Given in the project pack was boosts current ad campaign which comes from a satirical and comedic point of view, which for some may work but im personally not keen. It feels like they are trying to hard to be a young 'cool' brand and I see this as the reason they have set females as the key target audience for this project. Because this 'Boost up yourself' campaign would not have appealed to females at all in my opinion. Part of this is the whole "boostism" concept they use in the campaign, in there own words these are bravado-fuelled statements which would appeal a lot more to men then women particularly the statements they use and the photos.
For example this advert "Boost dropkicks tired in the face" is one of their pieces in the 'boost-up yourself' campaign. Which as I mentioned uses their 'boostism' concept which sticks to the brand as in there own words they are a fun, youthful and energetic company.
My aim is to produce a more mature campaign that does not alienate the core audience of boost and also atrracts women to the product as stated on the brief.
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