I drew shoes.

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Last summer I was at home waiting tables and taking a government class at a local community college. I spent most of my time working or studying but at night, when I had time to myself, I drew shoes.

Why shoes? Well I discovered Paper Fashion. Katie Rodgers, founder of Paper Fashion in 2009, is an artist who shares her fantastical watercolors with the world. Katie grew up in a small country town with three brothers (hey, kind of like me.) Katie escaped her mundanely life by finding an imaginative world in her set of watercolors. Before the age of 7 Katie painted her fantasies of fashion, whimsy, nature and dancing on water color blocks. Katie now resides in New York City and has a very successful business. Katie has been hired by large brands to do illustrations and advertising of products. Brands like Cartier, Valentino, Swarovski, Kate Spade, Coach, Lacoste, Elle and many other brands.

Okay cool, so why did I paint shoes? Well Katie painted shoes for Valentino and I couldn’t get over the beauty of each sketch. She found perfection with lack of precision.

Katie’s success story of building a brand from a hobby inspired me last summer and still today. Last summer I was stuck in a mundane routine so I started to draw shoes. The shoes were a start for me. I realized how much I liked art and design. I found talent I didn’t know I had. More importantly I found ambition. I finished the summer with some spending money for the next school year and another class under my belt. I didn’t start a business last summer but I did start a spark to a dream. Someday I hope to have a successful business or career where I can explore my passion for art and creativity.

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I drew shoes.

Staedtler Pencils.

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https://www.oneclub.org/#olmag=/_ajax/archive/?action=arc_work%26value=20504

Okay, okay sorry for the excess of print campaigns. I just really like visual execution. Old school but it works. Above is a campaign I found on oneclub.org by Leo Burnett / Hong Kong. The client is Staedtler. Staedtler is one of the oldest industrial companies in Germany and has a great tradition of pencil making by Nuremberg pencil-makers shown in the advertisement. Staedtler has decades of experience, research and development of innovative products of the highest possible brand quality. Staedtler believes that every idea starts with a pencil and proudly claims to give form to ideas of people as a helpful tool for promoting flow of creative thoughts.

The advertisement is advertising Staedtler pencils. Staedtler realizes that the younger generation has been enveloped with the convenience of digital technology replacing classic technique of pencil sketching. The point of the advertisement is to remind people of the power of creativity that comes from freedom and inspiration of pencil sketching.

The intended audience is the younger generation who uses digital technology, like digital sketch, for design. The products message to the intended audience is that Staedtler pencils give form to creative thoughts. The target audience’s need is to execute ideas. The connection between message and need is: Staedtler pencils give creative thoughts form on paper.

The single most important thing being communicated in the ad: Staedtler pencils give form to ideas easier than digital sketches.

The copy of the ad supports the idea that pencils are easier to use than digital technology. The copy is very small and to the right of the Staedtler pencils. The copy is: “Where it all begins.” The copy is explaining the visual by not standing in the way of the visual. The visual is what really communicates the single most important thing of the ad: that pencils are easier to use than digital technology. The visual is a picture of pencils lined up next to each other. The pencils are very worn down and obvious that they have been sharpened, bitten and grasped. The pencil points are made of lead but the lead makes up building shapes. The buildings are different for every pencil. The classic building designs show that these designs were born from pencil sketches. The manufacturing that went into creating this visual includes magnifying and crafting Staedtler’s pencil tip graphite into microscopic miniatures of these icons.

The context of the campaign is Print Craft single or campaign. The media placement is unknown and the magazines and newspapers where the print ad was published is unknown. I would assume that the campaign was placed in magazines/newspapers where designers and creatives will see the Staedtler pencil advertisement.

Staedtler Pencils.

French Culture as seen in Advertising

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Figure 1b., Philip Plein, Paris Vogue October 2013 without clothes

Culture has always been represented in popular advertising because advertisements follow styles and ideals that are popular among mass markets. Advertisements are found in media including television, radio, and especially magazines. Vogue is a popular magazine in America and France, but both magazine editions differ in respect to their culture. Vogue Paris edition portrays more art and couture clothing, while American Vogue portrays more celebrity endorsements and ready to wear clothes. The advertisements represented in each magazine prove the relaxed nature of French press vs. the structured advertisements of the American press. By studying the strengths and weaknesses of the advertising techniques in each magazine, the uniqueness of French culture is exposed. French advertisements usually lack in the formal hard sell and informative type of advertising but rather relate to a consumer through soft sell and emotion. I have analyzed the differences of sell techniques and style between French and American advertisements in Vogue magazines.

