Clif Bar Ad Campaign
Class Assignment
This was a partner class assignment where we had “CLIF BAR” as the client and we had to create an ad campaign for them. The first three are done mainly by me and the last three are done mainly by my partner Abenezer. We both assisted each other on all 6 executions.
INSIGHT:
Over a long distance, we can outrun most mammals. According to an article by runnersworld, humans can outrun animals like black bears, lions, tigers and even cheetahs in a long-distance race. Is it possible to also outperform machines? If so, what would humans need to accomplish that?
TARGET:
People who work in physical labor industries require a lasting boost in their physical energy.
CONCEPT:
The unknown potential of man surpasses machines.
TAGLINE:
Energy pack in a snack
“The Race” Storyboard:
- Two rival pizza delivery drivers walk out the doors at the same time. They stare at each other, ready to race. They both run to their vehicles as quickly as they possibly can.
- The pizza deliver man on the left pulls out a ClifBar to eat before riding his bike and the delivery man on the right starts his car. Both of them are trying not to waste a single second.
Intense music begins - The delivery man in the car is in front of the delivery man on the bike. The biker pedals as hard as he can, trying not lose distance from the car.
Birdseye view - The delivery man in the car delivers his order and returns to the restaurant in a hurry to win. He leaves it at the door, rings the doorbell, and runs back to his car.
- He arrives back as fast as he could only to see his rival eating a Clifbar, ready for the next order. He stares in shock.
Music stops - CALL TO ACTION
VO: Energy Pack in a Snack
Headline: All smiles when you remember to bring your portable charger to work.
Tagline: Energy Pack In a Snack
Body Copy: Clif bar provides sustainable energy with high quality organic and non-gmo ingredients.
Headline: It’s not always about the tools, it’s about the energy behind it.
Tagline: Energy pack in a snack.
Body Copy: Clif bar provides sustainable energy with high quality organic and non-gmo ingredients.
This poster ad was not a part of the original concepts, this was done afterwards when creating the digital finals. I was inspired by this Bruce Springsteen poster for the image I used in the ad.
Headline: Dont forget your portable charger
Tagline: Energy Pack In a Snack
Body Copy: Clif bar provides sustainable energy with high quality organic and non-gmo ingredients.
Game App
Tagline: Energy Pack in a Snack
Body Copy: Hank the lumberjack, Chainbot killer robot
Slash with your fingers to chop down trees. Timing your swings is important.
If you miss the timing, Hank will run out of energy faster.
A child is stranded deep in the woods. Help Hank the lumberjack clear a path and save the baby from the chainbot.
Clif bars are checkpoints. Your stamina will be set to full every time you eat a Clif bar.
Headline: She’s running on a full tank
Body Copy:
We’re gonna run out of fuel before she does!
How is she not getting tired?
You picked the wrong mall to rob!
Tagline: Energy Pack in a Snack
STORYBOARD:
*SFX reggae beats*
David: Dude, what if John Henry had a Clifbar? Would he have won against the railroad machine?
Jake: Probably.
*SFX sad western*
Narrator: John Henry was too tired to move. He was no match for the railroad machine.
*SFX myhrtion music*
Narrator: John Henry saw a strong object fall out of the sky. He picked it up to see what it was.
*SFX motivational music*
Narrator: After eating this object, he realized it was an energy bar called Clif Bar. It promised to be an energy pack in a snack. John opened it up and took one big bite. Before he knew it, he was back to full strength.
Narrator: Without any hesitation, John Henry went right back to work. He felt as if he had an endless supply of energy.
*SFX motivational music*
Narrator: John Henry disappeared that day. No one could keep up with his speed and stamina. He kept going down the tracks never realizing the train he battled had run out of fuel.
This project was in collaboration with my friend, Abenezer Bereket, in a class where we both grew as designers. The goal with these ad campaign was to learn to think conceptually which I tried my best to understand. In this project, we had the idea of making the product look like a power up to your daily life activities. We went with a sarcastic/metaphoric approach with our executions.
