Morton Salt Campaign
For this assignment, we had to create a billboard ad for Morton Salt. Instead of sticking to their usual ads, I wanted to try something different. When I thought about Morton Salt, I realized it's like an accessory for our food. So, I came up with a campaign where Morton Salt is shown as a must-have addition to our everyday lives.
The billboard copy "Bold style, bold taste" plays on the idea of boldness in both fashion and flavor.
"Bold style": This refers to the woman's fashion-forward look, which is highlighted by her choice of accessories, including the Morton Salt container necklace and earrings. It suggests that the woman embodies confidence and a fearless approach to style.
"Bold taste": This part of the copy emphasizes the flavorful impact of Morton Salt in cooking. It suggests that just as the woman's fashion choices are bold and eye-catching, so too is the taste enhancement provided by Morton Salt in food.
This was my initial design. I used Adobe Firefly to generate an image of a woman gazing sideways with a dangling earring. Then, in Photoshop, I swapped the earring with a Morton Salt container. I kept the text brief and to the point.
I utilized AI to design the woman's legs and handbag. Then, in Photoshop, I seamlessly integrated the Morton logo into the handbag.
In the final advertisement, I adorned the woman with the Morton Salt container, turning it into a necklace and earrings. This bold choice of accessories perfectly echoes the message conveyed in the billboard copy.
