These were all created for a Live Brief project. I chose to focus my project on HyperX. Although the logos used are genuine the outcomes are only for personal use of the competition. Links to the real website is above (Click on the logo) . All information was collected from this website when i began my artist/company research for this or provided within the brief. This information displayed may now be incorrect.
Read more below..
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Live Briefs for 2018/19
All pasted from ‘https://newnow.ycn.org/briefs’ so everything is worked the same.
Here is all the information I need about the live brief. I will use this as a reference if needed
Please read these guidelines on eligibility and on how, where and when to submit your work.
Overview
The YCN/New Now Student Awards programme exists to stimulate and elevate emerging creative talent. Launched in 2001, the programme is based on a collection of live creative briefs contributed each year by partnering organisations. Work submitted in response to the briefs is judged by the partners who wrote them, before commendations are awarded to the originators of the most outstanding entries. The programme culminates with an exhibition and awards event, offering of industry opportunities and the publication of a commemorative annual.
Eligibility
The programme is open to student and recent graduates of any age and from any institution globally, studying either full or part time. Additionally, anyone aged 18-24 on the 28th March 2019 is eligible to enter, on the condition that they are not in a paid creative role within a creative agency or creative department of a broader organisation (e.g. internal creative team at a client company). Any questions regarding eligibility can be emailed to newnow@ycn.org.
Entries
There is no cost to enter work;
You can enter individually or as a team of up to four people;
Everyone in the team must fulfil the eligibility criteria above;
Entries must be submitted via our digital uploader, which will be live from the end of January 2019 on the New Now website;
You can submit work in response to as many briefs as you wish;
Entries must be the original work of the entrants and not infringe the intellectual property rights of any third party;
Should you incorporate any images or other creative material belonging to someone else you must make this clear within your entry form at the point of submission;
Any physical elements to support your core digital submissions should be posted to YCN, 72 Rivington Street, London EC2A 3AY
Timings
The programme launched with a call for entries the week commencing 5th November 2018.
The deadline for entries is 5pm (GMT) on 28th March 2019.
Commendations will be published in June 2019.
Any physical elements submitted will be available for collection from June 2019.
Our annual exhibition and awards ceremony will take place in September 2019.
Uploading work, entry form and item labels
All entries must be submitted digitally, with any supporting physical elements posted separately. Our digital uploaded will be live from the end of January 2019 on the New Now website.
Item labels will be available to print off and attach to any physical elements that support a digitally uploaded core entry.
At the point of submitting work you will be required to share:
The full names of all entrants;
The full names of all relevant tutors;
Details of where you study if relevant.
Our partners
Partners may have made their logos and other brand elements available for you to use within your response to their brief.
These should only be used for the purpose of this programme, and within the guidelines set out in each instance—and not for any other purpose.
Entrants grant YCN and the relevant brief partner a non-exclusive license to reproduce or distribute a copy of their entry for the purpose of promoting the programme or their participation within it.
Should a partner be interested in discussing broader use of any entry in a fuller context; YCN will facilitate conversation to ensure the best outcome for all parties, organising guidance on developing work, IP and assignment where needed.
Context
Gaming brings people together and encompasses all walks of life from the competitive to the casual. HyperX is a brand run by gamers for the gaming community and this runs through the core of what we do and how we market our products.
Since our conception HyperX has been at home in the eSports Gaming Community, composed mostly of enthusiasts and devoted players. HyperX would like to broaden their focus as, with our constantly expanding range of peripherals for all needs, we understand the console market represents a broader range of interest.
HyperX doesn’t just want to be known for PC gaming, our recent product launches, namely our PS4, Xbox and Switch headsets, have kick-started our move into the heart of the console market.
We would like you to develop a go-to console market campaign for HyperX across several countries within the EMEA (Europe, Middle-East and Africa) region.
In 2015 HyperX explosively entered the PC market with our still best-selling headset the HyperX Cloud, followed shortly by its next generation: The Cloud II. These headsets set the benchmark of quality and performance for the whole market.
Our objective is to replicate this success now in the console market, so console users have the best gear to truly immerse themselves in their games.
