At last, my class members and I are in the final stages of putting together our portfolios for our final campaigns. For each one, we had to have a creative brief, three print ads, a television or radio spot, and a nontraditional ad.
Want to hear about mine?
My first campaign is for Six Flags over Georgia. It's not quite as built-up or as expensive as the Disney or Universal theme parks, but it nevertheless sports some roller coasters that have become quite famous. My concept came from the fact that it has a Superman roller coaster, which puts you on your stomach laying down so it seems like you're flying, and a Batman roller coaster that is currently being built. A lot of times, I hear people argue about which superhero is the better one- Superman or Batman, and so, taken with the roller coasters, I decided to create "Superman vs. Batman." It's somewhat similar to the "Mac vs. PC" commercials, except with more superhero pettiness. The print ads will have a comic-book type of look, and the TV ad will be guys dressed up in Supman and Batman costumes arguing with each other about the line lengths for their rides, the rides themselves, the villains each one fights, etc. against a backdrop of a roller coaster and some other things going on in the background. The nontraditional advertising will consist of hiring a couple theater majors on different college campuses across the country, and have them appear in certain public places on campus during the course of the semester and argue with each other. Of course, Six Flags will be included on the list of must-say topics.
My second campaign is for the Lindor (Lindt) Chocolate Truffles. That campaign's concept comes almost directly from the company's website: premium chocolate, the kind that Lindt offers, is supposed to be an experience for all five senses; not just taste. Lindt specializes in this because their chocolate is smooth to the touch, tantalizing to the eye, crip to the ear, irresistable to the nose, and wonderful in its taste. So my campaign, naturally, had to be the "Five Senses" campaign. The print ads look something like this:
The copy underneath reads, "Nine out of ten people say they like chocolate. The tenth person always lies." This ad appeals to the sense of touch through use of the satin. The other two ads in this campaign will appeal to sight (having a chocolate bar in the place of the satin), and smell (a truffle in the place of the satin that is able to be scratched-and-sniffed), along with similar quotes about chocolate. The TV ad will also center around this, with literal chocolate rain falling on people. The nontraditional ad will be called "The Lindt Experience," and be located in a major metropolitan area as a one-day event. There will be a table set up with different chocolate-related experiences for each of the five senses, including a box where you can put your hand in to feel the chocolate, a little cave that you can walk through to smell it, and a bowl full of truffles to try the taste.
My third and final campaign is for the New York Philharmonic. In order to get people (and especially young, artsy adults who make up my target market) interested in attending New York Philharmonic concerts, I came up with the idea that "Music is Everywhere." This campaign, then, focuses on juxtaposing New York City with musical instruments. The print ads are below:
The copy under all these ads has to do with performances during the months of April and May by the orchestra, including the website information and what is being performed, along with "Come experience the sound." I might have to think of a better tagline.
The television spot for this campaign is going to be focused around bringing the print ads to life. In this way, taxi cabs will have trumpets attached to the front to be used as their horns, the Statue of Liberty will be playing the violin, and subways will be flutes. This will all be to the tune of Rossini's "William Tell Overture" and be filmed in the same manner and as the same length as Sony Bravia's "Colour Like No Other" campaign.
The nontraditional element for this campaign will most likely be a music scavenger hunt arond the city, with large pictures of instruments in certain locations with clues on them leading to the next location. The hunt will be for high school and college students, and the reward will be either to meet a soloist or member of the orchestra, or free tickets to a concert or opera.
Those are my ideas, and some of my executions. I hope you enjoyed them!
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