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student projects + descriptions Dean James Ballas dezignrogue [email protected] l 404 217 9018 Page 02Barbasol: Consumer Product Advertising: Obscure Product Page 06Amazon Kindle: Consumer Product Advertising: New Product to Market Page 10The Natural Resource Defense Council (NRDC): Non-Profit Advertising Page 13Haven Bay Veterinary Hospital: Non-Profit Advertising Page 16MTV Think: Institutional Advertising Page 20Mohawk Papers: Institutional Advertising Page 23The Natural Resource Defense Council (NRDC): Non-Profit Advertising Page 26The Natural Resource Defense Council (NRDC): Non-Profit Advertising Page 29Easy Cheese: Consumer Product Advertising: Obscure Product Print Ads Page 32Long’s: Consumer Product Advertising: Obscure Product Brand Identity Page 36Vitaminwater: Direct Mail Advertising Page 38Fruit of the Loom: Direct Mail Advertising Page 40Numi Teas: Direct Mail Advertising Page 42Gucci Sun Glasses: Fashion Print Advertising Page 44Chanel: Fashion Print Advertising Page 47Lonsdale: Fashion Print Advertising Page 50 Mini Cooper: Ambient Advertising Page 52Diesel Jeans: Transit Advertising Page 54Dickies: Transit Advertising Page 56Levis Eco Jeans: Transit Advertising Page 58Sharpie: Outdoor Advertising Page 61Old Spice: Outdoor Advertising Page 63Silly Putty: Product Print Advertising Page 65Rubik’s Cube: Product Print Advertising Page 67The American Cancer Society: Non-Profit Print Advertising Page 69World Wildlife Fund: Non-Profit Print Advertising I1 l dezignrogue.com barbasol There are many products available in today’s marketplace that we never see advertised for one reason or another. By creating effective advertising campaigns, you may be able to increase market shares and reinforce brand identity among existing consumers and acquire new consumers. A killer campaign can shoot a product through the roof! Students were challenged to choose an obscure food product (something that suffers from lack of advertising or lack of interest) and were required to use at least four different advertising media (print ads, billboards, ambient, etc) in the campaigns. 404 217 9018 CDE384 Senior Advertising Seminar: Consumer Product Advertising This Senior Seminar in advertising is a continuum of the study of advertising emphasizing the total campaign as it applies to consumer product advertising. This is a studio course. 2 s.h. — 6 c.h. l Concept Let your hair be heard! Featuring many different types of mustaches and what they say to you! dezignrogue [email protected] Company Background Barbasol is an American brand of shaving cream, body wash, and aftershave, founded in 1921 in Indianapolis, Indiana. Unsatisfied with traditional shaving methods, MIT Professor Frank Shields set out to create a product that would provide for a less irritating shave. In 1919, he succeeded with the invention of Barbasol – a shaving cream that did not have to be worked into a lather. He named it Barbasol from the combination of two words: the Roman word barba (meaning beard) and “solution.” Dean James Ballas Assignment Consumer Product Advertising: Obscure Product I2 l dezignrogue.com barbasol print ads Concept Let your hair be heard! Featuring many different types of mustaches and what they say to you! ads Dean James Ballas dezignrogue [email protected] l 404 217 9018 l Assignment 1 obscure product Assignment 1 obscure product ads 18 19 Assignment 1 obscure product 20 dezignrogue.com ads I3 barbasol outdoor billboard Concept Let your hair be heard! Featuring many different types of mustaches and what they say to you! Dean James Ballas billboard dezignrogue Assignment 1 obscure product 22 l 21 [email protected] Assignment 1 obscure product I4 404 217 9018 l dezignrogue.com barbasol ambient Concept Let your hair be heard! Featuring many different types of mustaches and what they say to you! ambi Dean James Ballas dezignrogue [email protected] l 23 404 217 9018 Assignment 1 obscure product I5 l dezignrogue.com amazon kindle These campaigns are pioneering: promoting in uncharted territory! Part of this concept development is determining where this product fits into the marketplace and identifying the appeal/benefits of the product. Concept The “big idea” (the single thought that is carried throughout the campaign) uses classical titles in literature to illustrate the famous deaths that occur in them. The ads personify the printed books by making them “victims” of these literary deaths. The ads introduce the Kindle as the future of reading. l 404 217 9018 CDE384 Senior Advertising Seminar: Consumer Product Advertising This Senior Seminar in advertising is a continuum of the study of advertising emphasizing the total campaign as it applies to consumer product advertising. This is a studio course. 2 s.h. — 6 c.h. dezignrogue [email protected] Company Background The Amazon Kindle is an e-book reader developed by Amazon.com which uses wireless connectivity to enable users to shop for, download, browse, and read e-books, newspapers, magazines, blogs, and other digital media. The Kindle hardware devices display shows up to 16 shades of gray, minimizes power use and simulates reading on paper. Dean James Ballas Assignment Consumer Product Advertising: New Product to Market I6 l dezignrogue.com amazon kindle print ads Concept The “big idea” (the single thought that is carried throughout the campaign) uses classical titles in literature to illustrate the famous deaths that occur in them. The ads personify the printed books by making them “victims” of these literary deaths. The ads introduce the Kindle as the future of reading. ads ads Dean James Ballas dezignrogue Headline Detail 6 ads 404 217 9018 2Assignment 2 new product l Headline Detail [email protected] ads l 3 7 dezignrogue.com Assignment 2 new product I7 amazon kindle ambient Concept The “big idea” (the single thought that is carried throughout the campaign) uses classical titles in literature to illustrate the famous deaths that occur in them. The ads personify the printed books by making them “victims” of these literary deaths. The ads introduce the Kindle as the future of reading. ambie Dean James Ballas dezignrogue [email protected] l 12 404 217 9018 l Assignment 2 new product I8 dezignrogue.com promotional amazon kindle promotional tie in Concept The “big idea” (the single thought that is carried throughout the campaign) uses classical titles in literature to illustrate the famous deaths that occur in them. The ads personify the printed books by making them “victims” of these literary deaths. The ads introduce the Kindle as the future of reading. promotional Dean James Ballas dezignrogue 14 l l 15 404 217 9018 dezignrogue.com ignment 2 new duct [email protected] Assignment 2 new product I9 nrdc: the natural resource defense council l dezignrogue.com CDE383 Senior Advertising Seminar: Non-Profit/Corporate Institutional This Senior Seminar in advertising is a continuum of the study of advertising with emphasis on the total campaign as it applies to non-profit and corporate/institutional advertising. This is a studio course. 2 s.h. — 6 c.h. 404 217 9018 Concept By taking a light-hearted spin on a serious subject, negative perceptions of the organization as “tree huggers” are extinguished. This campaign changes the meaning of the “tree hugger” phrase, turning it into something you can not only laugh about, but also be proud of. l Company Background The Natural Resources Defense Council (NRDC) is a New York City-based, non-profit, nonpartisan international environmental advocacy group, with offices in Washington DC, San Francisco, Los Angeles, Chicago, and Beijing. Founded in 1970, NRDC today has 1.3 million members and online activists nationwide and a staff of more than 300 scientists, attorneys and other specialists. The NRDC was co-founded in 1970 by John Adams, Gus Speth, John Bryson and a group of concerned law students and attorneys at the forefront of the environmental movement. The organization lobbies Congress and other public officials for a public policy that promotes conservation of the natural and built environment. The NRDC works against urban sprawl, pollution, and habitat destruction, and promotes actions to mitigate global warming and increase the use of renewable energy. dezignrogue [email protected] Pertaining to an organization or company established for charitable, educational, or humanitarian purposes and not for making money. The purpose of this type of campaign is to make people aware of the mission and services of the non-profit organization and appeal to people to donate to a worthy cause. Some important questions that need to be answered: What appeal will I be making on behalf of the organization? Who does the organization serve? Who are the organization’s major contributors or from where does the organization get its funding? How do I reach potential donors? How will potential donors or volunteers respond to my appeal (phone call, reply mail, the Web, etc.)? What is the mood of the organization (are we dealing with sick people, happy children or an environmental issue, for example)? Dean James Ballas Assignment Non-Profit Advertising I 10 nrdc: the natural resource defense council print ads Concept By taking a light-hearted spin on a serious subject, negative perceptions of the organization as “tree huggers” are extinguished. This campaign changes the meaning of the “tree hugger” phrase, turning it into something you can not only laugh about, but also be proud of. ads ads Dean James Ballas dezignrogue [email protected] Assignment 1 non-profit advertising 25 l t Body Copy Detail 27 404 217 9018 Body Copy Detail l dezignrogue.com Assignment 1 non-profit advertising 26 Assignment 1 non-profit advertising 28 I 11 Concept By taking a light-hearted spin on a serious subject, negative perceptions of the organization as “tree huggers” are extinguished. This campaign changes the meaning of the “tree hugger” phrase, turning it into something you can not only laugh about, but also be proud of. ambient Dean James Ballas dezignrogue ambient [email protected] Front View 31 404 217 9018 Assignment 1 non-profit advertising l l dezignrogue.com -profit nrdc: the natural resource defense council ambient Back View I 12 haven bay veterinary hospital Assignment Non-Profit Advertising l dezignrogue.com CDE383 Senior Advertising Seminar: Non-Profit/Corporate Institutional This Senior Seminar in advertising is a continuum of the study of advertising with emphasis on the total campaign as it applies to non-profit and corporate/institutional advertising. This is a studio course. 