Don't Text And Drive Critique #2

La Croix Critique #2

      Here is my first visual for the La Croix ad campaign.  My intention is to recreate a similar composition with the other flavours for billboards and train banners, but I am unsure whether or not I should keep the same line of copy throughout each.

1.      La Croix’s current image and branding is very outdated and it appeals to a niche crowd of middle aged and older health nuts.   The challenge is to make La Croix appeal to the younger consumer.

2.      The target audience for this campaign is women and men between the ages of 18-24 who look for a cool and refreshing drink to enjoy throughout the day.

3.      La Croix is seen as a boring and healthy alternative to soda and other soft drinks.

4.      The aim of this campaign is to make people think of La Croix as a hipper more vibrant brand.

5.      The vibrant colors and use of typography would set a playful tone.

6.      The brand’s essence is bubbly.

7.      The key emotion that will establish a relationship with consumers is cheerfulness.

8.      Print, billboard, train inserts, and web banners could all work within the context of this campaign.

9.      The critical elements in this ad include updated graphics, energetic color palates, and possibly a line or so of bubbly copy.

10.  The most important takeaway: La Croix is a cool brand.

11.  Change their views on La Croix water and ultimately buy their products.

Nike Shoes _ Final

LOGO CONCEPTS: Heavy branding through minimal approach.

INCLUDING NAMES:

TYPOGRAPHIC TREATMENTS: Futura Extra Bold

TAGLINES: Light up the night. Keep exploring. Get off the couch.

IDEAS [VIDEO]:

• Stop motion of full 360 degrees of shoe. Ends with someone putting them on.

• Follow a man putting on Nike running gear. He runs through his daily running routine. Filler shots of the city. Skaters skate by. People eating hotdogs. Energetic cityscape. He runs by. Ends his epic run. Takes off shoes. Cut to black. Nike running logo pops up. 

UNCONVENTIONAL AD: truck billboard.

• this an alternative marketing approach to urge people to keep exploring. 

STOP MOTION:

7 up Campaign Crit 2

The video will be a not so serious video about how people think the drink will help them if they are feeling ill. It will start with a worried parent calling a doctor for help. 

Alexis Brooks Critique 2

Work In Progress
The slogan I have chose to go with is "DePaul is on Bull." I chose this slogan because my campaign is geared toward colleges and I am using DePaul as an example. The type I have chose to use is called Bebas Neue. This is just a rough illustration it does not include to many parts that represent DePaul yet. I also have to include the RedBull logo. Sorry, when I exported the file as a jpeg it became somewhat pixelated.

L.A. Gear Crit 2

Here is the first rough version of my print concept for the L.A. Gear relaunch.

Patagonia Ad Crit 2

Below is the first draft of my Patagonia print ad. For further iterations I will focus on getting a cleaner, more realistic cut on the scenery inside the backpack.

New Balance Color your world

This is obviously a rough version of the look that I hope to create. I apologize that I will not be able to attend class today.

Critique 2 Shoe design

Their ad compaign seems to be based on several words: 
independent, freedom, and nomadic

"Like walking on Air"
"Walk a mile in AirWalks"
"Air has no limits"
"Fly through the air"

im going to keep the same logs but put them in different settings  and maybe make my own and try it out and see how it goes. the type face i want to keep to stay to the brands design. also integrate the tag line in with the logo to show cast the brand then one with the log shoe and tag line.

Ex.

Camelbak Ad Crit 2

This is the first draft of my magazine print ad. I chose to use Univers as the main typeface because it is similar to what is used in CamelBak's other ads and I like how clean it looks. Definitely far from finished but this is what I have currently!

Alexis Brooks Ad Campaign

Alexis Brooks Ad Campaign

Product: RedBull

RedBull is known for giving people long lasting and instant energy. Redbull has been typically advertised with people flying with the slogan “RedBull gives you wings.” However, I want to create a new brand for RedBull. Across many college campuses, students and chugging RedBull’s to get through homework and finals. So why not create a brand of RedBull that appeals to them? I will create a revised-brand that is fresh and simple yet inviting to college students. I will change the existing colors from red and blue to colors that are more vibrant. I want to include a lot of creativity into rebranding RedBull because it geared toward an age group that is more susceptible to creativity.

The 1st concept I wanted to approach is to create prints that are illustrations of a college campus with the RedBull can being the focal point. I dont know if any of you have been to the Forever Yogurt on th Lincoln Park campus but inside, the walls are inundated with landscape murals of DePaul. I couldn’t find any images for this particular store but I found the images below.

The 2nd concept I would like to approach is a simplistic approach. I would want to create a simple illustration of the red bull can in its basic forms such as the line work and the circular top. I would incorporate this simple illustration with a catchy and hip slogan.

