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Thursday, January 16, 2014
Reference - Granny Shoe
http://www.youtube.com/watch?v=o8GpGOXx-8o
http://www.commarts.com/exhibit/kall-rice-cakes-packaging.html
http://www.commarts.com/exhibit/kall-rice-cakes-packaging.html
Ad Campaign Concepts
Concept Two:
The second concept would be an animation web banner. This advertisement would show a kaleidoscope moving and the Nike Air Max blending into it with the tagline, “How do you see yourself?” and the slogan “Nike Just do it.”
(1)
Describe the challenge
The challenge with this campaign is to
differentiate and emphasize the competitive advantage of the Nike Air Max from
other high-performance running shoes.
(2) Who is
the target audience?
The target audience for this specific campaign is women 18-30 year olds, who are fairly well off, educated, athletic, interested in performance-increasing athletic shoes, like customization and colors, and are concerned with how their running shoes will increase their performance as a runner.
The target audience for this specific campaign is women 18-30 year olds, who are fairly well off, educated, athletic, interested in performance-increasing athletic shoes, like customization and colors, and are concerned with how their running shoes will increase their performance as a runner.
(3) What
does the audience currently think about the brand or group?
The audience currently appreciates Nike as a leader in its category. However, the target audience does not recognize Nike as a brand that “stands out” or is “fun and colorful.”
The audience currently appreciates Nike as a leader in its category. However, the target audience does not recognize Nike as a brand that “stands out” or is “fun and colorful.”
(4) What
would we like the target to think and feel?
With the release of the Nike Air Max 2014 in a plethora of different colors, Nike would like the target to embrace the rich, loud, and luminous color qualities of the new Air and change their current opinions about Nike as just a performance brand but to a brand with a fun, vibrant character as well.
With the release of the Nike Air Max 2014 in a plethora of different colors, Nike would like the target to embrace the rich, loud, and luminous color qualities of the new Air and change their current opinions about Nike as just a performance brand but to a brand with a fun, vibrant character as well.
(5) Which
facts, evidence or thoughts will assist in this change of thinking?
Strong visuals and copy will assist in this change of thinking.
Strong visuals and copy will assist in this change of thinking.
(6) What
is the brand essence?
The brand essence is energetic, vibrant, colorful, without compromising high-performance.
The brand essence is energetic, vibrant, colorful, without compromising high-performance.
(7) What
is the key emotion that will build a relationship with the core audience?
The emotion that will drive the audience is “drive” and “boldness.”
The emotion that will drive the audience is “drive” and “boldness.”
(8) What
media will best facilitate our goal?
Print and Web
Print and Web
(9) What
are the most critical elements?
Strong visuals with colorful, vivacious qualities with lighting elements
A visual of a female runner
The shoe
Nike Logo
Strong visuals with colorful, vivacious qualities with lighting elements
A visual of a female runner
The shoe
Nike Logo
(11) What
is the single most important takeaway?
Nike is a high-performance brand that is bold, colorful, and stands out from the rest.
Nike is a high-performance brand that is bold, colorful, and stands out from the rest.
(12) What
do we want the audience to do?
This advertisement would focus on brand awareness and a call to sale for the new Nike Air Max 2014.
This advertisement would focus on brand awareness and a call to sale for the new Nike Air Max 2014.
Chapter 7,8, and 9
Chapter 7
I really appreciate the advertisement on page 111 for Sony in which they have the image of the gentleman seated on the bench. Utilizing the negative space of the sky to push the idea of satellite and internet technology but then adding the element of the headphones to play on the idea of where the music is coming from. It minimalizes the mechanism of the device and portrays what it can actually do. Then the simple use of type in the opposite corner gets across a simple message.
Chapter 8
The advertisement on page 134 against domestic violence is very successful due to the contrast between the playful imagery and the use of message that people then stop and read. The vector imagery portrays the issue in its simplest form and it allows for the advertisement to have a strong juxtaposition between imagery and message.
Chapter 9
The advertisement on page 155 caught my attention because of the use of the properties of the product and the color choices. The simple idea that you will melt at the taste of the product and taking that literally allows for the use of clever imagery. I especially like the first and third of the images based on their ability to match the colors of the cloths to the icecream. All thats needed is a simple tag line and the product is sold.
