Part A: The Creative Brief

Creative Brief
CLIENT/BRAND: WINI, particularly their After-Sales Services. What is the problem advertising needs to solve? To build brand loyalty and create awareness of WINI After-Sale Services, with the incorporation of their Olympic Sponsorship. Whose heads and hearts are we trying to win? Current WINI owners, who are out-of-warranty, or are not returning to WINI retailer for after-sale service. What do know about them, their lives and their unmet needs that will help us win them over? They own a WINI and the car they have chosen is a reflection of their personality that they want to shine through. These individuals are busy young professionals living in urban centres that have style. They like to socialize, experience new things, and often seek adventure. They have income to spend but want to see value for their dollar. Being more materialistic, they do not often see the value in paying more for maintenance. They have been a WINI client for a while but have not had the drive to utilize after-sales features. What do we want them to think, feel, or do as a result of our advertising ? To see the value of WINIs augmented services and have a desire to take care of their car and be a part of the full WINI experience. What is the one thing we can say to achieve this? Your WINI is a part of you; your best friend. Embrace the WINI experience. What gives our brand the right to claim the one thing we want to say? The WINI is a car known for its unique style, reflective of our target markets personalities and is an experience in itself. The after-sales services are reliable and provide an experience, which consumers will not find anywhere else.

What is the essence of our brand that grabs peoples hearts a nd what is its voice? WINI is more than just a car. It is the best friend. The experience you get with WINI Inc. goes beyond just the purchase. What executional mandatories are there (including media)? TV Commercial, Out of Home Print (Billboard), and Experiential Event, Olympic Sponsorship Component. Any thought starters for inspiration? After-Sales Services Community Experience Individuality Relationship/ Friendship Olympics

Part B: Proposal

Executive Summary
TO: Winifred Cooper President of WINI WINI INC 1020 Venice Way Toronto, ON M4N 1T7 FROM: Kelsey Beesley, Martha Watson, Ishita Ghelani, and Lisa Sousa. MILK Creative. DATE: November 26, 2013 Re: Request for Proposal WINI After-Sales Services Awareness Campaign Dear Winifred: Thank you very much for providing MILK Creative with the opportunity to submit a proposal for your WINI After-Sales Services Campaign. In a competitive market, such as is with the Automotive Industry, innovation is constantly driving a variety of options for consumers. We understand the importance of highlighting what you have to offer, going beyond the vehicle. In order to successfully build awareness for the WINI after-sales department, it is important to take the key message and pair it with imagery that will be memorable and relevant to consumers. This means creating a desire for a value added proposition that only WINI can offer with their after-sales services. It is a reminder to consumers that WINI is more than just a car, it is a lifestyle. In conveying this effectively, the advertisement will essentially make WINI services top of mind. We believe that we can successfully accomplish this task with the concepts we will be presenting in this proposal. We will work with WINI to create a fully integrated campaign from start to finish that captures the WINI lifestyle and the hearts and minds of the WINI Individual who may be less involved with your brand. Based on your specifications we have determined that our team is fully capable of taking on this task. Hoping to push the envelope and provide you with concepts that are beyond your expectation. Although we have not yet had an automotive client at MILK, we have each individually worked on campaigns for companies such as GM, Ford, and BMW in our past lives. As a full service agency, we have the ability to 6

take care of all of your needs from start to finish. We also believe that our current client list, our references, and our examples of recent work (all included in this proposal) demonstrate our capabilities in successfully completing the task. We would also like to ensure you that based on your specifics and budget we will work to create a campaign that works within means and meets objectives. As a team we will ensure that: We drive service trac to WINI Parts & Service facilities Customers are informed of the WINI service o er (ex. Roadside assistance for $99). A high quality, creative concept is produced Awareness of Original WINI Parts & Accessories is created Brand and line-up awareness is created

As our client you can be sure that: Extra care will be taken to understand and convey key messages and design objectives Projects will be completed within the timelines as agreed between the parties Project deliverables achieved within the agreed upon time-frame and budget Work as a partner with your team and include your team in every step of the process

We would like you to consider MILK Creative as your full-service advertising agency partner that provides strategic, progressive projects from conception to completion. Thank you for the possible opportunity to become your creative agency of choice for this upcoming project. We look forward to hearing back from you. Sincerely,

