rationale - catpadmore.weebly.com€¦ · rationale. cool kid survival fuel—think hunger games...

RATIONALE“Sunshine in a bottle” is communicated literally with bright Peter Max style illustrations. The ad mirrors the product po-sitioning statement—”Make today a sunny day!” The series varies some colours along with the changing drink flavours.

RATIONALEBright light illuminates darkness, suggesting brilliance and luminance which is the metaphor here, implying the sun-niness of Sunny D. The Sunny D bottle becomes a glowing lamp, bringing sunshine and colour to the immediate envi-ronment, set in a typical teenager room, over line drawings.

RATIONALECool kid survival fuel—think Hunger Games movie—is humor-ously set in present against a camouflage background. Ready for the unexpected, the coolest teen is well prepared with essentials: helmet, wheels, bow and arrows, balls, twine. There is necessarily, hidden in the backpack but bursting out, an (exagerrated) tank full of Sunny D for energy when needed.

#selfie#selfie

#selfie#selfie

RATIONALEThe Toronto Zoo billboard and transit posters campaign is targeted to the general public. This humourous play on the selfie shows zoo animals pho-tographing themselves having fun and with their tongues sticking out, in the way that selfies are often composed on social media. The positioning statement is “Same planet. Different world.” Indeed these animals are mimicking humans but differently from the selfies that one usually sees.

#selfie#selfie

RATIONALEToronto Jazz Festival transit posters and billboard build general awareness of the upcoming festival. Designed to appeal to urban adults and encourage participation, the concept presented is Jazz in the CIty with abstract city buildings presented musically, like keys on a piano and in a Hatch Show Poster style.

RATIONALEDepicted is that ‘last straw’ moment when the cup topples over, splashing out, and the spoon falls to the floor. A hoard-ing posters campaign builds awareness for a social issue: mental illness, using a sensory metaphor. Torn edges are

then mirrorred in smooth lines and with a serious, contem-porary tone, communicated is the most important message the general public should know about mental illness, which is that it is treatable.