THE BRIEF · THE BRAND · THE LOGO · THE PAYOFF · THE IDEA · THE STORYBOARD · THE OTHER STUFF
the brief

Conceptualise an idea for a 30 second TV commercial on UK or USA TV (after 9pm so that content can be a bit more
adult - without being porn). The name of this site will be ‘topcamsite.com’ and you will also need to create a new brand
design for it.

The creative axis is to watch and interact online within +10.000 girls on their privacy, to fulfill your fantasies.






THE BRIEF · THE BRAND · THE LOGO · THE PAYOFF · THE IDEA · THE STORYBOARD · THE OTHER STUFF
The brand

The brand defines itself by a duality: the strength of men surrounded by the sensuality of women, in a shameless communication.

The main attribute is a strong man character. It comes from the known passion of men towards women. We, as a brand, are proud to be a man, we assume our stereotypic role and we like to show it off. We like also the stereotype of a sexy, playful, seductive woman, that knows what a man likes, and assumes her role within the topics of a "femme fatale". But hey, we are still the man, the protagonist.

We move between strength and sensuality.
In a conceptual way strength is represented by telling things the way they are, by being real, bold, tough, without becoming gross or vulgar, by assuming the man's character, passions, and confidence. In a physical way it has to be tough, solid, tight. It needs presence.

Sensuality is shown in the way we treat certain things, in the soft and seductive behavior. Conceptually is a playful and flirty attitude. Showing a bit and hiding another bit.
In a physical way is represented by sexy colors (reds,magentas, violets), by soft and seductive voices, sounds, movements, by well-paced animations, by showing the minimum to create desire, and leave the rest to the imagination.

As a brand the main attribute is that we are shameless, but with elegance, not gross. We want to be active, not only an intermediate, and over all, motivators. We want to "talk" with the users, the hosts and the world out there. We want to break taboos, and we are eager to show the healthiness of the sexuality, because in the end it's all human nature. We want to create engaging campaigns and communications that makes us closer to a new wider audience, while consolidating the current customers.
  REFERENCES

Watch the "Be a player" video at the homepage of www.bodognation.com , It shows a strong brand, filled with lots of women, success, sports and betting. The women attitude shown there is coherent with our brand, as well as the man role and interests.



Campaigns for Suit Supply. It presents a man who is a leader, who provokes extreme desire, self confident, with success, and over all, woman-oriented. His behavior is exactly what TopCamSite is looking for.

In this path are also the concepts for AXE. The AXE brand gets closer to what we pretend to be, in the way they treat the relations between men and women.

FHM is a magazine for men who's readers are exactly our potential consumers.





THE BRIEF · THE BRAND · THE LOGO · THE PAYOFF · THE IDEA · THE STORYBOARD · THE OTHER STUFF
The logo

Made out from combining bold helvetica in upper and lower case, where the letters' eyes are closed and the dot over the "i" is a star.

The mix between upper and lower cases gives dynamics and playfulness to the shape. It breaks the static feeling of the upper case, while retaining all its power and presence. The upper case, next to the boldness, helps us reinforce the idea of strength.
  Why are the letters' eyes closed? The whole word becomes more compact, while conceptually explains that behind there's something to reveal.

The star over the "i" refers to a couple of things: it's used sometimes to hide naked human attributes, it's related to porn in a subtle way (like diamonds or the letter "x") while it has always the feeling of success and leadership.







The colors are the topics for man and woman: the magenta
(a kind of a sophisticated pink) to represent feminity and seduction, and the mid blue, to represent the man.

The secondary colors move into a scale from yellow to dark violet, and everything in between. Yellow, orange and red, colors of fire. Magenta to represent adult content. And violets to add intrigue, class, elegance. Opposite to all those, is the blue. It stands out strongly to once more emphasize on the man, on its presence and protagonism.
 

As a general description, it's clear, consistent, it looks fresh, young, friendly, open, subtle, intriguing, it has a clear readability and avoids easy and direct references to porn as well as stereotypic symbols. It's easy to combine it with the "www." and the ".com", and it gives us a lot of possibilities to play around with colors, glows, and other graphical elements. It will do excellent on TV , computer screens and phone screens, as well as in printed advertisement, although sometimes it will have to be white or black to avoid bad readability when is placed over a busy background.






