comfort campaign - student project
TRANSCRIPT
Comfort Campaignvisible language | Dave Aquino
Comfort
serene
peaceful
quiet
relaxed
slow
undisturbed
tranquility
light
lightness
soft
feathery
!ying
weightless
round
blank
blankness
timeless
motionless
“A slow and tranquil state of the mind and body”
The Brand
RockwaterSecret Cove
•Sunshine Coast•Luxurious tenthouse suites•private, oceanfront, getaway
The Objective
Teaser Campaign
•Three direct mail pieces
•Bank or investment statements
•One television ad
•Of"ces, "nancial institutions, downtown cafes
Target Audience
•Men and women
•Working professionals
•35 - 50 years old
•High disposable income
•Expensive taste
The Concept
•Evoke feelings
•Peace, pleasure, tranquility
•Images, color and typography
Ad #1
too much text, layout considerations
less text, rounded corners, movement created
Ad #2
not elegant enough, composition options
comfort not evoked, composition options
light smooth script, circular layout
Ad #3
not engaging enough
needs to be more intriguing
red enforces mood, text used to engage
Ad #4
Questions?
Thank you.