advertising and fish
DESCRIPTION
Attention-grabbing Poster Advertising by AB3 DesignTRANSCRIPT
Advertising and FishAttention-grabbing
poster ad campaigns
by A
B3 D
esig
n
The key to effective poster advertising lies in a simple relationship between words and image. They act as a yin and yang where one can’t do without the other. Yet this simple relationship nearly always requires a detailed approach to research, both in terms of client objectives and to the product, service or event that is being highlighted or promoted.
The most successful and memorable ad campaigns are those that get their message across in a simple, thought-provoking way. Classic advertising from the past, such as Saatchi’s Labour isn’t working campaign, is a great example of not just how words and image work to great effect, but also of research into the subject advertised and the target audience..
Thus, before setting out on devising an ad campaign, we ask our clients (and ourselves) two questions: what do we want to say, and who do we want to say it to? By doing this, we determine the key aspects and values of what we are promoting, and the audience to whom we are reaching out. Whilst we embrace creativity when devising our clients’ campaigns, we never lose sight of the fact that advertising has to achieve results, whether they are measured in terms of sales, generating awareness, or by influencing opinion.
The purpose of this brochure is to portray some of our own creative advertising campaigns and to show the thought processes involved when we conceive, write and design ads to achieve maximum attention.
Advertising and FishAttention-grabbing poster ad campaigns
by AB3 Design
Lobbying against spending cuts in the Food & Drinks sector
NIFDA
Background Agri-food is part of the DNA of the Northern Ireland
economy. With the threat of Government cuts, it is not just this vital sector that would suffer financially, but the
whole of the NI economy.
BriefA campaign was required to call on Government to make
the growth of the Food & Drink Manufacturing sector a central pillar of its economic policy. It was to highlight the
vital influence of this important sector to Northern Ireland’s economic growth.
Concept Our campaign proposal was designed to generate awareness of the detrimental effect that Government cuts would have on the Food & Drinks industry. Developed under the theme
“Food for thought”, the campaign was aimed directly at stakeholders. Succinct messages with a simplicity of style
were to form the basis of the campaign.
The ‘Food for Thought’ campaign begins with a strong, positive statement.
All economists agree on the importance of growing exports in order to build prosperity.
Northern Ireland’s Food & Drink industry is growing. It exports 70% of its output, and by so doing injects significant amounts of new money into the Province year after year.
However, proposed cuts in public sector funding will be to the detriment of economic growth.
Agriculture needs growth. Don’t cut funding and investment in this vital market sector.
Agriculture needs to keep growing.
food forthought
Investment is key to the economy.
Invest inNorthern Ireland’s
stock market.
The Food & Drink Industry is the most important engine of Northern Ireland’s economy, and a vital source of export revenue.
Public sector policies need to ensure support for the agriculture sector in order to guarantee future prosperity and growth. Cuts in public sector funding must not be to the detriment of
economic growth in this crucial area.
Agriculture needs continued public sector investment. Don’t cut funding in this vital sector.
food forthought
A play on words.
The government in Northern Ireland is expected to make cuts of £1.2 Billion in the agriculture sector between now and 2015.
The Food & Drink industry is the heartbeat of Northern Ireland’s economy. Cuts in public sector funding must not be to the detriment of economic growth.
Agriculture needs continued public sector investment. Don’t cut funding in this vital sector.
Beef cuts.Lamb chops.
Agricultural crops.
food forthought
A well documented political issue is used to highlight economic problems on a global context.
It’s a big political issue that requires thinking further afield. Globally in fact.
With increased global consumer demand for dairy products predicted*, it’s not a time for making public sector cuts in a market that is crucial to Northern Ireland’s economy.
Globally, the Food & Drink industry is demonstrating strong growth and is a vital source of export revenue to Northern Ireland. The industry needs continued public sector investment.
Cuts in public sector funding will effect Northern Ireland’s global Food & Drink exports.
Dairy / London Dairy
*Source: Irish Government’s Food 2020 Strategy.
food forthought
The Drinks sector would literally dry up without funding.
