This reading assignment has provided great insight on the advertising process by a design perspective. As an advertising major I saw a significant difference between the creative/strategic process of an advertising campaign. This book emphasizes how visual can empower the message of the brand or product which my other advertising class do not emphasize. In chapter 2 the project process is divided in six steps is similar to what I have been taught in my other classes. The creative brief as described in the chapter provides the vital information for the creatives that can inspire or motivate the creative process of a campaign. From previous experience, the creative brief has been challenging to write. However, I found the Creative Brief example very helpful as it provided detail explanation of each component of the creative brief. The images from the Tim Burton Exhibition campaign proved to be successful because it a digital platform to creative an interactive experience with perspective guests to engage in Tim Burton's work. The numbers elements, such as the videos, drawings, and eerien sketches added to the hands on approach.
I believe the most successful example of an interactive media campaign was produced by the agency droga5 who created the Bing Jay-Z Decoded campaign. For this campaign several pages of Jay-Z were placed in locations that were significant in the book. The audience were then invited to take photos of the various pages they encountered and upload them to the bing website where they could read short sections of the book.
http://www.droga5.com/#/work/bing/decodejayz/decodedooh25
No comments:
Post a Comment