I chose to create 3 magazine ads and a brochure for the Jane Goodall Coffee Production Project because the foundation's mission to improve the lives of chimpanzees and their habitats through sustainable coffee farming practices is truly commendable. The foundation works with local communities to provide training on best farming practices, which not only improves coffee yields but also restores confidence and hope in the local community. By replenishing the land, farmers can harvest more efficiently and effectively, which in turn helps preserve the local habitat and protect the surrounding chimpanzee wildlife.
To promote these themes, I came up with the concept of "RESTORE," "REPLENISH," and "PROTECT," each emphasizing the importance of sustainable coffee farming practices for the local communities and chimpanzee wildlife. For the magazine ads, I used visually compelling images that symbolized the message of each theme. I used an image of two sets of hands with dirt and a plant for the RESTORE ad, two local farmers harvesting coffee beans for the REPLENISH ad, and a mother chimp holding her child for the PROTECT ad.
During the campaign creation process, I faced challenges such as finding appropriate and visually appealing images that fit the theme while adhering to the foundation's branding guidelines. Additionally, creating copy that was both informative and captivating while remaining within the ad's limited space proved to be challenging. Overall, I was able to overcome these obstacles and create a successful campaign that effectively communicated the importance of sustainable coffee farming practices and the foundation's mission.
Original brochure concept
Magazine ads
