I love non-traditional approaches to work. In my advertising class I was given the task to choose an image. Off of that image, I would need to come up with an advertisement that would include the brand, headline, and call to action. I chose the picture that confused me the most.
I had to take this image, and find a way to get people to do something.
I was stumped.
I had to think of different companies and organizations who might use an image like this as part of their branding strategy. Initially I thought of a kindergarten, day care, or a children’s book store. I thought I could find something that worked, but nothing that would hold a strong concept.
That is when I discovered ZooParc de Beauval. The answer had been in the content of the image-a giraffe. I looked through the website to get a better idea of their audience, location, goals, and design language.
I took the image, and cut it in half. I wanted to then show the stark contrast between what the people of St Aignan see on a daily basis, and what they could see at the zoo. The idea I wanted to leave with the people, is why would you settle for anything less?
I then extended the ad into a campaign, creating an ad not only for print, but for social media too. I wanted to keep the identity, but make it more interactive. The viewer would see two stories they could slide between, heads or tails. This is playing off of the giraffe’s head and tail, as well as the 50/50 decision a person has to go to the zoo or not.