This is the Creative Brief which features everything we need to know for each aspect of the campaign. I did research to come up with the campaign overview, develop the mock brand and set up for advertising for a couple of the events. I designed the brief itself to be fun and engaging while also informative for the project. The brief served as a guide for the development of the advertising materials to make sure I stayed on brief to reach the target audience. This is definitely one of my most interesting briefs developed to date.
This is the target persona I mocked up based on an example of someone who would be interested in attending the events being offered by Otter Park.
This is the magazine advertisement I created for the Mardi Gras Mania event! It was designed to be simple, straightforward, but eye catching and intriguing. The font was chosen to stay close to the logo font, but also to give a bold, friendly, and easy to read vibe. The colors were chosen because they are a staple of Mardi Gras and easily recognizable as such. I decided to put the call to action at the bottom to further the hierarchy of the slanted text. I designed the most important information on a slant because I wanted to create more visual interest rather than a typical horizontal magazine advert.
This is the strongest magazine advertisement for the entire advertising campaign. It's focused on making memories with the people you love hence the polaroids. I chose the polaroids because they resonate with both halves of my audience: the older audience with children who grew up with them and the younger adults who've recently been introduced to them as a way of memory keeping. Freedom Fest is all about spending time celebrating with those closest to you and I feel this advertisement does a great job speaking to that. I chose the colors of the logo to tie everything together and kept the font consistent with the logo as well.
These are the social media advertisements geared at families with children and young adults. For the Freedom Fest Instagram advertisement, I decided to use similar but different photos to represent the feeling of celebration and summer fun. I thought these images would be more likely to captivate our audience on Instagram, a memory keeping platform. I kept the Mardi Gras advertisement the same because it's strong on its own. It's also purposefully vague to encourage the audience to follow through with the call to action.