Kelsey Beesley, Martha Watson, Ishita Ghelani, and Lisa Sousa MILK Creative

Table of Contents

Subject Company Background

Page #

9
10 11-14

Client List Our Team and References Past Projects

15-16
17-18

Our Pitch: Rationale for 3 Media Choices, Messaging, Target Goal Creative Idea #1: Rationale, Commercial, Billboard, Experiential, and Concept Assumptions Creative Idea #2: Rationale, Commercial, Billboard, Experiential, and Concept Assumptions Methodology-The Process

19-23

24-28

29-31 32-33 34-41

Appendix- Work back schedule

Appendix- Estimate

Company Background
MILK: Its good for you. Conceived from the idea that milk is good for the bones, MILK Creative strives to be a good fit for every client. The company erected the name based on the initials of the founding members but ultimately decided to keep it because they felt that the metaphor depicted a clear mission. If you are seeking creative strategic thinking and want effective branding that will target an audience at the right time and place, in the most cost-effective manner, MILK is good for you! MILK Creative, was set up in 2009 by four up and coming names in the advertising world- Martha Watson, Ishita Ghelani, Lisa Sousa and Kelsey Beesley. After working in the industry for a number of years, they have brought their unique backgrounds together to create a small-scale, functioning agency. Within just two years of its inception, the agency had tremendous success in gaining a number of clients, executing some great work, and thus winning industry awards. The continual appreciation we get from clients and recognition from the industry has inspired us to grow into the full-service agency we are today. We provide a list of comprehensive services such as creating commercials, billboards, print ads, experiential activations, digital, promotions, branding and identity. We utilize these forms of media in conjunction with one another in order to create effective integrated campaigns. Currently our office is located in Toronto, with satellite offices in Vancouver and Montreal. The agency has recently gained global business and is now looking to expand into offices throughout Canada, especially in Montreal. With staff now totaling 100 people, MILK is hoping to make a more permanent mark in the advertising industry and take on the global market.

Current Client List

10

Our Team
The following are the key professionals who will be heading this project. These key players have also taken the time to create and carefully select a team of individuals are who are specialists in their field.

Kelsey Beesley- Account Supervisor

With a bachelor of Management, from Dalhousie University, and a specialized certificate in Advertising Account Management, from Humber College, Kelsey is someone who knows her stuff. She has experience working on a number of projects, including experiential events for clients such as Microsoft XBOX and Lake of Bays Brewing Company. Kelsey has extensive experience with numerous clients and has worked toward building close relationships with them all. So much so that in her move to MILK, she was able to bring over her Hudson Bay Company client. After completing a successful internship with DDB Toronto, she continued to work as an Account Coordinator with the agency for a year. From there, she was promoted to Account Manager working for agencies such as JWT and BBDO. After a number of years in the business, Kelseys background as a dining room manager at world renowned Fern Resort has allowed her to excel in communication practices and perfecting client relations. In coming on as one of the newest Account Supervisors at MILK, she has proven to be someone to watch.

References:
1. 2. 3. 4. XBOXONSOURCE Team: Kelsey knows what she is doing, working with her makes life easy. Mitch Pratt, Marketing Coordinator, Lake of Bays Brewing Company: MILK is a breath of fresh air, their ideas, and their work is nothing like I have seen before. Julie Williams, Head of Marketing, Hudson Bay Company: This stuff is up and coming. With Kelsey leading the way, the team dynamic is exceptional. Laura Nelson, President, Fern Resort: Kelsey was always able to speak to customers with ease, her ability to communicate and build positive relationships is remarkable.

Martha Watson, Account Director

Martha comes from a psychology background. She received her bachelor degree in Psychology from the University of Laurier and conducted research at In2ition Marketing Research before completing her education with a post-graduate certificate in Advertising at Humber College. Using her years of 11

experience in this field, in partnership with her education and experience in the advertising world, she is able to bring an in-depth approach with offering consumer insights and strategic planning concerning target thoughts and behavior patterns. Once entering the advertising industry, she completed her internship at Grip and was extended a job offer as a Junior Account Director. After four years, she was offered a position as Account Manager at John St, where she worked until co-founding MILK in 2009. The experienced she gained at these two agencies allows her to expertly manage a wide variety of accounts and brands. She has also worked in combination with a variety of departments creating an extensive knowledge base for not only the business side of a successful project, but also the creative. By combining the skills she has developed during her education and in the workforce, she can strategically formulate an effective solution to any clients business problem.

