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Further Research into prominent causes and their campaigns. Campaign Development Week 2.

After utilizing the clone stamp tool I remembered a similar campaign that used a similar technique to raise awareness of Domestic Violence by photoshopping celebrities as victims of abuse such as Anne Marie Duff, Mikita Oliver and Kate Thornton. The campaign was designed to raise awareness for domestic violence,  on behalf of Women’s Aid and fronted by the slogan “Act”.  The celebrities had been altered to appear as though they had been beaten, employed as a shocking visual  representation it prompts the audience to realize the importance of domestic violence as an issue.  The campaign which was created by Grey London stuck in my mind of the visceral and graphic nature of the imagery not only because it featured Anne Marie Duff which was the first time I saw the campaign but because of the nature of the visual itself and the bluntness of the campaign. It confronts the viewer with  statistics but more importantly the shocking truth about domestic violence and that it touches everyone. I think its a brutally honest campaign that doesn’t seek to use subliminal marketing techniques like some brands or causes but more asks the viewer to confront the truth about an issue that is often overlooked or ignored.

3 Different topics that capture my imagination.

1. Age UK is a charity that I’ve always been surrounded by due to my mother working there and being involved in their marketing campaigns but I’ve always had a huge respect for people who are elderly who had an influence on my life such as grandparents or family friends who have told me stories as a child or guided me to make better and smarter decisions in life.

http://www.ageuk.org.uk/

http://www.ageuk.org.uk/about-us/our-work/annual-report-2009-10/

“We believe that age needs respect. It needs kindness. Sometimes it needs help. Because there is strength in numbers, Age Concern and Help the Aged have joined forces to become Age UK – so that we can be here for everyone in later life.”

Age Uk Advert featuring Scottish Actor Brian Cox.

Age Uk Advert featuring English thespian Sir Ian McKellen.

Interview with Brian Cox about his role in the Age Uk Advertising campaign and why it is important to him.

I think a lot of people forget that the elderly are the one who have shaped our futures and given us the rights for independence and a lot of the liberties that I think a lot of people take for granted and don’t recognize.

2. Another topic that I find interesting and statistically alarming much like Age Uk and the issue surrounding care for the elderly is homelessness. It always strikes me that in the age we live in there are still thousands of people who sleep rough in cities across Britain in appalling conditions.

http://england.shelter.org.uk/get_advice/homelessness?gclid=CMijxdSg26cCFYob4QodeU9G9w

http://www.crisis.org.uk/pages/-about-homelessness-61900.html

This image as part of a homeless campaign also drew my attention to the cause and made me think about what it really means to be homeless. I think the visual imagery of the promotion by Samu’s Homeless Ad Campaign encapsulates the feeling of sinking or drowning in a city where no one is willing to help or notice the issue at times. The ad in tandem with Publicis Conseil was designed to bring attention to homelessness. “Sometimes it’s easy for us to ignore the homeless – to the point where they just blend into the streets themselves” is the tag line that accompanied the campaign and again the words are immortalized in a literal sense by the imagery created by Samu.

Original Image.                                                                         Pixellated.

Grayscale.                                                                           Pattern deterred.

Duotone.                                                                             Curves/exposure/gamma correction.

Glamorized version. Clone stamp tool used to                           Cosmetic changes.

remove eye bags, take arch off eyebrows, extend

cheekbones, widen mouth, and removes

blemishes and marks, saturation tool used with

exposure tool to darken skin and hair. Image

sharpened and made 1% longer in height.  Vibrance

was also adjusted under image adjustments. Removed

scar from forehead.

Fight Club airbrush. Using the clone stamp & brush tool

on Opacity 9% to give the appearance of bruising & black

eyes, the brush tool to apply cuts and bloodshot eyes.

Used the selection tool to add a plaster to my right cheek and

applied the brush tool to give the effect of blood seeping through

it.

Workshop 1.

Original Image.                                         Image with applied brush & gradient tool.

To make the second image from the original I used a gradient tool to change the color and apply a pattern and then used the special brush tool to apply shapes to the top of the image.

CAMPAIGN DEVELOPMENT 1.

5 Creative Advertising campaigns that caught my attention.

1. ENPA SOCIETY FOR THE PROTECTION OF ANIMALS CAMPAIGN.

1. Enpa spray http://www.copy-girl.co.uk/2009/10/19/instant-impact-in-advertising/ is an advertisement for the Society for the protection of animals.

It cleverly uses the imagery of a  puppy used as perfume to highlight animal testing employed by cosmetic companies. The advert is visually traditionally in the style of modern perfume adverts with an attractive glamorously lit model in a seductive pose symbolizing what many perceive to be the ideal of beauty. What’s both striking and clever about the advertisement is the dog being where a perfume bottle would usually be, and the perfume coming out of his mouth. The tag line itself is small because the imagery is quite easy to understand and identifiable for its audience and key demographic. It would also attract numerous viewers by posing as a satyrical take on regular glossy fashion advertisements. Consumers would be drawn to the stylistic presentation and there is a curiosity and it has an instant impact on the viewer.