Cuts in public sector investment could mean the end of the road for Northern Ireland’s Food & Drink industry.
Currently, the industry exports 70% of its output, and by so doing injects significant amounts of new money into the Province year after year. However, the industry will struggle
to digest the proposed £1.2 Billion government cuts in funding.
Northern Ireland’s Food & Drink industry needs continual public sector funding.
One for the road.
food forthought
Highlighting the dangers of smoking in cars with children
Action Cancer
Background Second-hand smoke can cause lifelong health problems
for children. Children in cars are particularly vulnerable to smoke and many of them have no choice but to enter this
dangerously toxic environment on a daily basis.
BriefAction Cancer wanted to highlight the case for legislation
banning smoking in cars with children. The campaign featured as 48-sheet posters and adshels.
Concept This was a direct, hard-hitting campaign designed to shock as well as educate parents. It visually projected children in danger, encouraging the onlooker to delve further into the
shocking statistics that reveal the extent of health problems caused by second-hand smoke in cars.
The first ad had to be hard-hitting.
9 out of 10 adults support no smoking in cars with childrenYou smoke, I choke
www.spacetobreathe.org.uk
Research suggested an arrogance by drivers who deemed it ‘their right’ to choose whether or not to smoke in their own cars. The core message was, ‘Go ahead – smoke in your car ! But consider the consequences first.’
9 out of 10 adults support stopping smoking in cars with children
Va-va-fumeLighting up with kids in your car, exposes them to serious health risks.
www.spacetobreathe.org.uk
Children don’t have a choice when an adult decides to smoke in a car.
9 out of 10 adults support no smoking in cars with children
I wish it was mine
Smoking in my car is my choice
www.spacetobreathe.org.uk
Advertising the world’s largest outdoor arts festival
CowParade©
Background CowParade© is the largest and most popular public art event in the
world. It features life-size reinforced fibreglass cows that are painted by local artists and community groups, sponsored by local businesses, and displayed throughout streets, parks, and other public places. It has
taken place in South America, Asia, Europe and the USA.
BriefCowParade© in Northern Ireland was to be projected as promising a
festival of fun, art and creativity across both communities. The advertising styling needed to tie in with our branding solution
for the overall event.
Concept Our keywords for outlining the brand were: quirky; creative; culture;
carnival and community. In our search for a theme that would visually project the multiple ingredients of CowParade©, we researched
Victorian ephemera – including circus imagery – and deemed it to be outrageous, arresting and unusual. Perfect for introducing a parade
of arty cows to Northern Ireland!
The exhibits were flirtaciously portrayed, with a play on the famous Wonderbra™ ad.
HELLOBOYS
CowParade, the world’s largest and most popular public art event, is right here in Northern Ireland until September 2012.
Come and say hello!visit www.cowparadeni.com
It’s Quirky!
HERE COME THE GIRLS
CowParade, the world’s largest and most popular public art event, is coming to Northern Ireland, May to September 2012.
visit www.cowparadeni.com
It’s Quirky!
Banners announced the key aspects of CowParade....
...as being quirky, creative, cultural, carnivally and cross-cowmunity!
These key aspects were advertised individually in various publications and were promoted extensively in a marketing campaign that included drink mats. Quirky...
www.CowParaDeni.Com
Cross-cowmunity...
www.CowParaDeni.Com
Cultural... Carnivally...
www.CowParaDeni.Comwww.CowParaDeni.Com www.CowParaDeni.Comwww.CowParaDeni.Com
Creative and... hard to describe really!
www.CowParaDeni.Comwww.CowParaDeni.Com www.CowParaDeni.Comwww.CowParaDeni.Com
Lobbying support for Government education strategy
Early Years
Background The objective of Early Years was to begin a process of developing an
understanding of the reasons for a comprehensive 0–6 strategy, why its implementation would be of benefit to NI, and why it would provide the
best possible start to life for the children of Northern Ireland.
BriefThe ad campaign had two seperate objectives: 1) to influence politicians
at Government level in terms of lobbying support for the Early Years education strategy, and 2) to make parents of young children aware
of the importance of early education.
