Project 2:
Dog Days are Cooler Inside
Challenge: Create an integrated outdoor and responsive digital campaign for the Ad Council that is specific to a South Carolina blue law.
Goals: Design a cohesive cross-platform campaign that is bold and eye-catching to bring awareness to the law
Research + Inspiration
After researching about blue laws in South Carolina, I decided to focus on a Myrtle Beach law that I felt needed more awareness. The law states: “It shall be unlawful to allow any dog to be on the public beaches or boardwalks of the municipality from 9:00 a.m. to 5:00 p.m. during the period from May 15 through September 15 of each year, except for assistance animals and law enforcement dogs. Owners shall be subject to arrest and the dogs may be impounded.”. I was inspired by bright colors and beach imagery, and overall wanted the whole campaign to feel very fun and playful.
Moodboard
Process
I created personas to help better understand who the campaign is for, and what it would do for them. I also chose an archetype, the innocent, to develop my campaign around. I decided on Mudstone Sans as my primary typeface for headings as it has a fun, playful, feel. I chose five colors to use in my campaign, all of them bright and bold to match the summer visuals I developed. The slogan, “Dog Days are Cooler Inside”, is a fun spin on the term “dog days” that typically refers to the hottest parts of the summer. The slogan is a reminder to dog owners that it’s “cool” to keep their dogs indoors, both figuratively and literally.
Final Campaign
The final ad campaign consists of three outdoor billboards and a responsive site. The billboards include one that is image and text heavy, one that is image heavy, and one that is text heavy.
