Ad Campaign Project: Oceana

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Ad Campaign Project

OCEANA

The objective of this project was to create a concept for a non-profit organization and direct a fellow classmate into creating the ad campaign.

Art Director: Gian Poblete

Graphic Designer: Natalie Cano

ABOUT OCEANA

Oceana is an international organization that focuses solely on ocean conservation and is dedicated to achieve measurable change by conducting specific, science-based policy campaigns with fixed deadlines and articulated goals.

MISSION

To create awareness towards the audience about the state of the ocean and the animals living in it and come together to do their part to protect the largest habitat on the planet.

MOODBOARD

The moodboard shows images of flowy patterns and typography, showing off the mood of beauty with sadness from the pictures and the tones of blue and gray for the color.

Oceana Moodboard

SKETCHES

Sketches were made to ideate 3 concepts for the Ad Campaign. The goal was to come up with a concept that was striking in imagery and message, basing it on facts given by numerous scientific research and statistics. By giving these information and combining them with salient imagery and typography, it would produce the results I want from the audience: Awareness through emotion.

The final runner chosen for the projects was Idea #2, placing endangered sea animals on obituary posts.

IDEA#1 - Integrating plastic waste with the sea animals

IDEA #2 - Placing endangered sea animals in obituary posts

IDEA #3 - Trapping sea animals in single use plastic containers.

DIGITAL DRAFT

The digital was created with sadness in mind. As humans, we have experienced loss one way or another and triggering that emotion with sea animals would help humans be more aware to do their part for the ocean.

Changes were still yet to be made as black seems to grim for an Ad Campaign.

FINAL

Changing up the Ad and giving it more atlantic colors made the animals more attractive and alive. Having this design choice gives more attention to the animals and the post being less grim as well.