ICM - First Pitch

Today we pitched our first ideas to ICM for the Chip Shop Awards. We made the decision early on to pick a product and brand and get the ideas flowing as quickly as possible. We chose Hovis bread and I think this worked, as we each came up with lot of good ideas. I came up with a viral campaign/advert concept for Hovis using their old slogans 'Bred' (born and bred) and 'get something good inside'. The ad consists of a lady holding up photos of her baby, which is literally going to be born and bread/bred. Although Caroline from ICM liked the idea as a viral, Claire's idea of using another old slogan of Hovis', 'As good today as its always been' together with biblical imagery (ie. last supper, feeding of five-thousand..) was better recieved, so therefore we have decided to go with that idea. Here are some of my visuals concepts;