ART DIRECTION AND ADVERTISING
Development of an advertising campaign for the brand created in Visual Identity
The aim of this Advertising and Art Direction module was to develop an advertising campaign for the brand developed in the Visual Identity module. I carried out a SWOT analysis of the brand and defined the objective of the campaign: to promote the brand itself. I then define the idea/concept of the campaign, created the tagline and finally developed the campaign's graphic media. The graphic media was the following:
Traditional Media
Full Page Magazine 210mm x 297mm
Mupi 1140mm x 1710mm
Outdoor 8000mm x 2000mm
New Media
Social Media:
Instagram post: 1080px x 1080p
Instagram story: 1080px x 1920px
Google Display (Animated):
Medium banner: 300px x 250px
Aduffing's is a music label that focuses on traditional Portuguese music with a modern twist. Since one of the brand's objectives is to bring younger audiences together with traditional music, reconnecting them with their cultural roots and making them identify with it all the more, the better the synergy between the traditional and the modern is achieved, the aim of the campaign is to promote the development of this relationship.
Since the label attracts clients to produce music for it, as far as the public is concerned, the aim is to promote/sell the product of the bands it manages, and this is the subject of the advertising. As it aims to reach out to a younger audience and presents a ‘twist’ concept, the language is informal and thought-provoking, and is open to questions.
