Advertising

I haven’t really done much advertising so I thought I’d have a look what’s out there and decide what I liked to help me with ideas, I looked on a site:

http://www.creativebloq.com/inspiration/print-ads-1233780/page-3

When I had a look through the designs I was relieved that I didn’t like all of them, it meant that there was a specific genre of design that I could latch on to. I liked the advertising campaigns that used humour, however I saw a few campaigns that had tried this and not made the greatest outcome, therefore I’d have to be careful if I ever used humour as a persuasive technique because it can easily backfire and humour is something that different people have different tastes in. This is an example of an advert that thought worked really well:

printadh

Following on from this I found that I liked adverts that used clever quotes or sayings to address the product in their campaign, sometimes these did use humour. I felt that this technique was clever and familiar so it would make the reader feel like they could relate to the advert and then the advert would stick with the because it used a clever link to the product. One of my favourite techniques used was when the advertising campaign made something into something else, this could be the product or it could be something that related to the company. Here are two examples of adverts that did this:

printadj printadw

 

In a lot of these adverts it’s the slogan that really brings the design together, it helps the reader understand why the designer has used certain imagery and it also can explain why the design actually relates to the product.

I also noticed that there is a fine line between a design that attracts the eye and something that relates to the product, some of the adverts stood out however they didn’t always seem relevant to the product. I suppose this is good because it makes someone look at the advert and remember it but they may not necessarily remember the product. I think my favourite type of adverts are ones that are clever, they make you think a bit and because of this they stick firmly in your mind. Therefore I think this is the sort of advert I’d like to create.

Ideas

So I started by getting my ideas down on paper, my first idea was to adapt the speech written in the Holocaust:

First they came for the Socialists, and I did not speak out– Because I was not a Socialist.

Then they came for the Trade Unionists, and I did not speak out– Because I was not a Trade Unionist.

Then they came for the Jews, and I did not speak out– Because I was not a Jew.

Then they came for me–and there was no one left to speak for me.

I wanted to make this relevant to the the global community by substituting different countries’ names in and then weather phenomenons. The only problem with  this is that when I tested whether people knew this speech there was almost nobody that had heard of it, therefore it wouldn’t have as much of an effect. Another issue is that there’s a lot of type, if it was a poster in the street people won’t take note of it because they either can’t be bothered or just don’t have enough time to read it.

After reading the extended brief, I found that one of the ways they wanted to reach people was through making it personal, immediately this made me think of the future of children. Part of a parent’s “job” is to prepare their child for the future, whether this is teaching them manners or saving up for their university fees. So the question I would pose to the reader is, if you want to prepare a bright future for your child, why would you leave them with the problem of climate change? This could also be done with serious situations that would make people think, like for example, you wouldn’t leave your child in a burning house, so why would you leave them with climate change?

Another idea I had from reading the extended brief was to talk about ‘it’s not too late’, climate change it a ticking time bomb, however the timer is not up yet!

I could do a ‘You are the culprit’ in the same style as the ‘We need you’ posters. Although this is very accusatory people have neglected climate change for so long that I think sometimes the harsh approach is what can motivate people to act. For me the key target market that climate change should be aimed at is people in their 20s/30s, these are the people who can have the biggest impact and often the people who ignore things like climate change because it won’t affect them.

Another campaign to get people to act is ‘the future is now’ forcing people to realise that actually the effects of climate change are upon us now.

My final idea was a ‘What If?’ campaign, e.g. ‘What if getting the bus could save somebody’s life?’ ‘What if putting on a jumper could save a child’s life?’ etc. I really liked this idea because it’s personal and it relates really well to the application side of the project because the whole idea incorporates how we can apply it.

Developing my Ideas

I talked over my ideas with Paul and he felt that the ‘You are the culprit’ was strongest. I think that we’ve become so immune to seeing posters or campaigns about climate change, we really need a different approach from an advertising point of view, so that the public will actually read the poster and not just look past it.

