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Comfort Campaign - student project

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Comfort Campaign - student project

  1. 1. Comfort Campaign visible language | Dave Aquino
  2. 2. Comfort
  3. 3. serene blankness round undisturbed lightness peaceful tranquility relaxed timeless ying blank soft weightless slow quiet motionless light feathery
  4. 4. “ ” A slow and tranquil state of the mind and body
  5. 5. The Brand
  6. 6. Rockwater Secret Cove •Sunshine Coast •Luxurious tenthouse suites •private, oceanfront, getaway
  7. 7. The Objective
  8. 8. Teaser Campaign •Three direct mail pieces •Bank or investment statements •One television ad •Of ces, nancial institutions, downtown cafes
  9. 9. Target Audience •Men and women •Working professionals •35 - 50 years old •High disposable income •Expensive taste
  10. 10. The Concept •Evoke feelings •Peace, pleasure, tranquility •Images, color and typography
  11. 11. Ad #1
  12. 12. too much text, layout considerations
  13. 13. less text, rounded corners, movement created
  14. 14. Ad #2
  15. 15. not elegant enough, composition options
  16. 16. comfort not evoked, composition options
  17. 17. light smooth script, circular layout
  18. 18. Ad #3
  19. 19. not engaging enough
  20. 20. needs to be more intriguing
  21. 21. red enforces mood, text used to engage
  22. 22. Ad #4
  23. 23. Questions?
  24. 24. Thank you.

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