11-18 - Professor Hunter PDF

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Professor Hunter...

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Executing the Creative Strategy Print Media • Outdoor • Experiential Marketing • Brand Storytelling Print Campaign Campaign – Series of Three (Several) ads 1. How strong is the concept (idea)? 2. Does each Ad reinforce/support the campaign idea/concept? 3. Can each Ad stand on its own merits?

Good Idea? ● Does it meet overall advertising objectives? ● Does it follow the creative brief strategy? ● Will it get the attention of readers/viewers? ● Will the ad connect with them? More on how to get a great idea… ● Eric Kallman and his partner

Executing the Concept in Print ● The Dominant Visual ○ Evo bicycle helmet campaign ○ Bianco – “We recommend a pair of really really beautiful shoes” ○ KFC fire, the chicken as smoke/fire ○ Lottery – money under common places ○ Viagra – milk man, pool guy, mail man ○ Perrier – everything is melting but the perrier ○ Mercedes-Benz – braking ○ McDonalds – Loose change menu ○ Heinz – tomatoes ○ Vacuum cleaner – guns/duck ○ Land Rover Defender – climbing on a cliff ○ House of Fraser – polar bear wearing boots ○ Fuji underwater camera – handstands in the pool ○ McDonald’s drive thru – exposed lights in shape of food ● The Dominant Headline

○ Aston Martin ○ Headlands brewing Co. ○ “Show us your BS”, close the wage gap ○ Ontario, cancer ○ Netflix – watch where you want, etc ○ University of Salford Manchester ○ University of Oxford ● The Integrated Headline & Visual ○ Volkswagen “Lemon,” “Think small,” “Nobody’s perfect,” “Impossible,” “Ugly is only skin deep” ○ Levy’s Jewish Rye bread ○ Avis can’t afford not to be nice. ○ Mercedes, “Look to the side without looking to the side” ○ “Nothing happened” – energy in Britain ○ “If only you checked your breast as often” – social media related visuals ○ “Prostate cancer? One test will tell you.” ○ “Not everyone’s that distinctive” – Eyeglasses ○ “I’ll keep you safe” – Planned Parenthood ○ Mercedes – “Winter is not winter anymore” ○ Coca Cola – machine with “Out of Order” headline “Welcome to the scariest day of the year” ○ Oreo, baby sucking on boob “Milk’s favorite cookie”

Words and the Copywriter HEADLINE STYLES ● A direct headline ○ “States a benefit” ● An indirect headline ○ “Involves reader” ● A question or challenge headline ● A news-oriented headline SUBHEADS ● Small headlines that amplify the point of the main headline or run through body copy ● A subhead can keep a good headline short enough to attract attention ● Subheads can be used to break up long body copy BODY COPY ● Body copy – to expand on the basic concept with prose that will hold and help persuade the

Types of Body Copy ● Reason-why copy ● First-person or dialogue copy ● Narrative copy THEME LINES FOR THE AD ● Theme (tag) line appears at the bottom of many ads, usually right under the sponsor’s name or logo PRINT PRODUCTION PROCESS ● Thumbnail, a small sketch of the layout that may only be a few inches large ● Rough, a loose sketch of the visual with indications of the various elements of the ad on a layout pad ● Tight layout will probably be made to present to the client and use as a guide for production ● Comps designed to look as much as possin;e like the finished ad ● Mechanicals InDesign file before retouching ● High Resolution Computer file VISUAL DESIGN STRATEGY ● Balance ○ Balance (formal) – symmetrical ○ Balance (informal) – not symmetrical ● Unity ○ Pulling the ad together (Smirnoff) ● Movement ○ Eye movement in ad ○ Optical center in a print ad and Z-movement ● Color & contrast ○ Bell bicycle helmets Augmented Reality ● L’Oreal Print/Mobile

Outdoor as a Creative Medium Use few words Use simple visuals Less is more – single minded

● JetBlue Outdoor Experience – stealing ads

Experiential Marketing ● Makes the brand a part of people’s everyday experience in unexpected ways ● Takes specific environments and used clever messages to create memorable experiences with the brand ● Coca-Cola ○ Guy laughing on the train ○ 2 X 1 cokes, super tall “friendship” machine ● Samsung ○ Halloween ● Nestle all natural – body paint ● Heinken – silencing Union Square Park ● Volkswagen – piano stairs ● Telekinetic Coffee Shop Surprise – Carrie

Brand Storytelling ● Yeti ● Sainsbury supermarkets...