Resilience Repurposed Blog

OUT-OF-HOME AD #1

Media Type: Out-of-Home

Advertisement: Mike Woodward - CSRA Local Real Estate Billboards

Company/Brand: Mike Woodward & Associates

Link to Example: Realtor Profile

1. Ad Description

Mike Woodward’s billboards have become iconic within the Central Savannah River Area (CSRA). They feature bold taglines like “The Undisputed Heavyweight Champion of Real Estate.” The style is simple but direct and stands out through humor, local pride, and cultural references. The imagery often borrows from sports, wrestling, and pop-culture visuals common to the region.

The emotional appeal is centered on trust, familiarity, and authority. These billboards resonate with CSRA locals by speaking their cultural language, using regional humor, and positioning Mike as a dependable, no-nonsense real estate agent.

The objective is straightforward:

• Increase local name recognition.
• Drive homebuyers and sellers to contact Mike Woodward & Associates.
• Build community trust by being highly visible and approachable.

2. Target Market

• Age: 25–65
• Income: Primarily middle-class ($40,000–$100,000 annual household income)
• Education: High school diploma to some college; some degree holders.
• Psychographics: Family-oriented, values trustworthiness and local expertise. Tend to favor word-of-mouth recommendations and community-based services.
• Geography: Residents of Aiken, SC, Augusta, GA, and surrounding areas.

3. Desired Audience Action

The billboard encourages:

• Calling Mike Woodward for real estate needs.
• Visiting the agency’s website or Facebook page.
• Remembering the brand when thinking about buying or selling a home.

Locals benefit by choosing a real estate agent who intimately understands the CSRA market and culture.

4. Value Proposition

Mike Woodward & Associates offers:

• Local expertise from a recognizable community figure.
• Straightforward, dependable service.
• A real estate experience tailored to CSRA families.

OUT-OF-HOME AD #2

Media Type: Out-of-Home

Advertisement: Volkswagen - Piano Staircase

Company/Brand: Volkswagen (Fun Theory Campaign)

Link to Ad: Watch

1. Ad Description

Volkswagen installed a fully functional piano on a public staircase to encourage people to take stairs instead of escalators. Every step produced a musical note, transforming an ordinary staircase into an interactive experience.

The emotional appeal leans into joy, surprise, and childlike curiosity. By blending everyday infrastructure with playful design, Volkswagen associates its brand with fun, positive behavioral change, and creativity.

The campaign’s objectives:

• Position Volkswagen as an innovator in encouraging positive social behavior.
• Subtly reinforce VW’s brand as forward-thinking and people-friendly.
• Drive online engagement and brand affinity.

2. Target Market

• Age: Broad (8–60), skewing toward families and young professionals.
• Income: Middle-class to upper-middle-class ($50,000–$120,000+).
• Education: Mixed but favors urbanites and commuters with some college or higher.
• Psychographics: Environmentally conscious, appreciate creativity, novelty-seekers, and value brands that make life more enjoyable.
• Geography: Urban populations with access to public transportation.

3. Desired Audience Action

The ad encourages:

• Positive online sharing (virality).
• Associating Volkswagen with fun, responsible innovation.
• Viewing VW as a brand that improves everyday life.

Viewers are left with a sense of delight, increasing brand affinity without an overt sales pitch.

4. Value Proposition

Volkswagen offers:

• Creative, people-friendly innovation.
• A brand that understands everyday human behavior.
• Fun without sacrificing practicality.

OUT-OF-HOME AD #3

Media Type: Out-of-Home

Advertisement: IBM - Smarter Cities Functional Billboards

Company/Brand: IBM

Link to Ad: Campaign

1. Ad Description

IBM’s “Smarter Cities” billboards doubled as functional urban furniture: benches, shelters, and ramps. These installations provided utility while subtly promoting IBM’s involvement in city planning and innovative technology integration.

The emotional appeal focuses on practicality and community care. IBM effectively demonstrates how design can enhance urban life, aligning its brand with innovation that serves people.

Objectives:

• Position IBM as a leader in urban technology solutions.
• Build goodwill among city dwellers.
• Reinforce IBM’s commitment to solving real-world problems.

