After creating 12 initial ideas they needed to be pushed much further, to try and ensure more direct and inventive communication, this book, Advertising is dead Long live advertising! showed ideas and techniques to really extend a campaign and try and be more innovative. As the brief requires one really good idea they needed to be worked on.
The book explains some techniques that can be used to make a campaign more engaging.
Publicly owned media- getting advertisements out there.
These images show ads that have been designed specific to an area with the soul purpose to be engaged with. Using direct communication with the viewer being the line between advert and engagement much closer. Often displaying something in the eye line of the viewer ensures they see it.
Installation can be used to set a campaign apart from the rest and be as recognisable as possible. Using installations gives the viewer a new sense of scale as well as creates something more memorable. Another technique to push the concept further.
Creating something out of the ordinary is an easy way to set the designs out from the rest and be different. More recently these kind of installations are photographed and begin to trend on social media, an easy way to instant recognition.
False Perspectives - Another way to get the viewer thinking, much like the installations the use of a strange and unique perspective creates a sense of intrigue and an interactivity with the users. All the successful D&AD projects use a really expansive idea of size and scale.
Sensation - an useful thought in advertising is how it is interacted with, how it feels, can it be touched, smelt, heard. Playing on these senses is key to the campaign being effective as possible. This is what the initial designs were missing, a further engagement with the user.
These images show a play on the senses and an added sense of intrigue. The idea needs to be 'Scene stealing' it needs to work in many different ways.
Interaction - consumer as participant.
Once again pushing ideas further, interaction is key. Any design doesn't function without interaction, testing this could be fundamental in assessing the communication of a design.
The final part of the book gives information on how campaigns can be built up. In bold it gives the fundamentals of creating an effective brand.
Building brands with bricks,
Brands are multilayered that come to life with engagement with the consumer.
Dropping the Big one
Elitist design can be used to make a group of people feel special.
The best brands express that the company is directly talking to them.
brands need to work like chameleons, adapting to every situation they are found in.
Mystery campaigns.
These variations of was of effectively creating a campaign can be used within this project to best communicate the product on show.
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