student work - dezignrogue

Transcription

student work - dezignrogue
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
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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.
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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
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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
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Assignment
1
obscure
product
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dezignrogue.com
ads
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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
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[email protected]
Assignment
1
obscure
product
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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]
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Assignment
1
obscure
product
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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
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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
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ads
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2Assignment 2 new
product
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Headline Detail
[email protected]
ads
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dezignrogue.com
Assignment 2 new
product
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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]
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Assignment 2 new
product
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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
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404 217 9018
dezignrogue.com
ignment 2 new
duct
[email protected]
Assignment 2 new
product
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nrdc: the natural resource defense council
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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.
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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
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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
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Body Copy Detail
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Body Copy Detail
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dezignrogue.com
Assignment 1 non-profit
advertising
26
Assignment 1 non-profit
advertising
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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
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Assignment 1 non-profit
advertising
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dezignrogue.com
-profit
nrdc: the natural resource defense council ambient
Back View
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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.
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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.
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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
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Assignment 1 non-profit
advertising
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dezignrogue.com
Assignment 1 non-profit
34
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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
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transit
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dezignrogue.com
Assignment 1 non-profit
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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
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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
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Assignment 2 corporate
institutional advertising
Assignment 2 corporate
ads
dezignrogue.com
ads
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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
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dezignrogue.com
transit
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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]
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404 217 9018
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dezignrogue.com
porate
tising
mtv think ambient
Assignment 2 corporate
institutional advertising
49
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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]
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ads
ads
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Assignment 2 corporate
institutional advertising
dezignrogue.com
Assignment 2 corporate
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mohawk papers direct mail + ambient
direct
mail
Direct Mail
Dean James Ballas
Assignment 2 corporate
institutional advertising
ambient
Assignment 2 corporate
institutional advertising
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dezignrogue
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[email protected]
Ambient
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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.
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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.
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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
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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
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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
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[email protected]
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404 217 9018
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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
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[email protected]
l
404 217 9018
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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
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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]
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Body Copy Detail
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Body Copy Detail
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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
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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
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dezignrogue
Assignment
1
obscure
product
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[email protected]
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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
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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
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Assignment
1
obscure
product
81
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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
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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
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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
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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
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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.
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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
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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.
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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
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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.
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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
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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
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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
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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.
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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.
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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
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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]
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Assignment 2 Transit
Advertising
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levis eco jeans transit
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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!
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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)
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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
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[email protected]
Assignment
1
Outdoor
Adver:sing
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Assignment
1
Outdoor
Adver:sing
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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
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[email protected]
Assignment
1
Outdoor
Adver:sing
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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?
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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.
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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)
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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
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[email protected]
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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.
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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.
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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
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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
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[email protected]
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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.”
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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
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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]
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Assignment
Assignment
intuitive
Assignment111intuitive
intuitive
thinking
thinking
thinking
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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.
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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.
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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.”
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[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
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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]
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Assignment
Assignment 33 non
non profit
profit
advertising
advertising
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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.
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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.
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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
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[email protected]
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