2. Target Market

• Age: 25–55
• Income: Middle-class and above ($50,000+)
• Education: Bachelor’s degree or higher, especially professionals in tech, engineering, or public administration.
• Psychographics: Value functionality, problem-solving, and smart infrastructure.
• Geography: Urban dwellers and city planners.

3. Desired Audience Action

IBM wanted viewers to:

• Connect the concept of “smarter cities” with IBM’s solutions.
• Discuss the creative billboards online.
• Consider IBM as a partner in tech-driven urban planning.

The ad helps audiences see IBM as not just a tech company but a contributor to their daily quality of life.

4. Value Proposition

IBM offers:

• Real-world tech solutions.
• A brand that directly improves urban living.
• Forward-thinking partnerships for cities.

OUT-OF-HOME AD #4

Media Type: Out-of-Home (Mural)

Advertisement: Equestrian Culture Mural in Downtown Aiken

Artist: Erika Parker Rogers

Location: Downtown Aiken, South Carolina

Link to Ad: Artist to highlight equestrian culture in new mural for downtown Aiken

1. Ad Description

This mural, crafted by artist Erika Parker Rogers, serves as a vibrant homage to Aiken’s rich equestrian heritage. Positioned prominently in downtown Aiken, the artwork captures the essence of the city’s longstanding association with various equestrian disciplines, including steeplechase, polo, fox hunting, and both English and Western riding. The mural not only beautifies the urban landscape but also reinforces Aiken’s identity as a global hub for equestrian sports.

The emotional appeal lies in community pride, cultural preservation, and aesthetic enhancement, fostering a deeper connection between residents, visitors, and the city’s equestrian traditions.

Objectives:

• Celebrate and preserve Aiken’s equestrian culture.
• Enhance the visual appeal of downtown Aiken.
• Strengthen community identity and pride.
• Attract tourists and equestrian enthusiasts to the area.

2. Target Market

• Age: All age groups, focusing on adults aged 25–65.
• Income: Varied, from middle to upper-income brackets.
• Education: High school diploma to advanced degrees.
• Psychographics: Individuals with an appreciation for art, culture, and equestrian sports; community-oriented; value historic preservation and local traditions.
• Geography: Primarily residents of Aiken, SC, and surrounding regions; also targeting tourists and equestrian enthusiasts nationally and internationally.

3. Desired Audience Action

Encourage viewers to:

• Develop a heightened appreciation for Aiken’s equestrian heritage.
• Engage with local equestrian events and activities.
• Share the mural through social media and word-of-mouth, promoting Aiken as a cultural destination.
• Support local artists and community art initiatives.

4. Value Proposition

The equestrian mural offers:

• A visually captivating representation of Aiken’s equestrian legacy.
• A cultural landmark that enriches the community’s aesthetic and historical landscape.
• An attraction that bolsters local tourism and economic activity.
• A testament to the city’s commitment to preserving and celebrating its unique traditions.

This mural is a testament to Erika Parker Rogers’ artistic vision and dedication to honoring Aiken’s equestrian culture. It significantly contributes to the city’s cultural tapestry.

OUT-OF-HOME AD #5

Media Type: Out-of-Home (Murals)

Advertisement: Outdoor Murals in Augusta, Georgia

Location: Various locations throughout Augusta, Georgia

Link to Ad: Must-See Outdoor Murals in Augusta

1. Ad Description

Augusta, Georgia, boasts a rich tapestry of outdoor murals that adorn its cityscape, each telling a unique story and reflecting the city’s cultural and artistic heritage. From the “Spirit of Funk: James Brown Mural” by artist Cole Phail, celebrating the Godfather of Soul, to “The Big Idea” by Aort Reed, paying homage to artist Jean-Michel Basquiat, these murals transform public spaces into open-air galleries. Other notable artworks include “Robot and the Moon” by Leonard “Porkchop” Zimmerman and “Girl with Butterflies” by Jay Jacobs. These murals not only enhance the city's visual appeal but also serve as landmarks that foster community pride and attract visitors.

Objectives:

• Celebrate and promote Augusta’s rich artistic and cultural heritage.
• Enhance the aesthetic appeal of public spaces.
• Foster community engagement and pride.
• Attract tourists and art enthusiasts to explore the city.

