2. The main
message
To make promotional material for canon at
the age of 15 – 25. The material must include
the process of a journey.
3. Target audience
• 15 – 25
• People who already like photography
• People who already own a camera – change to canon and
get them motivated.
• Use photography to relax – explained later
• The journey of taking an image - explained later.
• Low on the social grade – do not talk about prices.
4. Target
audience
85% of 16 –25 like photography that I
surveyed
57% would do photography to relax
71% believe that their life is fast paced –
use photography to relax
71% believe that social media has
negative effects on their mental health.
5. Why use a
print
campaign?
• Due to the audience having a fast-paced life, a print
campaign allows them to relax and consume the media at
their own pace.
• Easy to place anywhere
• Accessible
• Easy to understand and comprehend
• Younger people skip advertisements on YouTube, but they
don’t skip a poster.
• All visual, no audio
• Permeant whereas videos are temporary
6. Previous Advertisement
• Colorful adds "fun"
impression and an informal
look.
• Appeals to the everyday
person - camera modes, not
technical
• Younger people can relate
to the characters
• Sans's serif font to give an
informal appeal
• Taking selfies
• 3 people for 1 photo/ like
having a crew
• Low social grade
7. Previous Advertisement
• Professional look
• Serif fonts
• Dim colors
• Aimed at the experienced
• Not a lot of info / enigma code
• All about the image
• About 1 man
• Right moment right time
• Landscape
8. Ideas for the posters
• A collection of photos that document the process of taking a photo.
• Getting a job - not relating to canon very well.
• Football game - More niche
• Journey to college - doesn't relate to the older demographic
• Journeys of walking – similar to first idea
• Music - niche
• Cruise – EXPENSIVE!!!
9. Ideas for the posters
• A collection of photos that document the process of taking a photo.
• Getting a job - not relating to canon very well.
• Football game - More niche
• Journey to college - doesn't relate to the older demographic
• Journeys of walking – similar to first idea
• Music - niche
• Cruise – EXPENSIVE!!!
10. Design ideas
• Serif fonts – makes photography seem very exclusive.
• Neutral and soft color pallet – soft colors that, as explained in color
theory, give a professional look.
• One image – focuses on the quality and story that one image can make.
• Minimal text – visual language and can give motivation from afar.
11. How the idea relates best to the audience
• Cheap
• Accessible – walking distance
• Can say that canon takes better images.
• Encourages others to take photos.
• Can be done to relax.
• Can be done alone.
• Can be made into 3 separate posters.
13. overall
• The Feeback tells me that my presentation was well understood. The
verbal feedback I got also told me that I needed to add more visuals
into the power point as before I had no images. I was told to try and
give some sort of visual ideas and mockup as to what I could create as
my final pieces. I am going to try and create the type of images that
are shown on the next slide.
14. The poster ideas
A poster about getting outside to take a photo
• A dark room
• Sunrise image
• Getting the gear together
• Getting shoes on
A poster about going on a walk to take the photo
• Walking
• Picture relaxing outside
• Showing the calmness
• Slow pace of time
The final image
These all them tell a story and show how someone can create something amazing
And relax at the same time.
15. More about the posters
• In my feedback, although they were well understood, people were
still unclear about the ideas themselves.
How the poster relates to the audience:
The audiences' lives are fast paced, and most people would use
photography to relax. However, they lack motivation. So, my posters
are meant give that motivation my showing how someone went from
feeling alone and stressed, to relaxing and capturing a beautiful image.
