19.11.2016 // Week 11
Chia Yee Hsean (0322352)
Advertising Principles & Practice
Project 3: Advertising Campaign (Part 2) - Art Direction
Instructions
Project 3
Progress
The ads will be "stencilled" onto the walls in these pictures, as this falls in line with my selected media of guerilla advertising. But first, I tried photoshopping the ad onto downloaded images of walls. I've also created a more complete version of the ads.
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| Guerilla ad simulation |
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| Draft: First version (1/7) |
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| Draft: First version (2/7) |
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| Draft: First version (3/7) |
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| Draft: First version (4/7) |
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| Draft: First version (5/7) |
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Facebook ad draft: First version
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| YouTube overlay ad draft: First version |
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Mr Vinod told me to make the headlines and Playsafe logo look more "stencilled", which I did. I've also adjusted the tagline to fit into one line. This happened on Monday, so I worked on it again the next day.
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| Draft: Second version (1/7) |
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| Draft: Second version (2/7) |
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| Draft: Second version (3/7) |
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| Draft: Second version (4/7) |
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| Draft: Second version (5/7) |
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| Facebook ad draft: Second version (6/7) |
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| YouTube overlay ad draft: Second version (7/7) |
Later that Friday, I made some more changes and finalised each ad with Mr Vinod, particularly on the strokes and size of the bottom Playsafe condom stencil. Mr Vinod said the Playsafe condom stencil was too small, which I only realised when I printed the ad in actual size! Silly me! My lecturer then suggested I make simulations of how the target audience might interact with the guerilla ads on social media.
These should be the final versions. Hopefully, everything works out okay.
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| Drafts: Third version (1/7) |
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| Drafts: Third version (2/7) |
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| Drafts: Third version (3/7) |
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| Drafts: Third version (4/7) |
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| Drafts: Third version (5/7) |
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| Facebook ad draft: Third version (6/7) |
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| YouTube ad overlay draft: Third version (7/7) |
Reflection
Experience: The class showed significant progress this week, and each detail was thoroughly considered and planned out.
Observation: Everyone has more or less decided on their ads by now and seem to be working at it in full force (me included). I'm quite glad that I'm finally making steady progress with the ads, and am able to confidently discuss them with Mr Vinod. I also took a few pointers from my classmates on how to improve my ads and better organise my hardcopy portfolio.
Findings: I suppose everyone is spurred on by the deadline hence the productiveness haha! I hope to be able to carry this level of confidence/enthusiasm with my work through to the future semesters!
Book of The Week
"Creative advertising that cares"
I'd never thought I'd live to read that^. But jokes aside, it's quite surprising to see so many examples of advertising campaigns with a conscience. The book divides each section into topics such as "collaboration", "compassion", "generosity", and "positivity"; each section contains many examples of ethical advertising campaigns and CSR efforts.
In "collaboration", the author talks about moving from self-interest to common interest, and that collaboration is rewarding in itself. Brands should be looking for touchpoint issues where they can't solve the problem alone but through active participation from consumers. An example is when the Ariel washing detergent brand promoted a product that could wash effectively at low temperatures, but they also encouraged consumers to help the environment by turning their machines down to 30 degrees. The incentive in the campaign was the money consumers could save on energy, but the reward for Ariel was grateful (and loyal) consumers!
"It's not just doing good that makes you a compassionate brand, otherwise the problems many brands face with CSR could be solved by simply writing a cheque to a charity. You have to go out of your way to prove to people that you're working in their interest instead of your brand's self-interest."
Cool read! +1 for topics of ethics, environmental awareness and basic conscience!!
Picture credits
Street photo (guerilla ad simulation): http://michaelkowalczyk.eu/people/smartphone-city/
Goodvertising book cover: https://www.amazon.co.uk/Goodvertising-Creative-Advertising-that-Cares/dp/050051626X
All other pictures belong to personal documentation.
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