2 s.h. — 6 c.h. 404 217 9018 Concept Animal shadows are created using the doctors’ caring hands to support the message your pet’s health is in our caring hands. The visuals and messaging supports Haven Bay Veterinary Hospital is a place of caring, healing, warmth and good humor. l Company Background Haven Bay Veterinary Hospital, established in 1983, is one of St. Louis’ premier animal hospitals. A focus on caring for small animals: dogs, cats and rabbits, but also taken care of a wide range of small exotic animals over the years such as birds, ferrets, mice and snakes. Haven Bay Veterinary Hospital is a place of caring, healing, warmth and good humor. They have hand-selected a group of professional individuals who have a rare blend of emotional and technical/medical skills. dezignrogue [email protected] Pertaining to an organization or company established for charitable, educational, or humanitarian purposes and not for making money. The purpose of this type of campaign is to make people aware of the mission and services of the non-profit organization and appeal to people to donate to a worthy cause. Some important questions that need to be answered: What appeal will I be making on behalf of the organization? Who does the organization serve? Who are the organization’s major contributors or from where does the organization get its funding? How do I reach potential donors? How will potential donors or volunteers respond to my appeal (phone call, reply mail, the Web, etc.)? What is the mood of the organization (are we dealing with sick people, happy children or an environmental issue, for example)? Dean James Ballas 2010 Yellow Pages Advertising Challenge — Special Recognition Art Directed student designer Jeremy Gilberto in a CDE383 Senior Advertising Seminar: Non-Profit/Corporate Institutional course class project. Jeremy created a Yellow Pages advertising campaign (a corporate identity system, yellow page print advertisements, transit advertisements, a television commercial and ambient concept) for Haven Bay, a fictional Veterinary Hospital. Jeremy placed in the top 25 out of approximately 1,050 entries representing the work of over 1,700 students. I 13 haven bay veterinary hospital print ads Concept Animal shadows are created using the doctors’ caring hands to support the message your pet’s health is in our caring hands. The visuals and messaging supports Haven Bay Veterinary Hospital is a place of caring, healing, warmth and good humor. ads Dean James Ballas dezignrogue [email protected] ads l 33 404 217 9018 Assignment 1 non-profit advertising l dezignrogue.com Assignment 1 non-profit 34 I 14 haven bay veterinary hospital print ads Concept Animal shadows are created using the doctors’ caring hands to support the message your pet’s health is in our caring hands. The visuals and messaging supports Haven Bay Veterinary Hospital is a place of caring, healing, warmth and good humor. transit Dean James Ballas dezignrogue [email protected] Assignment 1 non-profit advertising 36 l 404 217 9018 transit l dezignrogue.com Assignment 1 non-profit I 15 mtv think Corporate advertising also known as institutional advertising, is a means by which companies promote good will with the population at large. This advertising may include information about a company’s scientific strides, expanding into a new geographic market or how the company helps a worthy cause. It is not meant to sell a particular product. It is meant to inform or educate the public about the company in general. 404 217 9018 CDE383 Senior Advertising Seminar: Non-Profit/Corporate Institutional This Senior Seminar in advertising is a continuum of the study of advertising with emphasis on the total campaign as it applies to non-profit and corporate/institutional advertising. This is a studio course. 2 s.h. — 6 c.h. l Concept Using a gig poster style*, the institutional ad campaign focuses on key issues pertaining to teenagers and encourages them to help society by getting involved through the think. mtv.com website. *The gig poster style is a music poster tradition that started in the 60s and is still going strong. The majority of indie bands today have a growing collection of poster art that is just too incredible to simply throw away once the show has ended. Not surprisingly, this has led to the gig poster being something of a collectors item for music fanatics everywhere. dezignrogue [email protected] Company Background Think.mtv.com is a community website sponsored by MTV where you can get informed, get heard and take action on the issues that matter to you most. Dean James Ballas Assignment Institutional Advertising I 16 l dezignrogue.com mtv think print ads Concept Using a gig poster style*, the institutional ad campaign focuses on key issues pertaining to teenagers and encourages them to help society by getting involved through the think.mtv.com website. *The gig poster style is a music poster tradition that started in the 60s and is still going strong. The majority of indie bands today have a growing collection of poster art that is just too incredible to simply throw away once the show has ended. Not surprisingly, this has led to the gig poster being something of a collectors item for music fanatics everywhere. ads Dean James Ballas dezignrogue [email protected] l 404 217 9018 42 l Assignment 2 corporate institutional advertising Assignment 2 corporate ads dezignrogue.com ads I 17 mtv think transit ads Concept Using a gig poster style*, the institutional ad campaign focuses on key issues pertaining to teenagers and encourages them to help society by getting involved through the think.mtv.com website. *The gig poster style is a music poster tradition that started in the 60s and is still going strong. The majority of indie bands today have a growing collection of poster art that is just too incredible to simply throw away once the show has ended. Not surprisingly, this has led to the gig poster being something of a collectors item for music fanatics everywhere. transit Dean James Ballas dezignrogue [email protected] l 404 217 9018 Assignment 2 corporate institutional advertising 45 l dezignrogue.com transit I 18 Concept Using a gig poster style*, the institutional ad campaign focuses on key issues pertaining to teenagers and encourages them to help society by getting involved through the think.mtv.com website. *The gig poster style is a music poster tradition that started in the 60s and is still going strong. The majority of indie bands today have a growing collection of poster art that is just too incredible to simply throw away once the show has ended. Not surprisingly, this has led to the gig poster being ambient something of a collectors item for music fanatics everywhere. ambient Dean James Ballas dezignrogue Assignment 2 corporate Event Description institutional advertising [email protected] 50 l 404 217 9018 48 l dezignrogue.com porate tising mtv think ambient Assignment 2 corporate institutional advertising 49 I 19a mohawk papers Corporate advertising also known as institutional advertising, is a means by which companies promote good will with the population at large. This advertising may include information about a company’s scientific strides, expanding into a new geographic market or how the company helps a worthy cause. It is not meant to sell a particular product. It is meant to inform or educate the public about the company in general. 404 217 9018 l dezignrogue.com CDE383 Senior Advertising Seminar: Non-Profit/Corporate Institutional This Senior Seminar in advertising is a continuum of the study of advertising with emphasis on the total campaign as it applies to non-profit and corporate/institutional advertising. This is a studio course. 2 s.h. — 6 c.h. I 20 l Concept Since leading paper manufactures can often be stamped with a bad reputation for destroying the environment and cutting down trees, Mohawk is working to educate the general public on how they are at the forefront of environmentally sound manufacturing. This advertising campaign uses single sheets of hand cut paper to promote the different ways in which Mohawk is giving back to the environment by reducing their environmental imprint. The campaign also includes a paper promotions book. dezignrogue [email protected] Company Background Mohawk Paper stands for innovation, service and quality. It is the biggest first-rate paper manufacturer in North America producing premium writing, text, cover and digital papers. Its high environmental standard and sustainable practices have become the frontrunners of the reputable company. They are also the first major manufacturing company to use 100% of its electricity from renewable wind power. Dean James Ballas Assignment Institutional Advertising mohawk papers print ads Concept Since leading paper manufactures can often be stamped with a bad reputation for destroying the environment and cutting down trees, Mohawk is working to educate the general public on how they are at the forefront of environmentally sound manufacturing. This advertising campaign uses single sheets of hand cut paper to promote the different ways in which Mohawk is giving back to the environment by reducing their environmental imprint. The campaign also includes a paper promotions book. ads Dean James Ballas dezignrogue [email protected] l ads ads l 55 404 217 9018 Assignment 2 corporate institutional advertising dezignrogue.com Assignment 2 corporate I 21 mohawk papers direct mail + ambient direct mail Direct Mail Dean James Ballas Assignment 2 corporate institutional advertising ambient Assignment 2 corporate institutional advertising 59 60 dezignrogue 58 [email protected] Ambient l 404 217 9018 Informative Wheat Pastes As an ambient campaign, scenes reflecting the environments MOHAWK has been reducing it’s impact on will be wheatpasted on the sides of buildings in urban areas in order to educate the general public on how MOHOAWK is at the forefront of environmentally sound manufacturing. l Statements would read: > Using MOHAWK recycled paper saves 7,000 gallons of water per ton of paper. > MOHAWK currently offsets 14,000 tons of greenhouse gasses per year. > Using MOHAWK paper is like planting a 24,000 acre forest. 