Chapter 5 - Cam

The ad that I found the most interesting was this ad from Outward Bound, it can be found on page 80. This ad uses strong visual metaphor to convey their message. I found it clever because the ad is telling the viewer that, your main tool of survival in the wilderness is yourself. The way that the creatives were able to get their message across was by assigning each finger to a different tool, fork, screwdriver, knife, can opener, and saw. A simple metaphor, perhaps, but an effective one none the less.. 

Chapter 5

The image I appreciated was on page 75. It is a series of advertisements done for a cooking magazine called La Cucina Italiana. The reason I appreciated this advertisement was based on the clever juxtaposition of images. The combining of the creative process with the actual product into one clear image allows for a very interesting visual to be expressed, showing that the print and the product can become one through this magazine. I also love the simple place of the text in the bottom right that does not take up too much space allowing for the boldness of the image to take the reigns in the advert.

An image to contrast this idea would be this Neutrogena add which has a heavy emphasis on placing the message into the add fighting with the image.

Chapter 5 Reflection

Chapter 5

"Micer", "Film", and "Typewriter" La Cucina Italiana (Chapter 5) - This ad does an excellent job of blending content with the medium the content its being shown in. By using kitchen appliances and food in combination with items used for writing and creating images, one gathers that this magazine's focus is on the culinary industry. By taking food utensils out of context one can reimagine them as a roll of film, or perhaps a type writer, and with this can reimagine what they think it means to be a culinary magazine. The ad's tagline, "The magazine with the kitchen in its offices" wonderfully reinforces what the imagery conveys, which is the idea that this is a magazine with that puts food and the culinary arts above all else, and that they blend this content with great writing and strong images.


My own image I chose to pair with this ad displays a trunk that when taken out of context can take a new form. We think of a trunk as something that is used for simple storage, but this image shows us that a trunk can be used for a variety of purposes such as furniture. So once the context is taken away from an object, that objects possibilities are endless.

Chapter 5 Reflection

In Chapter 5 I thought that the Canadian Cancer Society's campaign for examining both female and male body parts is very clever in how they displayed it. The tag line for each ad is so simple and understood by most in society. By putting together lines like "Every guy in class has already checked them out. You should too," it helps the ad become a little humorous even though the topic is very serious.  The treatment of the type on each ad works well too and is clearly the main focus outside of the images that are shown. It is a very clean ad with not much to it, yet is still powerful.

Ch 5 “Hearse” and “Lungs” bus and train wrap

 I find that these PSAs, like a lot of others, use scare tactics in order to incite a reaction from their audience.  Sometimes it works better than others.  I think one of the reasons it works here is because they took the message (particularly in the “Hearse” ad) and stuck it on something that is a very real part of everyday life.  In some sense, it gave the copy a more macabre and concrete meaning which gave it a bigger impact.  It reminded me of the Truth ads from the early and mid 2000s such as the one below.  Both used unconventional OOH ads to drive the point home and included scare tactics as part of their campaign.

Chapter 5 Comments

Hadrian's Wall's ad campaign for the Illinois Department of Public Health (page 91) is a fantastic example of stepping outside the bounds of traditional ad placement to create a more effective campaign. The nature of the ads themselves are based on strong visual imagery combined with bold, straightforward taglines to tell the public about the dangers of smoking and to illustrate what will happen if you don't quit. "Hearse" uses a wrapping graphic to transform the side of a bus into a giant hearse displaying the text "Today, 52 people in Illinois will die from smoking." with information for a quit smoking hotline listed below. This ad is very effective because the sheer size of the graphic immediately draws attention to the ad which would allow for far more people to focus on it and understand the message behind it. "Lungs" goes even bigger in terms of scale with two full graphics wrapping around adjacent train cars on the CTA. One train car shows the texture of a cancerous lung full of tar while the other shows a clean, healthy lung. The copy states which is which and once again gives information on how to start quitting cigarettes via a hotline. The placement of these ads is what makes them so effective because their size demands attention and their placement on public transit allows the message to reach a huge amount of people in Chicago because public transit is an everyday experience for most Chicagoans.

For my provided images (posted below) I chose to focus on another ad campaign that utilizes wrapping graphics on public transit. These ads are from 2009 and were created as part of Pepsi's Refresh Everything campaign. These Pespi ads rely on some of the ideas that fueled the Anti-Smoking campaign discussed above in the sense that both used wrapping graphics on public transit as a way to not only guarantee high levels of exposure but also to dwarf any other advertising competing with it. I find these Pespi ads almost more effective in that sense because the bright reds and blues present in the ads grab even more attention than say the "Hearse" ad. In addition, this ad campaign successfully relies on the iconic branding of Pepsi to sell the product and instead of speaking to Pepsi's benefits these ads are fun, playful reminders that Pepsi is your favorite soda. The first image below is especially effective in this sense because it brings a localized aspect into the branding by incorporation the Pepsi logo into the phrase "CHI TOWN". This not only gives the feeling that Pepsi loves and cares about Chicago but also that it's a "hometown" drink because they use the slang name of Chicago that many Chicagoans use rather than merely saying "CHICAGO" with the O replaced by the Pepsi logo.

