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Urban Ad Campaign

Create urban ad graphics for buses, stops, or taxis based on an existing Oatly campaign.

Marketing Design

By:

George Little

CustomGPT

February 27, 2023

Project Brief

Oatly, a plant-based food and beverage company, is launching an urban ad campaign to increase brand awareness and drive sales. The campaign will utilize bus wraps, bus stop signs, and taxi ad platforms in the target cities. You've been asked to continue the graphic and advertising design work from an existing, ongoing urban ad campaign.

The graphics for this project should align with Oatly's existing advertising style, using bold and vibrant colors, fun shapes, and a pop-art design aesthetic. The tone should be lighthearted, playful, and approachable, reflecting Oatly's brand personality.

The marketing team hasn't determined which city they plan to roll the ads out in next, but usually choose the city based on an upcoming event, like a concert or major sports match, which offers more relevance from a copywriting perspective.

The task at hand is to design and present concepts for three to five ads that either exist separately or work well when displayed as a group. The ads should be designed to fit in any of the following locations:

Bus Wraps or Signage
Subway Door Wraps
Taxi LED Displays or Wraps
Bus Stop Signs
Other Innovative Ideas!

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Target Audience

Health-conscious Consumers

Description:

This group is made up of individuals who are looking for alternative, healthier options for their daily consumption. They are interested in plant-based products and are looking for healthier options to incorporate into their diets.

Age:

14 - 55

Language:

English

Environmentally-conscious Consumers

Description:

This group is made up of individuals who are concerned about the impact their consumption has on the environment. They are interested in products that are environmentally friendly and produced in a sustainable manner. These consumers are likely to choose plant-based products over animal-based products, as they see it as a more environmentally responsible choice.

Age:

18 - 45

Language:

English

Stuff To Create

Below is a list of suggested deliverables that could be created.

Ad Graphics Concept Presentation

Design and present concepts for three to five ads that either exist separately or work well when displayed as a group.
The Ads should be eye-catching and clever whenever possible
Potential Mediums: Bus wraps, Bus stop signs, Taxi ad platforms, Subway doors wraps

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Working With Ad Platforms

Many marketing teams use online ad platforms to distribute their advertising campaigns across the internet. Companies such as AdRoll enable businesses of all sizes to circulate ads in multiple sizes. It is important to keep in mind the different formats of online ads, ranging from tall and skinny to long and narrow, when designing an ad campaign. Below is a list of typical ad sizes to consider:

Medium Rectangle: 300px X 250px
Half Page: 300px X 600px
Leaderboard: 728px X 90px
Mobile Leaderboard: 320px X 50px
Wide Skyscraper: 160px X 600px
Billboard: 970px X 250px

More Info about AdRoll formats ->

Designing Signs

When designing a building or retail sign, here are some key factors to consider:

Visibility: The sign should be visible from a distance and in different lighting conditions. Consider the sign's size, location, and contrast with the background to make sure it stands out and is easy to read.
Legibility: The sign should be easy to read and understand, even at a glance. Use clear fonts and avoid overly decorative or intricate designs that could be hard to read.
Branding: The sign should reflect the company's brand and its values. Incorporate the brand's colors, fonts, and imagery into the design to create a cohesive and recognizable look.
Material and maintenance: Choose durable and weather-resistant materials that can withstand the elements and require minimal maintenance. This isn't as critical for this mock project, but is good to know for the future.

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Stuff To Practice

Each creative brief is crafted to help you refine some crucial abilities and skills of any marketing or brand designer.

Brand Consistency

Brand consistency refers to maintaining a consistent look, feel, tone, and messaging across all elements of a company's visual and written communication. It helps build recognition, trust, and a professional image with customers and reinforces the company's message, making it easier to stand out in the marketplace.

Concept Presentation

Concept presentation refers to the process of presenting and communicating design ideas and concepts to clients or stakeholders. For a marketing designer, concept presentation is an important aspect of the design process as it allows them to effectively communicate their ideas, receive feedback, and make adjustments to ensure the final design meets the needs and expectations of the target audience. Effective concept presentation skills are key to a successful design outcome and a happy client.