Brief
“An international publishing house is about to start a new advertising campaign via adverts broadcasted on diverse television stations. Its main aim is not to promote the actual publishing house but rather individual non-fiction books. Potential clients will therefore be open to choose from where they would want to buy their books since they are distributed worldwide. They sell their books via international bookshops as well as the best online book sellers such as Amazon, Play, etc.
Therefore, they are organizing a world-wide competition for the best 1-minute advert and are calling on the creative and technical skills of young people currently studying media related courses to create short, fun and entertaining promotional videos.
The defined criteria as set by the client are the following:
· Must be 60 seconds in length
· Must be about a non-fiction book of your choice
· Must fall under the ‘G’ rating criteria as regards to regulation
· Make it short, fun and entertaining.”
Client
About Whitecap Books
Whitecap Books is one of Canada’s leading independent book publishers. Our diverse list features full-colour gift books on almost every North American state, province, and major city along with books on food, wine, gardening, health and well-being, regional history, and regional guidebooks. We publish books for children and youth under our Walrus Books imprint.
Whitecap’s expertise in culinary books has gained us recognition in Canada and internationally. Ultimate Foods for Ultimate Health by Liz Pearson and Mairlyn Smith won gold in the Special Interest Food and Beverage Books category at the 2008 Canadian Culinary Book Awards. Also at the 2007 Gourmand Cookbook Awards, three Whitecap titles brought home awards, including Gurth Pretty’s The Definitive Guide to Canadian Artisanal and Fine Cheese, which won the first place prize in the category of Best Cheese Book in the World.
At Whitecap Books, we are pleased to include internationally renowned chefs among our authors. We have launched several titles from Australia’s Donna Hay and Bill Granger. Claire Clark, currently the pastry chef at Napa Valley institution The French Laundry, published her first book, Indulge, with Whitecap in the Fall 2007.
Whitecap maintains strong ties with the Food Network Canada. We had the pleasure of publishing Chef at Home by Food Network Canada’s well-known host Michael Smith, and the sequel The Best of Chef at Home in Fall 2009. Anna Olson, another popular Food Network host, has published six titles with Whitecap: Inn on the Twenty, Anna and Michael Olson Cook at Home, Sugar, Another Cup of Sugar and In the Kitchen with Anna, Fresh with Anna Olson. Anthony Sedlak, has also released his first title, The Main, with Whitecap in Fall 2008. The highly anticipated book includes recipes from the first four seasons of his hit TV show.
With our head office in Vancouver, British Columbia and our sales and marketing office in Toronto, Ontario, Whitecap offers coast-to-coast publicity and promotions for our authors and their books. We have expanded our market into the United States through Midpoint Books. Whitecap Books titles are now available across North America, in traditional bookstores as well as a variety of alternative retail outlets, including museums, clothing stores, and cookware suppliers.
History
In 1977, Michael Burch founded Whitecap Books. Michael imagined an audience of Canadians who cherished the beauty of their country and wanted to capture it in gift and coffee table books. Throughout the 1970s and 80s, Whitecap grew to become a leading producer of books featuring the natural wonders of Canada’s cities and provinces. Over the years, Whitecap expanded to publish titles in a variety of genres with a major focus on food and wine.