61 Assignment 2 corporate institutional advertising dezignrogue.com porate tising Concept Since leading paper manufactures can often be stamped with a bad reputation for destroying the environment and cutting down trees, Mohawk is working to educate the general public on how they are at the forefront of environmentally sound manufacturing. This advertising campaign uses single sheets of hand cut paper to promote the different ways in which Mohawk is giving back to the environment by reducing their environmental imprint. The campaign also includes a paper promotions book. 61 I 22 nrdc: the natural resource defense council l dezignrogue.com CDE383 Senior Advertising Seminar: Non-Profit/Corporate Institutional This Senior Seminar in advertising is a continuum of the study of advertising with emphasis on the total campaign as it applies to non-profit and corporate/institutional advertising. This is a studio course. 2 s.h. — 6 c.h. 404 217 9018 Concept Stop Extinction. By removing the sticker, the viewer feels responsible for the removal of our wildlife. l Company Background The Natural Resources Defense Council (NRDC) is a New York City-based, non-profit, nonpartisan international environmental advocacy group, with offices in Washington DC, San Francisco, Los Angeles, Chicago, and Beijing. Founded in 1970, NRDC today has 1.3 million members and online activists nationwide and a staff of more than 300 scientists, attorneys and other specialists. The NRDC was co-founded in 1970 by John Adams, Gus Speth, John Bryson and a group of concerned law students and attorneys at the forefront of the environmental movement. The organization lobbies Congress and other public officials for a public policy that promotes conservation of the natural and built environment. The NRDC works against urban sprawl, pollution, and habitat destruction, and promotes actions to mitigate global warming and increase the use of renewable energy. dezignrogue [email protected] Pertaining to an organization or company established for charitable, educational, or humanitarian purposes and not for making money. The purpose of this type of campaign is to make people aware of the mission and services of the non-profit organization and appeal to people to donate to a worthy cause. Some important questions that need to be answered: What appeal will I be making on behalf of the organization? Who does the organization serve? Who are the organization’s major contributors or from where does the organization get its funding? How do I reach potential donors? How will potential donors or volunteers respond to my appeal (phone call, reply mail, the Web, etc.)? What is the mood of the organization (are we dealing with sick people, happy children or an environmental issue, for example)? Dean James Ballas Assignment Non-Profit Advertising I 23 nrdc: the natural resource defense council print ad Concept Stop Extinction. Remove the sticker and the viewer feels responsible for the removal of our wildlife. Dean James Ballas dezignrogue I 24 [email protected] l 404 217 9018 l dezignrogue.com nrdc: the natural resource defense council print ad Concept Stop Extinction. Remove the sticker and the viewer feels responsible for the removal of our wildlife. Dean James Ballas dezignrogue I 25 [email protected] l 404 217 9018 l dezignrogue.com nrdc: the natural resource defense council l dezignrogue.com CDE383 Senior Advertising Seminar: Non-Profit/Corporate Institutional This Senior Seminar in advertising is a continuum of the study of advertising with emphasis on the total campaign as it applies to non-profit and corporate/institutional advertising. This is a studio course. 2 s.h. — 6 c.h. 404 217 9018 Concept Connecting the utilitarian functions of a bathroom to what is happening to the planet. l Company Background The Natural Resources Defense Council (NRDC) is a New York City-based, non-profit, nonpartisan international environmental advocacy group, with offices in Washington DC, San Francisco, Los Angeles, Chicago, and Beijing. Founded in 1970, NRDC today has 1.3 million members and online activists nationwide and a staff of more than 300 scientists, attorneys and other specialists. The NRDC was co-founded in 1970 by John Adams, Gus Speth, John Bryson and a group of concerned law students and attorneys at the forefront of the environmental movement. The organization lobbies Congress and other public officials for a public policy that promotes conservation of the natural and built environment. The NRDC works against urban sprawl, pollution, and habitat destruction, and promotes actions to mitigate global warming and increase the use of renewable energy. dezignrogue [email protected] Pertaining to an organization or company established for charitable, educational, or humanitarian purposes and not for making money. The purpose of this type of campaign is to make people aware of the mission and services of the non-profit organization and appeal to people to donate to a worthy cause. Some important questions that need to be answered: What appeal will I be making on behalf of the organization? Who does the organization serve? Who are the organization’s major contributors or from where does the organization get its funding? How do I reach potential donors? How will potential donors or volunteers respond to my appeal (phone call, reply mail, the Web, etc.)? What is the mood of the organization (are we dealing with sick people, happy children or an environmental issue, for example)? Dean James Ballas Assignment Non-Profit Advertising I 26 nrdc: the natural resource defense council ambient Concept Connecting the utilitarian functions of a bathroom to what is happening to the planet. Dean James Ballas dezignrogue [email protected] l Body Copy Detail 404 217 9018 Body Copy Detail I 27 l dezignrogue.com nrdc: the natural resource defense council ambient Concept Connecting the utilitarian functions of a bathroom to what is happening to the planet. Dean James Ballas dezignrogue [email protected] l 404 217 9018 Body Copy Detail I 28 l dezignrogue.com easy cheese There are many products available in today’s marketplace that we never see advertised for one reason or another. By creating effective advertising campaigns, you may be able to increase market shares and reinforce brand identity among existing consumers and acquire new consumers. A killer campaign can shoot a product through the roof! Students were challenged to choose an obscure food product (something that suffers from lack of advertising or lack of interest) and were required to use at least four different advertising media (print ads, billboards, ambient, etc) in the campaigns. Concept Visually showcasing how different personalities choose to eat their Easy Cheese and commanding the viewer to “Be One with the Cheese.” l 404 217 9018 CDE384 Senior Advertising Seminar: Consumer Product Advertising This Senior Seminar in advertising is a continuum of the study of advertising emphasizing the total campaign as it applies to consumer product advertising. This is a studio course. 2 s.h. — 6 c.h. dezignrogue [email protected] Company Background Easy Cheese is the trademark for a processed cheese product distributed by Kraft Foods. It comes packaged in a spray can, much like canned whipped cream and does not require refrigeration. Dean James Ballas Assignment Consumer Product Advertising: Obscure Product Print Ads I 29 l dezignrogue.com dezignrogue Assignment 1 obscure product 76 77 I 30 [email protected] l 404 217 9018 l dezignrogue.com ssignment 1 obscure product Concept Visually showcasing how different personalities choose to eat their Easy Cheese and commanding the viewer to “Be One with the Cheese.” Dean James Ballas uct easy cheese print ads 78 Assignment 1 obscure product 75 easy cheese outdoor outdoor Concept Visually showcasing how different personalities choose to eat their Easy Cheese and commanding the viewer to “Be One with the Cheese.” Dean James Ballas outdoor 80 [email protected] Assignment 1 obscure product dezignrogue l 404 217 9018 l dezignrogue.com Assignment 1 obscure product 81 I 31 long’s horseradish There are many products available in today’s marketplace that we never see advertised for one reason or another. By creating effective advertising campaigns, you may be able to increase market shares and reinforce brand identity among existing consumers and acquire new consumers. A killer campaign can shoot a product through the roof! Students were challenged to choose an obscure food product (something that suffers from lack of advertising or lack of interest) and were required to use at least four different advertising media (print ads, billboards, ambient, etc) in the campaigns. l dezignrogue.com CDE384 Senior Advertising Seminar: Consumer Product Advertising This Senior Seminar in advertising is a continuum of the study of advertising emphasizing the total campaign as it applies to consumer product advertising. This is a studio course. 