Our objective is to create a guide and plan of execution for the Advertising Exhibition that will take place in the spring of 2010. The goal of the event is to create awareness of the ad program internally to the MCAD community, as well as to the professionals in the ad industry. Our plan will consist of promo-tional ideas, exhibition theme and layout along with the research to back up our concepts and ideas. Overall we want our clients to be able to walk away with a book of information they can use to execute the show with the best possible results.

MCAD Advertising

Exhibition 2010

Project Objective

Internal Audience:

StudentsFacultyPresident

MCAD Advertising

Exhibition 2010

Target Audiences

External audience:

ProfessionalsAlumniPerspective Students

Students •Findoutabouteventsthroughe-mailsandteachers •Freefood •Musicandormultipleformsofentertainment •Studentswanttoknowthewho’sworkwillbeintheshow, and enjoy seeing previews of work beforehand •Theydon’tpayasmuchattentiontotheallofficiale-mails •Studentsarealsointerestedinseeingtheprocess,notjustthefinal product

Professionals •Wouldliketoseeotherprofessionalsthere–Networking •Probablywontcometobothopeningnightandworkshops •RarelyhearaboutMCADevents–notifiedviae-mailinvites •Wanttoseeatleast3-4solidcampaignsduringaportfolioreview

President •Wantstoseemorecollaborationbetweenmajors •Interestedinlearningmoreabouttheadvertisingprogram •Disappointedinstudentsonlyattendingexhibiteventsforfreefood •Suggestedpromotinggallery148

MCAD Advertising

Exhibition 2010

ResearchSummary

Foraportionofourresearch,halfofourgroupattended‘TheShow’,thead-vertisingawardshowhostedatEpicNightclubinMinneapolis.Weobservedtheir methods of event promotion, curation of the work, catering, and enter-tainment. The conclusions we developed helped inform decisions we were making in our advertising exhibit design.

First and foremost, we were disappointed in the craft with which the work was displayed. Their placement decisions made it hard to view the work and navigate through the different categories, as well as the campaigns displayed were dented and tape was visible from all angles. People were tripping over the contraptions holding up the boards, the walkways were narrow, and the prints were small. These neglected aspects were noted by our group, and influenced our choices to make viewing the ads at the MCAD ad exhibit more accessible to interact with.

The aspect we were most impressed with was the food choice. Other than that, it seemed with the loud d.j. and retro lights we were not at an ad show but just a nightclub, which may have been their intention, but did not feel suitabletous.Itwasabeneficialpartofourresearchthatgaveusachanceto experience what the professionals are doing, and only further pushed our decisions to make the ad event we are planning even better.

MCAD Advertising

Exhibition 2010

MCAD Advertising

Exhibition 2010

‘TheShow’ExperienceSummary

MCAD Advertising

Exhibition 2010

Inspirations

To understand the design for the advertising exhibition you have to ask yourself, ‘what is the unifyingconnectionbetweenadvertisingandthefinearts’?Theansweris:thecreativeprocess.Artists and advertisers alike use the creative process to develop and progress ideas into the finalpiecestheybecome,whetherthatbeabillboard,painting,photograph,orcommercial,thesame process is underlying and crucial for each. For the exhibition design, this idea of process was harnessed and became in essence an inspiration that leads to the theme of the event.

Whenyouwalkintogallery148youwillfeellikeyoujuststeppedintoaninnovativeMinneapolisadvertising agency. The bright, energetic colors vibrating from the walls will grab your attention and pull you in. You will see advertising work come off the walls and become incorporated in all of the different environments in the room. All of the choices made for the event only further to bring awareness and hype to the advertising program, which it is very deserving of.

The advertising program at MCAD is innovative, talented, original.The proof is in the process.148proof

Tone

MCAD Advertising

Exhibition 2010

Whileourshowthemerevolvesaroundthecreativeprocess,theidentitywedevelopedstemsfromthisaswell.Theshowwillhavevisualexamplesoftheproofingprocessthatadvertisementsundergoduring their development. The exhibit will also be proof of the talents and creativity housed in the advertisingprogram.Wealsowantedtoincorporatethenameofthespacewheretheexhibitisbeingheld,thusweareproposingtonametheadvertisingexhibitionof2010:148Proof.Wefeelthisnameisthemostsuccessfulbecauseitisedgyandwillattractcuriosity,aswellasreferencegallery148anddescribe the theme.

