PROPOSAL

CONCEPT OR IDEA

The ident begins on a park bench with two lovers sitting on it, one with their arm over their shoulder. They admire the sky, and all of a sudden they notice a horrific plane crash, their initial reaction being shocked, but soon after they burst into laughter, a controversial way to react to the situation. After a while of this the camera pans to the right, revealing the other side of the bench, where the E4 logo appears to be sitting next to the two characters, they look at the logo, and then to the camera and then they shrug whilst smiling. The screen fades to black.

PURPOSE

We hope the ident will have a positive effect on the audience watching it. Mainly we would like to make them laugh and perhaps share with their friends, to increase our audience range. We also would like to audience to be slightly confused, to leave them wondering what the hell just happened, this will again add to the humor of the piece and hopefully make it more effective.

There is no exact meaning behind our ident, we felt that if we perhaps made it completely random it would fit within the corporate identity theory and thus appeal to the audience more.

KEY CONTENT

15 seconds in duration.

Two people on a bench, notice a plane crash and start laughing profusely. After a short while they look to the right and see our DE4 logo, they look to the camera and shrug. As if it is a normal occurrence.

Kelsey Park

Ben Davis, Laurence Hisee

Sony Digital SLR

Non Digetic sound effects – Bo Burnham, Beating off in a Minor (“The key not the felony”)

TARGET AUDIENCE

APPEAL: Generally both male and female, interested in random, quirky and childish humor. Working class members of the public would be the main target within our ident.

Male and Female

17 – 35

JUSTIFICATION

We decided to use the idea because we feel it fits E4's corporate identity perfectly. It matches almost every aspect of it, these being things like colour scheme, which is involved in our logo. The logo is the colour purple and black, in particular they are Pantone 2602c and Pantone Black 6 which are the exact colours specified in their style guide. In terms of theme our ident matches the child like comedy that the corporate identity specifies. Instead of intellectual humor we have just decided to become more melodramatic with our facial expressions, making our faces 'stupid' which would appeal to the target audience. Also we have made our ident incredibly random, which again has been definitively outlined by the corporate identity theory of E4, the use of a random plane crash and our, some what controversial reaction to this is very abnormal. To add to this after we are finished reacting to the plane crash the E4 logo is sitting next to us on the bench, which is incredibly surreal and overall quite funny. Also we decided to cast two teenage actors (who fit the specific age range of the target audience) which made the ident relatable for the majority of the people who watch E4, and as a result, funnier.