Birkenstock Ad Campaign

Birkenstock Sandals

Objective: Advertising will convince those who are looking for a way to brighten their day and their attitude by reconnecting with the basics and finding simplicity through comfort, that a relaxed pair of Birkenstock sandals will provide the missing link while also helping their posture. Because Birkenstocks mold to your feet for one of a kind support and comfort, they create the basis for entire body improvement and the ability to rebuild yourself from the ground up.

Support 1: So comfortable they’ll make you smile

Support 2: Sandals mold to your feet for one-of-a-kind comfort

Brand Character: Omniscient being with an air of being relaxed, comfortable, natural, and is able to see the humor in life.

Tone: Friendly yet informative; simple, to the point, slightly tongue-in-cheek.

Big Idea: Advertising will show traditional villains and evil characters after they have invested in Birkenstock sandals. The incredible comfort that Birkenstocks have provided for their feet will give them a better attitude and a more positive outlook on life, thus demonstrating the outrageous ways in which Birkenstock can make a permanent and noticeable change for the better.

Ad 1: portrays the devil holding a pitchfork, whistling and wearing Birkenstocks

Headline: He’s in Heaven

Tagline: Birkenstock. It’s All About Comfort.

Body Copy: Once the Devil got a little taste of heaven for his feet he began to chill out. He is still the ruthless lord of Hell, but thanks to Birkenstocks ‘ ability to mold to his feet providing one-of-a-kind comfort, he will at least meet you at the firey gates with a smile on his face and a cheery wiggle in his toes.

Ad 2: portrays the Grim Reaper holding his scythe and a balloon and wearing Birkenstocks

Headline: Sole Searching Paid off

Tagline: Birkenstock. It’s All About Comfort

Body Copy: Instead of collecting souls and taking them to the grave, Grim has a new hobby: providing some long overdue support for his feet. Traveling the globe on a dialy basis wasn’t boding well before Birkenstocks. Now he’s got more comfortable feet, a more chipper attitudeand a new type of soleto collect

Ad 3: Portrays the Grinch with a heart that’s 3-sizes too big and wearing Birkenstocks

Headline: Shoe Size: 12 / Heart Size: 3X too large

Tagline: Birkenstock. It’s All About Comfort

Body Copy: Many times in Whoville in seasons past /The Grinch’s merriment could not last. / But now that he’s got Birkenstocks that mold to his feet, / His heart keeps on growing and stealing Christmas takes a backseat. // Now the story you know teaches of love and good cheer, / But The Grinch’s redemption? - it started right here. / He’s got a smile on his face and a spring in his walk. / ‘Cause he’s so content with the gift of Birkenstock!

note: i am now aware that the shoes are on the wrong feet.

Some Fun with Photoshop

My sister plays basketball, so I had a little bit of fun making these for her...

She chose the quote for this first one, it's a little long (acually a lot long) to work with, but it was for her and the quote was important to her (it's from Coach Carter), so I did the best I could:

The second is simpler, and possibly more aesthetically pleasing because of that. The quote is actually part of a song we sing at scout camp, but I thought it fit nonetheless:

International Communications Association Conference Paper

Last spring I took a research methods class at Marist. Through this I had the intense assignment of conducting an innovative research project in the field of communications. I paired up with three other classmates at the time to determine preferred communication media between students and professors.

At the end of the semester, Sarah Parsloe (one of the other co-authors) and I decided the paper had potential so we spent the first half of this year editing it further with the help of our Professor, Cochece Davis. After a few months of long nights of revision we felt our paper was ready to be submitted to the ICA. It was a long-shot we knew because only 40% of papers were accepted and undergraduate papers were unheard of.

To our elation however, we received an e-mail in February congratulating us and asking us to come to Singapore this June to present our findings. I myself cannot attend due to the costs of a plane ticket and a hotel room, but I am proud to announce that both Professor Davis and Sarah Parsloe will be attending this year's International Communication Association conference to present our paper "Preferred Communication Channels Between Students and Faculty in Extra Class Interactions".