I really appreciate the advertisement on page 111 for Sony in which they have the image of the gentleman seated on the bench. Utilizing the negative space of the sky to push the idea of satellite and internet technology but then adding the element of the headphones to play on the idea of where the music is coming from. It minimalizes the mechanism of the device and portrays what it can actually do. Then the simple use of type in the opposite corner gets across a simple message.
Chapter 8
The advertisement on page 134 against domestic violence is very successful due to the contrast between the playful imagery and the use of message that people then stop and read. The vector imagery portrays the issue in its simplest form and it allows for the advertisement to have a strong juxtaposition between imagery and message.
Chapter 9
The advertisement on page 155 caught my attention because of the use of the properties of the product and the color choices. The simple idea that you will melt at the taste of the product and taking that literally allows for the use of clever imagery. I especially like the first and third of the images based on their ability to match the colors of the cloths to the icecream. All thats needed is a simple tag line and the product is sold.
New Balance Granny Shoes
My concept for the first project is to focus on the negative connotations against new balance shoes as old people shoes and an out of style product. The add portrays the idea of pealing away at the old shoes and revealing the new look of the product. There will be a utilization of old people turning into youth in order to portray the fact that the new brand is young and fresh. The tag line "Who you callin granny" or something in that vein will be utilized to show a youthful playfulness to the ad. The target audience focuses on 15 to 40 year old athletic men and women who are looking for a stylish new shoe for their excercise needs. Currently the audience views New Balance as an out of style granny shoe. Their newer models are geared more towards the youth and yet its years of plain black and white shoes have hindered its reputation. The facts that we will use are these shoes specified intentions of being the ultimate athletic shoe. Meant for multipurpose use and employing a new fresh look. The key emotion is one of peeling away the old to reveal the new. Similar to the Snickers commercial in which one "is not themselves when they haven't had a Snickers." I feel that this ad could be used in both commercial and print media. We want the audience to see the revitalization of the shoe and its uses in athletic and practical utilization.
Chapters 7-9
"Free Loader" Sony Espana (Chapter 7) - This ad does a wonderful job of demonstrating the purpose of the product that Sony is trying to sell. The Sony Network Walkman aims to be a new way to enjoy music on the go by using the "cloud". This ad shows this idea conceptually by attaching the man in the ad's headphones to the sky, creating the idea that he directly plugged into the cloud wherever he goes.
"All Six of Them" Middleton (Chapter 8) - This ad does an excellent job of blending interesting type and blending it with imagery.The way the the type is structured gives off a playful energy that coincides with the punchline of the joke. "All six of them". This playful attitude distract the audience from the idea that they are killing living by using the aesthetic of books such as "The Hungry Catepillar", that show bugs as a cute being rather than a nasty pest. By distracting the audience with emotion given off by the imagery and type, one can connect with the idea that killing pests isn't gross but rather kind of cute.
"Condiment/Spaghetti Sauce" eCampus.com (Chapter 9) - This ad uses a clean format to get right to the message the client is trying to send out. We are given just two identical images of ketchup bottles with small type next to them. Each phrase portrays the bottle with different utility, showing that when one is desperate they see things differently. It thus appeals to people with a smaller budget, usually college students, who if desperate in terms of food, probably have the same problems with books
"All Six of Them" Middleton (Chapter 8) - This ad does an excellent job of blending interesting type and blending it with imagery.The way the the type is structured gives off a playful energy that coincides with the punchline of the joke. "All six of them". This playful attitude distract the audience from the idea that they are killing living by using the aesthetic of books such as "The Hungry Catepillar", that show bugs as a cute being rather than a nasty pest. By distracting the audience with emotion given off by the imagery and type, one can connect with the idea that killing pests isn't gross but rather kind of cute.