2. Target Market

• Age: All age groups, focusing on individuals aged 18–65.
• Income: Varied, encompassing a broad range from middle to upper-income brackets.
• Education: High school diploma to advanced degrees.
• Psychographics: Art enthusiasts, cultural explorers, community-oriented individuals, and tourists seeking unique experiences.
• Geography: Primarily residents of Augusta, Georgia, and surrounding regions; also targeting national and international tourists interested in art and culture.

3. Desired Audience Action

Encourage viewers to:

• Explore Augusta’s outdoor murals and engage with the city’s public art scene.
• Share their experiences on social media, promoting Augusta as a cultural destination.
• Participate in local art events and support community initiatives.
• Develop a deeper appreciation for public art and its role in community identity.

4. Value Proposition

Augusta’s outdoor murals offer:

• A visually captivating journey through the city’s cultural and artistic landscape.
• An accessible and free art experience for all visitors.
• Opportunities for community engagement and cultural education.
• Enhancement of the city’s appeal as a vibrant destination for art and tourism.

These murals testify to Augusta’s commitment to celebrating art and culture, significantly contributing to the city’s dynamic and colorful atmosphere.

DIGITAL AD #1

Media Type: Digital

Advertisement: The Sound of Mátra - Black Noise [Case Study]

Company/Brand: Fekete Zaj Festival / Mátra-Sástó / Kilohearts

Link to Ad:
https://www.youtube.com/watch?v=pbBCYx0Yysc

1. Ad Description

This digital advertisement highlights the unique relationship between the Fekete Zaj Festival (also known as the Black Noise Festival) and the Mátra Mountains of Hungary. The ad creatively synthesizes the literal topography of Hungary’s highest mountain into sound using wavetable synthesis. By turning the three-dimensional surface of Mátra into an electronic music waveform, the ad merges nature with music, making it both scientifically interesting and emotionally resonant.

The emotional appeal relies on a fusion of novelty and cultural authenticity. Instead of using humor or shock, the ad provokes curiosity and awe by blending the natural environment with electronic music production. The technique evokes a strong sense of place-based identity, which is particularly powerful for niche music enthusiasts and fans of ambient or experimental sounds.

The primary objective of the ad is to:

• Promote the 2024 Fekete Zaj Festival.
• Generate intrigue through the innovative “Sound of Mátra” project.
• Increase ticket sales and brand engagement through a culturally grounded digital campaign.

These objectives are measurable (ticket sales, content downloads, social media engagement) and attainable, as this creative marketing style aligns with the interests of the festival’s niche audience.

2. Target Market

The target market is niche music lovers, particularly experimental, ambient, and underground electronic music fans. It also targets individuals who value nature, sustainability, and unique cultural experiences. Most are likely between 20 and 45 years old, tech-savvy, and part of festival and subcultural music communities in Hungary and neighboring European countries.

3. Desired Audience Action

The ad seeks to motivate viewers to:

• Purchase tickets for the 2024 Fekete Zaj Festival.
• Download the free Sound of Mátra content.
• Engage with the festival’s online content, share it, and possibly integrate it into their own music using the wavetable assets.

For the audience, taking these actions enhances their cultural connection, provides them with exclusive music resources, and offers them the opportunity to experience a distinctive, immersive festival in the Mátra mountains.

4. Value Proposition

The value proposition is that Fekete Zaj Festival offers an experience that no other festival provides — blending music, technology, and the natural beauty of Mátra into a living soundscape. By literally turning the mountains into music, they make the festival:

• Culturally authentic (rooted in the natural environment).
• Musically unique (offering sounds no other festival can).
• Emotionally engaging (creating a strong sense of place).

Festival-goers receive a concert and a unique auditory and environmental experience, making this more than just a festival—it is an artistic and natural pilgrimage.

 DIGITAL AD #2

Media Type: Digital

Advertisement: Back Market - Hack Market

Company/Brand: Back Market

Link to Ad:
https://youtu.be/J2Y66Av5Cuk?si=N9eMKxReVmIDQuot

1. Ad Description

This digital ad by Back Market, a company specializing in refurbished electronics, delivers a clever, satirical critique of typical tech marketing and product launch events. The ad exposes how companies often sell consumers minor upgrades disguised as revolutionary technology through humor and exaggerated stereotypes of tech industry keynotes.

The emotional appeal centers around humor and wit, creating an instant connection with viewers who have grown cynical or fatigued by yearly tech product launches. The creative technique used is parody, making the ad stand out among standard digital tech advertisements.