Source: Whitecap Books
The Book
| Ultimate Foods for Ultimate Health (and don’t forget the chocolate!) |
Liz Pearson is a Registered Dietitian with a passion for peanut butter sandwiches and an undying love for chocolate. Mairlyn Smith is a multi-talented home economist who creates recipes that are super nutritious and incredibly delicious. Together these two wrote The Ultimate Healthy Eating Plan… that still leaves room for chocolate, an award winning national bestseller. Ultimate Foods for Ultimate Health… and don’t forget the chocolate! is the next level - the next generation. It answers more questions, gives more great advice, and highlights more disease-fighting, powerhouse foods. And that’s not all! In addition to containing 50 “best of the best” recipes from the original book, it contains 90 brand new, tasty, nutrition-packed recipes. Here are 10 ways that Ultimate Foods for Ultimate Health is certain to boost your health and well-being:
1. How to Eat Healthy In an Unhealthy World
We live in an unhealthy world. We’re bombarded with high calorie, fat-laden, sugar-loaded, nutritionally-barren foods at every turn. Obesity is considered one of today’s most blatantly visible – yet most neglected – public health problems. The prevalence of type 2 diabetes is predicted to get worse before it gets better. Our children may be the first generation ever to have a lower life expectancy than that of their parents. If ever there was a time to take action, the time is now. Ultimate Foods for Ultimate Health is designed to help you make healthy choices in an unhealthy world. Whether dining out, grabbing food on the run or making meals at home, you get specific, realistic and achievable advice on the best food choices for you.
Quote of the Day
“When you enter a grocery store today, you see more high-calorie, high-fat choices in three minutes than our ancestors saw in a lifetime.”
David Sobel, MD, Director of Patient Education & Health Promotion, Kaiser Permanente
2. Dispels Myths & Clarifies Misconceptions
If you’re confused, discouraged, or disheartened about what you should or shouldn’t eat, join the crowd. Nutrition headlines seem to change with the weather. One day a particular food is good for you, the next day it’s harmful to your health. One person says eat it, the next person says don’t. Ultimate Foods for Ultimate Health does its best to make sense of the complex and ever-changing world of nutrition. The recommendations are built on extensive research reviews and interviews with leading scientists in the field. It’s based on the best evidence we have today. These questions and more are answered:
· Can you get all you need from food or must you pop a pill?
· Is soy a miracle food or have we been mislead?
· Do canned fruits and vegetables really deliver?
· Fish is supposed to be good for you, but is it safe to eat?
· Should we build our bones with milk or is there a better way?
· Are organic foods worth the money?
Ultimate Foods for Ultimate Health simplifies complex issues, tackles controversial subjects, and provides specific advice.
Research Highlight
Researchers from the Harvard School of Public Health estimate that healthy food choices, together with regular physical activity and not smoking, can prevent over 70% of strokes, 80% of coronary heart disease, and 90% of type 2 diabetes.
3. Packed with Super Nutritious, Disease Fighting Foods
Twenty-five hundred years ago Hippocrates said, “Let food be thy medicine and medicine be thy food.” Today, research confirms that certain foods and food combinations have the ability to slash your risk of heart disease and cancer, protect against diabetes and osteoporosis, shield against aging and Alzheimer’s disease, cut your risk of eye diseases such as macular degeneration and cataracts, and alleviate inflammatory disorders like arthritis. Ultimate Foods for Ultimate Health highlights foods that are the most potent fighters of disease – like pomegranate juice, cinnamon, green tea, broccoli, berries, extra virgin olive oil, and almonds. Foods are ranked based on their overall nutrient contribution as well as their health-protecting ability. How much of these foods do you need to eat to significantly reduce your risk of disease? Does it matter whether you eat them raw, cooked, peeled or chopped? Are some foods more beneficial when eaten alongside other foods? Ultimate Foods for Ultimate Health gives you the goods on the nutritional world superstars.
Research Highlight
Researchers from Michigan State University list the following four health habits as providing the most benefit: don’t smoke, maintain a healthy body weight, eat at least five servings of fruits and vegetables daily, and get at least 30 minutes of physical activity five days a week.
Researchers estimate that life expectancy would rise by seven years if all forms of major cardiovascular disease were eliminated.
4. Highlights Dietary Villains You Need to Avoid
Sugar consumption is skyrocketing around the world. Artery-clogging trans fats and saturated fats lurk in unlikely places. Refined grains, like white bread, can be harmful to your health. Too much red meat can significantly boost your risk of colon cancer. Soft drinks or “liquid candy” are tied to ballooning waistlines and a higher rate of type 2 diabetes. Some specialty coffees made with whole milk, syrups, and whipped cream have enough calories and fat to sink a small ship. Portion sizes are out of control. Most fast foods are a landmine of sodium. Ultimate Foods for Ultimate Health helps you avoid the worst of the worst – the foods most harmful to your health. It also provides healthy alternatives that satisfy. Does it get any better?
