Campaigns: Working from the inside out
According to Wikipedia Advertising Campaigns are
An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication(IMC). Advertising campaigns appear in different media across a specific time frame.
The critical part of making an advertising campaign is determining a champion theme as it sets the tone for the individual advertisements and other forms of marketing communications that will be used. The campaign theme is the central message that will be communicated in the promotional activities. The campaign themes are usually developed with the intention of being used for a substantial period but many of them are short lived due to factors such as being ineffective or market conditions and/or competition in the marketplace and marketing mix.
Your job is to work on one of the following brands and develop an ad campaign that promotes what the brand stands for. It is up to you to determine tone and central message/theme. You must communicate your overall concept to me before starting the creatives of your project. The concept should be cleaver and well thought out. It should be able to be applied to different media.
Needed for this assignment is a minimum of 6 campaign pieces.
- Research, concept and creative strategy
- 2 print ads. 1 Full Page (8.5×11), 1/2 page (8.5×5.5)
- 1 Billboard (scaled graphic 4×11)
- 2 digital ad (125×125, 180×150, 300×250, 300×500, 725×90, 980×280)
- 1 other (commercial/radio script, direct mail, outdoor etc)
- Printed for client pitch/presentation
Ad Age has a listing of the top 100 ad campaigns of all time.