The objectives of the ad are to:

• Increase awareness of the refurbished electronics market.
• Challenge consumer perceptions about buying “new” versus “refurbished.”
• Drive traffic to Back Market’s online store.

These objectives are realistic, measurable through sales, web traffic, and online engagement, and align well with the growing trend of sustainability and budget-conscious tech consumption.

2. Target Market

Back Market targets tech-savvy consumers aged 18–45 who are budget-conscious, environmentally aware, and skeptical of planned obsolescence. This includes students, young professionals, and anyone who values technology but is unwilling to overpay for minor product upgrades.

3. Desired Audience Action

The ad encourages viewers to:

• Consider refurbished electronics as a smarter alternative.
• Visit Back Market’s website.
• Share the ad due to its humorous and relatable content.

Viewers benefit by saving money, reducing electronic waste, and accessing high-quality refurbished devices without falling for marketing gimmicks.

4. Value Proposition

Back Market offers consumers:

• Substantial savings on like-new devices.
• A sustainable alternative to buying new electronics.
• Transparency and honesty in a market often driven by hype.

The ad positions Back Market as the rational choice for savvy, practical tech consumers.

 DIGITAL AD #3

Media Type: Digital

Advertisement: Puma - Go Wild Campaign

Company/Brand: Puma

Link to Ad:

https://youtu.be/LaI7Ty0UeRk?si=hOUQRGoZhm5qIc_X

1. Ad Description

Puma’s “Go Wild” campaign creatively blurs the line between sport, fashion, and street culture by inviting consumers to embrace their primal, untamed nature. Through fast-paced visuals, bold imagery, and urban influences, the ad evokes energy, adrenaline, and freedom.

The emotional appeal is rooted in excitement and self-expression, tapping into the youthful desire for individuality and rebellion. The campaign avoids clichés and instead delivers an authentic, visually arresting message.

The campaign’s objectives:

• Position Puma as a trendsetter in the sports and fashion world.
• Engage younger audiences who value personal style and authenticity.
• Drive sales of Puma’s latest product line.

These goals are attainable and measurable through social engagement, online sales, and brand perception studies.

2. Target Market

The target market consists primarily of young adults aged 16–30 active in streetwear, sports, and urban culture. These individuals are fashion-conscious, highly active on social media, and value brands that reflect their identity.

3. Desired Audience Action

The ad invites viewers to:

• Purchase from Puma’s “Go Wild” product line.
• Share and engage with the campaign on social platforms.
• Embrace the brand as a symbol of bold, authentic self-expression.

Consumers gain not just athletic wear but a cultural statement and sense of belonging within a fashion-forward community.

4. Value Proposition

Puma offers:

• Products that fuse performance with street style.
• Apparel that empowers consumers to express their individuality.
• A brand rooted in energy, confidence, and creativity.

Puma invites its audience to “Go Wild” by living unrestrained and stylishly.

DIGITAL AD #4

Media Type: Digital

Advertisement: Google - The Art Project

Company/Brand: Google

Link to Ad:
https://artsandculture.google.com

1. Ad Description

Google’s “The Art Project” is a digital platform that grants users unprecedented access to some of the world’s most significant art collections. This ad showcases the platform’s functionality, offering virtual museum tours, high-resolution artwork scans, and interactive educational experiences.

Google's emotional appeal is rooted in wonder and inspiration. It has democratized access to art previously limited by geography, cost, or circumstance. Google connects people globally to cultural treasures.

The objective:

• Promote the accessibility and educational value of the Google Art Project.
• Increase user engagement with the platform.
• Align Google’s brand with innovation and culture.

The ad’s objectives are attainable and measurable through user engagement analytics and platform usage.

2. Target Market

This ad is directed at:

• Students, educators, artists, and lifelong learners.
• Art enthusiasts who may not have the opportunity to visit world-class museums.
• A broad, international audience interested in cultural enrichment.

3. Desired Audience Action

The ad aims to:

• Encourage viewers to explore the platform.
• Share the resource with schools, communities, or social networks.
• Inspire users to continue engaging with art and culture.

Users benefit by gaining free, global access to an ever-growing collection of art and educational tools.