Quote of the Day
“Obesity is now so common within the world’s population that it is beginning to replace undernutrition and infectious diseases as the most significant contributor to ill health. It is an epidemic that threatens global well-being for adults and children alike.”
Peter Kopelman, Professor, Royal London School of Medicine
5. Helps You Lose Pounds & Maintain A Healthy Body Weight
Maintaining a healthy body weight is one of the most important things you can do for your health. You lower your risk of heart attack, stroke, high blood pressure, diabetes, cancer, and osteoarthritis. Yet, in the 21st century, managing a healthy weight is more challenging than ever before. Ultimate Foods for Ultimate Health is designed for reducing waistlines and satisfying hunger. It’s loaded with great tasting ideas that are low in fat, low in calories, and high in fibre. It will please your taste buds, help keep you on track, and motivate you. Great taste, wholesome eating, and healthy weight loss - all in one.
Research Highlight
Based on a study from the Karolinska Institute in Stockholm involving over 44,000 pairs of twins, genetic makeup and family history were found to make only a minor contribution to the risk of developing most types of cancer. Researchers concluded that the environment, which includes diet, is the principal cause of most cancers.
6. Super Nutritious, Incredibly Delicious Recipes!
Fact: People don’t want to compromise taste when it comes to eating healthy. Fact: you don’t have to. Mairlyn makes it possible to enjoy every single bite of a very healthy day. The Rotini with Feta and Tomatoes tastes like summer. The Grilled Salmon with Raspberries is divine. The Orange Avocado Black Bean Salsa Salad overflows with flavour. The Awesome Lentil and Rice Salad should win a prize. The Jamaican Spiced Marinade with Pork Tenderloin simply couldn’t be better. And the lemon-zest sugar topping on the Wild Blueberry Muffins is to die for. When it comes to recipe creation, Mairlyn is the master. There are kid-friendly recipes, impressive-enough-for-entertaining recipes, and most importantly, tons of super-fast and easy recipes. Ultimate Foods for Ultimate Health – super tasty, super nutritious, super wonderful!
Research Highlight
In an international study sponsored by the World Health Organization involving 34 countries around the world, the following countries were at the top of the list for the most overweight children: Malta, the United States, England and Canada.
You know you should eat more fruits and vegetables, but you don’t. The “Top Ten Tips for Meeting Your Fruit & Veggie Quota” (page 23) is guaranteed to help you get there. You’ve heard that beans are good for you, but how do eat more of them? The “
Ten Great Ways
to Say Hello to Beans” (pages 60-62) will guide you. The cereal aisle is overflowing with options, but what cereal should you choose? The “Ten Terrific Tips for Building a Beautiful Bowl of Cereal” (page 43) makes it easy to pick the best. Ultimate Foods for Ultimate Health is loaded with top 10 lists, best of the best lists, and how-to-get-more lists. The ideas are practical and doable. There’s even a Seven-Day Meal Plan that ties together all of the advice and recommendations. Ultimate Foods for Ultimate Health tells you why, but, most importantly, it shows you how.
Research Highlight
People often have type 2 diabetes for several years before they’re diagnosed. During this period, irreversible physical damage may occur. Diabetes is a particularly nasty disease that can cause serious complications such as blindness, kidney disease, greater risk for heart disease, strokes, amputations, and a host of other disorders. Children who develop type 2 diabetes face a much higher risk of kidney failure and death by middle age than people who develop type 2 diabetes as adults.
