CSR Campaign (Acredita na Amazonia)

This is a conceptual project done for a class. The goal was to come up with a new CSR campaign for an existing company. My company was Coca-Cola, and my campaign was preservation of the Amazon rain-forest. Here you will get to see my whole design process from the Design Brief all the way to the final designs/ads. Next to the adds I have also included mockups for each one.

Design Brief and Brand Research

Here is the Design Brief for the project. This was the first step for creating the campaign. It created a blue print for me to comeback to whenever I had to change something, while staying true to the overall goal of the Campaign. Everything in the brief  is not apart of the final works, it was just a way for me to stay organized while working on several different Ads. 

This is the brand research I did for the project. I wanted to see visual examples of how Coca-Cola already does their advertisements, and see how I could incorporate my style into it. Below it is a mind map I made to just get my thoughts on paper to see how I was going connect the company to the marketing campaign.

Mood-boards and First Ads

These are all of the Mood-boards I created for the project. It was to help me create a system of the three different ways I could go about creating my campaign. I presented these to my class along with the ad below them to show a rough idea of what I wanted to convey with each theme.

Final Design System

Here is the final design system. After presenting my first ideas my professor and peers felt combining Coca-Cola, Amazon, and Holidays into one campaign was too much. I had to rebrand the campaign and focus on simply the company and the CSR campaign. So, I created a new color palette while keeping the gold font because large portion of the Amazon is in Brazil and the national colors are green and yellow/gold. Below is a storyboard for my moving ad, but I ended up doing something different.

Here is the first advertisement I created using the new system. It is intended to be an Instagram Ad. I wanted the campaign logo and can mockup to be the main focus and have the comment section do the talking. I included an illustration of the tallest tree in the Amazon on the can design. I also wanted to create a background pattern of leaves native to different trees found in the throughout Amazon.

Final Advertisements and Mock Ups

Here are the three different static advertisements next to their mockups. The first one is the Instagram post as shown before. The second a magazine ad that incorporates a real stock image. Also, to maximize space the campaign mission has been included in this ad below the logo. The final one is a billboard ad that includes the campaign slogan. All of the ads shown include the logo as well as the can mock up, so any where you see the ads you’ll see both.

YouTube Web Banner Ad

Below is the moving advertisement for the campaign. With YouTube having such a large audience I felt instead of making a commercial why not make a simple web banner ad that gets the point across quick and easy. To bring life to the animation I decided to the have the background pattern move. I wanted to give the impression of falling leaves. The font and imagery I wanted to move separately in their own unique ways. I intentionally had the tree come in from the bottom upward to allude to growth and what will happen in the Amazon if the campaign was a success. On the right is the mockup to show how it would look on the web platform.