I wanted to create a poster campaign that would make people realise that climate change is real, something that would make them realise the consequences and how easily they could make a positive contribution to helping reduce climate change. I’ve learnt about climate change all the way through school, seen advertising campaigns about it and I admit that I have done something about it, I have changed some of my habits in order to save energy, however I think I’m one of the few, a lot of people I know don’t do much to reduce their carbon footprint. To be honest the main reason I’ve reduced my carbon footprint is to save money! When we’re taught about climate change the motto is ‘Do something before it’s too late’ it’s viewed as something that will happen in the future, in the future there will be bad weather, in the future our decedents will suffer. However after reading through the extended brief it suggests that in fact we are suffering the effects of climate change right now, the increased number of natural disasters are due to climate change, that means that their are people dying because we can’t be bothered to turn our lights off or walk instead of drive. It’s this message that I want to tell people about, because I think if people knew how serious the consequences and how easy it is to counteract then people might do something about it.

Poster campaign

  • I wanted to go with the idea of we’re all guilty of not doing enough towards reducing climate change. I saw this on Behance and it made me think that I could do something similar, the crimes on the boards could be, not turning the lights off, leaving stuff on standby etc.

http://www.behance.net/gallery/MUGSHOTS/5911975

  • Following on from this would be the idea I mentioned previously of being caught red handed, red handprints on the car, standby button…or an innocent person stood with red hands.
  • I could have the word guilty stamped on the head of innocent looking people.
  • Or just guilty stamped on a page.
  • A way of showing that we are all guilty of not doing enough could be to have the outline of a face saying guilty.

From Posters to Action

I needed to make sure that my approach to this wasn’t too accusatory, if people feel too guilty they don’t always respond positively, it needed to be more like a wake up call making people feel motivated to change their ways.

  • I liked the idea of having a specific pack that could be sent to businesses, like the example I found on Behance, it would be good if the business could get some sort of positive outcome from this, for example that they can use a stamp from my advertising campaign that shows that they are doing something about global warming.
  • My other idea was to create an app that would give you one think each week to decrease your carbon footprint, this would give you a reminder each day to do it. The difficulty here would be making sure that my posters weren’t so negative that the public didn’t want to visit the app. I would intend to produce business sized cards that could be given left on the counter of highstreet clothes shops, supermarkets, banks etc. all the different areas that people might visit. The more they see the more it sets in them to do something about it.
  • Finally there would be a website with more information about what the consequences are of not acting and material on what we can do to help.

I’ve developed my idea into a campaign called ‘It’s time to act.’

There is a poster campaign, this is to increase awareness of the campaign and of climate change, included on the poster will be the website, app and hashtag, it’s time. Also on the poster will be the words ‘GUILTY. It’s time to change.’

Leading on from this, there will be leaflets with the caption ‘It’s time to change,’ there will be website, app and hashtag of these too and a little more information about the campaign.

The app will give a tip of how to help reduce your carbon emissions every week, it will give a friendly reminder every day, for example if you always leave the house at half 8 then you will set the reminder just before you go out to turn off all the lights in the house.

There will also be packs given out to businesses and groups that can help them reduce their carbon emissions in simple ways,

Research

Existing Poster Campaigns

Before I decide on my final campaign idea I wanted to look at the similar campaigns that were already out there, first I looked specifically at posters that were trying to make people aware of climate change.

http://beforeyoukillusall.blogspot.co.uk/2011/07/campaign-bundnet-every-60-seconds.html

BUND had a campaign called ‘Every 60 Seconds a Species Dies Out’, I really like this campaign because it hits home, seeing the pain on the animals faces really makes the viewer feel like they should do something to protect these animals.

This is a WPP campaign to encourage people to protect the oceans:

http://www.bbdoguerrero.com/index.php/work/view/wwf

The main strength to this is that the image is so thought provoking that it encourages the viewer to find out what the campaign is really about.

http://www.ads-ngo.com/tag/forchets/

I really liked some of the poster campaigns on here, they all clearly showed the point that the text was making but in a quirky way that made people think more about doing something to help the environment.

http://www.behance.net/gallery/Climate-Reality-Project/10197941

This poster campaign looks at how climate change could affect our everyday life.

http://www.behance.net/gallery/WWF-Climate-Change-Poster-Publication/1606577

Here’s another campaign, that shows how climate change is affecting animal extinction, I like the animal they use here that is made up of icons of objects that pollute the environment, there is a small amount of colour in these images to suggest the small number of endangered animals left.

http://www.behance.net/search?search=stop+climate+change

These posters particularly inspired me:

http://www.behance.net/gallery/Greenpeace-Initiative-Poster-Series/1099165

I could use this idea of having dirt on your hand, being caught red handed for my ‘You are the Culprit’ idea.

