MARKS AND SPENCER YCN COMPETITION

Marks and Spencer YCN 2012 picnic brief Marks and Spencer is a renowned retail store, famous for innovation, convenience and the quality of its food. The brief was to create the ‘ultimate picnic pack’ which could be themed around a type of picnic or event. When Marks and Spencer was first formed they only sold British food, so as a traditional British company I aimed to create a picnic set with a British theme. I looked into British traditions, events and stereotypes and eventually came across a number of ideas including the Queen’s Jubilee. From further research I came across the ‘Keep Calm and Carry On’ poster, which was first created during the Second World War to maintain the British ‘stiff upper lip ’ and bring the public together. This poster is still famous today, and the concept has been produced on a number of different products. I used the slogan but change it to fit in with picnics and created the lines ‘Keep calm and picnic’, ‘Keep calm and eat’ and ‘Keep calm and drink’. As this saying has been so popular and appeals to all ages I thought this would be a good name for the picnic.