2 s.h. — 6 c.h. 404 217 9018 Concept Hand carved, block printed visuals support the message that Long’s Horseradish is 100% hand made with fresh, all-natural ingredients, with nothing artificial added. l Company Background Long’s Horseradish has been around for more than 100 years. Since 1901, four generations of Longs has been handcrafting small batches of fresh horseradish condiments and selling them at the Central Market in Lancaster, PA. Today, Long’s has brand aspirations that go beyond Pennsylvania Dutch country. While the Longs have begun selling to some restaurants and specialty stores in Pennsylvania and the Northeast, the brand lacks anything to help spread its name, other than generic labels, a hand-painted sign and a fan to spread the smell of horseradish throughout the market. dezignrogue [email protected] The Challenge Take a homemade product and empower it to gain entry into the growing gourmet industry. Reposition Long’s as a high-end specialty food brand, appealing to affluent and discerning food enthusiasts who appreciate freshness and quality. Dean James Ballas Assignment Consumer Product Advertising: Obscure Product Brand Identity I 32 long’s horseradish identity + package design Concept Hand carved, block printed visuals support the message that Long’s Horseradish is 100% hand made with fresh, all-natural ingredients, with nothing artificial added. logo Dean James Ballas package dezignrogue 83 [email protected] Assignment 1 obscure product l 404 217 9018 l Assignment 1 obscure product 85 dezignrogue.com Label Detail labels I 33 long’s horseradish point of purchase + ambient Concept Hand carved, block printed visuals support the message that Long’s Horseradish is 100% hand made with fresh, all-natural ingredients, with nothing artificial added. Point of Purchase point of purchase Dean James Ballas dezignrogue 86 Ambient ambient [email protected] Assignment 1 obscure product l 404 217 9018 l dezignrogue.com Assignment 1 obscure product 89 I 34 long’s horseradish transit Concept Hand carved, block printed visuals support the message that Long’s Horseradish is 100% hand made with fresh, all-natural ingredients, with nothing artificial added. transit Dean James Ballas dezignrogue I 35 Assignment 1 obscure product 87 [email protected] trans l 404 217 9018 l dezignrogue.com vitamin water Assignment Direct Mail Advertising Direct mail is: Targeted. You can focus on a specific audience, directing your campaign to the market you want to reach. Flexible. You can use a variety of formats, including letters, postcards, or brochures. You can be creative with colors and graphics, and even offer a free sample of your product. Tangible. Customers can hold your mail piece, referring to your message as often as needed. Coupons or samples included in your mail piece help encourage customer interaction. CDE242 Advertising Design II Advertising Design II, a Junior-level course, is a continuation of the study and development of advertising. Emphasis is placed on creative solutions that are “on strategy” regardless of the media. This is a studio course. 4 s.h. — 6 c.h. dezignrogue.com Concept This direct mailer uses ancient Chinese wisdom to reaffirm Vitaminwater’s benefits and communicates it is “wise” to drink Vitaminwater. An example of such wisdom: “Water is flexible and shapeless, yet can be shaped by any holder. It is weak, but wears away rock. It may not be able to push aside barriers, but it can flow around them.” Each page of the mailer features an ancient Chinese symbol that is diecut, revealing portions of the pages behind ultimately creating a three-dimensional landscape. l Company Background Glacéau, is a privately owned subsidiary of Coca-Cola Company that manufactures and distributes various lines of enhanced water. By 2002, the Glacéau line of waters were the top selling enhanced water brand in the United States, with the company’s Vitaminwater being its best selling product. 404 217 9018 You do not spend time/money to create direct mail just so the recipients are aware of the brand. You want them to take action, now! l Measurable. The results of your direct mail campaign can be tracked by counting the responses or inquiries it generates. You’ll know what worked and adjust your plans accordingly. dezignrogue [email protected] Personal. You can address customers by name. You can craft messages that are tailored for them, addressing their needs and appealing to their interests. Dean James Ballas You know exactly who your target is! Direct marketing does not place its messages on a third party medium. Instead, the marketing is addressed directly to the consumer. It is direct because the recipient of the ad message responds directly to the sender of that message. Direct marketing is attractive to many marketers, because in many cases its effectiveness can be measured directly. Measurement of other media is often indirect, since there is no direct response from a consumer. I 36 vitamin water direct mail Concept This direct mailer uses ancient Chinese wisdom to reaffirm Vitaminwater’s benefits and communicates it is “wise” to drink Vitaminwater. An example of such wisdom: “Water is flexible and shapeless, yet can be shaped by any holder. It is weak, but wears away rock. It may not be able to push aside barriers, but it can flow around them.” Each page of the mailer features an ancient Chinese symbol that is diecut, revealing portions of the pages behind ultimately creating a three-dimensional landscape. Dean James Ballas dezignrogue [email protected] 91 404 217 9018 Assignment 4 Direct Mail l Assignment 4 Direct Mail 92 Assignment 4 Direct Mail 93 Assignment 4 Direct Mail 95 I 37 l dezignrogue.com fruit of the loom Assignment Direct Mail Advertising Direct mail is: Targeted. You can focus on a specific audience, directing your campaign to the market you want to reach. Personal. You can address customers by name. You can craft messages that are tailored for them, addressing their needs and appealing to their interests. Tangible. Customers can hold your mail piece, referring to your message as often as needed. Coupons or samples included in your mail piece help encourage customer interaction. Measurable. The results of your direct mail campaign can be tracked by counting the responses or inquiries it generates. You’ll know what worked and adjust your plans accordingly. dezignrogue [email protected] Flexible. You can use a variety of formats, including letters, postcards, or brochures. You can be creative with colors and graphics, and even offer a free sample of your product. Dean James Ballas You know exactly who your target is! Direct marketing does not place its messages on a third party medium. Instead, the marketing is addressed directly to the consumer. It is direct because the recipient of the ad message responds directly to the sender of that message. Direct marketing is attractive to many marketers, because in many cases its effectiveness can be measured directly. Measurement of other media is often indirect, since there is no direct response from a consumer. l CDE242 Advertising Design II Advertising Design II, a Junior-level course, is a continuation of the study and development of advertising. Emphasis is placed on creative solutions that are “on strategy” regardless of the media. This is a studio course. 4 s.h. — 6 c.h. dezignrogue.com Concept The direct mail speaks to the main clothing purchaser in the household. It reaffirms the emotional connection of family and reminds the viewer that Fruit of the Loom helps make shopping choices for their loved ones much easier. The mailer connects Fruit of the Loom and family by dressing each family members’ fruit shaped “bottom” in a different style of Fruit of the Loom underwear. Hand illustrated fruit visuals utilizing pop up mechanization further support this union. l Company Background For more than 150 years, fit, comfort and durability for the entire family have been the hallmark features of Fruit of the Loom apparel. Fruit of the Loom’s main focus is on products for consumers ranging from children to senior citizens. The company is one of the largest manufacturers and marketers of men’s and boys’ underwear, women’s and girls’ underwear, printable T-shirts and fleece for the activewear industry, casualwear, women’s jeanswear and childrenswear. 404 217 9018 You do not spend time/money to create direct mail just so the recipients are aware of the brand. You want them to take action, now! I 38 fruit of the loom direct mail Concept The direct mail speaks to the main clothing purchaser in the household. It reaffirms the emotional connection of family and reminds the viewer that Fruit of the Loom helps make shopping choices for their loved ones much easier. The mailer connects Fruit of the Loom and family by dressing each family members’ fruit shaped “bottom” in a different style of Fruit of the Loom underwear. Hand illustrated fruit visuals utilizing pop up mechanization further support this union. Dean James Ballas dezignrogue 97 [email protected] Assignment 4 Direct Mail l 404 217 9018 Assignment 4 Direct Mail 104 dezignrogue.com 103 l Assignment 4 Direct Mail I 39 numi teas Assignment Direct Mail Advertising Direct mail is: Targeted. You can focus on a specific audience, directing your campaign to the market you want to reach. Personal. You can address customers by name. You can craft messages that are tailored for them, addressing their needs and appealing to their interests. Flexible. You can use a variety of formats, including letters, postcards, or brochures. You can be creative with colors and graphics, and even offer a free sample of your product. Measurable. The results of your direct mail campaign can be tracked by counting the responses or inquiries it generates. You’ll know what worked and adjust your plans accordingly. You do not spend time/money to create direct mail just so the recipients are aware of the brand. You want them to take action, now! dezignrogue I 40 [email protected] Tangible. Customers can hold your mail piece, referring to your message as often as needed. Coupons or samples included in your mail piece help encourage customer interaction. Dean James Ballas You know exactly who your target is! Direct marketing does not place its messages on a third party medium. Instead, the marketing is addressed directly to the consumer. It is direct because the recipient of the ad message responds directly to the sender of that message. Direct marketing is attractive to many marketers, because in many cases its effectiveness can be measured directly. Measurement of other media is often indirect, since there is no direct response from a consumer. l dezignrogue.com CDE242 Advertising Design II Advertising Design II, a Junior-level course, is a continuation of the study and development of advertising. Emphasis is placed on creative solutions that are “on strategy” regardless of the media. This is a studio course. 