Advertising Week 9

25.10.16 (Week 9)

Jessica Ngu Wei King, (0323639)
Project 3: Advertising Campaign (Part 2- Art direction)

Instructions 

Description 

The Brief
Advertising Campaign (Part 2): Art Direction
Duration of Assignment
5 Weeks (Briefing on Week 8)
DEADLINE
Week 13 (21 Nov 2016)
Description
The student now has the task of developing an Advertising Campaign – a total of 5 ads across different/same media – for the Playsafe Condom Brand, and its Air Ultra Thin product. Utilising the insights researched (Project 2), the ideas developed (Project 1), and the determined media strategy (Project 3), execute a well art directed, crafted, creative advertising campaign that maintains the mood, tone and most importantly conveys the ad message (USP/SMP) consistently throughout the different/same media. Create an advertising campaign that is on message, on target and makes a lasting impact visually and emotionally.
In part 2 of the advertising campaign, the focus is on the students ability to translate the creative idea into concepts that are well art directed and crafted ad. campaign, taking into consideration the target audience, media and the socio-cultural factors.
The brand: Playsafe Condoms
The product: Air Ultra Thin (See figure 1.)
SMP/USP: Extremely thin condom for extra sensitivity Target Audience: Gen Y. 

Requirements
The student must document their progress in their eportfolio and the A3 hardcopy portfolio. The final results must be printed out for the A3 hardcopy portfolio, and the Adobe PDF and JPEGs of the final artworks must be uploaded to your eportfolio. Ensure all aspects of your journey in this process is documented – failures, successes, epiphanies, sketches, visual research, etc.
Submission

1. All gathered information (failures, successes, epiphanies, sketches, visual research, etc.) documented chronologically in the A3 Clear Sheet folder. The works must be labelled and dated.
   
2. All gathered information (failures, successes, epiphanies, sketches, visual research, screen grabs, websites, images, etc.) documented chronologically in the eportfolio for every week, for the duration of the project.
   

A3 print outs of the individual ads from the campaign and simulated print outs of what it would look like in its actual setting.


Marking Criteria & % Distribution

Strategy (10%): Ability to translate the key insights into communication opportunities to set a direction for their advertising–ad message. It is based on the ‘resonating strength of the USP/SMP.

Creative Idea (10%):  Ability to translate the USP/SMP into a creative idea that is compelling enough to demand attention from the target audience.

Art Direction (10%): Ability to use relevant visual elements, and compose them in a way that makes the ad message clear to the reader. Ability to enhance the ad message with detailed, well crafted and executed ads.

Branding & Identity (10%): Ability to maintain a consistent image, mood and tone, typographically, visually (colour and image) and in sound (headline and copy).

Objectives

1. To develop students ability to ideate effectively.
2. To develop students ability to synthesise knowledge.
3. To develop students ability to gain and utilise insight for effective advertising
4. To develop students ability to create and execute an effective ad. message.

To develop students ability to determine a media mix based on analysis.   

Progress:

Figure 1: First attempt on my ads (digitalized version), printed B&W version

Mr. Vinod suggested that I should change my numbers font same as my headline font, which is Futura. 

Figure 2: Making another positions with the suggested typeface 

Figure 3: Fig 2 and 3 are for interactive web banner, I haven't decide on which size to use yet. 

Figure 4: Magazine Ads

Figure 5: This was originally for one of the interactive web banner ads, but Mr. Vinod suggested that I could use this as coaster ads as well, I think it was a good idea, so I changed my mind

Reflection

Experience
Since there were no lecture, everyone showed digitalized ads progress to Mr. Vinod. We had consultations on Friday to show our work and improve on it. 

Observations
I noticed that I have very bad skills on photoshop and illustrator. I also noticed that I am quite not confident with my digitalized ads. 

Findings 

I should ask more feedbacks from lecturer and classmates in order to improve my ads.