Assignment Overview:
In this assignment, students will dive into the world of outdoor advertising by conceptualizing a city-wide campaign for a selected product or service. They will design billboard ads, bus shelter posters, and other out-of-home media, demonstrating their ability to capture attention and effectively convey a message within the constraints of limited space.
Objectives:
- Understand the principles of outdoor advertising and its impact on target audiences.
- Apply creative thinking to design eye-catching and impactful outdoor advertisements.
- Develop skills in conveying a concise yet powerful message within confined spaces.
- Gain experience in designing for various outdoor advertising mediums.
Assignment Components:
1. Product/Service Selection (10%)
- Select a specific product or service that will be the focus of your outdoor advertising campaign.
- Provide a brief rationale for your choice including the target audience and the product/service’s unique selling points
2. Research and Conceptualization (20%)
- Research the target audience’s preferences, habits, and interests.
- Brainstorm creative ideas for the campaign, considering how to effectively capture attention in high-traffic outdoor settings.
- Develop a concept statement that encapsulates the core message and visual theme of your campaign.
3. Outdoor Advertisements Design (40%)
- Choose 5 & Design outdoor placements showcasing different approaches to your campaign concept.
- Make sure your message is effectively being conveyed while utilizing the limited space available.
- Ensure that designs are visually engaging and easy to understand.
4. Message Conveyance (20%)
- Write concise and impactful copy for each advertisement, ensuring that the message is clear and resonates with the target audience.
- Justify your copy choices, explaining how they align with the campaign concept and effectively communicate the product/service’s benefits.
5. Presentation and Reflection (10%)
- Prepare a presentation showcasing your campaign, including visuals of your advertisements and an explanation of your concept, design choices, and message.
- Reflect on the challenges and opportunities of designing for limited outdoor spaces and how your solutions address these constraints.
Submission Guidelines:
- A presentation detailing your product/service selection and rationale (1 paragraph / 1 slide). Specs: 19 inch x 10 inch (Landscape)
- Concept statement outlining the core message and visual theme of your campaign (1 paragraph/1 slide).
- High-resolution images of the OOH placements
- Concise copy for each advertisement (1-2 sentences each) & Call to Action.
- Presentation slides for the campaign presentation in pdf form.
Grading Criteria:
- Creativity and effectiveness of campaign concept.
- Visual appeal and clarity of design in various outdoor advertising formats.
- Clarity and impact of the copy in conveying the message.
- Quality of the presentation and reflection on design challenges and solutions.
Contents
Project 2 Part A: Creative Brief for OOH Campaign
Overview: A Creative Brief typically includes a section for outlining the campaign’s objectives. These objectives serve as a roadmap for the creative team, helping them understand the purpose and desired outcomes of the advertising or marketing campaign.
When creating objectives for an out-of-home (OOH) campaign, it’s important to consider the unique characteristics and goals associated with this medium. OOH campaigns are often focused on building brand awareness, driving foot traffic, and conveying simple, memorable messages due to their typically brief exposure.
Here’s how you can structure and define objectives for an OOH campaign in a creative brief:
Objective Statement: Begin with a clear, concise objective statement that outlines the primary goal of the OOH campaign.
Example Objective: To increase brand visibility and drive foot traffic to our new retail location.
Target Audience: Describe the primary and secondary target audience for the OOH campaign. Explain how achieving these objectives will positively impact the identified audience.
For example: Our target audience consists of urban commuters and shoppers. By enhancing brand recognition and driving more people to our retail location, we aim to capture the attention of passersby and convert them into customers. This will help us establish a strong presence among our audience.
Rationale: Provide a brief explanation of why these objectives were chosen and how they align with the overall business or marketing strategy, taking into account the nature of OOH advertising. For example:
The selected objectives are in line with our strategy to create a strong local presence and connect with our target audience where they work and shop. OOH advertising is a powerful tool for building brand recognition and influencing consumer behavior, making these objectives essential for our growth.
Incorporating these elements into your creative brief’s objectives section will guide the creative team in crafting an OOH campaign that aligns with the business goals, target audience, and the unique opportunities and constraints of the out-of-home advertising medium.
Due Thursday, March 14th, 2024:
For the campaign, you can choose any client or subject except for alcohol, cigarettes, or vaping products or any products/clients that may have a negative effect on society.
Project 2 Part B: OOH Moodboards + Sketching Design Options for Out-of-Home Billboard
Objective: The goal of this assignment is to give hands-on experience in the creative and strategic process of designing an effective Out-of-Home (OOH) billboard. Students will develop sketch design options for a billboard, considering client objectives, target audience, and design principles. This assignment aims to foster creativity, critical thinking, and practical design skills.
