Combining Snoopy and the gang with the popular activity of dragon boat racing provided a nice and colorful visual metaphor for teamwork. At right, the Metlife print ad. Left, the banner ad racing game.
Metlife Snoopy has gone up against the Red Baron, but in this ad
click a link that would take them to a full version on the
for Metlife, the popular Peanuts character took on the
company’s Chinese page. Players could then post their
“Red Dragon” in ads for the company’s target audience of Chinese-American parents (Applebaum). The ad showed the company’s mascot at the helm of a dragon boat, leading his team to victory as they cross the
scores on Facebook. The banner ads won the 2011 Diversity Achievement & Mosaic Awards in the Multiethnic Interactive Media category (Applebaum).
finish line in front of two other competitors. Combining Snoopy and the gang with the popular activity of dragon boat racing provided a nice and colorful visual metaphor for teamwork. The design of the ad itself, created by IW Group, is successful in its composition. The dominant image uses the principles of continuance to lead the eye from the two dragons entering the frame on the left to the central characters in the boat. Snoopy, facing his team at the head of the boat, takes the eye back to the central characters, emphasizing the central theme of teamwork. The asymmetrical ad is divided into two modules, with the image being positioned just below the midpoint. The accompanying text is set into hierarchical thirds, and is distinguished by weight, size and color. To the left of the main text block sits a badge in a gradient going from gold to yellow, connecting it to the main image. The use of blue in the company’s name, which is set in its own space to the right, gives it the third position in hierarchical placement. It also connects it to the rest of the piece. Aside from the use of gradient—which distracts rather than integrates because it is used only once—the ad is successful not only visually, but also in its concept and use of metaphor. Metlife also introduced a simple dragon boat racing game banner ad. Viewers could either play this version or
Think Before You Type | The Persistence and Evolution of Racial Stereotypes in Contemporary Design
Published on Jun 14, 2012