In the advertising campaign, the focus is on the students ability to translate the creative idea into
concepts that are well art directed and crafted, taking into consideration the target audience,
media, competitor strategies and the socio-cultural factors.

The brand: The Design School @Taylor’s University
The product: The Design School (See figure 1.)
SMP/USP: Nurturing The Hybrid Designer Of The Future.
Target Audience: Gen Y.


Brand logo.

Requirements
The student must document their progress in their eportfolio and the A4 hardcopy portfolio. The
final results must be printed out for the A4 hardcopy portfolio, and the Adobe PDF and JPEGs of
the final artworks must be uploaded to your eportfolio. Ensure all aspects of your journey in this
process is documented – failures, successes, epiphanies, sketches, visual research, etc.

Submission
1. All gathered information (failures, successes, epiphanies, sketches, visual research,
printouts, websites, images, charts, etc.) documented logically and chronologically in the
A4 Clear Sheet folder. The works must be labelled and dated.

2. All gathered information (failures, successes, epiphanies, sketches, visual research,
printouts, websites, images, charts, etc.) documented logically and chronologically in the
eportfolio for the duration of the project in one post and for the duration of the course in a
separate post as instructed in class.

3. Softcopy of the artworks (Ads and simulations) uploaded unto the eportfolio for the
purpose of viewing.

4. All PDF files (artworks) uploaded unto Google Drive and link provided in the eportfolio.
Ensure all folders are labelled or named appropriately.

Objectives
1. To develop students ability to ideate effectively.
2. To develop students ability to synthesise knowledge.
3. To develop students ability to gain and utilise insight for effective advertising
4. To develop students ability to create and execute an effective ad. message.
5. To develop students ability to determine a media mix based on analysis.

Sketches 

Graphic Elements

Visuals

Final Ads

Social Media

Stimulation
Week 9
Add another page of conclusion to summarize the choice of media. The rest is good. For the blog, add the forum questions below the lectures.

Week 10
The visuals right now seem professional. May use social media icons but with a disclaimer added to the artwork. The colours are distracting, therefore, just use black and white but remain the human figure in colour.

Week 11
Complete the rest and apply it to your chosen medias. The size of your graphics is more suitable for overlay ads instead of banner ads. Therefore, use overlay ads instead of banner ads.

Week 12
In the hardcopy portfolio, do not write on the final printed work, otherwise the effort is wasted as it is not presentable. You have managed to achieve a seamless headline that supports the visuals well enough but you have to focus more on how you present your hardcopy portfolio.

Reflection
Experience
Through out this whole project, I learned a lot in using the software and brushed up my skills to create and make the graphic elements professional. The process of executing the idea is easier, although it is a lot of work, but we were already clear of what to do. I looked for visual reference to use it as a guide of what kind of style I am going with, which made the process clearer. I picked up books to help me understand the essentials to an advertising campaign.

Observation
I observed that Project 1 and 2 are very important when it comes to this final project as this project is about executing both, the idea for the ad campaign and what we have learned in previous 2 projects. In this project, skills is the most crucial part because the visuals must be able to speak for itself and not having a line to explain what it means, instead, it should support it. During this project, I realized that we as a class worked more cooperatively, we asked each other for opinions and observed each others work and progress. We learn and teach each other and shared our strength and weaknesses.

Findings
From this project, I learned how to document our work the way we want it to be presented. Labeling our work and the sequence of compiling our work does display our effort put in the work produced, therefore, this step is very important. The book I picked up taught that in an advertisement, all details and elements are significant and are connected to each other when it comes to communicating to the viewers. Thus, all minute details from graphic elements to logo to taglines must be able to communicate directly to the target audience.

Further reference

Ogilvy is one of the largest marketing communications network. It is a New York City based advertising, marketing and public relations agency founded in 1850 by Edmund Mather. This book is a guide on how to make advertising work. This book was quite an insightful and utterly engrossing read. Ogilvy on Advertising is split into a huge number of rather short chapters, thus I found it much easier to extract the important points of the book by going through the whole thing, taking notes, and looking for the big themes in those notes. The chapter that I found most informative is chapter 7 - Wanted: a renaissance in print advertising. In this chapter, they talked about headlines, on the average, five times as many people read the headlines as read the body copy. They discussed about how headlines offer the reader the most informative and helpful information about the brand. 

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