Copywriting

A compilation of ads completed during university that involve real brands.

 
 

Hemingway’s Beers (Outdoor ad)

“Courage is the only shelter you need.”

Beers with a story.

Creative Strategy Statement

The advertisement will convince the target, males and females aged 18 – 55 years old, that Doug’s Courage of Hemingway’s Brewery will enhance their quality of life by providing them an insight into the experience of adventure and spontaneity of the pioneers that travelled many years ago. The tone of the advertisement will be adventurous, light-hearted and authentic. The support will be the exclusivity and new launch of the beverage through bottle shops will encourage consumers to experience the premium benefit of the brand. For those that have visited the brewery, it is an opportunity for them to take some of the adventure home with them.

Rationale

With more and more brands and products entering the modern day market, local consumers have developed a higher expectation of how a craft beer should taste. According to the Brewers Association of Australia and New Zealand, 93 per cent of beer consumed by Australians are locally brewed, indicating a high preference for locally produced craft beer (Jackson, 2017).

It is defined as the product of smaller breweries which possess a more organic flavour, not being as mass produced as mainstream beer (Speedy, 2013). This ties in further with the target market of the young to old adulthood spectrum, and their values wanting to experiment with different things in their life and making the most of it. The craft beer market is currently worth $AU160 million and is being demanded by more sophisticated beer consumers who crave a boutique and unique product (Wynne, 2017).

Associating this value with the battle of the headline and imagery of excited sailors drinking beer in the midst of a storm and the headline “courage is the only shelter you need” resonates deeply with the viewer and the experience of the pioneers. They can achieve at least some form of understanding of the craftsmanship and love put into the beverages that they are consuming.





QLD Health (Outdoor ad)

“How much can you afford for your children to bring home disease?”


Creative Strategy Statement

The advertisement will convince parents aged between 27 and 50 that income and illness are not mutually exclusive, requiring them to consider the fact that their children are not as protected they can be as when they are vaccinated.

This will also be reinforced with their children being exposed to others in areas such as playgrounds, daycare and other settings. Parental income may provide for as many things as they see fit to invest in, but giving an insight to whether they can afford for their children to bring home disease will tap into the basic needs of safety in Maslow’s Hierarchy (Shearley, 1999).

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Rationale

Many forms of media come with an extensive amount of messages that lots of users are influenced by. Interviews on news shows or social media sites, there is a great level of cognitive dissonance that is experienced by viewers every single day and causes unease when people evaluate an experience as a threat to their identity (Jansz, 2002). If messages are delivered well enough, many viewers are convinced that the truth is being told to them even if they may have little education on the topic.

However, it is extremely vital to remember the reason why resources are readily available to Australians. Many years of research from scientists and statistics from governing bodies seem to slowly be losing its effect with the level of clutter that exists through advertising, thus jeopardising the audience’s editorial interest (Ha, 2013). Utilising this idea to those that possess high-income jobs will ensure that there are those that are much worse off, and whom may not have the opportunity for healthcare like they do. Securing a trustworthy daycare, diet and birthday party means naught if their child is not immunised. Exposure to many substances (eg: dirt, faeces, urine, food etc) brings the risk level to such an extreme level due to the fact that there is no way to exactly know what has been ingested or exposed, until they are tested within a hospital (Gust et al, 2004).

Using a sequence of images in the bus shelter will beg parents to ask themselves if they can afford for this to happen to their child, and if they are willing to accept the possibly dire consequences of illness and disease. Integrating this shock value into an image will further reinforce the message into their minds and take action in vaccinating their children, and create the persuasion between those that may be against the health program.


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French Fries (Outdoor ad)

“Australia’s most natural blonde remembers you. Can you say the same?”

Creative Strategy Statement

The advertisement will convince the target, males and females aged 18 – 30 years old that the as much as they have aged, a long lost product of their childhood has not. It will play on their changing mindset, from innocence and curiosity, to seeking a way to satisfy new needs in their life. The tone of the advertisement will be cheeky, friendly but will maintain a level of innocence. The support will be the easy accessibility of the product, being readily available in convenience stores to major supermarkets, reminding them that French Fries has and will always be there for them no matter their age.

Rationale

The rise of health consciousness and potato chip brands persisting in meeting new health standards makes it easy to over-saturate the market with food products that have not yet gained full trust from consumers. Even though consumers are making efforts to choose healthier food options, potato chips still remain as Australia’s favourite type of snack (Roy Morgan, 2014). There is also evidence that consumers will not always act consistently with their preferences (Chitty, 2012).

This presents a gap for French Fries to tap in to the carefree and simple thoughts consumers had when they were younger. Aiming this product towards the males and females no older than 30 years of age ties in appropriately with them being avid consumers of saltier snacks (Australian Food News, 2015). This includes not worrying about things such as calorie intake and extremely specific dietary requirements, added with the simplicity of design and consumption of the product.

Linking this with the imagery of a young blonde woman edges on something suggestive, but still maintaining a form of mystery, cheek and innocence when viewed. This ties in with both men’s and women’s subconscious needs of youth, partnership and nostalgia.