Lowe Pirella Fronzoni, Milan, Italy

Creative Directors: Umberto Casagrande, Mauro Manieri
Art Director: Ferdinando Galletti
Copywriter: Gabriele Di Donato
Photographer: LSD.eu

2. PERRIER WATER.

Advertising by Perrier water by Ogilvy, utilizes photoshop in a creative way to emphasize both the

content and quality of the product itself. In this case Water and sparkling water. It plays with the typical conventions of

why people buy water, utilizing photoshop to physically melt the props and environment around the protagonist and highlighting  them reaching or opening a bottle of Perrier water is a clever construction and exaggeration of the purpose of the product – basically to cool the customer down. It could also be construed as clever product placement specifically in the second advert where the location is the summer you would typically expect the advert to seen on a billboard or tube during the Summer when people are hot and bothered and would want to buy water. Its a clever use of marketing which could also be said of the location and setting of the first poster also with nightclubs and bars often hot environments the poster placed outside of a bar or even on the interior would sell the product in an ideal fashion to its target audience and key demographic. The posters also use the old adage of “sex sells” using glamourous models, scantily clad with their clothes melting off has connotations that would probably appeal more to a male viewer of the advert rather to a female audience although the central protagonists are both female, the third poster in the campaign does feature a male protagonist again in a setting of a tennis match that would appropriate drinking Perrier but is  again exaggerated upon for the effect of selling the product. The campaign itself reminds me of the painting “Melting Clocks” by Salvadore Dali.

Salvadore Dalis Melting Clocks.                                           Perrier 3rd advert in the ‘Melting’ campaign.

3. WWF World wild life fund campaigns.

The World wild life Fund as an organization have been one of the most noticeable and prominent marketers of the

photoshop campaign in recent years in most Uk cities utilizing it for the course of Animal welfare, anti-pollution, hunting,

global warming and raising awareness of  various global catastrophes that are in many cases preventable. It often uses photoshop and graphic design in a clever way juxtaposing two opposing and contrasting environments to either shock the audience or make them evaluate the imagery and address the cause. Their adverts are often highly stylized and creative in their design aspects and the visual imagery that they present to the audience and I’ve often thought of them as being some of the cleverest promotions over the last 3 years or so in terms of their scope and ideas and the final presentation of it.

The above two advertising posters use two contrasting environments the natural world with the man made technological world and would be easily relatable to an audience because most people are familiar with modern technology and computers. It also

symbolizes how easy it is to save these animals with the metaphor of clicking a button whilst also translating the message that they are endangered species and need to be saved but giving the audience the moral conundrum of a choice between save and don’t save. The Imagery itself is also beautifully captured and juxtaposes with the harsh reality of the photoshopped save or don’t save slogan. The focus of the monkeys face in the second advert taking up the entire poster and its large eyes looking out would immediately grab the audiences attention because of the connotations many people associate with monkeys as being cute almost human like animals. Its a clever creative ploy by the WWF and the design team to enthuse sympathy in the viewer and highlight the ease with which someone could do something to help. The minimal text in the lower corner with the WWF logo “for a living planet” also highlights the urgency of the plight of the species featured but doesn’t over power the imagery again because the visuals are the main focus and in this case powerfully convey the message on their own.

Again the promotion above on behalf of the World wild life fund uses the juxtaposition of the mane made with the natural which seems to be a thematic device in a lot of the WWF campaigns possibly purposely designed with the attraction of escapism for city dwellers from a visual perspective or for the audience of the advert or because they would mostly be located in cities so would be able to relate more readily to the visual content if it featured a city scape like in the instance above. The tagline again small and concealed in the bottom right corner reads ” A single tin of paint can pollute millions of litres of water” its a fact that again is epitomized by the use of visual imagery with the exaggerated size of the paint can cleverly pooring paint into the existing river as if its been spilt. Sat in the middle of a city scape the absurdity of the advert is immediately visually striking and clever and perfectly summarizes the tagline and the message of the poster. The ugly beaten tin corrupting what was a beautiful view symbolizing the contamination of the water in a visual sense. Its a great advert in its simplicity and the execution of making the river run like paint from the tin is both visually striking and identifiable with the message.