4 s.h. — 6 c.h. l Concept Numi’s Bouquet Flowering Tea is filled with bouquets of dried tea leaves that blossom into a myriad of flavors from sweet and subtle to rich and bold as soon as the tea kisses the hot water. The luxury of this visual bloom heightens the tea brewing ritual bringing a unique and personal tea time experience to the consumer. This direct mail piece presents the mystical tea leaf blossoming event to the viewer so they can experience it first hand. The delicate package is a mere 2.5” wide by 1.5” tall. The subtle water colored box (water color visually connects to Numi’s art inspiration) opens mimicking a blooming flower motion revealing a hand illustrated, water colored booklet that highlights Numi Teas’ philosophy and product line. Once the booklet is removed, another row of flower petals blooms to reveal a special, product sampling. 404 217 9018 Company Background Numi inspires well-being of mind, body and spirit through the art of tea. The brand is rooted in the principle of creating a healthy, thriving global community while bringing the purest, best-tasting organic tea to the market. Inspired by art and exotic teas, Numi is a company whose hallmark is super-premium, organic and Fair Trade Certified teas and herbal teasans made with 100% real ingredients. numi teas direct mail Concept Numi’s Bouquet Flowering Tea is filled with bouquets of dried tea leaves that blossom into a myriad of flavors from sweet and subtle to rich and bold as soon as the tea kisses the hot water. The luxury of this visual bloom heightens the tea brewing ritual bringing a unique and personal tea time experience to the consumer. This direct mail piece presents the mystical tea leaf blossoming event to the viewer so they can experience it first hand. The delicate package is a mere 2.5” wide by 1.5” tall. The subtle water colored box (water color visually connects to Numi’s art inspiration) opens mimicking a blooming flower motion revealing a hand illustrated, water colored booklet that highlights Numi Teas’ philosophy and product line. Once the booklet is removed, another row of flower petals blooms to reveal a special, product sampling. Dean James Ballas dezignrogue Assignment 4 Direct Mail Assignment 4 Direct Mail 113 111 Assignment 4 Direct Mail 112 [email protected] l 404 217 9018 l 114 dezignrogue.com Assignment 4 Direct Mail I 41 gucci Print advertising is the dissemination of advertising messages using visual, printed items, be it newspapers, magazines, newsletters, booklets or anything else that would be considered a portable printed medium. An optimal combination of images, colors, and text in a print ad can help build brand awareness, especially when the same combination is used in slight variation over and over again in subsequent ads. l dezignrogue.com CDE241 Advertising Design I Advertising Design 1, a Junior-level course, is the study of the history and the fundamentals of advertising, the breakdown of roles within an advertising agency, and the function of the advertising designer relative to this hierarchy. Emphasis will be placed on accurate communication of the advertiser’s message through appropriate development of concepts, words and visuals which reflect strategy, positioning and brand personality. This is a studio course. 4 s.h. — 6 c.h. 404 217 9018 Concept Haunting visuals feature models without eyes suggesting, “I would rather be blind than go without my Gucci sunglasses.” The word “Blind” is used as a constant descriptive throughout the series while handwritten words are added to support a more personal take allowing the viewer to feel as though they interjected their own emotional perspective into the story. l Company Background Founded by Guccio Gucci in Florence in 1921, Gucci, is an Italian fashion label. From modest beginnings at the end of the nineteenth century, Gucci became one of the world’s most successful manufacturers of high-end leather goods, clothing, and other fashion products. dezignrogue [email protected] Image ads project an attitude, a conception of someone’s style. If we use the product promoted, then we too can be like those attractive, cool people featured in the ads. Most fashion advertising is visually driven, they rely on the visual to communicate most of the ad message instead of using a line of copy to explain intent. For this assignment, students were challenged to develop black and white (grayscale) newspaper ads for items of clothing and/or accessories. They were also required to use themselves as models. The goal: get consumers to stop, take notice, and aspire to be like or have the products showcased in the ads. Dean James Ballas Assignment Fashion Print Advertising I 42 gucci print ads Concept Haunting visuals feature models without eyes suggesting, “I would rather be blind than go without my Gucci sunglasses.” The word “Blind” is used as a constant descriptive throughout the series while handwritten words are added to support a more personal take allowing the viewer to feel as though they interjected their own emotional perspective into the story. Dean James Ballas dezignrogue [email protected] l 404 217 9018 l 120 120 dezignrogue.com Assignment 2 fashion advertising I 43 chanel Print advertising is the dissemination of advertising messages using visual, printed items, be it newspapers, magazines, newsletters, booklets or anything else that would be considered a portable printed medium. An optimal combination of images, colors, and text in a print ad can help build brand awareness, especially when the same combination is used in slight variation over and over again in subsequent ads. l dezignrogue.com CDE241 Advertising Design I Advertising Design 1, a Junior-level course, is the study of the history and the fundamentals of advertising, the breakdown of roles within an advertising agency, and the function of the advertising designer relative to this hierarchy. Emphasis will be placed on accurate communication of the advertiser’s message through appropriate development of concepts, words and visuals which reflect strategy, positioning and brand personality. This is a studio course. 4 s.h. — 6 c.h. 404 217 9018 Concept The ad series highlights Chanel’s focus on haute couture: the creation of exclusive custom-fitted clothing that is made to order from high-quality, expensive fabric and sewn with extreme attention to detail using hand-executed techniques. I 44 l Company Background Chanel, is a French fashion house founded by the couturier Gabrielle “Coco” Chanel, recognized as one of the most established in haute couture, specializing in luxury goods (haute couture, ready-to-wear, handbags, perfumery, and cosmetics among others). Chanel specializes in items such as simple suits, dresses, women’s pants, and costume jewelry. Chanel’s vision was to replace such opulent, sexy pieces with items which conveyed casual elegance. Her designs and creations are timeless, considering that the basic silhouettes have remained consistent from generation to generation. dezignrogue [email protected] Image ads project an attitude, a conception of someone’s style. If we use the product promoted, then we too can be like those attractive, cool people featured in the ads. Most fashion advertising is visually driven, they rely on the visual to communicate most of the ad message instead of using a line of copy to explain intent. For this assignment, students were challenged to develop black and white (grayscale) newspaper ads for items of clothing and/or accessories. They were also required to use themselves as models. The goal: get consumers to stop, take notice, and aspire to be like or have the products showcased in the ads. Dean James Ballas Assignment Fashion Print Advertising chanel print ads Concept The ad series highlights Chanel’s focus on haute couture: the creation of exclusive custom-fitted clothing that is made to order from highquality, expensive fabric and sewn with extreme attention to detail using hand-executed techniques. Dean James Ballas dezignrogue [email protected] l 404 217 9018 l 122 dezignrogue.com Assignment 2 fashion advertising I 45 Concept The ad series highlights Chanel’s focus on haute couture: the creation of exclusive custom-fitted clothing that is made to order from highquality, expensive fabric and sewn with extreme attention to detail using hand-executed techniques. As consumers grow accustomed to the depth of information they can get about products in an interactive world, they enter retail environments with new demands for content and expertise, fueling their appetite for in-store technologies. Consumers are demanding the same benefits of the Web in stores wanting more information about products and fulfillment, more fulfillment options and control over the shopping experience. Students were required to design an in store kiosk interface that coordinates with their fashion ad series. Dean James Ballas dezignrogue I 46 [email protected] l 404 217 9018 l dezignrogue.com shion ashion chanel in-store kiosk screens 123 123 Assignment 2 fashion advertising 123 lonsdale Print advertising is the dissemination of advertising messages using visual, printed items, be it newspapers, magazines, newsletters, booklets or anything else that would be considered a portable printed medium. An optimal combination of images, colors, and text in a print ad can help build brand awareness, especially when the same combination is used in slight variation over and over again in subsequent ads. l dezignrogue.com CDE241 Advertising Design I Advertising Design 1, a Junior-level course, is the study of the history and the fundamentals of advertising, the breakdown of roles within an advertising agency, and the function of the advertising designer relative to this hierarchy. Emphasis will be placed on accurate communication of the advertiser’s message through appropriate development of concepts, words and visuals which reflect strategy, positioning and brand personality. This is a studio course. 