Existing Video Adverts

This campaign is the sort of tone that I’d like to take with the “You are the Culprit” idea, that it is other’s lives that our put at stake because we can’t be bothered to turn a light off or turn the TV off at the plug.

I looked at all of these different campaigns.

To get an idea of what adverts work well and the different tools advertisers use to catch the targets attention and make the advert memorable:

We debated about the effectiveness of the different persuasive techniques and how they appealed to the target market, for example the Pantene advert is particularly effective towards women because a lot of women do feel like the perceptions of women shown in the ad are true, so it makes them feel like that brand Pantene know how they feel and sympathise. The Herbal Essence advert emphasises the pleasure of the experience of using their shampoo, it makes it seem a desirable product. The Dove advert, although it is ridiculously long does stick in your mind, it reminds me of the Pantene advert in it’s approach because it’s aim is sympathise with women and make them feel better about themselves.

From looking at these adverts it’s made me realise how important it is to identify your target market and know how you can aim your product at them effectively.

It’s also important to strike the right tone with the campaign, this campaign has been accused of not using the right tone and therefore companies have refused to support it:

http://www.fastcompany.com/1693488/sony-drops-out-climate-change-campaign-after-exploding-kids-ad

Media Campaigns

I wanted to research how companies had used different media for their advertising campaigns.

Looking specifically at what mediums I could use for my campaign I immediately thought of twitter, there is so much power in a tweet, Topman produced this top :

topshop_tshirt

Someone tweeted about how derogatory the top was and it went viral, Topman decided to remove the top from shops.

In order to get climate change on people’s minds, and in the government’s thoughts I could have a hashtag that would be used on posters to get people talking about it, people feel that social media is an easier way to make an impact, they don’t have to protest, just send a quick tweet describing how they feel, this is a lot more accessible for the modern world. A hashtag could easily be included on all posters and other material.

Another campaign I saw, which is aimed specifically at reducing the carbon footprint of a business is:

http://www.behance.net/gallery/Studio-Smart/14583529

I really liked this idea and would like to incorporate this into my campaign because one of the criteria was to target businesses, groups etc.

Choosing a Brief

I started by looking on a few sites including D&AD and MadeNorth, I looked through the briefs that were Advertising specific, I liked the look of the Body Shop, Sky and the D&AD briefs however I chose to go with these two briefs:

http://www.dandad.org/awards/new-blood/2014/categories/8/national-trust

http://www.madenorth.co.uk/2013/11/art-of-the-grand-depart/

I liked the National Trust brief because my parents used to be National Trust members when I was younger, I remembered enjoying up to a certain point but then it just became something that appeals a bit more to the older generation because young adults don’t really consider a day out at a national trust site. However I think with the right marketing campaign it could become something that young adults consider, I mean I don’t think 25-40s are uninterested in the things the national trust offer it seems that currently the target market of the national trust seems to be an older generation.

My Dad is a dedicated fan of the Tour de France and so I always end up watching it too, because I know a bit about the race already I thought it was something that I’d love to get involved with. As it’s coming through Sheffield it’d be good if I could incorporate something about this in with the design.

Now for some mind maps!

DSC_0269 DSC_0270

After completing a mind map on each one I decided to change my mind! Typical me! I’m now torn between the Tour de France and WPP brief.

DSC_0272 DSC_0271

I read through both briefs again, I picked up on the fact that the Tour de France wants to specifically focus on emphasising the rich history of the race, this could be done by looking at all of the winners, or all the places that the Tour de France has been, or the different countries that had won, or the different helmets of the people that’ve won…I can’t decide which one of these to focus on so I’m going to do a bit of research and see what I can find.

