Despite having already looked into various campaigns that were highlighted during the briefing. I have looked at other adverts and campaigns to try and develop more ideas and see the different avenues that could potentially be explored within my own campaign.
Drink driving campaign.
I chose this because I like the different approach that has been taken through using packaging design to deliver the message. It is simply a car printed on the exterior of the bottle lid with the words ‘DON’T DRINK AND DRIVE’ on the inside. What makes it clever is that when the lid is on the bottle the car is in tact, but when it is removed with a bottle opener, the car appears damaged. A simple design using something that is very familiar and goes without a second thought but is transformed into a powerful message. It acts as a constant reminder whenever someone goes to have a bottle. The power is in its simplicity.
Ricola sore throat advert.
I also chose this because of its approach. Ricola create sweets/ lozenges to target sore throats and I therefore think this approach works on a multitude of levels. The use of the sweet instantly relates to their products but the design on the packaging anchors what their products do. By unwrapping the sweet, you are relieving the character from his/ her sore throat, thus communicating that the sweet is the key to relieving a sore throat. Despite being very small, they are extremely fun and engaging and therefore resinate longer with the user. The illustrations of the characters are amusing to look at which add to the fun element of the design. They also communicate what they do very clearly and I believe it is the combination of these that makes it an extremely successful piece of design.
UN women’s equality campaign.
This campaign is an extremely well known and well recognised campaign – and it’s clear to see why. The concept of the design is very clear with very few elements used. It relates to women’s equality and how women do not have a voice. The use of the search bar with the suggested results shows what is considered to be the ‘norm’ when it comes to women. By placing this over the woman’s mouth it instantly creates an impact that women are not treated as they should. The style of the photograph is also well considered with light being focused in the centre, on the face, with the surrounding area being darker. You are immediately drawn in to her eyes and feel as if she is looking at you intensely. There is also an impact created with the scale of the image in the frame; the woman’s face takes up the whole space, making it prominent for the viewer that this is regarding women.
I chose this piece because of the clever use of negative space to create the image of the woman. When I first saw the advert, I immediately understood that it was relating to harassment from the facial expression of the woman and the placement of the hands. The hands highlight very sensitive areas of the body which create a very uncomfortable feeling, which is one of the reasons I think it is successful, because it conjures an emotion within the viewer, which is how change occurs. It is immediately recognisable and communicates the message very effectively, making it a successful piece of communication.
This is another piece of packaging design, however, this illustrates the effects of smoking in a more engaging manner. Rather than placing shocking images on to the packaging, it animates the loss of teeth that occurs from smoking by making the cigarettes the teeth and as they are removed from the packet, the teeth are lost from within the mouth. As this makes the individual interact with the packaging, it makes it more memorable meaning the message will remain with them for longer, creating more of an impact.
These are a series of animated logos created by Creative Equals to illustrate inequality between men and women. The organisation have re-worked a series of well-known logos that contain male figures and created female versions to highlight the issue of the lack of equality between men and women and highlights how it is even found in some of our most beloved brands. This brings the question of who made these decisions and whether they reflect the gender typically found at the top of the pyramid. It is a clever, yet simple concept that engages the viewer with the issue. It is a design that will engage more than just designers because the brands are so well known with millions of people that the connection will be instant.
Overall, I think that what these campaigns share is that simple thinking is the most effective way of getting a message across clearly. I also feel the ones where the user has to interact with the design to be the most memorable because they are engaging. I think that this is the avenue I would like to explore within my own campaign as I feel it is the strongest way to engage students in an issue where a change in behaviour or thought is desired.