References:
1. John McCormack, Titleist Golf: Martha Watsons role in our advertising campaign was crucial. She partnered with us strategically in order to ensure our needs were not only met but exceeded. 2. Stephanie Picard, ALS Association: She was conscious of our concerns and listened to our expectations. We cant wait to work with her again in the future. 3. Paul Morrison, Proctor and Gamble: Martha was a joy to work with. She collaborated well with our team and strategically overcame any issues brought up in the duration of the campaigns creation.

Ishita Ghelani, Director- Account Management

She plans. She executes. She delivers. Her strong focus on what is best for the product or the brand helps the team stay on track and deliver the needed results. Ishita graduated in Mass Media with a specialization in Advertising. Her two years of Media Planning experience with Starcom India is an asset to the company as it often helps bring in the missing perspective and great insights in media management. With a Post-Graduate Diploma in Advertising-Account Management, she has studied the best of both the worlds: Business & Creative. Originally from India, this course got her to Canada and since then, there has been no looking back. She has had the experience of working in a digital agency- Razorfish in USA.

12

Moving from there, she has worked with Ogilvy & Mather and Saatchi & Saatchi. Her seven years of experience has quickly brought her to the latest stint of heading MILK toward success.

References:
1. Dirk W, Digital Vice-President, Razorfish: Ishita was the backbone of our team. We were both sad and happy to bid her a goodbye from our agency. She brought a professional demeanor to the table every time and on time. She has a calm approach to solving problems. She is strategic, hardworking and self-directed. 2. Jennifer Collins, Account Management Director, Ogilvy & Mather: Ishita is very hardworking and has a proactive approach in dealing with things. She has a great deal of knowledge and experience surrounding advertising. She is a great team player, very approachable, and displays excellent communication skills. This has been clearly demonstrated through her ability to lead account effectively. 3. Harsh Dave, Media Planning Group Head, Starcom: During Ishitas tenure at Starcom, she was a very quick learner. Within six months of her joining, she became an integral part of our biggest account- Heinz. She was given a lot of accounts to work on, such as, General Mills, Blackberry and HSBC to name a few.

Lisa Sousa, Creative Director

Lisa is an award winning strategic creative thinker who is constantly seeking to find an untapped insight that will drive her creative work. With an undergraduate degree in Arts and Contemporary Studies, a minor in Interior Design, and a postgraduate certificate in Advertising Account Management she has cultivated a way of doing business that cannot be found elsewhere. Lisa has been in the advertising industry for 8 years now, having started as an Account Manager Intern at DDB and working her way to Creative Director during her time at Taxi. In a previous life, Lisa also did an Interior Design Internship for Steven and Chris, who are now a client of MILK. Needless to say, she has worked hard to be where she is. Today, is Creative Director and a founding partner for MILK Creative. She has won awards for her creative work on the Skittles brand and recently won Cassie Awards for her work on the Boston Pizza and Oxi Clean integrated campaigns.

13

References:
1. Steven and Chris, Interior Designers/ Talk Show Personalities: The client is always top of mind for Lisa and her fantastic team. We love that design sense is apparent in everything she does. 2. Nancy Beattie, President, Taxi Canada: Lisas strategic thinking works in perfect parallel with the Taxi mantra- Doubt the Conventional. It guides her the same way it guides us. We are happy to see MILKs success grow from this. 3. Mark Paterson, Brand Manager, Cadbury Dairy Milk: Lisa takes strategic thinking to the next level, she cares deeply about brand objectives and treats them as her own. I never have to doubt her or the rest of the MILK team.

14

Past Projects
Category Experience Example 1
ALS Association
Objective: The ALS Association wanted to build social awareness of ALS by communicating the difficulties patients experience from the physical and emotional symptoms of the disease. Budget: $30,000 Summary: ALS is an extremely debilitating disease. It is a progressive neuro-degenerative condition that attacks nerve cells in the brain. MILK addressed the clients problem of lack o f awareness by creating a three-part advertising campaign involving a print advertisement, a television commercial, and an experiential exhibit. The ads ran across Canada and the event was held at Dundas Square in Toronto. MILK was responsible for the entire campaign from pre-production to production to post-production.