Instructions:
1. Client and Target Audience
- Understand the client’s goals and objectives for the billboard.
- Identify the key characteristics of the target audience and their preferences.
2. Research and Inspiration
- Research the product, service, or message being advertised.
- Collect examples of successful OOH billboard designs for inspiration.
- Create a mood board for design references to inspire your final OOH Billboard
3. Sketch Design Options (40%)
- Develop a minimum of three distinct design options for the billboard.
- Create rough sketches for each design option, considering:
- Layout, composition, and visual hierarchy.
- Effective use of space, including message placement and imagery.
- Typography, color schemes, and any branding elements.
- Creativity and originality in design concepts.
Example of Moodboards
Example of OOH Sketches
Submission Guidelines:
- Due Monday, March 18th, 2024: Submit the OOH Sketch and mood board on Openlab Lab
Project 2 Part C: OOH Headline Exploration
Objective: The Headline Writing Exercise aims to develop copywriting skills in creating effective and attention-grabbing headlines for various types of content. Students will explore five different headline types and generate five headlines for each, for a total of ten headlines. Additionally, students are encouraged to find images from the internet that complement their headlines and create a harmonious connection between the text and visuals.
Assignment Instructions:
- Selecting Headline Types: Students are required to choose five headline types from a list provided in the assignment guidelines. Common headline types may include:
- 1) Metaphor
- 2) Personification
- 3)Hyperbole
- 4)Irony
- 5)Paradox
- 6)Parallelism
- 7) Anesis
- Generating Headlines: For each of the five selected headline types, students must create one headline. The headlines should be catchy, concise, and directly related to the chosen type. Emphasize the importance of engaging and intriguing the reader.
- Image Selection: Students are encouraged to search for images on the internet that complement their headlines. These images should be freely available for educational or non-commercial use. Images can be sourced from platforms like Unsplash, Pexels, or other free image websites.
- Creating Synergy: Students should strive to create a strong connection between the headlines and the chosen images. The image should support or enhance the message of the headline, creating a harmonious and engaging visual-text relationship.
- Due Monday, March 25th, 2024:
- Submission: The final assignment should include: a. A document with the 5 headlines (five types x five headlines). b. A separate document or presentation where students can juxtapose the headlines and corresponding images to demonstrate the synergy between the visual and textual elements.
Grading Criteria: Students will be evaluated based on the following criteria:
- Creativity and originality of the headlines.
- Alignment of the headlines with their respective types.
- Relevance and appropriateness of the chosen images.
- The synergy between the headlines and images.
- Overall presentation, organization, and clarity of the assignment.
Project 2 Part D: OOH Design + Mockup Placement
Assignment Objective: This assignment is designed to give you hands-on experience in designing an out-of-home (OOH) billboard advertisement and placing it within a Photoshop mockup. The goal is to develop your skills in creating impactful visual communication for large-format advertising spaces and to understand the importance of considering the physical context in the design process.
1. Design Process:
- Use design software (e.g., Adobe Photoshop or Illustrator ) to create the billboard design.
- Consider the dimensions of a standard billboard and ensure that your design is visually impactful from a distance.
- Pay attention to typography, color schemes, and images to enhance readability and engagement.
- Create a visually appealing layout that aligns with the brand and campaign objectives.
2. Photoshop Mockup Placement:
- Acquire or create a realistic Photoshop mockup of a billboard in an urban or outdoor setting.
- Integrate your designed billboard into the mockup, considering factors such as perspective, lighting, and environmental elements.
- Ensure that the placement appears natural and eye-catching within the chosen mockup.
Resources for Mockups and Assets
Resources for Fonts
3. Presentation:
- Prepare a Behance project showcasing your design process, research findings, and the final billboard design.
- Discuss the rationale behind your design choices and how they align with the advertising goals.
- Share insights into the placement within the Photoshop mockup, explaining how the design interacts with its environment.
Examples of Final Project
FINAL Submission Guidelines: Due Thursday, March 28th, 2024:
- Submit the final billboard design as a Behance project. (Template for Behance project)
- Include a written report detailing your research, design process, and rationale for design decisions.
- Submit the Photoshop mockup with the integrated billboard design aswell as mood boards, and sketches.
- Be prepared to present your work during the designated presentation session.
Assessment Criteria: Your assignment will be evaluated based on the following criteria:
- Creativity and effectiveness of the billboard design.
- Alignment with the target audience and advertising objectives.
- Integration of the design within the Photoshop mockup.
- Clarity and professionalism of the presentation.
- Adherence to design principles and best practices for outdoor advertising.
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