Advertising Design HDCOM323 Semester 1, 2008 Christian Rau 6477488
Swinburne University of Technology Faculty of Design Theme
Promoting a Community Awareness Issue Selected Issue
Traffic – Promote alternative transport ideas and raise awareness towards the daily use of cars.
Advertising Design HDCOM323 Semester 1, 2008 Christian Rau 6477488
Campaign 1
Do Not Disturb! The campaign is aimed to reach the driver before he actually enters his car. This situation is a very important moment. The typical door sign of a hotel room is used here to place information and a clear statement about the use of cars at the door of a vehicle.
Advertising Design HDCOM323 Semester 1, 2008 Christian Rau 6477488
Campaign 2
Keeping the streets clean! This campaign wants attention. It simply plays with the way well known advertisements are made for certain products. The flashy colors in connection with the eye-catching typography and the image is only there to stay in peoples mind when they think about going somewhere.
Advertising Design HDCOM323 Semester 1, 2008 Christian Rau 6477488
Campaign 3 – My selected idea
Road Sign Mockup With the help of colors, form and typography this simple idea is there to catch the drivers interest with a gimmick. The kerning of the original typefont on a road sign, or a billboard that looks like a road sign, in connection with the clear statement about alternative ways of transportation attracts the drivers interest. These advertisements are going to be placed in areas of heavy traffic as well as on buses or trams. Now the only possibility for a car driver to read this advertisement is in slow traffic or a traffic jam. This special circumstance amplifies the message immense.
Advertising Design HDCOM323 Semester 1, 2008 Christian Rau 6477488
Campaign 3 – The concept
Road Sign Mockup A brief collage about the idea of this concept.
Roadgeek 2005 Serie E
Original Typefont of the current roadsigns Roadsign green Roadsign yellow Roadsign blue
Partner 1, Worldcarfreenetwork Partner 2, The State of Victoria
The only possibility to read this is in the situation of very slow traffic or a traffic jam.
Clear facts that can be read at all time (while passing with normal speed).
The kerning of the font in connection to the original look of a road sign raises attention. It is hard to read so the person is in the process of thinking and because of that more connected to the issue.
This statement causes interest. The driver wants to know whats behind the hard to read message.