ADMA Creative School
Taking part in this course, I successfully completed 12 weeks in class and an agency placement. During these studies I learnt art direction and creative concepting, earning a top 3 spot in class.
Client: Optus
ADMA Creative School - Print
Product: Samsung disposable phone.
Objective: To get overseas travellers to visit the website or call to order a Samsung Disposable Phone for pick-up at the airport.
Target Audience: Young travellers, aged 18-25. They could be at uni, just graduated, or taking a gap year. SMP Take the phone you can afford to lose.
Media: Print ad to run in The Daily Telegraph newspaper. Insight young travellers like to do risky activities on their holidays.
Idea: Capture a dangerous moment on your phone.
Execution: Using the phone’s camera, we see a young travellers last moments at the running of the bulls.
Client: BMW
ADMA Creative School - Direct Mail
Product: 2016 X3 4WD.
Objective: To get recipients to book a test drive (and then hopefully buy the car).
Target Audience: People who pre-registered their interest via the web or at a motor show, plus existing 2011 BMW X3 drivers who are due an upgrade.
SMP: Fit in everywhere.
Media: Flat or dimensional mail.
Insight: People like to clean their car before heading out. But leave it dirty if they go 4WDing.
Idea: The smell of success.
Execution: Send out an A5 parcel, holding a set of 2 air fresheners. Luxurious moments which is a cocktail glass smelling of fruity elegance and going off road which is gumtree leaves smelling like eucalyptus native tree. The DM gives the consumer the smell of success while the BMW is working hard and playing hard anywhere at anytime. The luxurious moment will be sitting on velvet while the going off road will be sitting on dirt.
Client: Foxtel
ADMA Creative School - Ambient
Product: The Unlimited Broadband + Entertainment Bundle. For $111 a month you get unlimited broadband, home phone and Foxtel TV - 45 channels of the brilliant Entertainment pack. And for this month only, we’ll also include 6 months of the Sports and Drama Combo.
Objective: To create buzz around the combined entertainment potential of the bundle. To drive sign up traffic to the website.
Target Audience: Families in mid to high socio-economic areas.
Each family member wants something a little different from Foxtel. The way they consume it is different too. We want every member of the household to understand that they way they’re entertained will be enhanced and more flexible
with the bundle.
SMP: Be entertained with Foxtel’s unlimited broadband..
Media: An ambient installation – you can choose where and when.
Insight: When you have unlimited broadband there is always something to watch.
Idea: Always entertaining with Foxtel’s Unlimited Broadband.
Execution: Children’s playground equipment will be set up in locations around Australia. The installations are meant to interrupt people’s normal everyday routine to remind them that Foxtel’s Unlimited Broadband is always entertaining. The pieces will be built into or next to existing pieces of street furniture, stair wells or door ways to start with. People will have the choice of going about their day normally or via the entertaining way to get from here to there.
Client: Australian Defence Force
ADMA Creative School - Campaign
Product: Australian Army
Objective: To drive new recruits
Target Audience: Males and females (75/25 split), 18-25 year old, adventure seekers, high-school educated, may have started a blue/white collar career that isn’t stimulating enough. Our audience includes 3,000 people who have registered interest.
SMP: A world of adventure awaits.
Media: Integrated campaign incorporating a minimum of three of the following media: DM, print, TV, radio, digital, outdoor or ambient.
Insight: People in their comfort zones are bored.
Idea: Bring adventure into everyday life.
Execution: Ambient - Busy street crossing, utilising the white strips on the road as if it were the boards on a bridge that crosses a gully below. The creative that will support the white stripes is 3D graphics to look as if you are on top of the flowing river below.
Video - Follow the steps of a guys everyday movements going to work, crossing the street taking the lift up to his desk only he is going to
the roof to take off in a helicopter. As this is his actual work for the day, he is bringing adventure into his life.
Client: Australian Defence Force
ADMA Creative School - Campaign
Product: Australian Army
Objective: To drive new recruits
Target Audience: Males and females (75/25 split), 18-25 year old, adventure seekers, high-school educated, may have started a blue/white collar career that isn’t stimulating enough. Our audience includes 3,000 people who have registered interest.
SMP: A world of adventure awaits.
Media: Integrated campaign incorporating a minimum of three of the following media: DM, print, TV, radio, digital, outdoor or ambient.
Insight: People in their comfort zones are bored.
Idea: Bring adventure into everyday life.
Execution: DM - Send out a rope ladder that actually falls out of the DM box when held up.