I found that a lot of Tour de France fans choose to support their fans by dressing up in crazy outfits, I could do a history of the craziest outfits worn by supporters:

http://www.totalprosports.com/2013/07/12/25-insane-tour-de-france-fans/

I could turn this into an advertising campaign by using it to say ‘How crazy will you go to support your team?’ or ‘The Tour de France isn’t just cycling’

I found an image of some of the past winners:

tour-de-france-winners

http://simple.wikipedia.org/wiki/List_of_Tour_de_France_winners

There have only been 100 winners as the Tour de France was postponed during World War I and II so although it has been around for 111 years there was not always a tour.

Doing an advertising campaign using these winners would obviously show the rich history of the race, however it wouldn’t link especially well with the number 111…

How could I use the number 111…

I could split it into 1 1 1 or 1 + 10 + 100…or like a tally…

Or I could use an image with 111 of something…111 spokes in a bike, 111 helmets, 111 gear cogs….

1987-tdf-map 1988-tdf-map le-tour-de-france-route le-tour-de-france-route1 medium_6-H9CWxDmWJ8vng3OV-6DgUd8QskjNpstFkdwuts2vk tdf10-map465

Here’s an example of some of the different routes that the Tour de France has taken.

For the WPP campaign I looked first found out a bit more about Al Gore, I’d already watched his video, ‘An Inconvenient Truth’. I looked on his website and discovered that Al Gore has previously been vice president and is extremely passionate about stopping climate change through reducing carbon emissions. The brief on D&AD was extremely detailed and gave me a lot of great ideas as it showed the different channels that I could go down; for example there was the personal, or showing people the disasters that might come to their country…

http://www.algore.com/

Back to Square One

I tried to develop the ‘You are the Culprit’ idea and found that it was a little bit too negative to move people to action, so I went back to square one and started brainstorming again! I wanted to know what made an ad campaign successful and found an article on 2013s most effective ad campaigns by Forbes, this helped me to pick out the key things that made an ad successful.

http://www.forbes.com/sites/jacquelynsmith/2013/12/17/the-most-unforgettable-ad-campaigns-of-2013/

I went back to the question of what would make me reduce my carbon footprint?

  • if it was easier than doing the polluting alternative, if it was a more convenient option.  For example now that smoking has been banned in public places it is more convenient not to smoke. It is difficult to do this purely with an advertising campaign as I can’t change any laws however I could change the way people view climate change so that they view it in a more positive light.
  • if I thought it was a priority, of ultimate importance. Although today a lot of people live busy lives we always make time for the things we see as most important, whether this is working, spending time with family and friends or doing a hobby. If we can make people see just how important it is that we act then it will become more of a priority, a way to do this is to show the consequences, to show just how dangerous climate change can be.
  • if it was happening now. If people can see something happening, for example a parent wouldn’t just let a young child cross the road by themselves because they know that if they do then they will have to deal with the consequences, it’s real they have seen car crashes happen so they aren’t willing to take the risk. Is there a way that I can show the already happening affects of climate change, show how places have already changed negatively, for example the floods in the South of England, the storms in America.
  • if it fit into my life. As I mentioned earlier, today people live incredibly busy lives, reducing their carbon footprint is not an added thing they want to have to worry about, could it be things that are easily implemented into everyday life.
  • if it had other benefits. This could be a reward of some kind, again this is difficult to do because I can’t change any laws and give people cash incentives, however I could highlight other benefits like how switching a light off saves money as well as helping the environment, car sharing can make the drive to work so much more enjoyable, recycling can be a great thing to put the kids in charge, keep them busy!
  • if I felt guilty. Nowadays a lot of people are desensitised to guilt, for example people see a beggar in the street and just manage to look past it because they’re so used to seeing it. Could I design something that makes people feel guilty right at the point of committing the crime? Something that could make them see the wider picture, what they are actually doing by not contributing towards climate change.

I did some research online and also talked to friends to see what would make them do more towards reducing their carbon footprint. I found that some people didn’t think that the small thing they did could have any impact so what was the point? Others said that if they could see the effects then it would make them act but at the moment it just doesn’t effect them. Those who were parents with young children said that if they knew that climate change would effect their child in the next 10/20 years then they would act in order to make sure that their children had a better life.

