This series of print advertisements of fictitious brands was designed for teachers to use in the classroom to teach third-grade students about advertising literacy. Most of them feature ‘healthier food’ options. The various copy and art direction styles of the ads are designed to show various common advertising tactics and techniques and other aspects of advertising literacy (target audience) and common core principles (opinion, fact).
These ads were all designed as part of UIUC Professor Michelle Nelson's third-grade ad literacy curriculum for Waukegan, Illinois public schools and her study on their effect. You can read more about her work here, and check out more examples of the ads I created here!
The Problem: Until now, Toblerone has been the kind of chocolate that people buy when they're at the airport and need to buy a souvenir for their family. In fact, 25% of all Toblerone chocolate is sold at airports, at a higher price. But outside of the airport, Toblerone costs just as much as any other chocolate bar. I wanted to help the audience (men and women 25-40 in the UK) perceive Toblerone as a regular chocolate bar.
The Insight: Toblerone has a very unique triangular shape. Usually, Toblerone advertising makes use of this shape by treating it like a pyramid. However, turned upside down, a piece of Toblerone looks like a little V- like a v for victory!
The Big Idea: The "Little Victories" campaign, which makes use of public spaces to point out that Toblerone is a great way to reward yourself for everyday accomplishments.
The Problem: There are many tea companies in the UK, many of which have the advantage of decades (and in some cases, centuries) of brand recognition. Clipper needed to find a way to increase awareness of its broad product range to 25-40 year old women across the UK.
The Insight: There are many positive benefits to drinking different kinds of tea. Some teas have been known to help improve memory. Other teas help improve sleep, and others even relax muscle tension. Clipper Teas' broad range of teas has a solution to many of these ailments- No matter what the scenario, drinking tea can help.
The Big Idea: The "There's a tea for that" campaign, which uses situations that are directly relatable to the everyday scenarios that women go through and suggests a different kind of tea that can solve their problem.
The Problem: Lonely Planet has been guiding travelers around the world since 1972. However, the world has gotten much smaller since then, and it's easy to lose your sense of wonder, especially when you can plan your itinerary down to the minute. Lonely Planet needed to remind people of that sense of wonder while traveling in a new place.
The Insight: Plan to get lost. Even though spontaneous adventures can be lots of fun, planning your trip through guidebooks like Lonely Planet makes for a better experience. However, that doesn't mean that you should lose your sense of wonder- and there's more than one way to get lost without losing your way.
The Big Idea: Use a purely visual campaign without copy to play on the idea of intentionally getting lost in new and exciting places- whether it is spiritually, in a big city, or snorkeling among the fishes. You can find wonder anywhere and everywhere, no matter what you want to do.
Odyssey is a new app by Lonely Planet that streamlines the trip-planning process and helps people make use of Lonely Planet's extensive database of information for travelers.
THE BODY SHOP CASE STUDY
The Problem: The Body Shop has limited brand awareness in India and faces stiff competition from established brands and an extremely diverse media market with different needs.
The Insight: The Body Shop has always played an active role in social initiatives. By bringing that culture of advocacy to affluent young women in urban areas who want to make a difference, The Body Shop can both increase brand awareness and continue its legacy of social activism.
The Big Idea: The Saheli Project, a social initiative sponsored by The Body Shop that will bring together girls from both urban and rural areas. Saheli (which stands for female friend in Hindi) will promote unity and togetherness and emphasize women’s empowerment, something that The Body Shop has always advocated.