4 s.h. — 6 c.h. 404 217 9018 Concept Lonsdale’s proud roots are present when the wild, fighting animal found in all of us is brought to the surface through digitally merged animal heads and tough, ominous personalities. l Company Background Lonsdale is a boxing and clothing brand that was founded in London, England in 1960. Ex-boxer Bernard Hart started the brand as a boxing equipment company, but it eventually branched out into clothing as well. Although Lonsdale’s boxing heritage has never faded, it has transcended to become the internationally renowned fashion label it is today, combining classic lines and fluid shapes with a fresh and modern edge. The comfort and durability of the clothes make them essential pieces for every wardrobe, both for sport and street wear. dezignrogue [email protected] Image ads project an attitude, a conception of someone’s style. If we use the product promoted, then we too can be like those attractive, cool people featured in the ads. Most fashion advertising is visually driven, they rely on the visual to communicate most of the ad message instead of using a line of copy to explain intent. For this assignment, students were challenged to develop black and white (grayscale) newspaper ads for items of clothing and/or accessories. They were also required to use themselves as models. The goal: get consumers to stop, take notice, and aspire to be like or have the products showcased in the ads. Dean James Ballas Assignment Fashion Print Advertising I 47 lonsdale print ads Concept Lonsdale’s proud roots are present when the wild, fighting animal found in all of us is brought to the surface through digitally merged animal heads and tough, ominous personalities. Dean James Ballas dezignrogue I 48 [email protected] l l 125 404 217 9018 Assignment 2 fashion advertising dezignrogue.com lonsdale in-store kiosk screens Concept Lonsdale’s proud roots are present when the wild, fighting animal found in all of us is brought to the surface through digitally merged animal heads and tough, ominous personalities. As consumers grow accustomed to the depth of information they can get about products in an interactive world, they enter retail environments with new demands for content and expertise, fueling their appetite for in-store technologies. Consumers are demanding the same benefits of the Web in stores wanting more information about products and fulfillment, more fulfillment options and control over the shopping experience. Students were required to design an in store kiosk interface that coordinates with their fashion ad series. Dean James Ballas dezignrogue I 49 [email protected] l 126 404 217 9018 Assignment 2 fashion advertising l dezignrogue.com Assignment 2 fashion advertising 127 mini cooper When we pick up a magazine or newspaper, watch TV or even a movie, we expect to see advertising. One could argue our defenses are already up knowing promotional messages will be there. Ambient advertising offers the element of surprise and gives a message a chance to break through simply by it’s unexpected nature. It works so effectively for it allows the consumer to engage one on one with the message before they’ve had the chance to tune it out. l dezignrogue.com CDE242 Advertising Design II Advertising Design II, a Junior-level course, is a continuation of the study and development of advertising. Emphasis is placed on creative solutions that are “on strategy” regardless of the media. This is a studio course. 4 s.h. — 6 c.h. 404 217 9018 Concept This ambient campaign highlights the more efficient size of the Mini in an extremely overcrowded market of enormous, gas guzzling SUVs. Simple car covers (with life-size Mini Cooper images and witty, one-liners) are placed over large vehicles parked on the street. The messaging supports the Mini is a smarter purchase solution, is more gas conscious, and is much more fun to drive and park than any of it’s beastly counterparts! I 50 l Company Background The Mini Cooper is a small car made by the British Motor Corporation. The original car is considered a British icon of the 1960s and considered the British equivalent to its German contemporary, the Volkswagen Beetle. The Beetle enjoyed popularity thanks to one of the strongest ad campaigns in advertising history developed by the Doyle Dane Bernbach agency in the 1960s. The Volkswagen Beetle campaign, and the work of the ad agency behind it, transformed advertising — from the way it’s created to what you see as a consumer today. dezignrogue [email protected] Ambient advertising refers to almost any kind of advertising that occurs in some nonstandard medium outside the home (intrusive ads in public places.) With the cost of traditional media advertising skyrocketing and ads fighting for consumers’ attention, marketers are aggressively seeking out new advertising vehicles. Ambient ads appear on store floors, at gas pumps, on elevator walls, park benches, telephones, fruit and even pressed into the sand on beaches. The phrase was presumably coined during the peak of popularity of ambient music, a genre with electronic textures that create a mood or atmosphere. Although ambient advertising has been around for decades, the category has exploded in recent years. Dean James Ballas Assignment Ambient Advertising mini cooper ambient Concept This ambient campaign highlights the more efficient size of the Mini in an extremely overcrowded market of enormous, gas guzzling SUVs. Simple car covers (with life-size Mini Cooper images and witty, one-liners) are placed over large vehicles parked on the street. The messaging supports the Mini is a smarter purchase solution, is more gas conscious, and is much more fun to drive and park than any of it’s beastly counterparts! Dean James Ballas dezignrogue [email protected] Assignment 3 Ambient Advertising 129 l 404 217 9018 130 131 dezignrogue.com Assignment 3 Ambient Advertising l Assignment 3 Ambient Advertising I 51 diesel jeans Assignment Transit Advertising You have a captive audience they can’t escape! Company Background Diesel is an Italian design company best known for luxury, pret-a-porter clothing aimed at the young adult market. The company is owned by its founder Renzo Rosso, and is based in Breganze in northern Italy. 404 217 9018 l dezignrogue.com CDE242 Advertising Design II Advertising Design II, a Junior-level course, is a continuation of the study and development of advertising. Emphasis is placed on creative solutions that are “on strategy” regardless of the media. This is a studio course. 4 s.h. — 6 c.h. l Concept Diesel is known for using progressive visuals to emotionally connect with their audience. The strange collage of elements in this series sparks an immediate sense of originality with the youthful audience. The bizarre images direct the viewer’s attention to Diesel’s innovative, progressive brand identity. dezignrogue [email protected] Advertising displays affixed to moving vehicles or positioned in the common areas of transit stations, terminals, and airports. The purpose of this assignment is to further understanding of how to create effective transit advertisements for a specific product or company. Students were challenged to design a series of three transit ads for a brand of blue jean. Dean James Ballas Design selected for publication in CMYK’s Top 100 New Creatives 47 in the categories of art direction, copywriting, design, illustration and photography. I 52 diesel jeans transit Concept Diesel is known for using progressive visuals to emotionally connect with their audience. The strange collage of elements in this series sparks an immediate sense of originality with the youthful audience. The bizarre images direct the viewer’s attention to Diesel’s innovative, progressive brand identity. Design selected for publication in CMYK’s Top 100 New Creatives 47 in the categories of art direction, copywriting, design, illustration and photography. Dean James Ballas dezignrogue [email protected] l ent 2 Transit ng 133 134 404 217 9018 Assignment 2 Transit Advertising l dezignrogue.com Assignment 2 Transit Advertising 135 I 53 dickies You have a captive audience they can’t escape! Advertising displays affixed to moving vehicles or positioned in the common areas of transit stations, terminals, and airports. The purpose of this assignment is to further understanding of how to create effective transit advertisements for a specific product or company. Students were challenged to design a series of three transit ads for a brand of blue jean. Concept This campaign promotes the idea that every piece of Dickies workwear has stood for the quality, toughness, and pride that embodies the spirit of the American worker. l 404 217 9018 CDE242 Advertising Design II Advertising Design II, a Junior-level course, is a continuation of the study and development of advertising. Emphasis is placed on creative solutions that are “on strategy” regardless of the media. This is a studio course. 