Advertising by Design: Chapter 5 Reflection

Chapter 5: The Big Idea Reflection: Figure 5-16 Print "Big Truck" p. 89

   The folks over at Volkswagen are great at creating not only iconic, but successful advertising.  Since the "Lemon" and "Think Small" campaigns of the 1960s, Volkswagen has been one of the fre brands with consistently good copy and creative.  The utilization of exaggeration illustrates the strength of the Volkswagen Polo.  Exaggeration quickly drives the point of home to readers in a way words cannot. The Polo is tough and can withstand even the toughest beating.

More Exaggeration

    I chose this Cheez-It ad as another example of exaggeration in design because of its cleverness and smart design.  Showing a big wheel of cheddar with the tiny cracker cut out of it is a great way to say Cheez-It have this big, cheesy flavor in a way words never could.  The copy on the bottom referring to Cheez-It as "the big cheese" creates a visual pun that cleverly reinforces the visual.  The message in this ad is very clear to the reader and leaves a lasting impression.

Reflection: Chapter 5

In chapter 5 with the discussion “the big idea” a perfect almost literal example would be “Bus And Train Wraps: “Hearse” And “Lungs”” which is an important health PSA. The big idea is to emphasis this important message. Another ad that has an important message is the ‘don’t text and drive’ campaign. It’s not on buses or trains but it is on national broadcast reaching the same audience but with a different medium. 

Link: Texting and Driving

Reflections: Chapters 7, 8, 9

Chapter 7 discusses conveying and relaying the message of what an Ad wants to say for example with the “Nokia “Super Nova”” Installation, they were able to bring more interaction into their flag-stores. It both captured interactions or moments via a digital Photo Booth. A similar example of this same process would be the RedBull SoundSelect booths used to capture moments at different free events offered around the country using different musicians and bands.

In chapter 8, typefaces are important parts of branding. A specific typeface can be a reason customers recognize a brand. The Cleveland International Film Festival placed their typeface representing their society on shirt and buttons along with posters and flyers. The typeface makes the brand memorable and recognizable. An example would be Walgreens and their typeface. It’s so recognizable the full name isn’t required onto their brands. The “W” is good enough to know where it came from.

In chapter 9 with an emphasis on composition there’s layouts and imagery that can make all the difference with how a brand could capture their target audience. In the “Budget Belt” Ad, the placement of the type along with the imagery guides the reader along the ad itself. With this example of the Audi and BMW billboard Ads, BWM strategically placed its car ad there as if it was a response to Audi. This captures the viewers’ attention as well as their sense of humor.

Reflections: Chapter 1, 2, 3 and 4

In the team of dreams ad he combined his passion of baseball with another thing he loved; his family. In the chapter he emphasizes how showing emotion and real passion makes something more relatable to broader audiences and more entertaining as well captivating. In a smaller campaign ran by Ray Bans at festivals, they asked people to share their moments enjoying themselves at the festival with their friends and also to spread the word of the campaign via Facebook, Twitter and Instagram using hashtags. Both took it upon themselves to ask their customers/participants to do the marketing for them, making it easier for the target audience to relate to real humans versus actors hired to “play the part”

 In chapter 2 it touched on web design and creating something more accessible specifically with ShopVogue.TV for those to purchase exactly what one might see in the physical ads in a Vogue issue. This campaign/web design was successful because it made shopping easier for Vogue subscribers and it was able to bring together convenience without the hassle of trying to google search an image to find a specific bag spotted in the issue. With the new iTunes Radio—Apple managed to do the same thing bringing the “But This Song” option to make it much easier in case a listener hears a song and wants that song. 

Lynx’s “Ideal Woman” Ad in chapter 3 somewhat enticed it’s male target audience. It used storytelling as well s a similar ad by Fiat. They used the idea of “the Ideal Woman” which in the end of the commercial would lead the man outside to find not the woman he thought he was chasing but a Fiat. 

Link:Fiat AD

The “Toyota Prius” used ample amounts of creativity using people to animate or bring to life flowers. The Ice Cream snickers commercial utilized the same method replacing tastebuds on the tongue with individual people. 

