Creative Advertising Collaboration: Initial Design Ideas

In order to develop the 'for every occasion' campaign I started by looking at gig/club posters in order to target students to use shake n vac in a new modern way that completely contrasts their current brand image. The contrast created through the use bright colours and black allows the experiments to stand out however this approach resembles club posters too much and isn't appropriate for the brand despite fitting the target audience (see figure 1). In order to develop the influence of gig posters further more muted colours have been looked at, the use blue allows the fresh, clean aspects of the product to be shown within the design (see figure 2). Furthermore the feeling of being drunk has been explored within the designs to replicate aspect of being drunk. Repeating the copy over is influenced by seeing double when you drink excessively, something students would recognise (see figures 3-4). However simply repeating the copy doesn't achieve this effect exactly. Overlapping the copy creates too much confusion for an advert, making the copy illegible (see figure 5). Therefore editing the 'sober self' within the copy allows the influence of being drunk to be shown in a more subtle manner by placing the type upside down and on its side (see figure 6). Personally repeating the copy is more successful as it creates greater impact on the consumer. Due to the long nature of the copy I've explored the option of shortening the copy focusing on the key aspect such as 'sober self'. This is an idea I will present to Lydia during our next meeting as she developed the copy. Having 'sober self' (see figures 7-8) as the main focus of the advert allows the main aspect for the copy to be highlighted to students, this approach also more effectively resembles a gig poster which is complimented by the bold extended typeface (GT American). Although this approach works better aesthetically the limited use of copy could cause some confusion therefore the additional copy was explored (see figure 9). However these experiments where disjointed as it was difficult to include the rest of the copy whilst still having 'sober self' as the main focus. Therefore the incorporation of the product was looked, allowing the copy to be complimentary rather than the main focus (see figure 10). Upon reflection these experiments work well as it allows the product to grab peoples attention with the copy targeting students. Furthermore the layout of the type attracts younger audience due to the influence of gig/club posters which often feature alternative type layout. 

Based on experiments with sober self the same principles have tried to be applied to the other copy ideas, however the use of a shorter version only works with sober self. Therefore different layouts using the whole copy have been explored with the use of two tone colour being used to create a visual link (see figure 11-12). Placing 'actually' (see figure 12) in italics allows the key part of the copy to be emphasised allows the satirical tone of voice to be conveyed which resonates with the audience more as they identify with the copy more. Furthermore the use of reds tones further enhances the tone of voice as hint to the nice romantic evening that could be achieved by cleaning with Shave n' Vac. Incorporating another tone within the text was explored to see if this would add anything to the design however this made the type disjointed, effecting the legibility of the copy (see figure 13). The more simple outcomes where applied to the final copy with greys being used due to the serious nature associated with landlords(see figure 14).

Upon reflection I've miss typed some of the copy within these experiments however they can be fixed easily once the ideas have been discussed. Both Lydia and I will discusses these experiments alongside any copy refinements she's made in order to create more refined outcomes. 

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