15

Category Experience Example 2

Oxi Clean
Objective: To create brand awareness and get mothers of young children to think of Oxi Clean as their tough stain solution. Budget: $40,000 Summary: The Canadian mother is different from the all-American mother. She may be a soccer mom, but she also has a career. She has a hectic life and messy kids. She is in tune with her ethnic culture (Canadian Salad Bowl versus American Melting Pot). She also dresses her kids differently and lives in a busy suburban city with lots of shopping centers close by. Oxi Clean is a well-known American brand, but in order to make the advertisements relevant to the Canadian market MILK created an insight as you see above, in order to effectively communicate a value proposition to Canadian mothers. MILK cut down on the clutter often found in Oxi Clean advertisements and created a fresh print and commercial campaign that was a hit in the Canadian Market.

16

Our Pitch
Rationale for Advertising Mediums Chosen
Commercial:
A commercial is an essential choice of advertising medium as it is an effective way to deliver the key message through visuals. Consumers will be more receptive to a commercial as it allows for a powerful connection. Not only will the use of visuals have more of an appeal on the target audience but will also help to portray a stronger story. Airing this commercial on channels and during times that WINI owners are likely to frequent, will increase the reach to the target market by hitting a more narrowed audience.

Print:
Creating a billboard print ad will help create a strong outreach to the target audience. Placements in city centers and WINI shops/dealerships will distribute awareness and further narrow in on the target market. Billboards will closely tie into other components of the campaign to create consistency and flow throughout advertising mediums. The print advertisements will display the key image and message that encompasses the entire campaign.

Experiential Event:
In todays world, marketing and advertising are constantly changing, people are looking for a tangible and real experience. By creating an experiential campaign, both the general public and the specific target market can witness and enjoy WINI Inc., while after-sales services are being promoted. The event will tie nicely into the content of the campaign concepts. During these events, MILKs in house film and production crew will capture the day and produce a video to be spread through online mediums. Allowing for continued promotion of the live event and WINIs after -sales services. Experiential involvements allow for a clear demonstration and specificity of what after-sale services include and how they work. It will not only allow WINI owners to have a better understanding, but also a firsthand experience. Finally, this experiential event will allow WINI Inc. to promote after-sales services and compel WINI owners to visit the WINI Shop. 17

Message
We want WINI owners to see the value of WINIs augmented services and have a desire to take care of their car and be a part of the full WINI experience. In order to achieve this we hope to tell them that, Your WINI is a part of you; your best friend. Embrace the WINI experience. The WINI is a car known for its unique style, which is reflective of our target markets personalities and is an experience in itse lf. The after-sales services are reliable and provide an experience, which consumers will not find anywhere else. Therefore, we have the ability to stress that WINI is more than just a car. It is the best friend. It is a car that embraces you. The experience you get with WINI Inc. goes beyond just the purchase.

Target
The target market is individuals who already own a WINI, however have not taken advantage of the after-sales services or have not been made aware. WINI is a car known for individuality and this is something the owners take pride in. This is a Campaign directed to the Canadian market and specifically those living in urban city centers and do not have a family or other responsibilities that require a larger sized vehicle. The target captured in these concepts are young professional who have a creative and adventurous side.

Goal
The goal of these concepts is to help build awareness of WINI after-sales services through the incorporation of promoting the WINI sponsorship of the 2014 Winter Olympic Games. The objective is to create appeal to the target market by demonstrating the WINI essence and the associated lifestyle. Through print, TV, and interactive platforms WINI will change perceptions, promote after-sale services, and create an embrace for the overall experience.

18

Concept One: The Best Friend

This concept addresses the idea that those who own cars make it a vital part of their life. A car is what takes you to and from, and is something you use every day. However, WINI owners have a unique connection to their car, and are proud to drive them. They are there for your escapades and important life moments. They are often essentially like a best friend. We want consumers to feel like their WINI is one of their best friends. With all the things you put your WINI through, your WINI deserves to be shown some love back. In this campaign, we hope to create an idea in the mind of the consumer that owners are in a close relationship with their WINI and therefore need to care for them. This idea encourages owners to make the most of their time with their WINI and to keep the friendship going through mutual care, thus emphasising the after-sales services.

