DCCCD Color Bars Ad Campaign

•

DCCCD Color Bars Ad Campaign
Strategic Advertising Design

This ad campaign was designed to "remarket" DCCCD's career programs. Should a visitor land on a DCCCD page in one of the categories we applied, their browser would be cookied to allow specially-targeted ads to appear in select ad spaces on the Google network.

These ads were designed for the following parameters:

I made 10 separate ads for this campaign with a family look and feel - a brand ad, a transfer ad and 8 category-specific ads.

The color-bars allowed animation and movement throughout the allotted timespan of the ad, a factor determined by Google. Since the ads would be text-heavy, I left the backgrounds simple, leaving the text legible, and drawing attention without being overwhelming.

To avoid having to add a border to the ad as I would with a design with a solid background, I made the color bars span the entire ad's space.Since the ads will appear on hundreds of sites, I can't design the ad to stand out on the page; the design has to anticipate both extremely busy and extremely simple backgrounds and stand out in either, but not offend or overwhelm viewers. An ad that would "fit in" with the chaotic site below might appear boorishly overdone on a more serious website or blog.

sample ad placement - busy site

sample placement 2 - simply-designed site

The ads' colors were chosen to complement the programs, tastefully pairing soothing colors with the healthcare ad, more serious hues for the law-enforcement ad, green for the environmental ad, peppy colors for the hopitality services ad, and so on.