4. Value Proposition

Google offers:

• Free, high-quality access to global art collections.
• An intuitive, interactive learning platform.
• Cultural enrichment without barriers.

The Art Project transforms how people experience and learn about art.

DIGITAL AD #5

Media Type: Digital

Advertisement: Nikon - The Golden Billboard

Company/Brand: Nikon

Link to Ad:
https://youtu.be/PGpSMyJS6BY?si=xeJ3n1y0BGboxgUO

https://campaignsoftheworld.com/tech-innovations/innovative-marketing-campaigns-2023/

1. Ad Description

Nikon’s “The Golden Billboard” campaign merges outdoor advertising with digital interactivity. The billboard serves as a fully functioning lighting system, allowing passersby to take professional-grade photos using the billboard’s lighting setup. This digital component makes photography accessible and fun for everyday people.

The emotional appeal focuses on engagement, curiosity, and creativity, inviting viewers to actively participate rather than passively observe.

The ad’s objectives:

• Showcase Nikon’s commitment to creative photography.
• Encourage people to experience Nikon products firsthand.
• Reinforce Nikon’s brand as one for both professionals and enthusiasts.

These objectives are realistic and measurable through social media shares, public participation, and brand sentiment.

2. Target Market

Targeted towards:

• Amateur and professional photographers.
• Creatives and visual storytellers.
• Tech-savvy urban populations who appreciate experiential marketing.

3. Desired Audience Action

The ad encourages:

• Interaction with the billboard installation.
• Sharing user-generated photos online.
• Considering Nikon products for future photography needs.

Participants benefit by learning, engaging creatively, and feeling empowered to take professional-grade photos.

4. Value Proposition

Nikon provides:

• Professional-grade photography tools accessible to all.
• Creative experiences that inspire confidence in photography.
• A memorable, shareable brand interaction.

PRINT AD #1

Media Type: Print

Advertisement: Shikun & Binui – Sunlight-Revealed Ad

Company/Brand: Shikun & Binui

Link to Ad: Shikun & Binui Sunlight Ad Example

1. Ad Description

This interactive print ad utilizes sunlight to reveal hidden messaging, making the ad “come to life” when exposed to natural light. A clever mix of passive interactivity and symbolism turns the reader into a part of the ad experience.

The emotional appeal focuses on discovery, curiosity, and eco-consciousness. It appeals to a modern audience looking for innovation, even in static mediums.

Objectives:

• Highlight Shikun & Binui’s sustainable construction practices.
• Create memorability through interactive print.
• Reinforce brand values of innovation and environmental responsibility.

2. Target Market

• Age: 30–60
• Income: $50,000–$120,000+
• Education: College degree or higher
• Psychographics: Environmentally conscious, value innovation, prefer brands that blend modern design with functionality.
• Geography: Israel and international real estate investors

3. Desired Audience Action

Encourage readers to:

• Investigate Shikun & Binui’s sustainable projects.
• Consider the brand for real estate or infrastructure partnerships.
• Engage with the brand for future-forward construction initiatives.

4. Value Proposition

Shikun & Binui offers:

• Environmentally responsible construction solutions.
• Innovation integrated into traditional spaces.
• A brand identity rooted in both heritage and progress.

PRINT AD #2

Media Type: Print

Advertisement: Original Woodstock Festival Ad (1969)

Company/Brand: Woodstock Ventures

Link to Ad: Original Woodstock Print Ads – ThatEricAlper.com

1. Ad Description

This print advertisement for the 1969 Woodstock Music & Art Fair promoted a “3 Days of Peace & Music” event, which later became a defining moment in counterculture history. The ad is minimalist in design — black text on a white background, with small details about artists, ticket locations, and camping. The raw, no-frills aesthetic makes it feel more like a grassroots flyer than a commercial ad.

The emotional appeal lies in its authenticity, rebellion, and cultural relevance. It doesn’t sell a product — it sells an experience, a movement, and a new way of being. The typography and layout evoke a DIY energy that mirrors the era’s experimental, anti-establishment tone.

Objectives:

• Promote attendance at the inaugural Woodstock Festival.
• Establish a sense of belonging and countercultural identity.
• Generate organic buzz through word-of-mouth and underground press.