Commercial
Storyboard:

19

Script:
Begin with image of snow on the ground in an open landscape and the sound of shoveling. Camera pushes right until a WINI car appears covered in snow As the camera continues to push right, a man appears standing on the slope of snow covering the WINI and packing it in with a shovel. The camera stops moving. The man finishes smoothing the slope of snow on the WINI and walks off the screen to a destination on the right. The covered WINI is alone and all you can hear is the mans boots crunching in the snow, moving further and further away from the WINI. There is a moment of silence. Then, there is the sound of something gliding through the snow quickly. It comes into frame and it is the same man but on a snowboard and in full gear. The man uses the slope to take off into the air. Suspended in the air for a few moments he does a few tricks. He lands and continues gliding out of the frame to the left. The WINI is alone again and the snow on top considerably messy. A voiceover of a man, who is likened to the previous man, comes on and says: like your best friends, WINI is always willing; after all you have been though it is time to share the love with some after-sales service Screen cuts to black screen with a buffed and cleaned version of the same WINI. The WINI logo fades in. The tagline WINI After-Sales Services appears which the voiceover reads out, along with the website call to action that the voiceover asks consumers to visit. Screen fades to black and voiceover says, WINI is a proud sponsor of the 2014 Winter Olympics. Stay Tuned for a WINI Winter coming to major cities near you. Check out www.WINIWINTER.ca for details. END.

20

Explanation:
This commercial demonstrates a WINI owner engaging in an activity with the help of their WINI, in this case creating a slope to get that perfect snowboard jump. The commercial captures the adventurous and creative side of a WINI owner, while also incorporating an Olympic sport that ties into the sponsorship of the Winter Olympic Games. By having the individual engage in an activity supported by their WINI, it demonstrates the emotion of a friendship. This commercial has the ability to capture a greater pull and engagement from the target market that have a connection to their car. The commercial encourages owner to have fun with their WINI but also to care for it by taking advantage of after-sale services.

Print
Mock-up:

21

Explanation:
The Print concept will be projected as a billboard that will closely resemble the commercials concept of a person using their WINI to engage in a winter sport. It will use a clip from the commercial, with simplified copy, to help reflect the best friend concept. Print will show the WINI owner in mid jump with the caption WINI is always a willing friend, share the love, and the WINI After-Sales tagline and call to action.

Experiential
Mood Board:

Explanation: In anticipation of the Winter Olympics, and to encourage WINI owners to keep up with after-sales
services, WINI will set up a winter park. Consumers will be able to participate in a variety of Olympic sports with the help of the WINI brand. The event will be open to the general public, however, WINI 22

owners will have an advantage; being able to bring their cars to join in the festivities. WINI Owners can compete in games to win prizes that encourage and promote after-sales services such as repairs, accessories, paint jobs, etc. WINI Winter events can include: WINI half-pipe and jump park (in which actual WINIs will be used to create jumps and slopes in the snow) Hockey games (in which WINIs will be placed to create nets) WINI bobsled (where the public will have a chance to race down a bobsled track in a mini WINI replica) Other non-games related activities can include:

WINI photo-booth that will allow people to drive in with their WINIs and take a picture together, As well as, a full services shop and carwash, that can be used by anyone. The events will take place in Toronto, Vancouver, and Montreal, at exhibition centers or ski hills that

are close to the city centers, as the target market lives in urban centers. This event is perfect for the WINI Owner and target market as the WINI is a car made for adventure and individuality. This WINI Winter ties nicely into the best friend concept as it encourages owners to have fun with their WINI.

Concept Assumptions
1. WINI owners love their WINI car and would not treat them poorly. 2. Billboard ads will quickly remind the consumers about the commercial and the relationship that they share with their WINI. 3. Large number of WINI owners will come to attend the event. 4. Location and the material would be available on the day of the event.

23

Concept Two: The WINI Experience: The Purchase is Only the Beginning.
Be a part of the entire WINI experience. The purchase of your WINI is only the beginning. Postpurchase is when the WINI owner truly gets to embrace the full experience. WINI offers a number of after-sale services that can give you a truly great experience; one that can last a lifetime. This concept creates emphasis on the potential the purchase of a WINI and the use of WINI services has. You never know who you will meet, the adventures you will have, and services and benefits that might come along. Many WINI owners fail to take full advantage of after-sale service and in turn miss out on the well rounded experience. WINI wants their customers to be winners and truly have the best experience possible. WINI might be a car, but it is more, it is a community and a lifestyle shared by many.