Concept Our campaign focused on education through a child’s development from
birth to year 6. The key objective was therefore to influence the importance of early education in terms of a child’s future development.
Another aspect of the campaign was to project Eary Years as the key organisation in promoting this important initiative.
The campaign launch at Stormont.
The opening ad emphasised the importance of being involved in this important initiative.
Don’t close your eyes to our children’s educational well-being.
Shape the 0–6 Strategy www.early-years.org/0to6
The alternative early education policy.
Research proves that education begins while the child is in the womb.
The education debate
The 0–6 Strategy emphasises the importance of education from birth.
starts now.
Shape the 0–6 Strategy www.early-years.org/0to6
BILLBOARD
Early interaction between parents and child stimulates development.
Look who’s talking!Education begins at birth and early interaction with your baby stimulates development.
Shape the 0–6 Strategy www.early-years.org/0to6
Emphasising the crucial role of parenthood.
Parents are at the centre of their own children’s learning and are crucial to developing their child’s vocabulary.
Shape the 0–6 Strategy www.early-years.org/0to6
Mum’s the word.
Early education promotes teamwork.
Shape the 0–6 Strategy www.early-years.org/0to6
Team Toddler.Early Learning education promotes teamwork and builds the vital interpersonal skills required throughout life.
Press advertising concentrated on communicating Early Years’ initiatives.
She’s counting on our early learning initiatives.The 0–6 Strategy is vital to the education and well-being of every child in Northern Ireland.
Support the 0–6 Strategy www.early-years.org/0to6
We’re aiming for higher standards in early education.Staff working with children have a major impact on children’s early learning and personal development.
We aim to build an early childhood workforce whose expertise matches the needs of the children and families it serves.
Support the 0–6 Strategy www.early-years.org/0to6
The campaign ran on 48-sheet posters, adshels...
Shape the 0–6 Strategy www.early-years.org/0to6
Look at educationfrom a new angle
BILLBOARD
The 0–6 Strategy is the most important initiative in NI education in a generation.
... and was promoted extensively on bus T-sides and Supersides.
The education debate starts now.The 0–6 Strategy emphasises the importance of education from birth.
The 0–6 Strategy emphasises the importance of NI education.Look at education from a new angle.
Promoting Ireland’s inspirational landscapes
Belfast Telegraph
Background The captivating, beautiful and dramatic scenery
throughout Northern Ireland has been a valuable source of inspiration to some of Ireland’s finest writers.
Jonathan Swift’s Gulliver’s Travels takes it’s inspiration from Belfast’s surrounding hillscape. Seamus Heaney
has a particular fascination with terrain where land and water meet, and C. S. Lewis’ Chronicles of Narnia are said
to be inspired by the Mountains of Mourne.
BriefWe were asked to produce a one-off ad to appear alongside an article in the Belfast Telegraph which
assesses the relationship between Irish writers and the inspiration that they drew from surrounding landscapes.
Concept The ad features the Mountains of Mourne aka Narnia,
and was designed to suggest that inspirational lands of magic and fantasy really do exist.
The Mountains of Mourne are perceived as being of magical inspiration.
narnia is real
THE MOUNTAINS OF MOURNE were the inspiration for
Belfast-born writer C. S. Lewis’ The Chronicles of Narnia.
DISCOVER NI, DISCOVER NARNIA
Promoting a music festival
Open House Festival
Background Belfast’s Open House Festival is attracting more and more attention year on year. With a diverse range of music on offer (from folk to jazz, hymnal to bluegrass), the
event hosts a plethora of musical talent.
BriefThe diversity of the music on offer meant that the promotional material needed
to appeal to a wide-ranging public.
Concept The poster proposal is a symbolic one – the tree represents the stage
(or various stages) from which a diversity of music springs forth. The eco-style eye represents the observing public. The typographic styling and
layout projects an avant-garde and philosophical demeanure. Incidentally, the tiny, lucky black cat is introduced to counter the fact that
this is the 13th festival!
Our poster concept uses symbolic imagery.
