Creative Brief
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Ad & Placement
Magazine Rationale
The magazine ad would be placed in The Breeze. The Breeze is essential when advertising to college students that have little to no knowledge about Ride with Pride (RWP). This is a good opportunity to introduce RWP and their mission and persuade new people to volunteer. The Breeze is heavily consumed on JMU’s campus and even in the city of Harrisonburg. The headline type used is indirect. “You’re Invited!” grasps the reader’s attention while making them want to learn more. The layout style used is a Z-pattern. The reader initially reads the headline and then makes their way down the ad in a Z-formation and ending with the logo in the bottom right.
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The ad is similar to the OOH ad in the color scheme and font used. The fonts Rye and Circe were used in both ads. Rye is a western looking font that ties into the horseback riding done at RWP. Circe is used for the important info to make it legible. The font gives a western feel which ties into the brand that is being represented, Ride with Pride. The layout style used is a Z-pattern. The reader initially reads the headline and then makes their way down the ad in a Z-formation and ending with the logo in the bottom right. The picture is set so the horse is looking down at the logo, for more viewer retention. The image used of the girl gives the subliminal message of fun times with horses while not being too literal. The background of the image is blue to correlate to the brand's logo. The ad was kept simple as to not overwhelm readers, but to stand out enough against the print material of The Breeze.
Ad & Placement
OOH Rationale
The OOH ad would be placed on a billboard near exit 225 on I-81S. This exit is for Staunton, where RWP is located, making it a prime location for advertising. Those driving on 81 looking for something to do may be intrigued by the billboard and want to check out RWP. The headline is the same as the magazine to connect the two ads to one another. The layout is also in a Z-formation guiding the readers’ eye to the logo in the bottom right. The fonts Rye and Circe were used in both ads. Rye is a western looking font that ties into the horseback riding done at RWP. Circe is used for the important info to make it legible.
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The ad is similar to the one shown within The Breeze. Keeping the images, colors, and font the same allows for viewers to remember the ad if seen more than once. The fonts Rye and Circe were used in both ads. Rye is a western looking font that ties into the horseback riding done at RWP. Circe is used for the important info to make it legible. The writing is simple for readers driving past. The diamonds in the background are used to add a slight texture, and to break up the sign against the sky, because it is blue. The sign is blue because the color correlates to the brand's logo. The exit sign is near the logo so readers can understand their call to action quickly after seeing the message above it. The image used of the girl gives the subliminal message of fun times with horses while not being too literal.