"An effective ad is driven by the underlying concept. An advertising idea— or concept—is the creative reasoning behind a solution. The concept determines the resulting message: what you say and how you design. Though your concept or idea may be broad, it is foundational." Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley pg.68 With my campaign I plan to bring Yoo-Hoo chocolate drink up to the times and more modern. The first part of my campaign is to throw a launch party to reintroduce my product to public again in a different light. I well be taking a hand full of Yoo-Hoo classic bottles, cans, and juice boxes to Flex Night club and let everyone sample them. The bar well be making Yoo-Hoo chocolate martinies. There well also be a drag show going on and the hostess of the show well be making announcements to promote my product. "Because big ideas reveal their potential in a flash, you can literally see everything fall into place. A big idea grows outward, absorbing smaller ideas and creating whole families of supporting ideas.
It works across media and multiple types of executions and leaves
conventional advertising campaigns behind by becoming news, commentary,
comedy and watercooler conversation."
Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley pg.25 I chose this venue to try something different and bring out the other side of society that is more then often forgotten about. The idea was to once again bring Y00-Hoo up to date and more on the modern side of advertising. The guest that came out to my promotional event all went home with a small juice box size of Yoo-Hoo to share with someone special or keep for themselves. "The idea sets the framework for all your design decisions. An ad idea is visually and verbally expressed through the creation, selection, combination, manipulation, and arrangement of visual and verbal elements and the written copy. A big idea is a solid, creative, on-brand idea that is large enough and flexible enough to be used effectively across media for a period of time." Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley pg.68
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