Be yourself; Everyone else is already taken.
— Oscar Wilde.
This is the first post on my new blog. I’m just getting this new blog going, so stay tuned for more. Subscribe below to get notified when I post new updates.
Creating a Great Ad Campaign
One of my favorite ad campaigns, by one of my favorite brands, is Adidas “Run past finish” by Mel Blanchard Gong. The series feature three red stripes acting as a finish line, and the individuals in the image running past. Multiple ads so running in the snow, in a marathon, individually, etc. Contrast, typography, and repetition help to make the campaign memorable. Here, I’ll attempt to create a concept ad that might fit the campaign and analyze why it is effective.
Here is the image I used to create my own, fused with the above ad.
Below is my finished product;
I was not able to find their exact font, but they utilize a serif font, bolded for the run past finish to match their adidas logo. The text is aligned, with the adidas symbol in the bottom right corner. “Run past finish” and “keep going” are placed in the lower half of the image in space. These techniques are highlighted as so;
The design uses different shades of blue, yellow, and red- primary colors- to help provide contrast in the colors.
Repetition and a simple yet powerful phrase keep it memorable. Throughout the campaign, a the red stripes show a finish line. Three stripes are reminiscent of Adidas’ logo. The text is aligned with bold font, and a line below not bolded. Typography is repetitive, as the font matches Adidas’ logo.
Each of these qualities help to strengthen the campaign, establishing brand personality and improving awareness.
Typography and Photography Reverse Engineer
Typography can add a captivating element to an ad or article. With a variety of fonts, it’s easy to emphasize certain elements of an image or message being communicated. “Grids on Random Magazine Layouts”, another WordPress blog, analyzes photographs and magazine spreads, from which I am using an image. They draw grids on the typography, which are left on the image as original. I was not able to find the original producer of the image, but a link to the blog page is included in the caption of this photo.
Articles like this combine typography with elements of effective photography to create an intriguing topic.
The top circle shows a serif font (identified by strokes at the edges of the letter), with the first letter tilted, and colors to match the sign, which is the central theme of the image. Then, the author uses sans serif fonts (without ink strokes on the ends of the letter) to add variety and style.
Mercury shoes’ sign is the focus of the image, an object just hanging there. Multiple photography tricks are used to draw focus. The sign chosen is pink- a “hot” color, surrounded by cool colors that create a natural frame. This is also referred to as “figure to ground.”
Leading lines, created naturally by the angel of the picture and the buildings, lead eyes to the sign naturally. Below, I have attached images taken around my house that could be used in a similar manner.
Each of these uses natural leading lines from surrounding objects, finds a contrast between subject and background, and focuses on a hanging object. These elements draws attention to a central theme and idea, addressed in the corresponding article.
Air New Zealand Ad Design
If you have ever flown Air New Zealand, you know they have the greatest safety videos of all time. From Lord of the Ring themed flight safety to Bear Grylls wild style safety, they know how to entertain. This creativity shows through in their advertisements, one of which I would like to reverse engineer to understand how they effectively market.
Alignment
Alignment creates a pleasing look, and Air New Zealand has utilized symmetry to create alignment. The photo is balanced left and right, with a central theme which brings focus on the wording.
Repetition
Repetition helps to solidify a message to the reader. In this case, the symmetrical balance of the ad inferers balance; an expected trait of an airplane. The phrase, “Kia Ora” is also repetition- a maori greeting that the airline uses when posting on social media, responding to emails or phone calls, and when boarding a flight. Font for the phase is always the same.
Proximity
Primarily created by symmetry, the proximity Includes spacing, which compliments the top-heavy ad. Any writing in the space in the bottom corners would make this ad intimidating and overbearing.
Contrast
Air New Zealand Utilizes two primary colors, blue and yellow, in varying tints and shades. Yellow, as a hot color, is centrally focused as light while the blue shades as cool, create a darkness. The effect is aesthetically pleasing and stunning, and speaks to the viewer as the Airline being a light in darkness. There is also contrast in font styles and sizes, which help keep focus in order.
Conclusion
Air New Zealand created a stunning ad, utilizing the above mentioned features. The ad could have been improved with additional repetition, and utilized shades or tints of red as a third contrasting color.
Introduce Yourself (Example Post)
This is an example post, originally published as part of Blogging University. Enroll in one of our ten programs, and start your blog right.
You’re going to publish a post today. Don’t worry about how your blog looks. Don’t worry if you haven’t given it a name yet, or you’re feeling overwhelmed. Just click the “New Post” button, and tell us why you’re here.
Why do this?
- Because it gives new readers context. What are you about? Why should they read your blog?
- Because it will help you focus you own ideas about your blog and what you’d like to do with it.
The post can be short or long, a personal intro to your life or a bloggy mission statement, a manifesto for the future or a simple outline of your the types of things you hope to publish.
To help you get started, here are a few questions:
- Why are you blogging publicly, rather than keeping a personal journal?
- What topics do you think you’ll write about?
- Who would you love to connect with via your blog?
- If you blog successfully throughout the next year, what would you hope to have accomplished?
You’re not locked into any of this; one of the wonderful things about blogs is how they constantly evolve as we learn, grow, and interact with one another — but it’s good to know where and why you started, and articulating your goals may just give you a few other post ideas.
Can’t think how to get started? Just write the first thing that pops into your head. Anne Lamott, author of a book on writing we love, says that you need to give yourself permission to write a “crappy first draft”. Anne makes a great point — just start writing, and worry about editing it later.
When you’re ready to publish, give your post three to five tags that describe your blog’s focus — writing, photography, fiction, parenting, food, cars, movies, sports, whatever. These tags will help others who care about your topics find you in the Reader. Make sure one of the tags is “zerotohero,” so other new bloggers can find you, too.
Aaron Geurts 2020 Website 