American advertising in Vogue publications is more conservative and geared toward the modern day middle class worker and homeowner. The styles that are promoted are usually what celebrities favor and what the modern customer can afford. The American Vogue, although very artistic compared to other fashion magazines, is not as fashion forward as Paris Vogue. The unique style of French advertising mirrors the humor, romance, fine art, and cuisine in France. French consumers are able to interpret French advertisements because they understand cultural references. French history, social and political situations, familiar landscapes, monuments, and French literature are all positions that advertising takes. Rather than just selling products based on information, French advertising looks at telling a story and letting the consumer be persuaded to buy through emotion. Both countries are able to sell and advertise goods, items, or services in their own distinct way. French advertising techniques could be less informative than American advertising but gain the attention and culture that American advertising lacks. American advertising could lack artistic ideals but be more consumer-friendly than French advertisements. Product manufacturers in America could want their product to be sold rather than expressing their own ideas and emotions. America, being a business-based country expresses this through informative and assertive advertisements. While France being a relaxed and artistic country, expresses itself through risky and dynamic advertisements. Culture will continue to be represented through advertising in both countries for years to come.

French Culture as seen in Advertising

Samsung Gear VR

If you have never been moved to tears by an advertisement (and want to) I would highly recommend watching this video.

Leo Burnett, Sydney Launched the world-first, live streaming, visual reality birth using Samsung Gear VR. The Samsung Gear VR campaign demonstrates the new technology that connects people by creating powerful and emotional experiences that can be shared when continents apart.

The story focuses on an Australian couple that had a life decision to make. Jace, the soon-to-be father had an unavoidable work commitment requiring him to fly to Queensland on the due date of when his son was to be born. Jace’s wife, Allison, supported his work but was scared to have the baby alone. The production company Rapid VR, Samsung Australia and Leo Burnett live streamed 360-degree footage of Allison giving birth while Jace watched using the Samsung Gear VR headset in Queensland. On Friday 20, 2015 Jace witnessed the birth of his son Steele Larke.

The product advertised is Samsung Gear VR part of Samsung’s LifeLIVE campaign. The campaign was developed by Samsung Electronics Australia with creative agency, Leo Burnett Sydney. I found this campaign on LeoBurnett.com under the work tab.

http://leoburnett.com/articles/work/lb-sydney-launch-world-first-live-streaming-virtual-reality-birth-using-samsung-gear-vr/

Samsung Gear VR is being advertised to demonstrate the ability of virtual reality technology that connects people who would not otherwise be together. The intended target audience is families and friends who cannot be together for life-defining, emotion-charged, joyous occasions. Families and friends of all ages who have to be separated are targeted in this campaign that celebrates connections and human experience.

The Samsung Gear VR’s ultimate message is that new technology connects people by creating powerful and emotional experiences that can be shared when continents apart. The target audience’s need is to be with their friends and family when life-defining, emotion-charged, joyous occasions are occurring. The Samsung Gear VR allows connections and human experience to continue even with geographical barriers.

The single most important thing being communicated is: Samsung Gear VR technology creates emotive shared experiences continents apart.

The visual is a live-streamed, 360-degree footage of Allison giving birth while Jace watched using the Samsung Gear VR headset in Queensland. The visual shows a life-defining moment that Samsung Gear VR was able to capture and create powerful and emotive shared experiences. The visual of a life birth is a human miracle that communicates the technological miracle of sharing a connection that would not otherwise have been made. Human birth is raw, emotional and life defining. Samsung captures the core of human experience through capturing this moment.

The advertisement communicates the Australian couples distress of not being together during the birth of their son. Both Alison and Jace talked about their personal struggles with the separation. Alison commented that she was scared to have the baby alone and Jace commented that he was depressed when not with his family. The raw emotions expressed through personal dialogue added to the emotion-charged experience of the birth when caught on film. When Jace was watching the birth of his son he supported Alison every step of the way. His encouragement and excitement for Alison and his son communicated that Samsung Gear VR encourages emotive shared experiences continents apart.

The ad was published to YouTube and many other online cites however I cannot find if the ad was published on TV. The ad was published on YouTube on March 14, 2015 and already has almost 10 million views. The likes far outweigh the dislikes and many comments were posted below the video. The context of YouTube has definitely started conversation for many viewers about the message that Samsung Gear VR technology creates emotive shared experiences.

Samsung Gear VR

A Proud, Indignant Pickle’s Unlikely Path to Greatness

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http://www.adweek.com/adfreak/proud-indignant-pickle-narrates-strange-long-copy-print-ad-mcdonalds-162153

Here’s to another “whatever you want” entry. So AdWeek says this is a strange long-copy print ad from McDonald’s Unlikely path to greatness. DDB Stockholm and copywriter Magnus Jakobsson is a master of surreal McDonald’s marketing. Jakobsson wrote the long-copy quirky print ad defense of cheese, narrated by cheese, in 2012. Now Jakobsson wrote another long-copy quirky print ad for the pickle.

The pickles story is that he was from a pickle jar and knew deep down inside his lowly heart that he deserved more. No longer did lowly pickle want to sit around diner parties for hours at a time. The lunch guests were never excited to see him, nor was he excited to see them. He wanted to stand out amongst other pickles. Other pickles laughed at his determination. But the pickle went on to fight for his dream. And boy did the pickle win. The pickle hanged with the cheeseburger, the hamburger, the Big Mac and Quarter Pounder. The pickle knew that he was now desired and craved. Other pickles no longer laughed but turned sour by jealousy. The lowly pickle was now the happy pickle. For there is nowhere better for a pickle to be than at Mickey d’s.