"Condiment/Spaghetti Sauce" eCampus.com (Chapter 9) - This ad uses a clean format to get right to the message the client is trying to send out. We are given just two identical images of ketchup bottles with small type next to them. Each phrase portrays the bottle with different utility, showing that when one is desperate they see things differently. It thus appeals to people with a smaller budget, usually college students, who if desperate in terms of food, probably have the same problems with books
Patagonia Backpack Ad Concepts
The challenge of my ad campaign for Patagonia is to show both the durability and performance focused functionality present in Patagonia's line of outdoor/sport backpacks. Patagonia's brand is synonymous with both durability and performance and therefore this ad campaign will serve to highlight these features by showing the places these backpacks can be used effectively. The target audience for this campaign is outdoor focused adults who thrive on adventure. Currently Patagonia is in high standing with this audience because they have a legacy of creating products that not only withstand the elements but greatly assist users in their outdoor activities by providing quality, trustworthy products. The aim of this campaign is to not only remind consumers that Patagonia brand backpacks are durable and intended for outdoor adventures and trips but also to indicate that Patagonia backpacks can take you to these places and outfit you appropriately for whatever you might encounter. This will be achieved by presenting Patagonia brand backpacks alongside concepts of outdoor exploration such as vast, snowy mountains or beautiful, lush forests. The main concept that consumers should take away from this ad campaign is that outdoor exploration is fun and desirable and that the best way to participate effectively in these outdoor activities is by using Patagonia brand backpacks. I believe this ad campaign would be successful both in print and video but I believe the print ads would be slightly more effective because their placement in outdoor/adventure based magazines would directly connect with the intended market. Overall, this ad campaign focuses on showing the vast, superior capabilities of Patagonia brand backpacks alongside the beautiful outdoor settings they excel in.
My first concept for a print advertisement is to show a Patagonia backpack in use in one of its intended outdoor locations such as a cliff in the previously mentioned snowy mountains. The backpack would be placed near the edge of the cliff so that the mountains in the background are visible. There would be some sort of indication for the adventurer's path such as a point A/point B marker or a dotted path. Basically, something to illustrate that the adventurer using this Patagonia backpack has a difficult trip ahead of him to reach his destination. The tagline would read something similar to "Patagonia can, can you?" This ad definitely reflects the inspiration taken from the Land Rover ads because it prompts the consumer to push themselves while also implying that Patagonia brand backpacks can handle anything you would encounter.
My second print ad concept, and my favorite of the two, would show a Patagonia backpack from the top down revealing the inside of the backpack and flanked by other adventure gear such as icepicks or climbing equipment. However, instead of placing these items within the backpack the backpack's interior would show an outdoor scene such as mountains or beachside cliffs. The implication being that this experience is contained within the Patagonia backpack because they are specifically designed for performance in those types of situations. The accompanying tagline would be "Carry an adventure with you." I believe this ad would be especially successful because it not only implies the durability and performance qualities present in Patagonia backpacks but also directly links the backpack to it's intended situation of use. In addition, it would also entice consumers not familiar with the brand because the outdoor scene would appeal to those looking for adventures or new experiences.
My first concept for a print advertisement is to show a Patagonia backpack in use in one of its intended outdoor locations such as a cliff in the previously mentioned snowy mountains. The backpack would be placed near the edge of the cliff so that the mountains in the background are visible. There would be some sort of indication for the adventurer's path such as a point A/point B marker or a dotted path. Basically, something to illustrate that the adventurer using this Patagonia backpack has a difficult trip ahead of him to reach his destination. The tagline would read something similar to "Patagonia can, can you?" This ad definitely reflects the inspiration taken from the Land Rover ads because it prompts the consumer to push themselves while also implying that Patagonia brand backpacks can handle anything you would encounter.
My second print ad concept, and my favorite of the two, would show a Patagonia backpack from the top down revealing the inside of the backpack and flanked by other adventure gear such as icepicks or climbing equipment. However, instead of placing these items within the backpack the backpack's interior would show an outdoor scene such as mountains or beachside cliffs. The implication being that this experience is contained within the Patagonia backpack because they are specifically designed for performance in those types of situations. The accompanying tagline would be "Carry an adventure with you." I believe this ad would be especially successful because it not only implies the durability and performance qualities present in Patagonia backpacks but also directly links the backpack to it's intended situation of use. In addition, it would also entice consumers not familiar with the brand because the outdoor scene would appeal to those looking for adventures or new experiences.
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