Again the juxtaposition of the natural with the urban manmade structures invites the audience to recognize the surroundings but also places these unfamiliar animals in a familiar environment and predicament. “Homelessness” is a common issue that many people come across and experience in their day to day lives but possibly not in relation to the issue of Global Warming and Penguins and Polar Bears. Its a clever technique to relate an issue with something more instantly recognizable and relatable to an issue that some people don’t and struggle with an understanding off. To make this leap visually by placing the arctic animals in a homeless scene and with thematics of poverty and struggling for survival symbolizes the plight they face due to Global Warming and immediately gives the viewer a common denominator and a more domestic common cause to relate the issue to. The use of the baby penguin in the first advert is also a clever use of characterization suggesting no one would want to see a human child or its mother or father on the streets and yet with animals its a concern that is often overlooked. The use of text in red and white common colors associated with danger and stop signs is also a clever visual dynamic to highlight the urgency of the issue and the need to act now.

Two similar images and techniques that employ the recognizable silhouette of animals in danger their bodies recreated using materials symbolic of what it would take to save them or highlighting a cause or concern. The first interpretation from a WWF Spanish campaign highlights the value of recycling with the stag recreated from peoples recycled rubbish and the emphasis on it being “natural to recycle”. The second of a giraffe again featuring a juxtaposition between man and nature with the Giraffes body built up from Pound coins it emphasizes the donation aspect of the charity supported by the tag line “Save the world with a few coins” again exaggerating the message using a visual metaphor.

I love the symbolic imagery of global warming and its effect on the world utilizing the ice cream melting simply set on a dark background it immediately grabs the attention because of it use of color representative of space but it makes the cause although a humorous visual connotation it makes the issue and concern easily identifiable. “No one likes a melting ice cream”. Again the text at the bottom is merely used to highlight the facts surrounding the issue where as the visual image of the world as a melting ice cream dominates the sheet itself and is the main focus of the viewers attention.

Again the two visual images highlight the conflict between urbanization and the natural world & juxtapose images of man made structures buildings, satellite views of cities with the more beautiful natural world to highlight the cause and its message through dynamic and clever imagery.

Advertising also uses clever more visually embracing methods where the viewer has to stop and read the article or really examine it to pick up the tag line or punch line of the piece. The two adverts above play with the Darwinian notion of natural evolution and the sketches created to depict the evolution of mammals and mankind but replaces the final image with a coat made of Tiger skin and an elephants ivory tusk which immediately translates the message that these animals are being killed for these products and shocks the audience because they will have been drawn into the advert by the minimal size of the imagery, examining each picture to try and conclude an opinion but then reaching the last image and realizing the issue that it promotes. Its a satirical take on the process of evolution with a shock tactic payoff that is employed in most of the WWF campaign posters most feature prominent juxtapositions between man and nature and relate issues that don’t generally effect us in every day life to issues that we see everyday. As a viewer the adverts do make you feel a sense of guilt and responsibility for not acting and in many cases emphasize the simplicity of how you can help or react with a donation which is a clever advertising technique and further supported by the graphic and visual dynamic of each picture.

The “Give a Hand to Wildlife” campaign although not as dynamically hard hitting or serious in its tone as other WWF campaigns is still a clever use of visual imagery and again the imagery itself symbolizing and epitomizing the tag line itself in a literal creative sense.

4. Heineken Beer campaign.

The Heineken lager campaign uses recognizable world landmarks and recreates them using the companies branded bottles and product one of the most note able examples is the statue of Jesus over Rio De Janeiro in Brazil. Its a clever marketing technique and use of product placement and also graphically creative and eye catching to look at because of the cleverness and creativeness of the idea. It also again uses natural beauty to compliment a man made product and portrays it in a context of enriching peoples lives if they buy the product. Again it plays with the audience perception of escapism and is almost reminiscent of holiday campaigns that portray exotic locations such as Rio on billboards and tube stations to make suburbanites long for that escapism symbolized here by lager. Its a point further emphasized by the tag line for the campaign ”  For a fresher world” and the neutrality of the green natural mask employed over the city scape and Heineken reinterpreted structures.

The above photo depicting New York I found particularly clever as with Rio using the bottle opener as a representation of  the Statue of liberty as with the Christ statue in Rio it employs that Heineken as a brand is liberating and the bottle opener itself liberates the beer from the bottle which I think was probably a purposeful analogy on part of the Heineken creative team who designed the posters.

5. 

Its not so much an advert but I found an original use of imagery by creative advertiser Fred Perrot which like the Heineken adverts employed an element of escapism with its setting and location but utilized a clever visual dynamic in this case the face merged with the water created from rocks & sea weed beneath the surface of the water. Fred Perrot is one of France’s leading advertising photographers. http://fred-perrot.com/and someone who’s work has been inspirational in terms of its originality, scope and vision.

“In the Dog house” by Fred Perrot.

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“Melting Silver” by Fred Perrot

IMAGE REFERENCES FOR WORK SHOPS.

 

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