THE BRIEF · THE BRAND · THE LOGO · THE PAYOFF · THE IDEA · THE STORYBOARD · THE OTHER STUFF
The payoff


A payoff that represents the brand's identity, and it`s the core of the whole strategy. "A men's thing" puts everything together in a single phrase. It consolidates the feeling of membership and affirmation of a group, the men group. It also transforms the experience into something unique, exclusive for men, while giving a direct idea of "ownership" and being a part of it (whether you like it or not). The brand is talking directly to you: you "own" it, you are a part of it because you are a man, and this stuff is for you.

The graphic treatment introduces the strength and proud of men, showed by the boldness of the word "MEN", and the sensuality of women, expressed through the thin, soft, colored light type.

It is important to say that the payoff will be always said by a seductive female voice. This way we reinforce the
men/women duality, by playing with opposites together.
  EVOLUTION OF THE PAYOFF

On a more advanced stage of the brand's integration, when the brand popularity is higher, the payoff could morph into "Become the man". This payoff relates directly into the brand's male character, encouraging men to be as they are expected to be (it's all about girls - and football, and cars - in a man's mind), and be extremely proud of it. Special attention on become "THE" man, very different than become "A" man. That makes it exclusive, exalts the situation and the challenge, turning it into something personal and very transcendental.





THE BRIEF · THE BRAND · THE LOGO · THE PAYOFF · THE IDEA · THE STORYBOARD · THE OTHER STUFF
The idea

How to introduce the brand's services and reinforce the brand's identity in a creative way, focusing on a "down to earth" idea that works, that catches "clients"?

On a rational level, TopCamSite is a platform that joins viewers and hosts. Viewers are there mainly to watch women on a sex level. Hosts are there to show off and fulfill the desires of the viewers. These women are normal women, and so are the men (viewers).

What if we could see on a daily street scene, which women are actually hosts? What if we could see them as they act in TopCamSite but within a day-to-day scenario, through our phone, tablet or laptop?

That's the idea:
Unveil women's intimacy through our phone-tablet-laptop, but on a casual everyday scene.

What we reach in this case is to introduce the service, as there's a huge amount of target that doesn't know what is all this video chat thing about. On the other hand, we reinforce several ideas:
  • It's live, meaning in real time.
  • Women on TopCamSite are just normal everyday women. That makes it somehow more interesting and closer, and avoids the connection with prostitution.
  • You could see them online through your laptop,
  • phone and tablet.
  • It's instant and easy to use it, everywhere.
  • There's not much separation between real life and TopCamSite.
  • Men become stereotypic because they are always up to girls. Women become stereotypic because they play their seductive role. This embraces the brand.
  • And of course, hey... It's fun!

To give more significance to the brand identity and following the payoff "a men's thing", a twist will be introduced. We affirm ourselves and our likes, but we don´t expect our grandma, mother, girlfriend, wife, daughter or even some friends to understand our preferences. As we said, we are men and that's our stuff. We don't expect women to understand men's things...
  EVOLUTION OF THE IDEA

As introduced in the previous section "The Payoff", on a more advanced stage of the brand's integration, when there's not that much need to inform about or introduce the services themselves, a possible creative axis to follow would be
"Become the man".

And idea for a TV commercial could then be:



Lots of short shots and details of a man watching football. We see him in lots of emotional situations, as rage, impotence, extreme joy, cursing, yelling at players, hugging other supporters....The last shot would show him standing with a solid pose, looking proudly to the camera, proud of his team and his shield. A message would add "Football won´t make you a man. Girls will." finishing with the topcamsite url and logo, followed by the payoff "Become the man". This idea would also work with other themes likes cars, beer, poker,...

in this stage we would try to give a little push on men. By questioning them, always in a funny but serious way, by encouraging them to become the man that they are expected to be, by linking girls with other common men topics like football, poker, cars...






THE BRIEF · THE BRAND · THE LOGO · THE PAYOFF · THE IDEA · THE STORYBOARD · THE OTHER STUFF
The STORYBOARD

A man on a park switches on TopCamSite on his phone. He focuses on the people of the park. Through the phone he can see some women half-naked, extremely seductive and flirty. The women are in the park, but in the phone we see them in a room. That's important to clarify that TopCamSite hosts are in their apartments, not in the street. He is enjoying but suddenly an old woman appears yelling at him, disapproving his behavior, and hitting at the camera. This is the funny twist of the story, explaining in a comical way that this is Adult Live Video Chat, and that we don't expect our female relatives to understand why we use it. The branding reinforces that this is just a men's thing, while pointing to www.topcamsite.com.

