The main aim of the brief was to generate a range of ideas for a bus shelter adshel to promote a product, service, event, or issue. We were challenged to think laterally, work in groups, and present ideas for critique throughout. Twenty random objects (e.g. acorn, light bulb, corkscrew) were supplied, along with a range of newspaper headlines. The task was to combine an item with a headline and use them to create an advert for an unrelated cause (i.e. the corkscrew could not be used to advertise wine). Once ideas were exhausted, the best ideas were developed into colour scamps for presentation, and then the strongest ideas were visualized on the computer.
Object Brainstorming Working in a group, word associations for each object were brainstormed. This included words describing each objects function, shape, colour, etc. These formed a useful basis for generating ideas.
Adshel Research Adshels are a form of outdoor, or ambient, advertising. They are very effective at getting a quick message across to a travelling audience. Typically, adverts can be illuminated, scrolling, or static. They can also be interactive, making the ad more appealing to the audience.
This is an example of an illuminated adshel. At night, they come to life. In this particular example, McDonalds take advantage of its illumination so that the reflection of the poster in the bus shelter glass makes the other half of McDonaldsâ€™ golden arches.
In this interactive adshell, H&M incorporated a special barcode from which the reader can purchase goods using their mobile phone to scan the barcocde.
This two-sided bus shelter adshel reveals the message as people walk by or wait for the bus.
Using the spider diagrams constructed in research, pages of black-and-white scamps were generated until all ideas were exhausted. Alongside the given newspaper headlines, I generated some of the straplines myself. On completion of this, the scamps were presented to the group and the best ideas were identified. Three of the most popular ideas were using the light bulb for an arts campaign, the playing cards for a dating agency campaign, and the chess piece for an Olympic games campaign. Some of the ideas were weaker because the connection between the object and what it was promoting were too similar (e.g. using the earphones to promote a music festival).
The most popular concepts were developed further in black-andwhite scamps, and then worked up into colour scamps for group presentation. Following this, the strongest ideas were selected for artworking on the computer.
eHarmony.co.uk The concept behind this advert was to alter the familiar straightfaced expressions of the King and Queen in a pack of playing cards into cheeky, flirtatious gazes. Using the original cards as a basis, I hand-drew the desired facial expressions of the King and Queen on layout paper. Both the cards and my drawing were scanned into the computer. Using Photoshop, the faces were replaced, and colours and suits edited. Then, the cards were arranged at angles and placed onto a green poker table textured background. The eHarmony logo was constructed as vectors in Illustrator. I identified that the font used in the logo was Gill Sans, so it was not a difficult task to set the type and then convert it into shapes. The Photoshop composition and the vectorised logo were pulled into InDesign where the final advert was constructed. The headline and body copy were set.
Arts Council The concept behind the advert was to use the light bulb as a visual metaphor for an artistic talent. The first advert portrays hands cupping a light bulb, whereas in the second and third advert, the light bulb replaces the head of a person that is doing something artistic (break-dancer and photographer). I photographed a friendâ€™s hands holding a light bulb, and then digitally altered the image in Photoshop to create the ambience, the glow on the bulb (using outer glow and layer effects), and the â€œmagicalâ€? ascending swirls (using paths and altered brush presets). A high-resolution image of the Arts Council logo was placed into Illustrator and the Live Trace tool was applied to it to convert it into vectors. Again, the Photoshop composition and the vectorised logo were pulled into InDesign where the final advert was constructed. The headline and body copy were set.
For the second and third adverts the Photoshop process was more demanding. 1. A background environment was created using shapes and gradient fills. 2. The person was isolated from the background of the original stock image. 3. The head was deleted, and a mock background created in the space where it would have been. 4. A light bulb was placed into position, and masked in areas where it would be covered by the personâ€™s clothing. Layer effects were applied to make it appear to be glowing. 5.Swirls were applied (using paths and altered brush presets) The main colours used are black, grey, and magenta, and the fonts used are from the Frutiger family. They were selected after reviewing the Arts Councilâ€™s official branding guidelines which cited these particular colours and typeface. If applied to illuminated bus shelter adshels, the bulb and the swirls in these adverts would actually glow.
I feel that the final designs are conceptually creative adverts. They are eye-catching and appealing, which would capture the awareness of the passing audience. The eHarmony advert is quite quirky and would add even more to the appeal of the audience. The Arts Council adverts could easily be made into a series of adverts, which would further reinforce their message to the audience. The original objects are successfully used in novel ways to promote causes that are unrelated to their purposes. Group/pair-work and presentations were carried out at various points throughout the assignment. Overall, I feel that my designs and the processes I followed throughout this assignment fulfil the given brief. If doing this project again, I would enlist the skills of a professional photographer, models, and studio for the series of Arts Council adverts instead of relying on stock photographs.