Print & Out-of-Home Ads
*Worked alongside Shannon McGrath and Kate Talley
Project Objective
Client
Intended Audience
The Big Idea
Creative Concept
Media Rationale
-
To develop clear, concise, and strategic advertising messages for print and out-of-home advertisements.
-
To identify the appropriate audience(s) for our advertisements.
-
To understand and implement visual communication design and copywriting best practices for print and out-of-home media.
-
To produce print and out-of-home advertisements to achieve the client’s advertising objectives successfully
Sharp Shopper
Parents who are considered millennials or have younger children.
Promote our idea of a "Sharp Shopper."
Showcase a low-cost, healthy snack for kids in a playful way that appeals to parents and children. We chose the snack "Wiggles."
For the magazine ad, we would place our ad in the Harrisonburg "Downtown Magazine." This magazine captures our target audience and will draw more people to Sharp Shopper. The transit ad will appear at a downtown Harrisonburg bus stop because many people will be able to see the ad when traveling to work. Lastly, the billboard ad will be on I-81n right before exit 245. This highway and exit is right before Sharp Shopper. If people have kids traveling in their cars, it will be a cheap and convenient stop to provide food for children.
Research Insights
-
Our Sharp Shopper
-
These older millennials/younger parents want to feel wise when shopping
-
Typically are shopping for children and families
-
It is critical that we define our version of a “Sharp Shopper”
-
-
Cost Friendly
-
Recent price increases - Sharp Shopper provides the lowest food prices in the area
-
Our target typically provides for themselves, their children, and their family
-
-
Brand Loyalty
-
Our target prefers consistent shopping at certain stores
-
Creative Process
Before working on Adobe InDesign and Photoshop, we created sketches to gain a stronger idea of the direction of our ads. We also selected the typefaces that we believed would appear best on the ads.
Creative Rationale
Our main campaign idea was to explore the idea of a treasure hunt. For children, treasure hunts are a fun, engaging, and exciting game that allows kids to think critically while also enjoying themselves. With our target audience having kids, we wanted to create three advertisements that would capture both a parent's and child's eye. The product we chose to advertise in the Sharp Shopper ad is an inexpensive kid's food brand. With following the brand's design theme, we chose to utilize playful typefaces that are reminiscent of childhood and brighter colors that would stand out in Harrisonburg, VA. Additionally, we chose the idea of a treasure hunt because the ads are designed to incline parents to want to follow the steps to Sharp Shopper. For example, the map in the billboard ad hints at exact directions to Sharp Shopper from the exit location.
Billboard Ad
Transit Ad
Magazine Ad
