WORLD PLANT MILK DAY
ADVERTISING CAMPAIGN
I was challenged to create an advertising campaign to raise awareness for an environmental or social issue. I chose to focus on promoting plant-based milks as an alternative to dairy milk for 'World Plant Milk Day'.
IMPLICIT ADVERTISING
DESIGN ONE
I created a hand drawn stencil motif which featured a cow hidden within a cow print, inside a 'splash' of milk. I used a collaged image of almonds as the background to trick the eye, so that you have to look closely to see the cow within the advert.
I like how eye-catching this is, and the colour contrast between the almonds and the 'milk'. I also used hand drawn lettering, to match the style of the rest of the advert.
I wanted to continue this theme using different grains or nuts as the backdrop to a cow. I liked how the message of this advert is a question to the onlooker- and makes you question why you naturally opt for dairy milk, as well as what you are seeing.
DESIGN TWO
This head on variation of the cow motif is placed on an oat background. I have reflected the placement of the milk splash outlines to give a point of difference.
I like how fresh and light this design feels. It makes use of the same illusion within the design, and the 'milk splash' effect is still striking and full of energy.
DESIGN THREE
Finally I used cashews for a third design as part of this campaign. You could create more of this style of advert with other nuts and grains too- such as rice or coconut.
This cashew alternative is another pale coloured poster, with a differing side angle of the cow within the cow print pattern.
EXPLICIT ADVERTISING
DESIGN ONE
Whilst creating a new cow print pattern to lay text into for this idea, I was reminded of bubble style quizzes in magazines with 'yes' or 'no' answers to questions. I placed questions and answers within sections of the cow hide pattern, and used dashed lines to draw the eye across the design.
This flow chart 'quiz' style advert questions the onlooker about their lifestyle choices. This starts a dialogue with consumers, and hopefully expands their thought process when it comes to consuming or buying milk.
DESIGN TWO
Next, I wanted to use the oat background once more- and relate the questions within the quiz to the consumer's choice of cereal milk. I intended this to be a fun attention catching billboard, but also for it to show the many options of plant-based milk that are available.
I reversed the colours of the text fill and outline to make them stand out against the paler imagery behind them. I also made the 'World Plant Milk Day' logo a darker brown to match.
I think there is a lot of potential in this flow chart style advert, with many ways of questioning onlookers, and getting people to think about their lifestyle choices.