Commercial
Storyboard:

24

Script:
Commercial opens with the image of an odd mixture of people chatting away, laughing, and drinking coffee while seated in a comfortable but modern room with steel colour curtains behind them. One character is telling the story of their weekend So last weekend Bob and I Their voice trails off and a narrator comes on. Look at them the curtains behind the people slowly begin to open as he speaks so comfortable with each other, enjoying themselves as the curtains open more the window reveals a line of WINI cars in an auto shop being taken care of, you wouldnt even know they are at the shop. At WINI we are more than just the car, we are the full experience The characters laugh some more this time directed at someone named Ann Oh Ann, thats so funny, while looking directly at the camera. Screen cuts to the opposite wall where we meet Ann,* who happens to be an Olympic athlete. She says, Isnt it great Marie? The Narrator speaks again and with X # of WINI owners in Canada you never know who you will meet. The purchase is just the beginning. Become a part of the full WINI experience, visit your local WINI retailer for a service experience you wont regret or visit www.wini.ca/aftersalesservices to learn more about our offerings. Screen fades to white and a freshly buffed and centred WINI with the logo and caption: WINI After-Sale Services and the website. For each local area, the speaking, they will say, meet me come visit me at fellow WINI owners! and Winter Olympic games. Screen cuts to black. END. * Name will depend on which athlete we are able to get who is a WINI owner. screen will then cut to the athlete in a white room Hey Guys, if you are a WINI owner and you want to X WINI retailer on X day where I will be meeting Narrator says: WINI is a proud sponsor of the 2014

Explanation:
The commercial depicts friends at what appears to be a coffee shop laughing and enjoying each others company with the scene slowly changing to show WINIs in the background undergoing after-sales services. This imagery captures the WINI essence and amplifies the statement that the purchase of a 25

WINI is only the beginning. By creating this atmosphere in the commercial, the target market will feel the desire and pull to become a part of it. Taking a feeling and atmosphere such as a cool coffee shop and applying it to a WINI shop and brand, encourages WINI owners to embrace the full experience including the after-sales services. To further demonstrate the WINI sponsorship of the Winter Olympics, the commercial will incorporate athletes as proud WINI owners. This ties into the idea that it is an experience; you never know whom you are going to meet, or what adventures you will come across.

Print
Mock-up:

26

Explanation:
To capture a similar story on a billboard, the print will be complementary to the commercial. Capturing a clip and then having copy that will display the key message. The billboard will include WINI owners in a neat atmosphere, with their cars getting after-sales services in the background and copy stating The purchase is just the beginning. Experience WINI with After-Sale Services.

Experiential
Mood Board:

Explanation:
In anticipation of the Winter Olympics and to encourage WINI owners to keep up with afterpurchase services, WINI will be undergoing five surprise events throughout Canada. These events will include bringing random Olympic athletes into random store/shop locations for a day. Athletes will help 27

with after-sales services, engage with WINI owners, and help promote the WINI brand, as well as, the 2014 Winter Olympic Games. In light of making the event more appealing, WINI will set up a number of contests that will involve discounted and free services for those in the shops as well as, a shop makeover for one lucky location. This will help to make a more welcoming and engaging WINI shop, thus enhancing the consumers experience. The day will be filled with giveaways and other interactive components, such as a photo booth and activities pertaining to the athletes sport of choice. This event will be exclusive to WINI owners and will help to promote the true WINI experience by bringing the WINI community together.

Concept Assumptions
1. Athletes would be available and in the country at the time of the event. 2. WINI does not mind giving free services to the customers present for the event. 3. Consumers will remember and connect the billboard ad with the television commercial. 4. Consumers who buy WINI are deeply attached to it and they like taking care of it.

28

Methodology
The RFP has allowed us to consider the objectives for WINI and it has been determined that a video commercial, a billboard and two experiential events that are supported through social media is the most effective solution. If given the privilege to move forward we have comprised two creative ideas to accurately suit the brief objective. We will work through these methodologies below to complete these creative concepts to perfection.

5-Step Process
1. Pre-Production: Outline
The first stage of pre-production is the outline phase. Precision and accuracy is of upmost importance in this phase in order to ensure a solidified foundation from which to mold a successful advert. We create a specified project plan, estimate for the budget, and a work back schedule for the advertising campaign. We also will formulate a strategic plan for the two experiential events, both of which will take place after the successful completion of the commercial and billboard.

2. Pre-Production: Scripting
This is the first stage in the creative process. This is when the commercial will be written into a script complete with narrative and speaking lines.

3. Pre-Production: Concepts and Storyboard

The final stage for pre-production is the concepts and storyboard. This encompasses the visual elements of the commercial created alongside the established script from stage 2. We will create a series of 4 to 5 drawn still frames depicting the eventually completed commercial in which will be in video format. We will also create a rough sketch of the billboard advertisement. These allow the client to visually grasp the concept and provide feedback before the production commences.

