Week 9: EOC Creative Content

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For the creative content of my final project I am going to be doing a photograph. I am creating a campaign for a clothing brand, so I want to showcase the clothes in the best way possible. I am thinking of doing a campaign that will be a sort of series, the company doesn’t just sell boys or girls clothes they sell both and I want to make sure that I don’t imply that its just one or the other. Hence the reason behind the two different ads. One with a girl and one with a boy.  The little girl could be having a tea party or a picnic outside, the boy could be getting into the dirt or catching bugs. Either way each gender will be displaying what they do best, girls are little princesses and boys are noise with dirt on it. They will both be posed perfectly for adding copy she will be to either the left or the right, or the top or bottom of the composition. Leaving a lot of negative space is perfect for throwing in that slogan or the icon of the company.  I want to use a good contrast of color and I don’t want the colors to be very vibrant I want everything to look a little vintage maybe even a very contrasted black and white with a touch of grain added to get that old time feel. I want everyone to be able to connect with this ad. The older people like the parents will feel connected because they wore these clothes when they were young, the kids will feel connected because the kids pictured do the same things they do at their age. The target market is moms, so the photo should reach out and grab their attention. That is what I intend to do.

Week 8 EOC: Slogan

My slogan is "The only brand they will ever wear"

#1:
      The only brand they will ever wear.
#2:
      The only brand they will ever wear.
#3:
      The only brand they will ever wear.
#4:
     The only brand they will ever wear.
#5:
     The only brand they will ever wear.
#6:
       The only brand they will ever wear.
#7: 
     The only brand they will ever wear.
#8:
      The only brand they will ever wear. 
#9:
      The only brand they will ever wear.   
#10:
       The only brand they will ever wear.       
    

Analysis of Project in the Real World

My project works in the real world for many reasons. It creates an emotional connection with the audience because they also wore the clothes, which makes them want to buy them for their children. Right away they are connecting with the brand and wanting to buy it. Next they see a child that they can relate to, he is happy, hes being silly putting his hands in his pockets, hes having a good time and they can see their children doing the same thing. They also see that the clothes the company offers are at a reasonable price and they can be afforded by just about anyone. They will also last a long time and they can be handed down to other children, another affordable aspect. Especially with the trend of vintage clothes right now that’s an even better option.

In an overcrowded, competitive marketplace, relevant and engaging branding can ensure efficacy for a quality product, service, group, individual, or commodity. Not only does branding identify and distinguish, it builds equity (the value of the brand or group).  Landa, R. (2010) Advertising by Design: Generating and Designing Creative Ideas Across Media. Pg. 49

Parents will choose to buy decent clothes over a lower quality. The price of childrens clothing adds up very quickly if the parents are finding that they have to replace certain items every couple of weeks. The lower quality may be cheaper and you can get more for your money but quantity over quality is never the answer you will always end up spending more money and getting less use out of what you are buying.

An advertisement (or “ad”) is a specific message constructed to inform, persuade, promote, provoke, or motivate people on behalf of a brand or group.  Landa, R. (2010) Advertising by Design: Generating and Designing Creative Ideas Across Media. Pg. 3

The message is clearly given to the consumer and they can quickly understand what is being sold and where to get it. They know what to expect whether they are first time or seasoned buyers. No matter what their situation or relationship with the brand is they know that they can buy these at Oshkosh B’Gosh and they know they will last.

Creative Content

My creative content is a photo ad campaign for Oshkosh B'Gosh. Its a simple picture of a little boy wearing an outfit purchased from their company. The clothes fit well, are well made and can sand up to lots of playing and having a good time.

People are engaged by compelling narratives. If a brand or group has a story to tell, then it will be more dimensional. Through the branding, advertising, and every point of contact, people learn the brand story.  Landa, R. (2010) Advertising by Design: Generating and Designing Creative Ideas Across Media. Pg. 56

In the slogan for the clothes, it states that they are strong, durable, and long lasting. All of these adjectives are true when it comes to Oshkosh. Their clothes last a long time and can withstand just about anything. I feel like it has a story to tell the viewer, what is this little boy doing whats he about to get into.

A brand or group allows people to connect through common experiences, whether through a social networking site, a community-building Web site, a passed-on link or interconnected functionality, discussion through a broadcast commercial, or simply through membership in a brand community.  Landa, R. (2010) Advertising by Design: Generating and Designing Creative Ideas Across Media. Pg. 56

Through this picture and all of the elements that it carries, I feel that it helps people create a connection with the clothing that they are going to be putting on their children. When it comes to childrens clothing its not about the label on the back of the shirt or how much money you spent on them, its about how long they are going to last and how long they will be able to wear them. Of course you can go out and buy your newborn baby a $500 shirt but they will outgrow it in a week and get milk stains on it, its not worth it. Buy something that they can wear for a good amount of time, something that you can afford and even use again on future children if you so choose.

Promotion

To promote my company I want to utilize my personal skills in photography. I want to create an image that is simple and doesn’t have too much going on to kind of distract the viewer. I want something clean and vintage feeling. To get the vintage feel I will use muted colors and possibly black and white. This will attract customers because these are all elements that people respond well to. 

Creative thinking is the ability to stretch beyond the ordinary, to be original, innovative, and flexible. People who think creatively recognize commonalities, visualize metaphorically, modify and elaborate imaginatively, and envision the unlikely. Landa, R. (2010) Advertising by Design: Generating and Designing Creative Ideas Across Media. Pg. 33

I want something that will stand out against all other companies. I want something that can be all our own, doesn’t have to be drastically changed, maybe something that can be continued throughout all the different seasons. Of course with clothes there are four different seasons to market in a year. Spring, Summer, Fall, and Winter. Although some seasons are similar they are very different clothing wise. In the spring you have cute rain jackets and boots. Then in the summer you have little swim suits and flip flops.  I want to do different scenes for all the different seasons to show that we aren’t just a one item store, you can shop there for all your clothing needs and you will be satisfied. 

Seeing a situation, brand, organization, product, service, or behavior from a different perspective (reversal) can help stimulate ideas. You can use reversal to reframe a problem to stimulate ideas or to see it from a different viewpoint, or reversal may help you to see different ways to define the problem. Landa, R. (2010) Advertising by Design: Generating and Designing Creative Ideas Across Media. Pg. 36

The Big Idea

My idea to get the attention of customers new and current, is to do something that everyone can relate to. I want to be able to do something that I don’t need to go back and rethink every couple of months. To get current customers to come back, the store can throw in a free coupon that starts at a later date so that they have to come back, not just browse some more while they are already there. They can get email updates, things in the mail.

Creative thinking is needed through all the phases of an advertising project. Creative solutions are produced by a keen and imaginative mind or by a team of keen, imaginative minds. Landa, R. (2010) Advertising by Design: Generating and Designing Creative Ideas Across Media. Pg. 15

Advertisements that people will see on billboards, buses, walls, and in newspapers and magazines, will not just be photos or a block of colors that have words on them. I want to keep things simple and to the point. I want to use a photograph that will show the product and use colors that people will respond to. Children respond to black and white, and adults respond to situations that they can relate to. Every parent can look at a picture of clothes even on another child and they can picture their children wearing that outfit. Being able to picture something, you are more likely to go visit and see what else they have to offer to you.

Creative advertising requires the communication of a meaningful message to an audience through an idea, expressed through the visual design and copy. Formulating an idea necessitates research, analysis, interpretation, inference, and reflective and creative thinking. For any assignment, an agency must generate several viable concepts to present to their client. Landa, R. (2010) Advertising by Design: Generating and Designing Creative Ideas Across Media. Pg. 20