The requirement this week was to create an ad, that looks like it was a part of a previously chosen ad campaign.
The ad campaign I chose is Mercedes-Benz, ‘Hidden Danger’.
Advertising Agency: BBDO Düsseldorf, Germany, Creative Director: Toygar Bazarkaya, Art Director: Lena Tuczek, Copywriter: Kenny Blumenschein, Account Manager: Marco Golbach.
Here’s the Original:
I determined that my target audience was Male and Female drivers, ages 20 – 70, with an income is 80,000 and up (I chose a Mercedes ad). People who drive a lot and possibly live in places where driving conditions are busy.
The coloring, and simple message will appeal to this audience. People who drive in sometimes scary conditions love added features that make driving easier, and give a sense of safety while driving.
NEW AD DESIGN:
I changed the color of the image in the background, to be darker, and have a bit of a green tint, to match the original.
The font is a serif, that is close to the one Mercedes uses.
The most difficult thing that I did was to create the orange highlight on the letters ‘C’ ‘A’ and ‘R’. This took a lot of searching, and a little pain when I realized I was clicking on the photoshop style section within illustrator, and not the regular style section.
CREATING THE SLIDES:
I chose to use the same serif font for the majority of the text in my slides, but added a script for the headers, to contrast. I repeated the orange color from the letter highlights in the new ad by using it as the backing for my headings. I also used the Mercedes-Benz logo on my sides, for repetition as well.
For the full ad PDF, click on this link: HiddenDanger