29

4. Production
The production phase is when we make the storyboard come to life and shoot the actual commercial and create the visual layout for the billboard.

5. Post-Production & Review

Post-production is when editing is used to modify the film taken during production and the billboard layout in order to perfect it and create the finalized product for the client.

6. Experiential Execution
The experiential events will take place after the completion and execution of the traditional advertising. In this phase we will create the events from the plan set out in pre-production. These events are conducted in a live format with the consumers directly interacting with the product and brand in order to increase awareness and loyalty. This method of marketing is particularly effective for word-of-mouth and consumer driven advertising.

Overview of Process
Pre-Production (preparation)
Pre-production includes all necessary work and planning in order to prepare for the physical creation of the advertisements. It is during this period that we ensure we have the proper components and time allowance in order to create a successful piece. Clients are heavily involved during this process as crucial decisions must be made in order to determine the steps to be taken in production. Also, this is the period where expectations can be laid out and clarified by the client. Firstly we will create a creative brief which upon approval from the client will begin to develop into creative ideas expressed through storyboards. These storyboards will be accompanied by budget estimates and work back schedules reflecting the time and money necessary to create the storyboard into a video commercial.

30

Production (shooting the videos, if applicable)

Production encompasses the physical creation of the advertisements. It is during this phase that we will film the commercial and construct the billboard design. The plan formulated in pre-production will act as a guide during the production stage.

Post-Production (the editing or animating phase)

During post-production is when the video and billboard will be polished and finalized. The film taken during the production stage will be edited in order to be complete and prepared for delivery to the client. Copy will be added into both and music to the video commercial, as well as any other materials from the storyboards that were not physically present during filming.

31

Appendix
The entire process of conceptualizing, planning and executing a campaign can be daunting. But, not to worry as we are here to make this process simpler and easier for you. We want you to be a part of every step that we take to achieve that. With the help of our expertized team, we have created the work back schedules and budgets to offer you the most we can, in the least possible amount. These schedules can be flexible and modified as per your needs.

Work Back Schedules

32

33

Estimates
Pricing and Rates MILK Creative 121 Milkyway Blvd. Toronto, ON M6H 3J6 WINI Inc. 1020 Venice Way Toronto, ON M4N 1T7 Estimate# Estimate Date Estimate Total MC 05643 Nov 26th, 2013 $41,372.00 CAD

Commercial
Task Time Entry Notes Project Video 1: Management Planning, Production, Project and Budget Management Project Video 2: Management Planning, Production, Project and Budget Management Concept Video 1: Development Concept Process building and follow up Concept Video 2: Development Concept Process building and follow up Script/Storyline Video 1: Write writing and present the script/storyline sequence Script/storyline Video 2: Write writing and present the Rate 85 Hours 20 Line Total 1680

85

20

1680

85

680

85

680

85

10

850

85

10

850
34

Production Scheduling

Production Scheduling

PostProduction, Editorial PostProduction, Editorial PostProduction, Dubbing PostProduction, Motion Graphics PostProduction, Motion Graphics Files Formats and Delivery Files Formats and Delivery

script/storyline sequence Video 1: Contact BAS clients, notify ministry of schedule and coordinate travel Video 2: Contact BAS clients, notify ministry of schedule and coordinate travel Video 1:Edit the four shoots into one video Video 2:Edit the four shoots into one video Dubbing if required Video 1: Intro, Outro, Lower thirds and text treatments Video 2: Intro, Outro, Lower thirds and text treatments Video 1: Quality Assurance Video 2: Quality Assurance Description Video 1: Director

85

680

85

680

85

48

4080

85

48

4080

85

340

85

12

1020

85

12

1020

85

336

85

336

Item Director

Unit Cost 900

Quantity 4

Line Total 3600

35

Director Producer Producer Production Full Day

Production Full Day

Production Second Camera

Production Second Camera

Teleprompter Teleprompter Talent

Talent

Video 2: Director Video 1: Producer Video 2: Producer Video 1: 2 Staff: One Camera, 3point Lighting and Audio (Toronto/GTA, WINI retailer showroom in Toronto/GTA) Video 2: 2 Staff: One Camera, 3point Lighting and Audio (Toronto/GTA, WINI retailer showroom in Toronto/GTA) Video 1: Includes additional camera and operator Video 2: Includes additional camera and operator Video 1: Teleprompter Video 2: Teleprompter Video 1: Dependent on the Talent (TBD) Video 2: Dependent on the Talent