8. Provides Top Tips For Life in The Fast Lane
We live in a fast-paced, hectic world. Eating on the run, skipping meals, and frozen dinners are a way of life. No time to shop for food. No time to prepare it. We dine at our desks. We dine in our cars. The result is often a nutritional catastrophe - a diet of unhealthy fats, excess calories, and sodium, and not enough nutrition. A busy lifestyle is no excuse for a lousy diet, and neglecting our health, no matter how crazy life gets, is simply not an option. Ultimate Foods for Ultimate Health is geared for life in the fast lane. You get fast food survival tips, like the two slice pizza rule, and snacking on the run tips, such as the healthiest snacks to pack. There are also label reading tips, a frozen dinner checklist, and top tips for dining out. With Ultimate Foods for Ultimate Health life can be healthy and high-speed.
Quote of the Day
It is estimated that one in two women and one in four men over age 50 in North America is at risk for an osteoporosis-related fracture. “Despite these staggering numbers, most people do not realize their personal risks of developing osteoporosis or suffering a related fracture. Osteoporosis may be a silent disease, but we cannot afford to be silent about it.”
Judith Cranford, Executive Director, National Osteoporosis Foundation
9. Gets You Off the Couch
Our generation is the most sedentary in history. We’ve engineered activity out of our lives. We sit in our cars. We stare at computer screens. We’re glued to the tube. Ultimate Foods for Ultimate Health gives you 55 incredible reasons to move your body. Participation isn’t optional. You get 12 easy ways to build movement back into everyday life and 14 top tips for incorporating activity into your day. Recommended activities are provided, as well as tips for keeping your kids off the couch. Ultimate Foods for Ultimate Health is more than just an eating plan, it keeps you moving.
Research Highlight
A sedentary lifestyle is a major underlying cause of death, disease, and disability. Physical inactivity doubles the risk of cardiovascular disease, type 2 diabetes, and obesity. It also increases the risk of colon and breast cancer, high blood pressure, lipid disorders, osteoporosis, depression and anxiety.
10. Still Leaves Room for Chocolate!
They say there’s nothing better than a good friend… except a good friend with chocolate. It’s true. Chocolate is calming, delectable, heavenly, intoxicating, irresistible, sexy, and sinful. The best news is that this mouth-watering food can actually be good for you. Ultimate Foods for Ultimate Health helps you choose the types of cocoa and chocolate with the highest amounts of disease-fighting antioxidants. It also provides chocolate recipes that are better for you than most, including The Ultimate Healthy Chocolate Treat, the delicious Frozen Cocoa, and the truly divine Decadent Brownie. Let’s face it, how could an eating plan, be an Ultimate Eating Plan without chocolate?
Ultimate Foods for Ultimate Health is a super nutritious and incredibly delicious eating plan. It fights disease, whittles your waistline, gives great advice and is designed for today’s world. It’s the best investment you can make in you. Here’s to happy reading and tasting - and to being the healthiest you can be!
Have fun on your journey,
Sincerely, Liz Pearson & Mairlyn Smith
P.S. Before starting any new eating plan or exercise program, be sure to check with your family doctor.
Source: http://www.lizpearson.com/liz_books.php?id=69
The Authors
Liz Pearson & Mairlyn Smith
Liz Pearson isn't afraid to admit that she loves chocolate as much as the next person. Her ability to communicate timely, relevant nutrition research, while emphasizing the need for fun food in moderation is what makes her approach to healthy eating so sane and sensible. Liz's first book, When in Doubt, Eat Broccoli! (But Leave Some Room for Chocolate) received outstanding reviews from consumers and health professionals alike. Her new book, The Ultimate Healthy Eating Plan (That Still Leaves Room for Chocolate), promises to be just as wide reaching.
Born and raised in Toronto, Liz is a Registered Dietitian. She received her Bachelor of Applied Arts Degree in Nutrition from Ryerson Polytechnic University and completed her dietetic internship at the Toronto General Hospital. Now one of Canada's most high profile nutrition experts, Liz is an in-demand speaker for both health professionals and consumers.
Mairlyn lives in Toronto with her twelve-year-old son who loves kidney beans, broccoli and the Maple Leafs, and her partner Scott who is the only person aside from herself who has eaten everything in the book seven times.
