This is a disability advert, produced for a Clarks campaign, which was an activity organised during reading week. The group who did this advert consisted of Mariya Kamarashka, Elena Rapondzhieva, Radina Choleva, myself and a guy called Idongesit Ekanem (who is from advertising).
The brief we were given for the disability advert was to target an audience of men and women between 30 and 40 years old, to use a disability but not make it too obvious, nor make it the main point of the advert - use it subtly, like we would use a regular person. The final requirement was to make an advert for shoes that are practical ('shoes to be worn everyday').
Since the advert was for shoes, it would have been too obvious to use a disability related to legs/feet/etc. So we decided to use another disability, which could relate in another way. Our first idea was to use a girl with no arm, as the advert would certainly then not focus on the disability, but on the shoes. However, we decided to go with blindness, since we could also incorporate it subtly in the ad - feels good (practical shoes), but also looks good (what women want). At the same time looks good, but also feels good for those who cannot see.
The rest of the work was to find a set, get permission to shoot, find two women to try on shoes and then edit the whole advert. We decided to go with the colourful store in the city centre's shopping mall, as the background with all the shoes contributes to the tone and feeling of the advert - two women shopping, having fun, loving it.
Since we only had about two hours for the whole activity, we were allowed to use Photoshop to 'make' the disability, instead of finding a disabled person that we could use. We didn't want to be too obvious with the blindness, since it is not to be the first thing noticeable about the advert, but to be noticeable enough.
Overall, I think we did pretty good, especially since we beat a lot of advertising students when we won first place (the four of us were journalists) and received certificates for taking part in an advertising challenge. It would be really nice if the advert could be used for a real campaign.Labels: art and design |