MCAD Advertising

Exhibition 2010

Name/Identity

Cubicle Area-desks-tacked up process-computers w/work-copywriter & art director-dart board

Viewing Station-One Show pitches

Whiteboard-write/erase response to question prompts-arrange/play with word magnets-recorded

Slideshow-digital campaigns

Lounge Area-shelf of artists’ portfolios-couch, chairs, end table-coffee table w/client brochures

Column- name of show- shelf with businesscards of ad students

Photo wall-portraits of ad studentsand faculty

Guerilla Ads-’Cover yourHeinz’ campaign

Layout DesignPROOF

-41O

MCAD Advertising

Exhibition 2010

MCAD Advertising

Exhibition 2010

Example:Wall1

Lounge Area

-Couch-End Tables-Chairs-Coffee Table-Client Pamphlets

MCAD Advertising

Exhibition 2010

Example:Wall2

Guerilla Campaign 1: ‘Cover Your Heinz’

Guerilla Campaign 2

Guerilla Campaign 3

Portfolio Bookshelf

MCAD Advertising

Exhibition 2010

Example:Wall3

MCAD Advertising

Exhibition 2010

business cardyou

design

what

are

areyes

?

think

they

design

campaign

identity

advertising

relevant

fun

use

are

campaign

identity

fun

use

cool

ads

do

I think they are useless...just use twitter...

clients like them

it’s your identi ty

YES!

Viewing station for One Show pitches and radio spots

InteractiveWhiteboard

Example:Wall4

MCAD Advertising

Exhibition 2010

Studio Space: Art Director

Example:Wall5

Restrooms:-Visine mirror campaigns-Bathroom stall poster ads

Hallway Walls-“Dakota Jazz Club Silhouettes”

From Ceiling-Banner with show logo/name

First Floor Hallway

Gallery 148

MCAD Advertising

Exhibition 2010

MUSICAL ENTERTAINMENT

SNACKS& BEVERAGES

Second Floor Student Center

MCAD Advertising

Exhibition 2010

MCAD Advertising

Exhibition 2010

Promotion

Based on our research, promotion for the event needs to be exciting and dynamic, as well as implemented early on for increased turn out results on the opening night. To capture the attention of each target audience, we propose to have in school promotions geared towards students and faculty, as well as external promotion for alumni and pro-fessionals.

Some creative approaches include asking David Schutten to incorporate a short radioadvertisementprojectinhisspringbroadcastingclass.Wearealsopropos-ingtoplace“the148special”ontheMCADcafémenuboardtheweekpriortotheshow.

MCAD Advertising

Exhibition 2010

•148proofpostershungoutsideofthegalleryspace•T-shirts“Iamproof”(front)148(back)inviteillustrators and graphic design majors to design•ContactDougNathantoincludeapromopieceinthe alumni newsletter•Cocktailstylebooksdescribing‘therecipeformakinganad’•Messageinabottleinviteforprofessionals•Installbannersinkeytrafficareasoftheschool,withshowidentity,thatdirecttogallery148

Tangible Promotion

MCAD Advertising

Exhibition 2010

Online Promotion

•FacebookeventpagethroughStuDent•Twittereventpage•AdontheMCADintranetmainpagewithagalleryofimage examples of work featured in the show•ProposetohavetheeventfeaturedontheMCADinternetmain page

MCAD Advertising

Exhibition 2010

ReceptionItinerary

March 19th, 20107:00pm-9:30pm

• Recruitateamof3-5peopletoover-seetheopeningreception,to ensure that catering, entertainment, technical aspects, etc. run accordingly to plan.

• Food catering by Jasmine 26- setup starts at 6:00 pm• DJsetupandsoundcheck-5:30pm• Doorsopen-6:30pm• Eventclose-9:30pm

MCAD Advertising

Exhibition 2010

Implementation Calendar