AAF NSAC AIM Competition: University of Northern Colorado
As previously promised, here's some of the ads my team from the University of Northern Colorado came up with for the AAF's National Student Advertising Competition (NSAC). The client this year was AIM (AOL Instant Messenger). Enough acronyms for ya?
Quick background:
The client brief stated that our goal was to increase awareness and usage of AIM (the IM / communications part) while integrating and promoting AIM Profiles (the "new" social media part). That target is 18-24 year olds in the US. The budget was $25 million over a one year period. What you see below are some of our print ads along with a billboard. There's a lot more to our campaign of course, but this is all I'm putting up for now. Let's hear some opinions in the comments!
"Galaxy" (click to enlarge).
Headline: A whole new frontier. Body: Welcome to a whole new experience, based on clean space and user interface. Where you are treated as a beloved friend, not as a recipient for the highest powered advertising for the latest movie Hollywood says you should love. This is your galaxy, enjoy.
"Clean" (click to enlarge).
Headline: The Clarity is Undeniable. Body: Welcome to a place free of ad clutter, of two dozen application requests, and twice as many friend requests from people who seem to have lots of free time and a well used webcam. Welcome to the new AIM Profiles. (for some reason the bubble text and AIM logo appear blue, they're actually red)
"Swiss Army Knife" (click to enlarge).
Headline: Tweezers not included. Body: (labels each of the "tools") Use it. Frolic. Build a campsite. Whatever you do, do it with premier instant networking.
Our tagline was "Join the Conversation". The copywriters for these ads were Logan Williams and Justin McCammon (mainly Logan). The art directors were Bo Smith and Mike Arestad. All are students at UNC.
Post comments on what you think. I'm interested to get some opinions from people in the industry. If you want to get in touch with anyone on our team please email Justin at: justinmccammonblog@gmail.com
Quick background:
The client brief stated that our goal was to increase awareness and usage of AIM (the IM / communications part) while integrating and promoting AIM Profiles (the "new" social media part). That target is 18-24 year olds in the US. The budget was $25 million over a one year period. What you see below are some of our print ads along with a billboard. There's a lot more to our campaign of course, but this is all I'm putting up for now. Let's hear some opinions in the comments!
Billboard at beginning.
Billboard two months later as silhouettes are slowly added.
Billboard two months later as silhouettes are slowly added.
"Galaxy" (click to enlarge).Headline: A whole new frontier. Body: Welcome to a whole new experience, based on clean space and user interface. Where you are treated as a beloved friend, not as a recipient for the highest powered advertising for the latest movie Hollywood says you should love. This is your galaxy, enjoy.
"Clean" (click to enlarge).Headline: The Clarity is Undeniable. Body: Welcome to a place free of ad clutter, of two dozen application requests, and twice as many friend requests from people who seem to have lots of free time and a well used webcam. Welcome to the new AIM Profiles. (for some reason the bubble text and AIM logo appear blue, they're actually red)
"Swiss Army Knife" (click to enlarge).Headline: Tweezers not included. Body: (labels each of the "tools") Use it. Frolic. Build a campsite. Whatever you do, do it with premier instant networking.
Post comments on what you think. I'm interested to get some opinions from people in the industry. If you want to get in touch with anyone on our team please email Justin at: justinmccammonblog@gmail.com
Labels: aaf, aim, nsac competition, student work, university of northern colorado
posted by Justin at
10:42 AM
4 Comments:
Not a professional, but the work looks great. I especially like the billboard. I'm about to compete in D15 this weekend and seeing that you guys had this kind of work and DIDN'T win makes me nervous for what will be at nationals!
Thanks anon, and good luck in D15.
I think you had a good strategy in "Join the Conversation" I just don't think the ads are strong enough. You either say your strategy or show it visually and your ads do both which doesn't work.
If you are going to say the strategy then use a metaphor visual that is very catchy and appealing. If the visual is the strategy, use a metaphor headline .
At nationals you will see very polished work, your work just needs to be taken up a few levels regarding imagery used, typefaces, and the overall layout. Judges will look for ads that they can literally take and insert into a magazine. These aren't ready.
Anon #2
Great feedback, I really appreciate it. This is the sort of feedback I wished we'd gotten at the regional competition.
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