Ultimate Foods for Ultimate Health …and don’t forget the chocolate!
By Liz Pearson & Mairlyn Smith
Several years ago, registered dietician Liz Pearson and home economist Mairlyn Smith joined forces to develop a contemporary guide for healthy eating. The result was The Ultimate Healthy Eating Plan that Still Leaves Room for Chocolate. Combining scientific nutritional research with expert advice and tantalizing recipes, the book was an award-winning national bestseller. Liz and Mairlyn's expertise is made accessible through their lighthearted approach to healthy living, demonstrated by their enthusiastic disclosure of the best-kept nutritional secret: it's okay to relax and indulge in a little chocolate!
This spring, Liz and Mairlyn have reunited to write their Ultimate Healthy Eating Plan follow-up, Ultimate Foods for Ultimate Health...and Don't Forget the Chocolate! Serving both as a cookbook and nutritional resource guide, the Ultimate Foods is packed with helpful health facts and deliciously nutritious recipes. In addition to 50 of the best recipes from the original book, Ultimate Foods contains 90 new recipes, including Orange Avocado Black Bean Salsa Salad, Jamaican Spiced Marinade for Pork Tenderloin, and The Ultimate Healthy Chocolate Treat.
Liz and Mairlyn's friendly voices, sense of humor, and professional insight guides readers through a buffet of practical hints for maintaining a healthy lifestyle, including:
- Dietary villains you need to avoid
- Top nutritional tips for life in the fast lane
- Easy ways to incorporate more physical activity into a busy schedule
- The skinny on fats
- Optimal foods for health protection
Budget
Since we are still students studying about the media industry, we don’t have a big budget, that is we are working at a zero budget and anything we will need for our production, we will have to provide or buy ourselves. All crew, actors and locations have to be voluntary, and then we will buy any necessary props and other things. Regarding the equipment, we will be using the school equipment, and we only need to use our personal SD Card that we had bought to use for our previous project.
Deadline
The task is due on 23rd of May 2011 at 14:30 hours and everything has to be ready by that date. Therefore, we need to do all the necessary arrangements in the pre-production phase, film everything in the production phase, and then we progress to the post-production phase where the editing of the footage is done and the advert will be mastered into a completed product ready for distribution onto a DVD.
A rough plan of about how the time will be used is as follows:
- Pre-production - 2 weeks
- Brainstorming - 1 week
- Storyboarding - 1 week
- Pre-production paper work - 1 week
- Filming - 2 weeks
- Video editing - 2 weeks
- Evaluation - 1 week
Technical Resources
To produce my advertisement, I have the opportunity to use the school’s equipment, both for the filming and the editing of the advert.
For the production phase, I will need:
- An HD camera with a battery
- A tripod
- The Green Screen Kit
- A pocket recorder
- An XLR cable
- An SD card
For the post-production phase, I will need:
- Adobe Premiere – for the video editing and graphics
- Adobe Photoshop – to arrange graphics
- Adobe Encore – to do the menu and burning of the DVDs
Technical Constraints
As technical constraints, I don’t think that there are a lot of constraints since I only need normal equipment to film my advertisement. However, I am also not 100% sure how to us the green screen kit. Also, another constraint that I can see at the moment is that I don’t know how to use Adobe After Effects, which will be very useful to make the graphics that I need to do in my advert much faster, but I will use Adobe Premiere instead.
Target Audience
The book is about healthy eating and everyone will want to eat healthy in some way or another in order to lead a healthy lifestyle. The target audience of this advertisement will be a mainstream one, and will be made in such a way that will catch everyone’s attention.
Legal and Ethical Issues
The advertisement will be one that doesn’t break any legal or ethical issues. It will be a simple advert with the aim of catching the viewers’ attention and persuades them to buy the product, and at the same time doesn’t offend anyone’s beliefs in any way.
Regulation
The advertisement falls under the ‘G’ rating criteria as regards to regulation so anyone from children to adults, can watch it.
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