My research online highlighted further reasons, such as recycling being such an inconvenience for people and they don’t get any advantages from doing it. Other articles talked about climate change as a whole and that some people didn’t believe it was real so therefore didn’t see the point in acting, they didn’t feel their small effort would make a difference, they are so ingrained in their way of life that they don’t want to change, it didn’t effect them, and they didn’t want to risk losing their job.  People like blaming other people for not doing something, they like pointing the finger and saying I won’t act until this person acts. One of the articles made a really good point; that actually it doesn’t really matter what people think about the environment or global warming, what’s important is whether they choose to act or not, I think with the ‘You are the Culprit’ idea I was focusing too much on getting people to realise they were doing something wrong instead of encouraging them to actually take action to help it. TIME has shown how actually taking the view of that we will reap the rewards in the future is not something that a lot of people understand, they want the rewards now, otherwise it’s just not worth it.

All my sources are listed below:

http://www.care2.com/greenliving/5-reasons-why-people-dont-recycle-and-5-reasons-they-should.html

http://www.teenink.com/hot_topics/environment/article/4301/Why-Donrsquot-We-Care/

Why People Don’t Care About The Environment

http://answers.yahoo.com/question/index?qid=20090326234747AA1F85y

I Don’t Care about the Environment

Why We Don’t Care About Saving Our Grandchildren From Climate Change

In conclusion I think it’s important to make my campaign direct in turning knowledge into action, it needs to be convenient and easy for them to want to take action, lots of small steps instead of one big step. I thought this could be called something like ‘SAVE 15’ how everyday if people can just take 15 minutes out of their day to do something to help the environment. It is difficult to include all the other points of the brief such as making it personal and making it present tense unless this can be done through a poster campaign to raise awareness and then the campaign to change can be through other mediums. This could link to the SAVE 15 in that the save 15 could not just refer to the save 15 minutes to do something for the environment but that actually through choosing to act you are saving 15 somethings…not quite sure what this could be though…15 years of the future generations life perhaps.

Save 15

I decided to take forward the Save 15 idea, I thought the best alleys to go down were producing my advert on media that wouldn’t contribute too much towards global warming…leaflet, direct mail would just scream out hypocrite! So I looked at using a website, app and poster campaign.

The whole idea of the campaign was to start small, just getting people to contribute 15 minutes, an amount of time that goes in a flash, an amount of time that we so regularly waste and just let pass by using it unproductively. When doing my research I found that scientific studies show that people aren’t great at waiting for things in the future, we have a now perspective that has become worse and worse with the fast technology that we’re so used to, people won’t act until climate change is literally affecting them or their loved ones. We seem to be so immune to things about climate change, it’s always be something that’s in the distance future and because it doesn’t affect us then we don’t seem to care about doing anything. I know reducing climate change isn’t meant to be convenient but if we want people to get involved then we have to start somewhere and I think making it convenient is that place to start. The idea is that as people gradually get used to doing things for 15 minutes it will then become routine, then they will start to take on more things to save the environment, bit by bit, step by step we will achieve the big goal.

The Poster

I knew that I wanted the poster to be the thing that attracted people to the website and then to the app so I started there.

I found it really difficult to decide on a good tag line that would attract people’s attention enough for them to read it. In the brief it had also stated that they wanted the campaign to make people think about their personal impact on the environment so I thought I could do this through the campaign. I tried to find a tag line that would make people realise the negate impact they would have on the future generation.

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I thought this would make people think and it definitely wouldn’t be something that would normally be associated with climate change, but that was the problem with it, it just looked way too much like a child abuse poster…back to the drawing board.

I was running out of time for the D and AD deadline and so I decided it would be too late for me to go out and take photographs so I went for a purely typographical poster, again I tried to use an emotive tag line. After pages and pages of spider diagrams, asking more people their opinion and a few more pages of notes I came up with a few tag lines that I created into posters:

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I thought I’d come up with the answer in my Stop Wasting Our Time poster (the last version) however after speaking to my tutors they advised me to limit the text and change the layout of the main title to make it more eye catching, also to add more colour.

