*New Ads:
Honda Civic Hybrid: Welcome Civic Huggers
ClawMoney: Exclusive Luxury
Literal:
a) I, Clelia Johanna Hernandez, affirm that I completed my independent component which represents 30 hours of work.
b) In these 30 hours, I completed 2 new campaigns. My first "client" was Honda Civic Hybrid. I did 3 ads for that campaign titled "Welcome Civic Huggers". The next client is ClawMoney, the campaign is titled "Exclusive Luxury". I did 6 ads for that - in reality the campaign is really split in 2 (copy + no copy). In total there are 9 ads.
Interpretive:
My portfolio definitely represents 30 hours of work. Even more. In the portfolio I'm going to turn into you there are a total of 5 campaigns. All of which required research, concepting, prep work, and finally the production of the ads. The campaign I wanted to document the whole process for was the ClawMoney campaign. I had a lot of revisions to do for this. When I first concepted for this campaign, it was around February. I had a subjective idea of what the brand was like - I knew about the graffiti background of the designer so I assumed that was the kind of brand she was pushing for. I didn't do any additional research apart from what I already knew. I based it off a urban-graffiti women's brand. My first concept was "An Eff You To Fashion." I assumed she wanted to wear what she wanted, how she wanted and that what is considered fashion is basically lame and we should make a statement. I comp-ed up a lot of ads around this. I had a guerilla ads planned, an iPhone app, a contest, interactive banners, it was going to be a 360 campaign (360 campaign is a campaign across all mediums). I had my idea set, but once I started helping the strategic planning team at my internship at Conill I realized how important research is! I went back and did tons of research on Claw. Her background, how she defines her brand, how she defines the name, just how she is in general. I found out that she actually wants to be high fashion! She wants to be like Escada, Prada, Dolce Gabbana, Gucci and all those designers. Thats how she in visions her brand to be in the future. The concept I had came up with was completely contradicting what she wanted. I knew that what I had thought up was an amazing campaign, BUT I rather do it right with how she would want the ads to be like, than make an amazing campaign that was totally off. So, I did a lot more research and I came up with this idea of "Exclusive Luxury". Although Claw wants her brand to be high fashion, she does not want it available to the masses. The brand ClawMoney had to be an "in the know" kind of brand. Once I found out everything I could about her and her brand I proceeded to concept again. I came up with ads that screamed exclusive and luxury: red velvet ropes, VIP lists, locked diamond encrusted doors. Once I was happy with what I came up with, I brought my ideas to the computer to produce them. After the first one I made, I was not happy with how it came out. The ad looked tacky, and that was something ClawMoney does not want! Back to the drawing board it was, and I had an epiphany! If she wants her brand to be like Escada, Gucci, Chanel, Etc.. why not make her ads look like their ads. Their ads already scream luxury and exclusiveness. It was simple! And adding a little Claw flare made the ads perfect.
Applied:
This ClawMoney campaign experience helped defend my best EQ answer, without a doubt! I realized how important research is, and making sure you know how to speak to your target! ClawMoney wants to sell to high end, "in the know", culture-filled people. If I would have gone with the first concept I had came up with, I would have completely ignored the target! Which wouldn't have been good advertising! Good advertising needs to speak to the correct people! I learned how difficult it is to work with a client (kind of). Its difficult to balance what you want, what they want, and what the consumer wants. This campaign almost gave me a taste of how my career would be, and definitely what kind of creative I'm going to be.
Grade: P+
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