  The story covers everything we have been explaining. It shows in a direct but interesting way what TopCamSite consists on, it links with reality, with available online devices, with the brand's character (masculinity and femininity), with the brand payoff, and with the controversy that all this situation might create in men's day-to-day life. It's important to note the use of humour, to create a good feeling and a special bond with our audience.

This could be one of 3 TV commercials, each one covering a different scene, a different device (phone, laptop, tablet), and a different ending (grandma, girlfriend, wife)


01 Main character with an smartphone pointing to the floor, accessing TopCamSite.com.
This is important to remark from the beginning that this is an online platform.
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02 He moves the phone to a general view of a metropolitan park. Several people on scene, doing normal activities
such picnic, sports, walking the dog, etc..
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03 The character does a quick look to the park through the phone (as if it was the phone camera and he would try
to make a photo). He focus on a woman sitting in the front bench. The woman appears half naked and moving sensually,
but in the phone screen, not in the reality.
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04 The background of the phone scene starts changing. Walls appear, a floor, and a sofa. A living room is shown now,
as if it was the woman's apartment, while she is flirting, moving sexy, trying to seduce the viewer.
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05 The character moves the phone to catch another scene. Now he focuses on two girls who are talking.
Through the phone we see them half naked, looking at the camera, acting in a really sexy and provocative way.
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06 Once again the background changes by elements getting in. A bedroom is configured, and the girls
continue their seductive attitude.
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07 Suddenly we hear a dog barking on the left side. Something blurry comes into scene, and the main character
moves the phone automatically to where the barks come from.
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08 There's a typical funny lap-dog looking at us and still not so friendly. The dog owner feet are next to the dog.
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09 The main character follows the feet upwards to see who's there, but still looking through the phone screen.
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10 The feet happened to be an old lady who is really angry yelling at the main character.
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11 The old lady goes towards the camera and tries to hit the main character. The whole screen breaks into glass pieces,
and they start to fall down.
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12 A new scene is shown. It's the resolution of the story. It says "Live Video Chat".
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13 A payoff appears with animated fx. It says "Don't expect your mother to understand it!".
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14 The word "mother" from the payoff, changes quickly into a sequence of words: "mother", then "wife", then "girlfriend".
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15 The texts fade out, and the URL comes in.
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16 The brand payoff appears.
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17 End screen.




THE BRIEF · THE BRAND · THE LOGO · THE PAYOFF · THE IDEA · THE STORYBOARD · THE OTHER STUFF
The OTHER STUFF

CONTEST "BE A STAR OF OUR COMMERCIAL"

The brand will propose a spectacular contest within the hosts and viewers, to choose 6 girls from topcamsite.com to be the characters for our commercials series (2 per ad). There could be an online voting platform so the viewers could choose the girls that they most like. The winners will win a trip to Barcelona to shoot the commercial. A short movie of the whole contest, the girls getting around the city and shooting the ad, will be produced and placed in topcamsite.com to complete the whole campaign.

By doing this we are consolidating the community and acting accordingly with the brand's will to be an active player and over all, a real motivator.


CAMPAIGN BANNERS

The scene will be exactly as in TV, so it becomes recognizable for the viewer.



This Interactive banners will invite the user to roll over to control the phone and reveal the girls intimacy. On click you would go to www.topcamsite.com, with a special landing page showcasing the TV commercial. If you don't click, after a while it will automatically show a call to action like "Start watching girls now at www.topcamsite.com"





  ONLINE GAME "TAKE A CHANCE!"

A street situation. Several girls on scene, mixed with other people. You have to risk: choose one girl to undress. If you are successful, she will undress and dance for you. If you fail, she will hit you an break the screen (like in the AD)


ONLINE GAME "IT'S SO HOT IN HERE!"

A dressed girl. Is getting warm and she wants to take the clothes off. You have to do it by selecting a cloth piece, and clicking quickly and insistently. The more you click, the more the cloth piece falls. So on with the rest of the clothes. For smartphone could be either moving the phone, or rubbing the screen. If you do it within the time, she will dance for you. Otherwise, she will get sad and will invite you to try again, because what she wants is to be undressed by you!


PRINTED ADVERTISEMENT

On a print ad the idea could be a photo of a dressed girl that you can undress by puling somewhere, or sticking out part of the ad to reveal the same photo but on a much sexy way (lingerie, nice decoration...)


MERCHANDISING

The famous 2 images stickers, the ones that on a certain position show an image, and another image when you move it. Girl dressed, girl undressed. Can also be applied to elements like lighters, pens, etc.