As the paper encompasses many theories and goes in-depth into our study, it is much to long to post here for your perusal. You are invited, however, to read our abstract:

The present study explores how different communication theories can explain student preferences in their communication with authority figures, specifically professors. Using convenience survey methods, we selected 350 students and professors at a small liberal arts college in the northeastern United States to answer questions regarding their communication preferences. Further information was gathered from a student focus group to ascertain the reasoning behind student communication preferences. In order to understand medium choices based on task needs, cognitive ease of use, and cultural preferences, responses were analyzed in the context of several communication theories. These theories include the media richness model, the schema alignment proposition, the media naturalness proposition, and the cultural element of power distance. Results support that while students are more comfortable communicating via face-to-face and telephone communication with their peers and family, they prefer asynchronous forms of communication when contacting professors. It was found that students are less comfortable using newer media with their professors based on perceived cultural norms and a disconnect between students’ and professors’ technological knowledge.

If you would like further details, or an opportunity to read more merely let me know and that can be arranged.

House, M.D. Ad Campaign

Objective: Advertising will convince young adults looking for an escape from the monotony of school and work and the daily pressures of life (those who need a good laugh every once in awhile) that House is the life-saving friend they will love to hate. It will reflect the sarcasm, offensiveness, and directness of Gregory House as a necessity to improving their mood and as a reasonable escape from their own frustrations.

Tone: incredibly sarcastic, outwardly jovial and charismatic with an undercurrent of hatred for life

Brand Character: Someone much like House himself – a brilliant man with a sense of humor and morbid outlook on life/death; a man who’s incredibly arrogant, but still well-loved; a man so sarcastic he toes the line between ridiculously offensive and hysterically comical.

Support 1: House is known for his one-liners.

Support 2: The show's central character is Dr. Gregory House (Hugh Laurie), an unconventional, maverick medical genius who is aloof and largely friendless.

Big Idea: Screenshots from the television series that contrast House’s joy and his patients misery, or his own misery with his verbal irony.


Below you'll find one of three billboard ads, followed by two of the four print ads designed for the campaign. The campaign also included a website with two interactive games for fans and some guerilla advertising ideas and bus art. (click on any image for full-size)

Nooka.

So I'm supposed to be doing an ad campaign for Nooka, and it's not working out so well. I just can't wrap my head around the product, their message, and their target audience all at the same time. I've hit the creative road block. After hours of brainstorming, listening to music, chatting about the product with friends, researching the web, and strategically web browsing, I found that I was no closer to finding the answer I was looking for.

I declared the product stupid and useless. Ironically, this led to a bit of a break through, though not one I'm sure I'll actually be able to use. It just doesn't seem to fit the product, which is a shame because I've grown quite fond of them and think they're pretty...




[I think the second is my favorite]
comments?

First Real Post

Wednesday we were given this picture from AT&Ts new campaign (except ours was unfortunately in black and white). We had 25 minutes to come up with three paragraphs of body copy. It's not fantastic, but this is what I came up with:

If your job or your passions often cause you to find yourself floating along in a foreign country, it would be comforting to know you are always a phone call away from home. With AT&T Wireless International Roaming, the people who matter most can be reached no matter how far off the planned path you've wandered.

At standard pay-per-use rates, AT&T wireless phones work in more places around the world than any other U.S. carrier, so you can share your stories from the Great Wall of China or photos from the Chilean rain forest without an enormous hassle or exuberant unforeseen charges.

AT&T's wireless international roaming service has you covered from Jamaica to Zimbabwe, from Zimbabwe to Norway, and from Norway to wherever the road takes you next. So no matter where the river of life takes you, you'll be in capable hands.

Intro.

Well my name's Amanda Benton. I am a junior at Marist College, soon to be a senior at the end of the semester when I'll be leaving to spend a semester abroad in London. I'm a Radio/TV/Film and Advertising major (and a Spanish minor). I have decided I wanted to put a blog together with the projects I have worked on in the past and will be working on the rest of my time here at Marist. I also plan on pointing out the amazing work I spot in other people's advertisements.