PortfolioADV 401 Spring 2012

A Ad Campaign

A-1

Client: Band-Aid

Campaign: Protect the ones you love

Concept: The idea behind the Band-Aid campaign is that parents want to protect their children and Band-Aid has been an endur-ing symbol offering protection and comfort for families. The Band-Aids in the campaign are shown in non-traditional ways but represented in familiar settings.

Band-Aids have a presence in virtually all homes at any given point. However, when a house has young children, Band-Aids become much more prevalent. Parents want to protect their children from much more than cuts and scrapes. While that is what Band-Aids do, the message is much more powerful. It says to par-ents, we will help you protect the ones you love because we know how important a family is.

Protect the ones you love This ad shows a children’s drawing of their family with Band-Aid’s used as the fence pickets. The Band-Aids serve as a subtle reminder that children are aware of the healing power of Band-Aids from a young age and parents can connect protecting their children with the Band-Aid brand.

A Ad Campaign

A-2

Client: Band-Aid

Campaign: Protect the ones you love

Protect the ones you loveHere a mother is seen admiring her daughter as she applies a Band-Aid to her stuffed animal. Again the understanding is clear, children trust Band-Aids for their most loved toys, protecting the ones they love, just as their parents do.

A Ad Campaign

A-3

Client: Band-Aid

Campaign: Protect the ones you love

Protect the ones you loveIn this ad a girl is seen rollerblading with a kneepad that is actually a giant Band-Aid. The Band-Aid isn’t overpowering but simply a reminder that Band-Aid is there when you need it to protect your children.

B One-Offs

B-1

Client: The Private Jet Company

Concept: It’s a waste of time to target people who can’t afford a private jet, instead, cater to the rich. Money can’t buy time, and thats what TCP offers their clients, time saved in a private jet.

WHEN TIME IS YOUR ONLY OBJECT.

The idea behind this ad is that private jets aren’t a luxury, they’re an essential. The Private Jet Company isn’t targeting well off individuals who want to splurge on a trip to Paris in a private jet. They are after the consumer who knows that money isn’t an object, time is. The value of time is priceless for those who can afford it.

B One-Offs

B-2

Client:Travelocity

Concept: Travelocity will save you money on flights so you can spend it where you want to spend it.

save up to 55% on fl ights

Go ahead, overpack

Airlines charge you for everything from luggage to extra foot space. Travelocity’s job is to find you the best deals on flights, and with all the money you’re saving, why worry about overweight luggage fees? We put cash back in your pocket.

C Guerilla Marketing

C-1

Client: Band-Aid

Concept: Band-Aid’s aren’t really something most people think about daily. However, the average person will most likely receive a minor cut, scrape, bump or bruise through out the course of a week. By turning coffee sleeves into giant Band-Aids, people are reminded of Band-Aid’s when they’re least likely to think about them, while getting their morning cof-fee. Instead of reading “CAUTION HOT” on a boring cardboard sleeve, coffee drinkers will associate the protection of a coffee sleeve with the protection of a Band-Aid. The bottom of the sleeves will read “visit www.band-aid.com for more Band-Aid fun”, encouraging people to engage with the Band-Aid brand.

D New Media

D-1

Client: Grand Prix

Concept: When kids start learning to drive their parents become more cautious drivers almost overnight. Afraid their children might pick up some of their lazy or ‘seasoned’ driving habits (like driving with one hand), it is immediately obvious that parents switch into super safety mode. However, most people forget the real rules of the road soon after their written test, and that’s where the Grand Prix Driving School app comes in. The app isn’t intended for extended use, only to help young drivers prep for their written test in a fun and interactive way. The app allows users to challenge their friends, wager bets with their parents, for example “if I get more questions correct I can borrow the car for 3 hours on Saturday” and watch their scores improve. The app is like a study guide on your phone but better! By allowing the users to interact with one another they will become more engaged and excited about taking their written test.

Grand Prix Driving School

When driving behind another vehicle, you must use _____ for keeeping a safe distance between the two vehicles:

Grand Prix cordially invites you to retake a question from your driving test:

A

B

C

D

the two-second rule

the seven-second rule

the three-second rule

other: _______________________it’s dangerous to count while driving

If you answered A or B you’re a bit rusty

If you answered C, congratulations! You’re correct

If you answered D, you’ve been driving too long