Wednesday, March 15, 2017

Week 10 EOC: Guido Heffels


Guido Heffels was born in Monchengladback, German and studied graphic design and visual communication. He became a copywriter and worked for a company in Hamburg for 6 years. Guido Heffels is the founder and creative director of german communication agency HEIMAT. This agency was founded in 1999 by him and his partners Matthlas von Bechtolshelm and Andreas Mengele. It is the one of the country’s leading agencies and have received 27 medals, and other awards throughout the years. Guido Heffels has 2 offices in Berlin and Hamburg where he employs over 230 people, which continues to grow with the success they see. Over the years Guido has gained clients like Adidas, Burger king, CNN International, and other well-known companies around the world. 

http://creativepool.com/magazine/news/tbwa-worldwide-acquire-heimat-germanys-agency-of-the-year.2967
https://www.dandad.org/profiles/person/988611/guido-heffels/
http://advertising.newyorkfestivals.com/jury/executive/439/
http://www.bifrons.net/BIFRONS_culture/art_and_musicprojects/loudcleartoo/dvd/dvd14_3info.html

Wednesday, March 8, 2017

Week 9 EOC: Creative Content

For my creative content I created a billboard that will be placed on a highway. The fact that it is on a highway gives me an advantage because the flow of traffic is usually heavier and I would come across drivers who don’t take that route to their destination every day. At the same time I would come across people who take the highway on a regular basis. “Nothing is more efficient than creative advertising. [It] is more memorable, longer lasting, works with less media spending, and builds a fan community…faster”.  That will spark people’s interest in what I am promoting and they get to see it while in traffic. I feel like I would be able to get to people who are not on the highway either because of how high up the billboard is and how busy and popular the highway is as well. “Most of the time, billboards are aimed at drivers, bikers, cyclists or pedestrians (which is why you have just a few seconds to get a message across)”. I am going to do this by contacting billboard companies to see the pricing and the exact location on where I want it to be. Usually there are tons of billboards on the highway but I would want mines to be in the center of the traffic flow. 

Week 9 EOC: Art + Copy= Key Person

George Lois (born June 26, 1931) is an American art director, graphic designer, and author. He was born in New York City and went to a high school that focused on music and art. He served in the army and fought in the Korean war. A serving in the army he worked at CBS in the promotion and advertising department. He later worked for Doyle Dane Bernback advertising agency where he gained experience and even got a job offers from other major advertising firms. He was very successful with the jobs he did an of the course of time he was able to create his own agency. His first successful promotional collaboration was with an airline where he created slogans and great commercials. He also developed major campaigns for MTV and VH1 as they first started out. He received many accolades for the amazing contribution he has done for the advertising industry and still to this day he is recognize as an outstanding advertising role model.  He took pride in this work and worked hard to get to where he is today. “Advertising is not a fucking science,” he roars, “advertising is an art—no questions about it.” He changed the advertising industry and thought of things that were simple but clever. He knew what they advertising needed and had no problem critiquing what he saw to be wrong. "Mad Men misrepresents the advertising industry of my time by ignoring the dynamics of the Creative Revolution that changed the world of communications forever...That dynamic period of counterculture in the 1960s found expression on Madison Avenue through a new creative generation” … He knew he was the best and knew he could say that because his work ethic and projects said it all for him. “When you go work someplace, the work has to be great, but that is not good enough. You have to make your presence felt”. 

http://99u.com/articles/53631/george-lois-has-a-big-mouth
http://rogallery.com/Lois_George/lois_george-biography.html
http://www.aiga.org/medalist-georgelois