I change the title to “Stop what could you do in 15 minutes?’ and after a few visuals copied these ideas onto the computer. This changed title was also a slightly changed idea, it would be a competition, and when people scanned the QR quote it would take them to the website and they could enter the most impressive thing they could do in 15 minutes, with the chance of winning 15 minutes of fame (they would be shown in the TV campaign doing the impressive thing they could do in 15 minutes)

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I wasn’t happy with any of these, there was just way too much text to fit in…so I got rid of some of it!

My finished poster was a lot simpler, it was too the point and had as little text as possible, the black was used to make certain words stand out more and the green was subliminal, so that people would relate it to climate change, and it was also the colour of the logo, website and app.

These posters would be put anywhere where people spend time waiting, a bus stop, the back of a toilet door, an escalator etc.

(Can’t upload poster until D and AD have judged)

The Website

The idea of the website would be that it would be the first thing you would go to, when you scan the QR code this is where you would be directed to. The website would be able to tell you what you could do to reduce your carbon footprint (incase you didn’t have a phone that could download apps) it would also explain more about the campaign and why climate change is such a threat. Not only this but you can also enter the competition through the website and the app is downloadable from the website. I know that not everyone owns a computer but computers are so readily available and now you can look at websites on your phone too, not only did I want to use a website to reduce the amount of paper produced with this campaign but I also wanted to aim my campaign at 18-40 year olds. I found that actually the older generation tend to be environmentally friendly because they’ve been brought up in a generation that saves, they want to save money as so will reduce their energy wastage and they tend to use public transport as they have a free bus pass or walk. The age that are most wasteful are those that don’t need to worry too much about money and who tend to be lazy and they are also the people who use the internet and electronic devices the most. I chose not to aim my campaign through children as not everyone in this age bracket have children and I know that climate change tends to be something that is actively taught in schools, it is on the curriculum and encouraged in school, I know that when I was younger I was the one encouraging my parents to do things because I’d learnt about it at school so I think that adults with kids seem to do more than the average person for the environment anyway.

I wanted the website to follow a similar theme to the app so I chose to keep the colour scheme the same and keep it simple, I also used the same icon, the circle with the quarter highlighted to show this consistency. I wanted to use a very contemporary design, using the full screen, I chose to use few photos as I thought it was in keeping with the the simplistic design of the poster and I thought it would be difficult to use images that would show the real future of climate change,

The App

I knew what I wanted the app to do, it was going to remind people daily of things that they could do for 15 minutes that would reduce climate change, I knew that I wanted to have a Home page, a Today page and a Reminder page, I also wanted to link it to social media. As I began designing the app I ended up coming up with further ideas, such as having the Profile so that people could have suggestions that were personal to them. I tried out a few initial designs and different fonts:

Screen Shot 2014-03-31 at 20.01.33 Screen Shot 2014-03-31 at 20.01.43

 

I used the circle with a quarter of it highlighted in all my symbols, I felt this linked the Save 15 idea really well with my contemporary app design. However I felt this overall interface design was a like too childlike, not only that but it didn’t really have much to do with the environment.

So I played around with it a little more and got some inspiration from other apps leading me to decide on this design:

Screen Shot 2014-03-31 at 20.07.36 Screen Shot 2014-03-31 at 20.07.42 Screen Shot 2014-03-31 at 20.07.46

I liked this style and decided I liked the colours I’d used in the first design the most. It was clean, the icons made each screen easy to understand and the opacity reduced icon in the background made it easy to know what part of the app were at. I decided to change the font used so that it would match the font used on the poster.

Marketing Campaign

I chose to extend the competition that I spoke about in the poster, I decided to extend it into a marketing campaign that would general awareness of the whole competition. I wanted to do this by having a save 15 stand in every city, this is where people would showcase their 15 minute talents, they are then shown on big screens, the best ones are put on the national TV advert.

The TV advert

As I mentioned the TV advert would be made up of clips of people’s 15 minutes talents, this would be the 15 minutes of fame part of the campaign. Hopefully this would encourage people to get involved by social media, filming each others 15 minute talents and then posting them on Facebook and instagram and such like. The whole idea of this is that it will get people thinking about the Save 15 campaign, get them on the website, downloading the app and so therefore changing the environment.