert to make it more interesting and to have the characters appeal more to the target audience. 

next time i would do more research on viral adverts so i would get a clear idea on what to include in mine. also being more creative with the idea like having an unusual event like character three eats sweets given by character 2 and it makes him super and he helps a builder carry some thing heavy. also i would use beat editing better to create a more fluent scene. i would also use better costumes to make it more professional.