Link:Snickers Commercial 

Reflections: Chapter 5 in Advertising by Design

Chapter 5: Figure 5-2 Print Campaign: Mincer, Film, and typewriter

• This advertisement is interesting in the fact that it takes seemingly unconnected elements and brings them together in a tasteful way that communicates a connection between the parts and makes a great visual to explain what the advertisement is for. I also enjoy the tagline for the visuals "the magazine with the kitchen in its offices" because in that simple statement they are able to communicate how close they are to information they publish in their magazine. It shows a dedication to their product and gives them credibility in the field and instills trust in the consumer that if they buy this magazine they will get good advice on Italian food.

Research Image: Kapita Designer Ice Cream

• Just like in figure 5-2 the same tactic of taking seemingly unrelated items and pairing them together in a visual is used to communicate a new connection and give credibility to the advertiser. While I wouldn't consider ice cream something that would be designer it insinuates a type of class, a type of quality that would set it apart from "target brand" ice cream. It also could be used as a way to justify a higher price tag or harder to find commodity I've never heard of this brand until I was looking for food advertising. Which brings me to the thought of is it effect? Where was this advertising first produced? It has a different effect when you see it floating on the web compared to when you see it in its original context.

Reflections: Chapters 7, 8, and 9 in Advertising by Design

Chapter 7: Figure 7-2 Hand and Figure 7-3 Free Loader

• These advertisements remind me a lot of one of my favorite advertisement campaigns to follow (my research image). Personally I prefer campaigns that have clear ties between the different pieces in a set. While advertising two different products you can still visually tell it is the same brand. 

Chapter 8: Figure 8-12 Shower Curtain Rail and Potato Peeler

• I like these Ikea advertisements because they take common items and use them in different ways. I mean consider their instructions for how to build their furniture half the time your not even sure what exactly you are suppose to do with them. So making advertisements that use common things in unconventional ways goes right along with those silly instructions.

Chapter 9: Figure 9-2 Print Ad Campaign, Package Design, Store Signage: Jimmy John's

• One of the aspects I like about this in particular is the fact that they don't show a sandwich. It is about selling a persona and an attitude along with the product. By using different fonts they create different expressions to each word and they carry a different feeling. Jimmy John's by having a cohesive brand expression helps give it more credibility. The central identity helps keep the chain more connected and cohesive. 

Research Image: Park Assist by Volkswagen 

• Volkswagen is one of my favorite brands to follow for advertisements. They have a very effective visual construct that each new advertisement they make has to be constrained by. Yet each new print advertisement continues to be fresh and innovative compared to the last set of advertisements. 

Ad Campaign - Don't Text And Drive

1. My challenge consists of trying to highlight the issue of texting while driving and to relate it to any who may partake in this dangerous activity and emphasis the risk they pose to themselves and as well as to others. 

2. My target audience would be all drivers and potential drivers with an emphasis on young people.

3. The audience recognizes the problem and stands behind the movement/campaign bust most still partake in the activity with a “it won’t happen to me” type of attitude.

4. I would like the target to feel as if if could happen to them if they aren’t careful and responsible. I want the target to think about possible consequences they could endure and to take the issue serious because the same person on the other side of the road could take their life just by getting easily distracted with a text message that could wait.

5. Some piece of facts and evidence that could change the way the target thinks could be stories of personal tragedies due to texting and driving and also the statistics of how many people get hurt and or killed from these types of incidents.

6. The brand’s essence consists of a need for public safety.

7. The key emotion that will build a relationship with the core audience would have to be sympathy and a need to be responsible because one driver could take their lives and many others with them over a text message.

8. The media that would help facilitate the goal would be commercials, PSAs, and even social media which partake in a huge aspect of the target audience, using sites such as Facebook and Twitter.

9. The most critical elements would include the message which is most importantly and trying to emphasis the importance of the message.

10. The most important message of this campaign would to help preserve life and don’t text and drive.

11. I want the audience to understand the dangers, prevent the danger from happening by not texting and driving, be able to understand that if could happen to anyone and that no one is immune from such travesty.  

My first concept would consist of the driver’s front view of the road being spammed with text messages the more they text and drive. The most important that would pop up would be the message asking if a text was important enough to take your eyes off the road. One tag line would be “It can always wait, right?”. The headline would be the address to a website that supports the movement to keep eyes off our phones and onto the road. I got the inspiration for the concept from AOL spam from the 90s where you would click on a link and ten more windows open slowly losing sight of what you were originally doing. I also was inspired by the Claro “Don’t Text And Drive” campaign. My second concept would be a photo of a cemetery with the message in which the person was killed for sending. I was inspired by the grim repercussions of what texting and driving could do to someone whose innocent and guilty. I was thinking of possible a tag line such as “You can’t text when you’re buried”.