Advertising aggregate surfacing products
Turley Bros
Background Established over 50 years ago, Turley Bros are the leading manufacturers and
suppliers of Resin Bonded and Resin Bound Aggregates in Ireland.
Turley Bros’ leading surfacing products include ResinBond and ResinPath, the former being used to great effect at Phoenix Park in Dublin, where the
pathways blend with the natural aspects of this world famous park. ResinPath has recently been used extensively at Malahide Castle,
enhancing the charming and historical surroundings.
BriefTurley Bros wanted to concentrate almost exclusively on the commercial
market: public gardens, school playgrounds, parkways and streets. Consequently, their target audience included decision makers within the
town planning and architectural environments.
Concept Combined with a targeted marketing programme, our advertising concept
was aimed to appeal to these decision makers. The campaign highlighted key aspects of the surfacing products, projecting them as durable, safe
and aesthetically pleasing.
The campaign ran as 48 sheet and adshel posters that were positioned outside and during relevant UK and Irish trade fairs.
Large municipal parks and country estates were key market areas.
Blends beautifully
Lovely, durable, safe surfacing fromwww.turleybros.comPicture shows Turley Bros’ resin bond surface.
Bros.TurleyBros.
The resin bound aggregate surface is one of the most upmarket surfacing products in the UK and Ireland.
Take a walk on the smooth sideLovely, durable, safe surfacing fromwww.turleybros.com
Bros.TurleyBros.
Picture shows Turley Bros’ resin bound surface.
Advertising a UK-wide student living experience
Liberty Living plc
Background Liberty Living plc is the UK’s fastest-growing provider of large-scale student
accommodation, providing modern, stylish and affordable living within exciting and progressive learning environments. It is the UK’s second largest
provider, with student demand for accommodation increasing rapidly.
BriefThis fast-developing and successful operation needed to promote its superb
accommodation and facilities to students and universities in a way that reflected a dynamic and exciting student living experience.
The camapign ran on bus T-sides and Supersides as well as in national and regional student related publications.
Concept From the outset, we wanted the ad campaign to emphasise a fun, vibrant student lifestyle. Bold eye-catching and thought-provoking words were chosen to grab the attention of young people, with risque phraseology
paramount to portraying this exciting student environment.
Bus Superside camapaign.
Regional bus campaign.
Specific bus routes to and from halls of residence, were targeted.
Regional supplement advertising.
An internal poster campaign also appeared througout all of Liberty Living’s halls of residence.
Promoting a series of cookery books
Grub Street Publishing
Background As the name suggests, Grub Street is one of London’s finest independent
publishers of cookery books, having won several prestigious awards in the cuisine publishing industry.
BriefIn order to promote their new Mediterranean Cuisine series of books, we were
asked to design a poster which would convey traditional Mediterranean cuisine with a modern twist, featuring the lead title in the series. As well as appearing throughout
major railway stations, the poster ad featured in Bookseller magazine.
Concept Cuisine Niçoise obviously takes its name from the capital city of the
Cote d’Azur. The image of the fish sunbathing under a lemon, emphasises the two main ingredients featured in the majority of the recipes
throughout the series of books.
Fish and lemon feature in the recipes throughout the series.
Cuisine Niçoise, Recipes from a Mediterranean Kitchen is published by Grub Street. Available now from all
good book stores or online at www.grubstreet.co.uk
www.grubstreet.co.uk
RED HOT RECIPESFROM THE MED
Hugh Adams provides visual communication solutions involving
design for printed material as well as web and digital mediums.
Areas of proficiency include corporate identity, marketing literature,
advertising and web design.
Hugh previously worked as a designer at Penguin Books and Pentagram
in London, and was a founding member of The Chase in Manchester.
Graduating in Graphic Design from University of Central Lancashire,
he has lectured in Visual Communication at Middlesex University
and University of Ulster.
He is a Fellow of the Royal Society of Arts and has won national and
international awards for design and typography from D&AD,
Communication Arts of America, The Roses and the RSA.
Creative concepts, designs and illustrations contained
within this brochure copyright © Hugh Adams
AB3 Design 2012 001
Contact Hugh Adams +44 (0)7960 285138