2. Target Market

• Age: 16–30
• Income: $0–$30,000 (predominantly students, artists, blue-collar youth)
• Education: High school, some college, or self-educated creatives
• Psychographics: Anti-war, pro-peace, socially conscious, musically inclined, often politically disengaged but culturally expressive
• Geography: Northeastern U.S., especially New York, New Jersey, and surrounding regions

3. Desired Audience Action

Encourage readers to:

• Buy tickets and attend the festival.
• Spread the word within activist, artistic, and music-focused communities.
• Align with a larger cultural identity based on peace, freedom, and expression.

4. Value Proposition

Woodstock promised:

• A once-in-a-lifetime music experience featuring now-legendary acts.
• An escape from societal norms, war, and authority.
• A safe space for collective creativity, connection, and cultural transformation.

Woodstock Festival wasn’t just a concert — it was the birthplace of a generation’s voice.

PRINT AD #3

Media Type: Print

Advertisement: Thrasher Magazine – “Skate and Destroy” (Rodney Mullen Feature)

Company/Brand: Thrasher Magazine / Rodney Mullen

Link to Ad: Thrasher – December 1982 Issue Featuring Rodney Mullen

1. Ad Description

This print feature from Thrasher Magazine’s December 1982 issue introduced the phrase “Skate and Destroy” alongside a series of action photos and freestyle techniques performed by a young Rodney Mullen, the future godfather of modern street skating. The page blends aggressive headline typography with grainy black-and-white photography — minimal on copy but maximal in message.

The emotional appeal lies in its rawness and legitimacy. This wasn’t manufactured ad copy. It was DIY skate journalism pushing against commercialism, celebrating rebellion, and giving skaters a voice when the mainstream didn’t care.

Objectives:

• Cement Thrasher’s identity as the underground authority in skateboarding.
• Honor and elevate Mullen as a new voice in the sport.
• Instill “Skate and Destroy” as a motto for a generation of skaters.
• Foster reader loyalty in an emerging subculture that rejected polished media.

2. Target Market

• Age: 13–25
• Income: Low-to-moderate (working class, punk/DIY crowd)
• Education: Middle school to high school; some college
• Psychographics: Rebellious, anti-authority, self-taught, loyal to skate/punk/hardcore communities
• Geography: Urban and suburban centers in California, New York, and anywhere with a curb or a ditch to skate

3. Desired Audience Action

Encourage readers to:

• Embrace skating as a lifestyle and outlet for personal freedom.
• Subscribe to Thrasher for skate news, tricks, and anti-mainstream inspiration.
• See themselves reflected in Rodney Mullen — a skater creating something from nothing.

4. Value Proposition

Thrasher provides:

• A voice for skaters when no one else cared.
• A platform for underdogs like Mullen to define an entire sport.
• A no-filter view of skating that respects skill over image.

This wasn’t just an ad. It was a manifesto. One that still echoes in skateboarding today.

PRINT AD #4

Media Type: Print

Advertisement: The Oldest Surviving Printed Ad in English (1477)

Company/Brand: William Caxton, Printer and Publisher

Link to Ad: MedievalBooks.nl – Oldest Printed Ad in English

1. Ad Description

Printed in London in 1477, this is the oldest surviving advertisement in the English language. Created by William Caxton, England’s first printer, it promotes “The Sarum Ordinal” (a religious service book) and was originally posted in a public space.

The ad is utilitarian yet direct — describing the product, location, price, and availability. But it’s also layered: by printing and distributing the ad, Caxton wasn’t just selling a book — he was creating awareness for the new technology of the printing press and his brand as a publisher.

Objectives:

• Sell printed copies of a religious book used in liturgical practice.
• Publicize Caxton’s printing workshop.
• Legitimize and normalize the use of printed text in public life.

2. Target Market

• Age: Adult literates and clergy
• Income: Middle to upper class (merchants, scholars, clergy)
• Education: Literate; educated in Latin and ecclesiastical English
• Psychographics: Religious, conservative, interested in ritual, book culture, and spiritual duty
• Geography: London and surrounding regions during late medieval England

3. Desired Audience Action

Encourage viewers to:

• Purchase a printed religious book for use in worship.
• Visit Caxton’s print shop in Westminster.
• Become familiar with — and possibly trust — printed materials over hand-copied manuscripts.

4. Value Proposition

Caxton offered:

• A faster, more affordable method of book reproduction.
• A reliable religious tool for clergy and laity.
• Early exposure to mass communication — centuries before modern marketing.

