Have you ever wanted to take an idea of a campaign and make it into your own creation? That is exactly what I set out to do when I created a similar ad that mirrored the original ad campaign. Below is the ad campaign I had selected for the “StayCool” Jockey underwear campaign. It highlights a professional athlete staying cool in his environment. I decided to take this campaign and make a new ad, highlighting some of the main characteristics of the original campaign.
At first glance your drawn into the first headline of text. Not the best use of alignment since it has been centered with the rest of the text, something we can improve upon in our new ad a little later. The rest of the text is group within close proximity of the headline. Then your eye is drawn over to the main highlighted athlete. You take a glance at his expression and are drawn down to see his shirt has ice cold snow on it. Then you mind immediately recognizes the background has been a hot environment. All of this information is process within seconds of you looking at the ad. Lastly you are taken down to a sneak peak at the underwear the athlete is wearing and then some barely visible text showing a website you can go to. The target audience for this ad is gearing towards men that love professional sports. They can relate to the professional athlete as a being a good role model and trust their recommendation of a new type of clothing that helps them stay cool. It gives off the idea he can stay cool and stay cool while wearing this type of clothing. Below I have set up a slide show of the new ad campaign.
Now that we have a good idea of the type of campaign it is, let’s dive in a little deeper to the design, typography, and color that I used in the ad. First up, is design.
When looking a little closer at design we notice three main characteristics of this campaign. Can you see them? I thought you might notice that the background, and snow on his shirt, and the close up of the athlete, are all the main features of this ad. They help bring attention to the product they are trying to highlight which in this case is the shirt. Now let’s take a closer look at typography.
The main highlighted text is in a ice blue contrasting color. It is in a very large font and is place in close proximity to the athlete. The font style is very easy to read in a nice classic Arial Sans Serif which matches not only the Jockey brand, but also highlights the classic T-shirt the athlete is wearing. The text is align centered, which is not the best choice of alignment. I would have like to see an alignment to the left or the right. The black font color is a little hard to read, especially when trying to view the text at the bottom of the ad. I’m sure we can tweak those things to make it better in our new ad. Now let’s look at the colors of the ad.
The colors that stand out in this ad are Orange, Blue, and White. You naturally think of these colors when you think of hot and cold. It was clever to make the background of the city orange to make it feel like the environment is hot. Yet the athlete is not the same shade of orange rather a more cool white-blue tone to give off the feeling of him being cold. We now have a good grasp on how to make a similar campaign, let’s look at the example I did in my new ad.
As you can see right off the bat I choose another professional athlete to highlight, Lebron James. I decide to take a wallpaper photo of him where he might be training for a basketball game. Below is the original photo that you can download and try yourself from wallpapercave.com. http://wallpapercave.com/wp/lv6JpoI.jpg
Notice that in my new ad I modified the original photo to highlight Leborn James, and he is now in closer proximity to the basket. It is important to get a high resolution photograph that you can use to zoom in on the subject. I was able to cut out Leborn using Photoshop and pasting him back into the environment closer to the basket.
If you remember, our original ad had three main characteristics, can you see them all? First being the close up athlete, the orange hot environment background, and the snow around the shirt. Did I hit on all of them shown above? Now let’s take a closer look at the typography that I use to make the new ad.
I decided to stick with the classic Arial San Serif style font and give the font some contrasting colors and sizes. Lastly, I took out the centered align text, and instead align it to the left. Did you also notice that I align the text under the basket? I did this because the athlete was dunking the ball, and I knew your eye would be taken to the basket then down towards the text. You finish off the ad by seeing the Jockey logo and some informational text on the athlete and a website you can go to see more on the product. Now let’s look at the three main colors I used.
Obviously, I wanted to convey the same feeling as the original ad of being hot and cold. So, I made the environment a burnt orange, and Leborn as a cool blue white. I took the Light blue off Leborn’s shoes and used that as the main contrasting color in my text. This establishes repetition and brings more cohesiveness to the ad. The white text gives off the cool feeling of the snow.
In all of the ads I used a the Jockey Logo that I re-created in Adobe Illustrator. Along with the stay cool symbol that Jockey used in the original ad. This allowed me to use this Logo in different colors within my ad. All of the slides that I have laid out for you are created in Adobe InDesign. Which is great for making layouts for a presentation. I hope you gain some valuable insights for you to simulate a similar ad campaign. This is a great practice for you to prepare for a real ad off one of your own work campaigns.