Aquaphor
hannah stark
SUMMARY
This project was combining everything we had previously learned throughout the semester. We had freedom to use whatever strategies we found the most useful and to use the knowledge gained about ads in project 2. Now we are creating a campaign. I've learned from examples and lectures that a campaign in one big idea split into separate ads. All ads under the campaign must cohesively show the big idea in one way or another.
RESEARCH & IDEATION
For research, I looked at Aquaphor's social media pages and website. I found that it's very clean. There's nothing too off the walls and they stick with their main colors: blue, red, and white. Definitely needing to stick with that, I initially thought an interesting thing to do might be black and white (though it will change after round 2). My ideating process wasn't a very long one. My ideas can be seen in my initial sketches and ideas down below in the next section.
SKETCHES
When ideating for this project, I was all over the place. As seen in the below image, I did land on the car/bag/purse pretty early on. I then find it helpful to analyze any word involved with the project; in this case "Aquaphor". When doing so, I could hear the "for" in Aquaphor and knew there was something there. I then took that a step further and stumbled upon "Aquaphor the.....". From there it was pretty much solved. I just needed to figure out what Aquaphor was for in this scenario.
initial sketches and ideas
From the sketches and headlines above, we decided that the bit on the right side would work best at answering the creative brief. Below are the tight sketches created from the above ideas.
FINAL WORK
Moving from the tight sketches, I went with the on the go aspect of "aquaphor the car". Keeping in mind my customer persona, Teresa Derm, I thought up some places I would imagine she would take her Aquaphor. Places like a car, bike, a walk.
feedback on critiques/changes-- an overall note was to replace "aquaphor" with an actual bottle of the product. "Aquaphor" on the label would still allow us to read the phrase through. With the product imaged, the logo would not be needed in the lower right corner. "Aquaphor the walk" was not working; instead we needed another form of transportation to match the car and bike.
From the previous critiques, I changed a good bit on the ads. I did add the Aquaphor bottle to the headline and also changed the walking add to riding on a bus. I stuck with the black and white, because at the time I thought that was the only way I wanted to show it. It was in my head since the beginning and I felt that I needed to keep it that way.
feedback on critiques/changes-- the b/w was making these adds seem like those old pots and pans commercials. Duotone was suggested to correct this. Also, a red bar (like that on the bottle) is an idea to add behind the phrase. The image on the far right was not working. It was suggested to try a scooter with the phrase, "aquaphor the trip".
For this round I learned how to add duotone, which I think absolutely helped this campaign. It changed from a gloomy trip to an upbeat trip with Aquaphor. A trip I think Teresa Derm would much rather enjoy :) I made the necessary changes of adding a red bar behind the headline and changing the bus to a scooter with the headline, "Aquaphor the trip".
feedback on critiques/changes-- overall critique of giving the same amount of space between the phrase and the end of the red bar. Also adding a call to action of some sort and placing it in a red bar at the bottom. The far right image needs to be replaced with recognizable motorcycle. It is too similar to the bicycle in the middle.
Only a few changes were made in this round. A call to action with a red bar at the bottom were added, the bike was changed to a different kind of bike, and the scooter changed to a motorcycle. The bike changed helped differentiate between the motorcycle and bike a bit better.
final round
SOCIAL MEDIA
These social media posts work with the campaign because while having people interact, they also keep with #onthego. I mentioned traveling and where people like to go, even mentioning @chevrolet.
WHY THIS BIG IDEA WORKS FOR A CAMPAIGN
My big idea work because a young woman is always on the go. Many are very into skincare at her age. I brought the two together with this campaign by creating a big idea about traveling around in everyday vehicles with Aquaphor. I thought of modes of transportation I believed she would be using everyday, such as a car, a bike, and maybe even a motorcycle. Either way, she now has a product she can take anywhere she may go with her aquaphor #onthego.
KNOWLEDGE GAINED
I learned so much from this project. Having already touched on campaigns a little in examples throughout the semester, I did know the basics of what they were. I better understood how one big idea had to connect all the ads and a cohesive design had to flow. Also, I learned more about social media. That is the part I struggled with the most. I think by the end, though, I did finally understand better how to make a proper caption and image for my post. This campaign has been through a lot, but I am very happy with where it is now.
