Taste the Flavors of Ithaca Campaign

Ithaca Beer Co.

Colleen DiPofi Emily Morley

Haley Stearns

Spring 2015

Table of Contents

Creative Brief..........................................Pg 1Metaphors...............................................Pg 2Brainstorms.............................................Pg 3Upsidedown Circus.................................Pg 4Pinterest Trendboard...............................Pg 5Research.................................................Pg 6Thumbnails..............................................Pg 7Roughs................................................... Pg 8Rejected Compositions...........................Pg 9Advertising Explanation.........................Pg 14Color Print 1..........................................Pg 15Color Print 2..........................................Pg 16Color Print 3..........................................Pg 17Ad in Context.........................................Pg 18Wildcard Execution- Event Flyer...........Pg 19Wildcard Execution- Venue Mock-up....Pg 20

Creative BriefClient: Ithaca Beer co.Team members: Colleen DiPofi, Emily Morley, Haley Stearns What are we communicating?We are communicating that Ithaca beer should be a part of any fun event. We want people to know that Ithaca beer can make them unleash their inner Ithaca. Who are we talking to?Local people in the area, 21 and above. People who like to have a good time and so-cialize with others. What are the problem and the opportunity?The problem is that Ithaca beer Co. is expensive. However we want to let people know that the taste and experience is worth the price. We have the opportunity to show people what Ithaca beer co is all about through this campaign. What should our communication do?Show people the benefits in investing in local beer and allow them to experience a true Ithaca taste. What is the strategic idea?We want to make this brand feel like what the different beers are offering. So for ex-ample if the beer is flower power we want the customer to feel like discoing, or if its daydreamer, we want them to feel like they are dreaming and having a nice summer day. How will you support this idea?To support this idea we will have an event that showcases the different flavors with different activities. We also will display to people what these beers will feel like with little stories on each of our ads. What are the mandatories, the must-dos? We must accurately showcase how different flavors give you a different feeling. We also must show people that this beer can help you to feel the Ithacan environment. What are the creative considerations?Having bright colors and fun patterns to show that this beer is worth the investment and make people excited about it. it is important to have a different feel and color scheme for the different flavors to evoke different emotions. What are the deliverables?We want to have billboards up in order to show the ad to the fullest potential as well as create a fun event for people to experience what this beer is all about.

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Ithaca Beer Co. Campaign Mediums

Traditional: The ads are 8.5”x18” when printed, but will mostly be found on billboards throughout the town of Ithaca. Scaling parking ga-rages or building in The Commons and in Collegetown will al-low college students and visitors to see the local beer.

Nontraditional: Ithaca Beer Co. will be hosting an event in the Farmer’s Market that is based on the three beers that were focused on during this campaign. During the event Ithaca beer will be served and paired with a local restaurant who will be hired to cater. The event will start with a Daydreamer Picnic at 2pm, where there will be live music, beer tasting and kid carnival acti-vites. The event will continue with the Apricot Wheat Bonfire, at 6pm. This part of the event is focused more on the 21 year old crowd and winding down your day infront of a bonfire. Lastly, the event will finish with the Flower Power Disco, this will start at 9pm. Guests are invited to hit the dance floor while enjoying Ithaca beer for a night dancing under the stars. Flyers will be posted around the Commons, Collegetown and on both the Ithaca College and Cornell campuses.

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Medium: Billboard PosterLocation: Ithaca, NY

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