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Technology service ad for HP Magazine (CapGemini/Ernst & Young)
PROJECT
Provide a full-page ad in HP Magazine for company's connectivity/technology services.
CHALLENGE
Articulation of complex delivery solutions needed simplifying.
SOLUTION
Use of stock imagery from a branded photographer in our collateral, juxtaposed with the tag line "Do you think of your company's network as an obstacle ... instead of an asset?" quickly and effectively captured the need for our services. Detailed information left to direct contact via "call to action." Open layout reinforced messaging and company logo.
RESULTS
Clean, direct messaging well received.
Event advertorial full-page insert (Matson)
PROJECT
With the company's Alaska shipping acquisition came sponsorship of popular Iditarod 'musher' Aliy Zirkle. An upcoming advertorial section offered Matson an opportunity for exposure to this new geography while promoting both Aliy and our recent winning of Logistic Magazine's top "Quest for Quality" award.
CHALLENGE
Combining both sled dog mushing imagery, "Q4Q" medallion and more brand-conventional ship/globe imagery successfully.
SOLUTION
Using the ingenious copy tag-line "Experience + Performance = Excellence" provided to me, juxtaposed a profile shot of Aliy with her dogs against a Photoshopped background of a globe image (with Alaskan routes highlighted) and our newly refurbished ship calling the port of Kodiak. The Q4Q medallion's placement ties both visual components together.
RESULTS
Extremely well received by both company executives and Iditarod organizers.
Center-spread proposed bioinformatics ad
PROJECT
To generate awareness of and drive business to my biolnformatics company's newly developed suite of genomic research tools through advertising in B2B technology magazine.
CHALLENGE
Analytical data of product results long and viscerally unexciting; yet positioning bioinformatics in an engaging manner was critical.
SOLUTION
Take a step back and look at bigger picture of what the product offered. Proposed layout showcased the sense of wonder and unlimited possibilites in exploring the genetic code through a visual metaphor of a starry night sky.
RESULTS
Targeted, riveting message received enthusiastically by marketing.
Alaska hybrid business ad (Matson)
PROJECT
Use a full-page ad in Intermodal Magazine's special section on Alaskan transportation services to (1) continue to introduce our new business in Alaska, (2) promote Matson's recent Quest for Quality award, and (3) introduce our Logistic division's services.
CHALLENGE
Dramatic, clean "one-shot" messaging/visuals desired, but visual delivery of ship/intermodal graphics was traditionally done collage-style.
SOLUTION
Photoshop a modified globe/ship image to include a fade-in to train and truck moving in front of Alaskan landscape. Tag line, Q4Q medallion reinforced branding awareness campaign.
RESULTS
Well-received by both mainland and Alaskan management, this globe graphic/photography juxtaposition approach has become the company's current branding standard for all magazine advertising, having been adopted even for our ad agency deliverables.
Event advertorial full-page insert (Matson)
PROJECT
Provide ad for Matson sponsorship of South Pacific's highly regarded and popular annual trans-island outrigger cultural event.
CHALLENGE
Conventional graphic/art treatment wouldn't be appropriate in this cultural venue.
SOLUTION
While usage of historic art for promotional advertising wasn't standard -- given the event, the culture, the history and our desire to "re"-introduce the Matson brand from South Pacific cruise line days of yore -- the pictured photo spoke perfectly to the mood and message conveyed. Clean, simple layout reinforced art and tag line.
RESULTS
A big hit with both our South Pacific team and mainland company leaders.
