Communication/Marketing, Art Direction, Motion Design

Simple way too…

Poetry for young

Objectives

Propose a comprehensive communication strategy for creating a web series that promises to “simplify” poetry and develop an understanding of poems for young people by addressing symbolic texts.

There is a business objective behind this to encourage publishing houses to invest. But there is also the goal of convincing the younger generations.

For the web series, the tone should avoid being didactic and casual.

Ask : Realise a teaser for a poetry webserie.

References : During the first interview with the client, 3 poems were had to be taken into account : 

  • Les fenêtres de Jacques Brel
  • La non demande en mariage de Georges Brassens
  • Les oiseaux de passages de Maxime Le Forestier

Nom et logo de la websérie

This name “Simple way to” has a strong meaning.

Firstly, “ALLER” refers both to the verb “to go” and to the noun referring to a journey, a one-way trip. It pushes readers forward towards a continuation.

Next, “SIMPLE” refers to the process of simplifying poetry that we will implement. Indeed, it needs to be made accessible to this young audience so they can more easily understand poetry and its subtleties.

Finally, “VERS” guides and accompanies the readers. After the video experience, they will come out enriched. They will have understood the meaning and values of the poetry in question. There will be no going back; they will have learned something: it is a One-Way to knowledge.

For the logo, we chose a typography entirely handmade to reference writing. It brings an authentic and unique aspect while respecting fineness, just like poetry.

About the teaser : we decided to go with a generic teaser, in order to encompass poetry in the broad sense, and not just a few authors or themes.

Concept :

The target audience we discussed is the 16-24 age group. What do we want to tell them? Indeed, this target group has little interest in poetry, even though it is an art form closely related to music.

By the way, did you know that RAP stands for Rhythm and Poetry? Do you think young people know that? And yet… 5 hours and 26 minutes is the average time that 16-24-year-olds spend listening to music on streaming platforms per week. At the top of their listening preferences is “urban” music, including RAP.

Another music style, halfway between poetry and RAP, and less known, exists: SLAM. It presents itself in the form of sung texts expressing the singer’s feelings. There can be rhymes, wordplay, etc. But contrary to what one might think, slam differs from poetry: it is not composed of verses, and making rhymes is not a requirement.

Let’s go back to the teaser. Our idea would be to adapt poetic texts through a slammer. This approach would bring dynamism and vitality to the text, aiming to reach our target audience, who are in constant search of novelty.

For a young and rebellious audience, we will focus on a playful and caricatural tone throughout the web series episodes. The slammer’s style will also provide a “casual” aspect to the poetic text.

For the video style, we propose a nostalgic approach using the cartoon and animated style of the 1990s-2000s. This will remind the target audience of their own youth and comfort them in choosing this web series because it features an aesthetic they already know.