Week 9 EOC: Trends in TV

Wednesday, March 1, 2017

Analysis of Project in the Real World

I have gotten feedback from 2 people and when it comes to my creative content one person said that the timing of when I will be promoting it will be a perfect time. The other person’s feedback said the color choice in my ad was really great because the color red caught her eye and she said typically people steer toward that color more. I believe that my creative content/ advertisement would draw people in and attract different people. The Alfa is more than a show case for the best power to weight ratio in its class, it’s a study in how to use that power. “From the beginning the company dealt heavily in the design and production of race cars producing their first race car in 1913”. The Alfa is sophisticated and stands out for the innovation of its engine. “The Alfa Romeo coat of arms looks like it bears the marks of early religious involvement with a red cross on a white background reminding of the crusades juxtaposed with a dragon headed snake that resembles the devilish creature slain by Saint George but it was actually designed by human heads with only one purpose in mind: devotion and performance”. The Alfa is such a classic car that has been around for years and left its mark. They have been through rocky times when creating new cars. “Alfa Romeo is a particular way of living, of experiencing an automobile. The real essence of Alfa defies description. It can be compared to those irrational movements of the spirit that sometimes occur in man, and for which there is no logical explanation”. This car company is in the business of making sure people are satisfied with what they are driving and actually trying their best to be better every chance they get. “We are in the realm of sensations, passions, things that have more to do with the heart than with the head.” “For over 105 years, Alfa Romeo has inspired greatness on and off the track. True to its racing heritage, the Alfa Romeo history is based on excellence and legendary victories”.
https://www.alfaromeousa.com/cars/alfaromeo-giulia?campaignid=10771339&advertiserid=6315033_PPC&KWNM=romeo+giulia&KWID=43700018131082465_google&channel=paidsearch&gclid=Cj0KEQjwnsPGBRDo4c6RqK-Oqu8BEiQAwNviCWuWqa3JKfU5fMqzpridfRPwZWioPIzzi_rmRk6AIRoaAlrY8P8HAQ


Creative Content



For my creative content I created a billboard that will be placed on a highway. The fact that it is on a highway gives me an advantage because the flow of traffic is usually heavier and I would come across drivers who don’t take that route to their destination every day. At the same time I would come across people who take the highway on a regular basis. “Nothing is more efficient than creative advertising. [It] is more memorable, longer lasting, works with less media spending, and builds a fan community…faster”.  That will spark people’s interest in what I am promoting and they get to see it while in traffic. I feel like I would be able to get to people who are not on the highway either because of how high up the billboard is and how busy and popular the highway is as well. “Most of the time, billboards are aimed at drivers, bikers, cyclists or pedestrians (which is why you have just a few seconds to get a message across)”. I am going to do this by contacting billboard companies to see the pricing and the exact location on where I want it to be. Usually there are tons of billboards on the highway but I would want mines to be in the center of the traffic flow. If I was to have my billboard at the beginning of the highway I don’t think I would attract anyone. People are usually in a rush to get on and off the freeway, so it would be perfect to have it in the middle of it all. In my billboard I would have a red Alfa Romeo Giulia because red catches the eye. I would have my slogan below the car saying “When it comes to the impressive and powerful Alfa, you can take full control of what is yours”.  Those words are written in black and the font is easily readable and the text is a medium size. “Around six words is all you should use to get the message across. You can push this to a few more words depending on their length and ease of reading, but as a rule of thumb, less is more here”. I did add some curves to the font to make it stand out a little so it won’t be boring/simple. “As a rule, you don’t want billboards to make people scratch their heads and wonder what is going on. Complex visual metaphors are no good here”. I just want my billboard to attract different people from different walks of life. I feel like this car is made for all generations and it suits everyone. This billboard will be simple enough for people to understand what is being advertised and some people can tell what car it is without the name even being included in the ad. “The billboard is a punch in the face, and the simpler it is, the more powerful that punch.”

Promotion

When promoting this car I will be in contact with car dealerships who have experience with selling Alfa Romeo Giulia vehicles. I would visit the top dealerships and even talk to customers who have interest in the car even if they are just weighing their option on the car. It is important to do this because I get to find out the geographic and demographics of the lookers and buyers. I can find out reasons why they even took a look in the car’s direction. Getting in contact with dealership and getting ready to promote this would start in April during spring time. When the weather is getting warmer people come out more and spend their money. It is important to know my target audience and find out what social media they are on. “Without marketing, your potential customers may never be aware of your business offerings and your business may not be given the opportunity to progress and succeed”. The purpose of promoting this car is to make sure it is being sold that way they can make more and remain successful. I believe Facebook can be a big help in promoting this car because of how popular it is and how many people use it. “Social Media is THE BEST Tool to connect with (and learn from!) Consumers & Industry Leaders”. On social media you can connect with strangers, and people who maybe in the same business as you. It is a good way to get help and get your ad out there fast! Facebook is a good way to start your business and work your way up and see who your competitors are as well. “According to eMarketer, 41% of US small businesses now use Facebook as part of their online marketing strategy.” “You'll have much greater success if you share information related to your business that is actually useful or interesting to other users. This increases your credibility and promotes your business by building long-term relationships with other users”. On Facebook you can put as much details on your business page, videos and images really do the trick. At the end of the day all people want to do on Facebook is talk and see what is going on in the world. “Paying attention to what the market thinks about your business, your industry, a product or a marketing campaign can provide valuable insights”.