Client
Coors Light - Alcoholic drinks company based in Colorando
Skills Involved
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Competitive Research
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Point Of Sale Research
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Persona Development
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Marketing Design
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Pre-press Production
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Photo Manipulation
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Art Direction
Project Type
Advertising Campagin
Project Description
Coors Light wants to interrupt 21-27 year olds as they are constantly social media binging by telling them to switch off and refresh with a Coors Light so that they can get back to real life. I have art directed this media campaign showing the contrasting life with and without social media and how Coors Light can help with the free time gained.
Personas
Lisa
(Married, Mum with 2 kids in England)
Jack
(Student in America)
All Have In Common
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Want a excuse to drink
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Want more time
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Always on technology
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Are not settled in life
All are different in
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Alcohol consumption - Jack drinks heavily, Lisa a few, Robert none
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Loyalty to the brand - Jack does whereas Lisa and Robert don't
Robert
(Single home owner, who is career driven in Japan)
Purposes To Drink Coors Light
Lisa - Low calories and can have a quiet drink with her partner
Jack - Highly socialising in drinking establishments
Robert - Has a busy life working and because of this he doesn't have a social life but wants one
Persona Touch Points
With this project, I had my first experience of being an art director of a small team starting on scamps. My team's first jobs were to give me feedback on what was liked and unfortunately not.
Idea generation
Round 1
Idea: Coors Light is a alternate destination
Idea: Coors Light is a social survival kit
The alternate destination was a favored choice
Idea generation
Round 2
Idea: Advertise how much people want Coors Lights low calorie beer
This idea connected with what Lisa liked about Coors Light but there was no connection with social media in anyway and from feedback was felt that the idea that alcohol is good for you wasn't seen as a good approach.
Idea: Coors Light is an alternate destination
This idea was favored to be further experiemented with
Idea generation
Round 3
Idea: Coors Light is a alternate destination
These scamps were made to show social media is bad for the consumer while showing them a happy alternate they could be in. These scamps were liked but now needed to goto the next step which was create these ideas.
Mood Boarding
I organised a team of three people by putting them into positions by the skills I felt they displayed on other projects. From this, I had a copywriter, typographer, and researcher. I showed them this mood board and reminded them of the last scamps.
Typographer (Cintia)
Copywriter (Simona)
1) Leave your phone and look on the fridge, I am here! Coors Light
2) Get a life outside social media with Coors Light!
3) Don’t call me from your cell phone, just take me from the fridge! Coors Light
4) We put the joy outdoors! Coors Light
5) We put the joy away from phones! Coors Light
6) Phones are worming, Coors Light is chilling!
7) Phones are good, but Coors Light is better!
8) If the phone has wormed you up, it’s time to chill. Coors Light”
Researcher (Vilislava)
Vilislava found many images which pushed my mood board ideas of unhappy people with social media which made it clear to me that my mood board style of images was what I wanted in the final.
At this point, I was still unsure on how I wanted the final outcome to look and what I wanted to use from my team. I started to experiment with combining elements together.
Combining Elements
This experiment was to make a theme continued through all three adverts but at this point, the layout wasn't consistent and the images didn't work together. I then had a conversation with my team and felt that my images should convey more emotion.
Experimentation
Phase 1
Through this experimentation, I shortened a previous tagline choice from Simona's "Get a life outside social media" as this seemed to be more attention-grabbing with a clear message.
Experimentation
Phase 2
Made for: Robert as he can combine fitness and socialising
Made for: Jack to give him an alternate destination to drink
As Lisa, the mum of two didn't yet have a relatable advert and I had two similar images (camping and beach), I got my team to vote for the best one and the loser would be replaced.
Lisa is now targeted as she has a chance to have fun with her family which makes all the adverts connect with the personas but also specifically have an advert targeted at them. There's also a hashtag added so that the consumers can show images of themselves on social media getting a life or their reaction that an advert is telling them to get one.
I am currently seeking an opportunity to add to the success and development of an agency. I am open to working remotely anywhere in the world or locally around the London area
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Graphic Design
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Branding
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Advertising
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Print
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Motion Design
