SMAD 342 Print/OOH Ads

Spring 2022

The project objective was to create print and out-of-home advertisements for Moleskine, a journal manufacturer. I had the privilege to work with two thoughtful creatives, Mastan and Julianna. Our main roles included Mastan as art director, Julianna as copywriter, and myself as editor. I learned more about collaborating with other creatives to create an ad campaign.

Inspiration

We started the project by completing research and discussing different visual directions we could take. We searched for inspiration on Pinterest, Adobe Fonts, and color palette resources.

Sketches

Mastan then sketched 20 different layouts.

Roughs

We then completed four different roughs.

Target Audience

The target audience is Generation X adults who were born between 1965 and 1980, between the ages of 42 to 57. More specifically, they are women with high incomes (80k-100k), who live in the United States, and have a spouse and children.

Media Rationale and Creative Concept

For our print advertisement, the magazine we chose was Reader's Digest. The magazine page format we chose was a full page. The trim is 5.2 inches in width and 7.2 inches in height. Reader’s Digest is an American general-interest family magazine that is published ten times a year. Reader’s Digest is part of Trusted Media Brands, which is home to some of the most iconic brands in the United States. Its total circulation in 2020 was 3,029,039 people (Alliance for Audited Media, 2021). The magazine offers advice, stories, jokes, and more. It also prides itself on being informative, simple, and fun.

For our out-of-home advertisement, the media and location we chose were billboards located near major cities. The billboards will be in high-impact areas. The format of our billboards is standard static boards combined with illuminated boards to promote night viewing. Our headline uses bold, sans serif font for readability.

Our creative concept was to show the audience that they can trust Moleskine to help create balance in their lives. Having a Moleskine notebook means they are on the first step to creating a balance between what they do and what they love. Maintaining a balanced life is becoming more and more important for personal health and well-being in our fast-paced society.