Okay so maybe I exaggerated the story a little bit. But who could help that? The story is beautiful, inspirational and… oh God, I need to stop. So the copy is long and quirky and unnatural. Some readers won’t get the ad. Some readers will compare the pickle’s story to the cheese’s story. Overall, AdWeek praised Jakobsson for his creative willingness to get away from professional work. I praise Jakobsson for bringing some humor and creativity to my otherwise stale evening.

A Proud, Indignant Pickle’s Unlikely Path to Greatness

Tinka Lottery

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On Ads of the World I found a print campaign for client Tinka Lottery. The agency is Publicis, Peru. The product being sold is the Peru lottery game called Tinka Lottery. The odds of winning the lottery are one in 13,983,816. After research on the product I found that there are many guides to winning the Peru lottery game including, odd-even lotto number tips, lottery number group strategies, repeat hits lottery tips, etc.

The campaign by Publicis is advertising what the Tinka Lottery could do for you. The print ad focuses on many different scenarios of when two people interact. It could be the jeweler and the buyer, the driver of a limo and the passenger, or like the ad shown above, the golf course mower and the golf course player.

The ad is selling the reason for readers to participate in the Tinka Lottery. The ad does not directly single the reader out but rather the reader places him/her in the situation of the ad. The reader evaluates whom he/she would be in the situation and if the lottery could make them the “winner” in the scenario shown.

The intended audience of the ad is consumers who are over the legal gambling age and not wealthy. Lottery gamblers are adults who are not satisfied with their current salary or adults who would like to invest in a bigger product. Ultimately the intended target audience is adults who are willing to pay a little cash for the chance to get the big cash. The intended target audience is lets say… dreamers?

The products message is that there are two types of people in the world: the workers and the spenders. The target audience’s need is to be the spenders of the world. The campaign communicates to consumers that that Tinka Lottery gives them a chance to move from a worker to a spender.

The single most important thing being communicated in the ad: The winners of Tinka Lottery are spenders not workers.

The visuals are clever and straight to the point. Because the visual is extremely important to the ad I feel that I have to describe the whole ad for you. Enjoy: The background is a mustard yellow orange shade with a plain black drawing of a golf course, a jeweler counter etc. Next to the drawing are two white drawings of a Tinka Lottery scorecard. The scorecard that is associated with the winner has black dots on the scorecard indicating winning numbers. The winning scorecard is placed next to where the winner would be standing in the situation presented by the plain black drawing. The losing scorecard is placed next to where the loser would be standing in the situation presented by the plain black drawing. The visual of where a person would be due to the results on a scorecard is simple and clever. This is all thanks to Tay Pan Chu the art director (and I’m sure many more.) The visual is communicating that the winners of the Tinka Lottery are spenders and the losers (or non-players) of the Tinka Lottery are workers.

In the bottom left hand corner there is the logo that says Tinka very big and Lottery very small underneath it. The copy does not support or communicate the most important thing. The copy just says the brand and product. Although lacking, the lack of copy is what makes the ad. This allows readers to focus on the visual and figure out what the visual is saying rather than showing.

The context of the print ad is primarily in magazines or newspapers. I’m sure that the print ad can be found in a variety of magazines and newspapers because the intended target audience is vast. Style magazines include Tinka Lottery advertisements targeted towards women looking to buy name brands. Magazines for men can include Tinka Lottery advertisements targeted towards men who are in the market for big investments like boats, trailers, bikes. Travel magazines can definitely have Tinka Lottery advertisements for consumers wanting to travel. Parenthood magazines can have Tinka Lottery advertisements for parents looking for a helping hand in jump-starting their baby’s college fund. So my point is that the context of magazines allows the Tinka Lottery advertisement to reach a vast target audience that then communicates to readers that it is better to be a spender rather than a worker.

Tinka Lottery

Trident Gum Concept

trident-gum-concept-01 trident-gum-concept-08http://www.packagingoftheworld.com/2014/07/trident-gum-concept.html

Now doesn’t this just make you smile? I am a sucker for good packaging. The packaging concept seen above is creative and innovative.

So here is what is going on: Trident is a gum that protects teeth and gums between meals and whitens a person’s smile. The main feature of Trident Gum is “Protecting Teeth.” Designer Hani Douaji enhances the main feature by interactive packaging. There is a range of six packs that represent three flavors. Each pack has a cut out to look like a mouth with an illustration of lips or a mustache to define the mouth. The Trident Gum is shown through the hole to look like teeth.

Gum packaging is normally ignored because it is the gum inside the packaging that really matters to consumers. Douaji makes a connection between the packaging and the product. The product is shown through the packaging and illustrates a feature of the product: white teeth. The product is also being protected by the packaging just like the main feature of the product: protecting teeth. The ability to use interactive packaging to expose the main features of the product is effective advertising.

Trident Gum Concept