Variety Advertising Concepts
Big Idea/ Creative Concept / Digital Illustration
2009
The final assessment for Copywriting101 was to create a campaign for Variety, a charity promoting its latest donation drive to office workers. The drive involved registered users who tracked their steps daily via a pedometer and uploaded the results individually or as part of a syndicate to encourage donations.
The campaign was crafted to position the target audience as ‘everyday heroes’ . The visuals represented imagery of office workers as seen through the eyes of the children the donations would go towards helping, albeit with ‘enhanced’ super hero paraphernalia drawn on with crayon.
The campaign was created as a group assignment and my role was creative and art direction and to prompt the copywriters.