900 600 600 1500

4 4 4 1

3600 2400 2400 1500

1500

1500

600

2400

600

2400

125 125 0

4 4 1

500 500 0

36

(TBD) Music License Video 1: Royalty Free Video 2: Music License Royalty Free Hair and Make- Video 1: Hair Up and Makeup at each Shoot Hair and Make- Video 2: Hair Up and Makeup at each Shoot

100 100 300

1 1 4

100 100 1200

300

1200

Estimate Total

$41,372.00 CAD

Billboard
Quote # 1- This is a general quote, just in case if WINI wants to do a different concept for the billboard. Estimate# MC 05644 Estimate Date Nov 26th, 2013 Estimate Total $16,580.00 CAD

Task Project Management

Concept/Copy Development PostProduction, Editorial

PostProduction Files Formats and Delivery

Time Entry Notes Planning, Production, Project and Budget Management Copy development and follow up Select and Edit all the shortlisted pictures of the four days and develop the final one Text treatments Quality Assurance

Rate 85

Hour 6

Line Total 510

85

340

85

14

1190

85 85

2 2

170 170

37

Item Photographer Art Director Set Director Producer Production Full Day

Description Photographer Art Director Set Director Producer 2 Staff: One Camera, Flash lights, Umbrella Lights, tripods, light meters White balance cards, color palette, memory cards and films ProductionIncludes Additional additional camera camera, lenses and equipment Talent Dependent on the Talent (TBD) Hair and Make- 2 artists- 1 for Up Hair and 1 for Makeup at each Shoot Fashion Stylist Fashion Stylist Asst. Fashion 2 assistantsStylists One for male and one for females Prop Assistant Prop Assistant

Unit Cost 1600 800 1500 900 1500

Quantity 2 1 1 2 3

Line Total 3200 800 1500 1800 4500

500

500

300

600

500 300

1 2

500 600

200

1 Estimate Total

200 $16,580.00 CAD

38

Billboard
Quote #2- This Quote is based upon the concept presented in the RFP Estimate# MC 05644 Estimate Date Nov 26th, 2013 Estimate Total $13,345.00 CAD

Task Project Management

Concept Development Process Production Scheduling

Set Designing PostProduction, Editorial

PostProduction Files Formats and Delivery

Time Entry Notes Planning, Production, Project and Budget Management Concept building and follow up Finalize the location & coordinate the booking Set Designing Select and Edit all the shortlisted pictures of the two days and develop the final one Text treatments Quality Assurance

Rate 85

Hour 10

Line Total 850

85

425

85

340

85 85

2 12

170 1020

85 85

2 2

170 170

Item Photographer Producer Production Full Day

Description Photographer Producer 2 Staff: One Camera, Flash

Unit Cost 1600 900 1500

Quantity 2 2 3

Line Total 3200 1800 4500

39

ProductionAdditional camera Prop Assistant

lights, Umbrella Lights, tripods, light meters White balance cards, color palette, memory cards and films Includes 500 additional camera, lenses and equipment Prop Assistant 200

500

1 Estimate Total

200 $13,345.00 CAD

Experiential
Estimate# Estimate Date Estimate Total MC 05644 Nov 26th, 2013 $12,335.00 CAD

Task Project Management

Concept Development Process Production Scheduling

PostProduction, Editorial PostProduction,

Time Entry Notes Planning, Production, Project and Budget Management Concept building and follow up Contact BAS clients, notify ministry of schedule and coordinate travel Edit the four footages into one video 1 Voice-Over Talent (TBD)

Rate 85

Hours 15

Line Total 1275

85

510

85

340

85

30

2550

85

340
40

Voice-Over PostProduction, Motion Graphics Files Formats and Delivery Item Director Producer Producer Production Full Day

Intro, Outro, Lower thirds and text treatments Quality Assurance Description Director Producer Producer 2 Staff: Three Cameras and operators, 3point Lighting and Audio (Toronto/GTA, WINI retailer showroom in Toronto/GTA) Dependent on the Talent (TBD) Royalty Free

85

680

85

340

Unit Cost 400 200 200 1000

Quantity 4 4 4 3

Line Total 1600 800 800 3000

Talent

Music License

100

1 Estimate Total

100 $12,335.00 CAD

41