Brunswick Sardine Fillet Campaign

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Project: Brunswick Sardine Fillet Campaign

Region: Barbados, Eastern Caribbean

Client: Bryden Strokes, Barbados

It’s History!

In 2020, we completed the design for an ad campaign, to promote Brunswick’s Sardine Fillet products in the Caribbean Region. The approach for this initial concept was to combine hand-drawn scribbles with a modern flyer design. The concept was meant to capture the attention of a younger audience.

In 2021, we were approached once again to capture Gen Z’s and millennials in Barbados. Sardine Fillets are one of the more difficult products to promote in this market, compared to other products in Brunswick’s portfolio. Instead of going with something completely different, we decided to create an evolution of the initial concept we presented about 6 months prior. We call it Scribble 2.0! The idea was to build upon the authenticity and uniqueness of the first, while capturing a younger, more vibrant audience.

Left: Our internal concept in 2020 presented to Brunswick for consideration.

Right: Final version of a pull-up banner from one of the ads in the initial campaign.

Testing for Sound

The most challenging part of creating this flyer, was coming up with a copy that was captivating to the audience but fit well with the concept we had envisioned. Therefore, we needed a simple and efficient way of doing so quickly. We created a very rough template that allowed us to easily change the font styles and copy so we could better understand what would work.

In the final artwork, we settled on “Nuh…” instead of “None of the…” as this phrasing was better suited for the Bajan audience.

This shows our process while coming up with a copy that represented our vision.

Ready, Set, Draw

After landing on a copy that worked, we then created a polished version of the concept. This time, focusing on the details like the shadows, lighting, colour and a very clean crop of the model.

In the initial concept, Photoshop for iPad was used to create the scribbles. However, we found that Procreate was a lot smoother and faster for creating brush strokes. It’s many brush options and incredible flexibility made it a much better tool for crafting this part of the project.