It is essential that the campaign is inclusive, in-line with our tag “We’re all gamers”. The campaign ideally should communicate the idea that Gaming can be anything from a pastime to a primary revenue stream, which is accessible to all ages, genders and countries. A mainstream example of such—the meteoric rise of Fortnite—can be attributed to this idea as it has successfully created a dedicated and diverse community built upon a free and accessible format.
We want everyone to enjoy gaming to its upmost and to share our passion for quality and experience.
Background to HyperX
HyperX is the high performance product division of Kingston Technology, the world’s largest independent memory manufacturer. In 2002 HyperX started with one line of high-performance memory and has grown over the years to encompass multiple product lines of memory modules, solid-state drives, USB flash drives, headsets, keyboards, mice and mousepads. Featuring best-in-class components that have delivered superior performance, quality and aesthetic design for more than a decade.
HyperX products are the choice of top-rated gamers, tech enthusiasts and overclockers worldwide. From setting memory world records to achieving the most stringent product certifications HyperX is committed to delivering reliable products with the highest performance standards.
The creative challenge
After successfully introducing a complete range of PC based gaming peripherals, HyperX will frequently launch console focused products and we need to create a brand awareness in alignment with it.
Most PC gamers know who HyperX are, but we understand the Console gaming community isn’t as aware, likely as, conventionally, they typically don’t follow eSports tournaments, teams or players as closely. This necessitates a unique strategic campaign which differentiates itself from our more conventional marketing approaches. We would like this campaign to concrete our move into Console and need your ideas on how HyperX could do that successfully. In summary:
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Develop a go-to market campaign for HyperX Console headsets;
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Focus Countries: Germany, UK, France, Nordics (Sweden, Denmark, Norway, Finland), Spain, Italy, Saudi Arabia (+ Lebanon, KSA, UAE);
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Ideas which are inclusive and recognise the diversity amongst gamers.
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Creative requirements
You’re largely unconfined to demonstrate your thinking and campaign in any media, channels or combination of such that you see fit. Think different countries, think research driven, think communications driven etc. We’re especially interested to understand the strategy behind your campaign and the places you think our audience will be most receptive to our message. So please feel free to share the research and thought process which underpins your ideas.
Our existing communication channels
HyperX currently communicates in various different ways:
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Digital Marketing—GDN, SEO, Remarketing, AMS / AMG and more.
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Social Media—Facebook, Instagram, YouTube, Twitter, Snapchat and more;
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Influencer and Talent Marketing—Across Twitch, YouTube and other Socials;
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Brand ambassadors—A fast-growing list including Post Malone, Dele Alli and more;
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Event presence (numerous events across Europe, such as EGX, ESL, Paris Games Week, Gamescom and other gaming specific events);
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Tournaments (HyperX sponsors a variety of tournaments for example Intel Extreme Masters (IEM), Rocket League, Rainbow 6 Global Majors, DOTA2, Counter-Strike: Global Offensive etc.);
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Retail—large brand presence in retail stores across focus countries;
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PR—working with PR agencies and the media in Germany, UK, France, Spain and the Nordics.
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Creative considerations
Keep in mind that the console gamer typically differs to the PC core gamer, in which games they play, who they follow on social media, their focus (perhaps less gaming and more lifestyle), as well as their budget and spending patterns.
Console gamers are increasingly more likely to be younger than their PC counterparts and as a result many purchases are not by the end user themselves; instead it is often by parents or relatives who perhaps lack understanding of the market. Therefore, this demographic also needs to know our brand, understand our culture and distinguish HyperX as a brand that offers excellent quality, great value for money which they can trust.
As a younger and more progressive brand, we are happy to experiment with new platforms, comms channels and marketing vehicles to differentiate ourselves. Importantly however, everything that HyperX does needs to be authentic to our gaming roots.
Indicatives/mandatories
Our Slogan is : “We’re All Gamers.” You're welcome to incorporate that into your work if you wish, and likewise to incorporate our logo too.
Deliverables & additional information
For guidance on how to submit your work, please adhere to the main guidelines information which can be found here.
Any additional information referenced in the brief can be found in the downloadable Project Pack above.