4 s.h. — 6 c.h. dezignrogue [email protected] Company Background Through its dedication to innovation and continual customer contact, Williamson-Dickie Mfg. Co. has transformed itself from a small bib overall company to the largest workwear manufacturer in the world. Dickies offers a broad spectrum of work garments ranging from work pants and work shirts to denim jeans and women’s workwear. Dean James Ballas Assignment Transit Advertising I 54 l dezignrogue.com Concept This campaign promotes the idea that every piece of Dickies workwear has stood for the quality, toughness, and pride that embodies the spirit of the American worker. Dean James Ballas dezignrogue [email protected] l sit dickies transit Assignment 2 Transit Advertising 137 404 217 9018 139 l dezignrogue.com Assignment 2 Transit Advertising 138 I 55 levis eco jeans You have a captive audience they can’t escape! Advertising displays affixed to moving vehicles or positioned in the common areas of transit stations, terminals, and airports. The purpose of this assignment is to further understanding of how to create effective transit advertisements for a specific product or company. Students were challenged to design a series of three transit ads for a brand of blue jean. 404 217 9018 l dezignrogue.com CDE242 Advertising Design II Advertising Design II, a Junior-level course, is a continuation of the study and development of advertising. Emphasis is placed on creative solutions that are “on strategy” regardless of the media. This is a studio course. 4 s.h. — 6 c.h. l Concept The cotton is organic! For the first time since it started making trousers for cowboys more than 100 years ago, the famous clothing company brings out a pair of “sustainable” jeans to satisfy environmentalists. Visuals created through a natural, hand done, recycled paper collage technique announce 100% organic cotton “Levi’s Eco” jeans are available in a range of popular fits and finishes. Other environmentally-friendly elements include the use of recycled buttons, rivets and zippers, the button on the waistband is made of coconut shell, the label is from recycled cardboard, natural indigo was used to dye some styles of jeans, and all external packaging is made from organic fabric or recycled paper and printed with soy-based ink. dezignrogue [email protected] Company Background Levi Strauss & Co. is a privately held clothing company known worldwide for its Levi’s brand of denim jeans. It was founded in 1869 when Levi Strauss came from Buttenheim, Franconia to San Francisco, California to open a west coast branch of his brothers’ New York dry goods business. Although the company began producing denim overalls in the 1870s, modern jeans were not produced until the 1920s. From the early 1960s through the mid 1970s, Levi Strauss experienced explosive growth in its business as the more casual look of the 1960s and 1970s ushered in the “blue jeans craze” and served as a catalyst for the brand. Dean James Ballas Assignment Transit Advertising I 56 Concept The cotton is organic! For the first time since it started making trousers for cowboys more than 100 years ago, the famous clothing company brings out a pair of “sustainable” jeans to satisfy environmentalists. Visuals created through a natural, hand done, recycled paper collage technique announce 100% organic cotton “Levi’s Eco” jeans are available in a range of popular fits and finishes. Other environmentallyfriendly elements include the use of recycled buttons, rivets and zippers, the button on the waistband is made of coconut shell, the label is from recycled cardboard, natural indigo was used to dye some styles of jeans, and all external packaging is made from organic fabric or recycled paper and printed with soy-based ink. Dean James Ballas dezignrogue Assignment 2 Transit Advertising [email protected] 141 l 404 217 9018 l Assignment 2 Transit Advertising 142 143 dezignrogue.com t levis eco jeans transit I 57 sharpie exclamation NOT explanation! Designing for the outdoor medium is a challenging communication task for outdoor requires the expression of a concept with clarity and austere focus. What can you communicate to the viewer when they have 3 seconds to see and comprehend? Brevity: Concept Ever wish you could take back something you said but once those words came out, they were out?! A feeling of relief is projected onto the function of Sharpie’s Fine Retractable Pens for that permanent tip can be taken back, it’s retractable! l 404 217 9018 CDE242 Advertising Design II Advertising Design II, a Junior-level course, is a continuation of the study and development of advertising. Emphasis is placed on creative solutions that are “on strategy” regardless of the media. This is a studio course. 4 s.h. — 6 c.h. dezignrogue [email protected] Company Background Sharpie is a manufacturer of writing instruments (mainly marker pens). “Sharpie” was originally a name designating a permanent marker launched in 1964 by the Sanford Ink Company. The Sharpie also became the first pen-style permanent marker. Dean James Ballas Assignment Outdoor Advertising (30 sheet billboard) I 58 l dezignrogue.com sharpie outdoor Concept Ever wish you could take back something you said but once those words came out, they were out?! A feeling of relief is projected onto the function of Sharpie’s Fine Retractable Pens for that permanent tip can be taken back, it’s retractable! Dean James Ballas dezignrogue 149 [email protected] Assignment 1 Outdoor Adver:sing l 404 217 9018 l 150 dezignrogue.com Assignment 1 Outdoor Adver:sing I 59 sharpie outdoor Concept Ever wish you could take back something you said but once those words came out, they were out?! A feeling of relief is projected onto the function of Sharpie’s Fine Retractable Pens for that permanent tip can be taken back, it’s retractable! Dean James Ballas dezignrogue Assignment 1 Outdoor Adver:sing 146 l 145 [email protected] Assignment 1 Outdoor Adver:sing I 60 404 217 9018 l dezignrogue.com old spice exclamation NOT explanation! Designing for the outdoor medium is a challenging communication task for outdoor requires the expression of a concept with clarity and austere focus. What can you communicate to the viewer when they have 3 seconds to see and comprehend? 404 217 9018 CDE242 Advertising Design II Advertising Design II, a Junior-level course, is a continuation of the study and development of advertising. Emphasis is placed on creative solutions that are “on strategy” regardless of the media. This is a studio course. 4 s.h. — 6 c.h. l Concept Biting humor takes an active role in the messaging: you should work hard, just don’t smell like it. dezignrogue [email protected] Company Background Old Spice is a prominent American brand of male grooming products. It is manufactured by Procter & Gamble, which acquired the brand in 1990 from the Shulton Company. The Shulton Company, original producer of Old Spice, was founded in 1934 by William Lightfoot Schultz. The first Old Spice product was a fragrance called Early American Old Spice for women, introduced in 1937. Old Spice for men followed in 1938. The early men’s products were dominated by shaving soap and aftershave lotion, marketed with a nautical theme. Sailing ships, in particular were used as a trademark. Dean James Ballas Assignment Outdoor Advertising (30 sheet billboard) I 61 l dezignrogue.com old spice outdoor Concept Biting humor takes an active role in the messaging: you should work hard, just don’t smell like it. Dean James Ballas dezignrogue I 62 [email protected] l 404 217 9018 l dezignrogue.com silly putty Print advertising is the dissemination of advertising messages using visual, printed items, be it newspapers, magazines, newsletters, booklets or anything else that would be considered a portable printed medium. An optimal combination of images, colors, and text in a print ad can help build brand awareness, especially when the same combination is used in slight variation over and over again in subsequent ads. Concept It is marketed as a toy for children, but with no real function, Silly Putty pushes creative play to the limit… it doesn’t really do anything! This is basis for the concept behind the ad series: the child must use their imagination to bring Silly Putty to life. A simple blob of Silly Putty is transformed into a puppy with the addition of gestural dog collar illustrations and direct headlines commanding the Silly Putty to sit, stay and lay. 404 217 9018 l dezignrogue.com Ad series chosen by the McGary Bowen Advertising Agency, Silly Putty’s advertising agency Students were challenged to design a series of advertisements for Binney & Smith’s Silly Putty in my CDE241 Advertising Design I class. During the development of their projects I coordinated a Silly Putty rebrand/package design lecture presented by the senior designer responsible for the product line, Brian Turtzo. The purpose of this lecture was to give the student designers insight into rebranding the product they were researching and creating ads for. I also partnered with Professor Brenda Innocenti to set up an on-site field trip to New York City to speak directly with McGary Bowen Advertising, Silly Putty’s advertising agency. This discussion clarified how an agency promotes a brand and more specifically, how they promote the Silly Putty brand. At the completion of the students’ Silly Putty assignment, the McGary Bowen Advertising Agency agreed to review the designs and offer comments on their final designs. This comprehensive project helped teach the student designers what goes into designing and promoting a brand in the industry. l CDE241 Advertising Design I Advertising Design 1, a Junior-level course, is the study of the history and the fundamentals of advertising, the breakdown of roles within an advertising agency, and the function of the advertising designer relative to this hierarchy. Emphasis will be placed on accurate communication of the advertiser’s message through appropriate development of concepts, words and visuals which reflect strategy, positioning and brand personality. This is a studio course. 