This is more than an ad — it’s the birth of print culture in the English-speaking world.

PRINT AD #5

Media Type: Print

Advertisement: Höganäs Aluminum Powder Properties Comparison Chart

Company/Brand: Höganäs

Link to Ad: Metal Additive Manufacturing – Spring 2025, Page 23

1. Ad Description

This industrial print ad by Höganäs, a global leader in metal powder production, appears as a full-page feature in Metal Additive Manufacturing magazine (Spring 2025 edition). The advertisement centers around a comparative performance chart for five aluminum-based metal powders (AI-HS1, AI-HS2, A2024-RAM2, A6061-RAM2, and AISi10Mg). It evaluates critical engineering metrics such as hardness, yield strength (standard and at temperature), modulus of elasticity, elongation, thermal conductivity, and print speed — vital data for professionals in high-performance manufacturing sectors.

The visual design is sleek and technical, using color-coded markers to distinguish between alloys and offering a QR code for instant product exploration. It appeals to logic, precision, and innovation — core values in the advanced engineering space.

Objectives:

• Establish Höganäs as the industry benchmark for aluminum-based metal AM powders.
• Educate engineers and purchasing agents on performance characteristics that drive application suitability.
• Promote QR-based lead generation and online product exploration.
• Reinforce brand values: sustainability, quality, customization, and innovation.

2. Target Market

• Age: 25–60
• Income: $60,000–$200,000+ (B2B, corporate procurement, senior engineering roles)
• Education: Bachelor’s to PhD in mechanical engineering, materials science, or industrial design
• Job Titles: Additive manufacturing engineers, materials scientists, operations managers, procurement specialists
• Industry: Aerospace, automotive, medical devices, defense, energy, and precision industrial manufacturing
• Geography: Global – primarily U.S., Europe, and Asia-Pacific regions with active metal AM sectors
• Psychographics: Data-driven, efficiency-oriented, quality-focused professionals with strong environmental and innovation values

3. Desired Audience Action

The ad encourages readers to:

• Analyze the provided material performance metrics to inform material selection.
• Scan the QR code to learn more or request samples/spec sheets.
• Consider Höganäs as a preferred supplier for additive manufacturing powders.

The audience benefits by aligning with a proven, innovation-driven partner who offers both material and strategic performance value.

4. Value Proposition

Höganäs offers:

• High-performance, specialized aluminum powders designed for AM.
• Industry-leading customization, consistency, and scalability.
• Proven material science expertise with real-world applications in extreme environments.
• Support for sustainability and material efficiency across the AM lifecycle.

This ad doesn’t just market metal powders — it markets technical trust and performance assurance in an increasingly competitive engineering landscape.

TELEVISION AD #1

Media Type: Television

Advertisement: Apple - 1984

Company/Brand: Apple

Link to Ad: Apple - 1984

1. Ad Description

Apple’s “1984” ad, directed by Ridley Scott, launched the Macintosh personal computer with a dystopian science-fiction narrative. Drawing heavily from George Orwell’s novel 1984, the ad symbolically portrays Apple as the liberator breaking the monotony and oppression of corporate conformity — represented by IBM at the time.

The emotional appeal blends the fear of conformity, the desire for freedom, and the excitement of innovation. The cinematic quality and thematic storytelling elevated it beyond typical product ads, transforming it into a cultural event.

Objectives:

• Disrupt the computer market’s perception of IBM’s dominance.
• Associate the Macintosh with individual empowerment and creative freedom.
• Drive initial Macintosh sales and media coverage.

2. Target Market

• Age: 25–45
• Income: Middle-class to upper-middle-class ($40,000–$100,000+)
• Education: College-educated professionals, early tech adopters.
• Psychographics: Value independence, creativity, and forward-thinking technology. Dislike rigid corporate systems and are attracted to personal expression and autonomy.
• Geography: Urban professionals and early technology adopters across the U.S. and globally.

3. Desired Audience Action

Apple encourages viewers to:

• Explore and purchase the Macintosh.
• Associate Apple with creativity and rebellion.
• View Apple as the challenger to oppressive technological norms.

Consumers benefit by aligning themselves with a brand, offering a tool to express individuality and break free from conformity.

