For this project I developed an advertising campaign that addresses the topic of how to convince American teenager's to limit their device usage and in turn spend more time outdoors. The project was developed through an iterative process that included audience research, thumbnail and rough sketching, mocking up, and printing.
Younger American's spend d an unhealthy amount of time indoors—typically on digital devices—ignoring the enjoyment and benefits that can be found spent outdoors.
To develop a successful advertising campaign that convinces a audience that limiting device usage and spending time outdoors is beneficial.
The first step in my process was to research the topic and audience I was addressing through the campaign. Two articles published by the New York Times and ABC News respectively acted as the foundation for my research. I used my findings to develop a creative strategy based on 3 OIICS (Objective, Insight, Issue, and Challenge) that helped me elaborate the topic at hand.
My next step was to start sketching so I could visually depict my early ideas as well as get a better idea for what metaphors I’d want to portray in my campaign. I first started with developing a collection of thumbnail sketches to get as many potential concepts out as possible. I then took what was considered the best ideas based on feedback and developed them further with stronger detail in rough sketches.
Taking more feedback from the rough sketches, I made some quick Mockups in photoshop that helped me grasp a better idea of what my best ideas would look like in practice.
The last step before developing the final designs was to come up with a tagline that could be featured across the campaign. "Self-Care Comes Natural" was the featured tagline across all posters with an additional unique tagline for each poster to finish the message.
The final design put a heavy emphasis on the idea of common handheld body care tools fused with images of nature. The body care tools juxtapose with the idea of handheld digital devices, and the fusion of nature imagery emphasizes the idea of nature being a form of self-care.
