KCB10130 second storyboard Product: Shovel

Aaron Needer Dennis Riggs

Lochy MclvorGemma Drake

Brand Concept

• Brand name and slogan- Shovelworks – It works

• Brand values and identity– Family, quality, loyalty, nationalism, community

• Target audience• DIY Dads, community, tradesmen.

Concept

“let’s dig to China”

ConceptHave you seen the

kids?

No love I think

they’re in the yard.

Concept

Concept… they’ve

gotten into the

shed again.

(jackman)

ConceptHow big is the hole

this time?

Concept

Concept

Concept

Concept… Where

you digging to

kids?

… dunno, China?

Concept

Concept

Concept

ShovelWorks…

It works.

Context

• Where and when it will be aired• Framing and intertextuality

Likely interpretations

• Hugh Jackman as a signifier– Strong– Adventurous – Heroic

Likely Interpretations

• Lochy’s superhero signifiers

• Conclusion