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Jones Soda Project- Photography as a Vehicle (for marketing)


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Keywords: digital photography, marketing campaign, photoshop
Subject(s): Photography
Grades 9 through 12
School: Tamaqua Area Sr High School, Tamaqua, PA
Planned By: Lori Remmel
Original Author: Lori Remmel, Tamaqua
A hip soda company in Seattle has a ground-breaking concept. Why not get the entire world involved in Jones by including the consumer in their marketing campaign. By putting the spotlight on edgy photos taken by people just like you, the Jones Soda Company has managed to get refreshing and inventive label art in the form of photography.

With some online research, learners will gain understanding of the "Jones Attitude".
Students will have two days and a digital camera to take some visually exciting photographs, which will be enhanced using Adobe Photoshop. While shooting, students will be looking for photographic composition techniques like leading lines, strong diagonals, depth of field, texture, pattern, rule of thirds, close-up angle of view, and simple background. Those images will be transfered onto the G drive on the network for student access. Each student will use filters, layers, and other tools to create their finalized photograph. Each student will then upload their photo onto the Jones Soda Gallery where other students can vote on the best photos for a Jones Soda label. Student have the capability to link their photo onto their facebook or myspace profile to help get more votes. If the Jones Soda Company chooses to print a student's photograph on their labels, it will get a lot of exposure, as Jones Soda is a popular beverage world-wide. All students who upload onto the website still have a feeling of inclusion because they will always be part of the online photo gallery. Making it onto a label is extremely competitive because there are hundreds of photos uploaded everyday.

I often bring in some of the more interesting soda flavors for my students to try. Crushed Melon and Fufu berry are among the most popular.
Materials: Point and Shoot, Digital SLR, Projectors, Projector Screens, Camera Bags, Flash/USB Drives, Tripods, Batteries, Memory Cards, Art Tools, Web Page, Hardware Devices