4 s.h. — 6 c.h. dezignrogue [email protected] Company Background Silly Putty is the Crayola-owned trademark name for a silicone polymer. As a bouncing putty, Silly Putty has some unusual characteristics: it bounces, but breaks when given a sharp blow; it can also flow like a liquid and will form a puddle given enough time. Dean James Ballas Assignment Product Print Advertising I 63 silly putty print ads Concept It is marketed as a toy for children, but with no real function, Silly Putty pushes creative play to the limit… it doesn’t really do anything! This is basis for the concept behind the ad series: the child must use their imagination to bring Silly Putty to life. A simple blob of Silly Putty is transformed into a puppy with the addition of gestural dog collar illustrations and direct headlines commanding the Silly Putty to sit, stay and lay. Dean James Ballas Ad series chosen by the McGary Bowen Advertising Agency, Silly Putty’s advertising agency Students were challenged to design a series of advertisements for Binney & Smith’s Silly Putty. During the development of their projects I coordinated a Silly Putty rebrand/package design lecture presented by the senior designer responsible for the product line, Brian Turtzo. I also partnered with Professor Brenda Innocenti to set up an on-site field trip to New York City to speak directly with McGary Bowen Advertising, Silly Putty’s advertising agency. At the completion of the assignment, the McGary Bowen Advertising Agency agreed to review the designs and choose a winning concept. dezignrogue I 64 [email protected] l 404 217 9018 l dezignrogue.com rubik’s cube Print advertising is the dissemination of advertising messages using visual, printed items, be it newspapers, magazines, newsletters, booklets or anything else that would be considered a portable printed medium. An optimal combination of images, colors, and text in a print ad can help build brand awareness, especially when the same combination is used in slight variation over and over again in subsequent ads. Concept This ad series’ concept juxtaposes the unbeatable nature that is shared between iconic monsters and the challenge we feel when trying to “Conquer the Cube.” l 404 217 9018 CDE241 Advertising Design I Advertising Design 1, a Junior-level course, is the study of the history and the fundamentals of advertising, the breakdown of roles within an advertising agency, and the function of the advertising designer relative to this hierarchy. Emphasis will be placed on accurate communication of the advertiser’s message through appropriate development of concepts, words and visuals which reflect strategy, positioning and brand personality. This is a studio course. 4 s.h. — 6 c.h. dezignrogue [email protected] Company Background The Rubik’s Cube is a 3-D mechanical puzzle invented in 1974 by Hungarian sculptor and professor of architecture Erno Rubik. In a classic Rubik’s Cube, each of the six faces is covered by nine stickers, among six solid colors (traditionally white, red, blue, orange, green, and yellow). A pivot mechanism enables each face to turn independently, thus mixing up the colors. For the puzzle to be solved, each face must be a solid color. Dean James Ballas Assignment Product Print Advertising I 65 l dezignrogue.com rubik’s cube print ads Concept This ad series’ concept juxtaposes the unbeatable nature that is shared between iconic monsters and the challenge we feel when trying to “Conquer the Cube.” Dean James Ballas dezignrogue [email protected] 404 217 9018 159 159 159 l Assignment Assignment intuitive Assignment111intuitive intuitive thinking thinking thinking I 66 l dezignrogue.com the american cancer society Print advertising is the dissemination of advertising messages using visual, printed items, be it newspapers, magazines, newsletters, booklets or anything else that would be considered a portable printed medium. An optimal combination of images, colors, and text in a print ad can help build brand awareness, especially when the same combination is used in slight variation over and over again in subsequent ads. dezignrogue Concept Cancer awareness is brought to the viewers’ attention through primary colors, simple iconic pictograms and bold statements. All unite to identify the signs (featured in red) that you might have cancer. l dezignrogue.com CDE241 Advertising Design I Advertising Design 1, a Junior-level course, is the study of the history and the fundamentals of advertising, the breakdown of roles within an advertising agency, and the function of the advertising designer relative to this hierarchy. Emphasis will be placed on accurate communication of the advertiser’s message through appropriate development of concepts, words and visuals which reflect strategy, positioning and brand personality. This is a studio course. 4 s.h. — 6 c.h. 404 217 9018 Company Background The American Cancer Society is the “nationwide community-based voluntary health organization dedicated to eliminating cancer as a major health problem by preventing cancer, saving lives, and diminishing suffering from cancer, through research, education, advocacy, and service.” l [email protected] Pertaining to an organization or company established for charitable, educational, or humanitarian purposes and not for making money. The goal: develop a series of four quarter page magazine ads for a non-profit organization. The purpose of this series is to make people aware of the mission and services of the non-profit organization; tell the viewer a story and appeal to people to donate to a worthy cause. The series of ads is intended to appear in one issue of a magazine, either on sequential pages or interspersed throughout the magazine. In a way, the series functions as a story with a punch line or an element of surprise at the end. The ultimate challenge is to make people go on to the next “frame” and get to the end of the series. Dean James Ballas Assignment Non-Profit Print Advertising I 67 the american cancer society print ads Concept Cancer awareness is brought to the viewers’ attention through primary colors, simple iconic pictograms and bold statements. All unite to identify the signs (featured in red) that you might have cancer. The series of ads is intended to appear in one issue of a magazine, either on sequential pages or interspersed throughout the magazine. In a way, the series functions as a story with a punch line or an element of surprise at the end. The ultimate challenge is to make people go on to the next “frame” and get to the end of the series. Dean James Ballas dezignrogue [email protected] l 404 217 9018 l dezignrogue.com Assignment Assignment 33 non non profit profit advertising advertising 164 164 I 68 world wildlife fund Print advertising is the dissemination of advertising messages using visual, printed items, be it newspapers, magazines, newsletters, booklets or anything else that would be considered a portable printed medium. An optimal combination of images, colors, and text in a print ad can help build brand awareness, especially when the same combination is used in slight variation over and over again in subsequent ads. l dezignrogue.com CDE241 Advertising Design I Advertising Design 1, a Junior-level course, is the study of the history and the fundamentals of advertising, the breakdown of roles within an advertising agency, and the function of the advertising designer relative to this hierarchy. Emphasis will be placed on accurate communication of the advertiser’s message through appropriate development of concepts, words and visuals which reflect strategy, positioning and brand personality. This is a studio course. 4 s.h. — 6 c.h. 404 217 9018 Concept Things are not always as they seem. At first glance, the viewer sees endangered species that the WWF hopes to project. Upon further examination you find contributors to their demise hidden within the animal imagery: the rhino’s horn is a smoke stack, the turtle carries the world of industry upon his back, the elephants tusks are exhaust pipes and the panda’s signature black eye is an oil slick. l Company Background For more than 45 years, WWF has been protecting the future of nature. The world’s leading conservation organization, WWF works in 100 countries and is supported by 1.2 million members in the United States and close to 5 million globally. WWF’s unique way of working combines global reach with a foundation in science, involves action at every level from local to global, and ensures the delivery of innovative solutions that meet the needs of both people and nature. dezignrogue [email protected] Pertaining to an organization or company established for charitable, educational, or humanitarian purposes and not for making money. The goal: develop a series of four quarter page magazine ads for a non-profit organization. The purpose of this series is to make people aware of the mission and services of the non-profit organization; tell the viewer a story and appeal to people to donate to a worthy cause. The series of ads is intended to appear in one issue of a magazine, either on sequential pages or interspersed throughout the magazine. In a way, the series functions as a story with a punch line or an element of surprise at the end. The ultimate challenge is to make people go on to the next “frame” and get to the end of the series. Dean James Ballas Assignment Non-Profit Print Advertising I 69 world wildlife fund print ads Concept Things are not always as they seem. At first glance, the viewer sees endangered species that the WWF hopes to project. Upon further examination you find contributors to their demise hidden within the animal imagery: the rhino’s horn is a smoke stack, the turtle carries the world of industry upon his back, the elephants tusks are exhaust pipes and the panda’s signature black eye is an oil slick. The series of ads is intended to appear in one issue of a magazine, either on sequential pages or interspersed throughout the magazine. In a way, the series functions as a story with a punch line or an element of surprise at the end. The ultimate challenge is to make people go on to the next “frame” and get to the end of the series. Dean James Ballas dezignrogue I 70 [email protected] l 404 217 9018 l dezignrogue.com