4. Value Proposition

Apple offers:

• A groundbreaking personal computing experience.
• A brand identity rooted in challenging the norm.
• Tools designed for creators, thinkers, and non-conformists.

TELEVISION AD #2

Media Type: Television

Advertisement: Old Spice - The Man Your Man Could Smell Like

Company/Brand: Old Spice

Link to Ad: Old Spice - The Man Your Man Could Smell Like

1. Ad Description

Old Spice rejuvenated its brand with a witty, fast-paced, and charismatic commercial featuring Isaiah Mustafa. The ad cleverly speaks to both men and women, humorously suggesting that Old Spice can make any man more attractive.

The emotional appeal uses humor, surprise, and aspiration. It turns an ordinary hygiene product into a symbol of desirability and confidence, crafting a memorable, shareable ad.

Objectives:

• Shift Old Spice’s image from outdated to fresh and desirable.
• Capture younger consumers.
• Boost sales and online engagement.

2. Target Market

• Age: Men aged 18–45; women 18–45 (as purchasers for partners).
• Income: Middle-income range ($30,000–$75,000).
• Education: High school diploma to bachelor’s degree.
• Psychographics: Enjoy humor, are active on social media, and seek affordable but appealing personal care products.
• Geography: Predominantly North America, expanding globally.

3. Desired Audience Action

The ad encourages:

• Men to try Old Spice body wash.
• Women to buy Old Spice for their partners.
• Viral sharing due to its humorous content.

Consumers gain an affordable way to enhance personal appeal and participate in a cultural phenomenon.

4. Value Proposition

Old Spice offers:

• An entertaining brand identity.
• Affordable grooming products associated with humor and confidence.
• A fresh, modern take on an established brand.

TELEVISION AD #3

Media Type: Television

Advertisement: Guinness - Surfer

Company/Brand: Guinness

Link to Ad: Guinness - Surfer

1. Ad Description

Guinness’s “Surfer” is a dramatic, cinematic ad that illustrates the patient pursuit of the perfect wave. The horses within the crashing waves symbolize the majesty and unpredictability of the ocean, mirroring the tagline: “Good things come to those who wait.”

The emotional appeal is built on patience, anticipation, and reward. It directly connects to the slow pour of a Guinness, making patience part of the consumption experience.

Objectives:

• Reinforce Guinness as a brand rooted in craft and quality.
• Align the drinking experience with emotional satisfaction and reward.
• Appeal to audiences who value sophistication and depth.

2. Target Market

• Age: 25–55
• Income: Middle to upper-middle-class ($50,000+).
• Education: College-educated or working professionals.
• Psychographics: Appreciate tradition, depth, and quality. Often value stories, rituals, and savoring experiences.
• Geography: Ireland, the U.K., Europe, and select global markets.

3. Desired Audience Action

The ad invites viewers to:

• Choose Guinness for its craftsmanship.
• Embrace the patience required in life and in enjoying a Guinness.
• Associate the brand with meaningful and rewarding experiences.

Consumers benefit by choosing a drink that stands for more than just refreshment — it becomes an experience.

4. Value Proposition

Guinness offers:

• A brand built on heritage, patience, and quality.
• A ritualistic drinking experience.
• A sense of sophistication for those who choose it.

TELEVISION AD #4

Media Type: Television

Advertisement: Mental Health Film Festival Singapore

Company/Brand: Mental Health Film Festival Singapore

Link to Ad: Mental Health Film Festival Singapore

1. Ad Description

This ad uses powerful cinematic storytelling to highlight the importance of mental health awareness. By featuring real experiences and community voices, it evokes empathy and encourages viewers to confront stigmas surrounding mental health.

The emotional appeal is rooted in compassion, honesty, and vulnerability. It creates a safe space for audiences to explore a challenging topic.

Objectives:

• Increase attendance and engagement with the festival.
• Destigmatize mental health.
• Promote empathy and community engagement.

2. Target Market

• Age: 18–65
• Income: Varied ($20,000–$80,000+).
• Education: High school and above.
• Psychographics: Values community, introspection, and social well-being. Includes caregivers, advocates, educators, and mental health professionals.
• Geography: Singapore and Southeast Asia, with broader global relevance.

3. Desired Audience Action

Encourage viewers to:

• Attend the festival.
• Share the message within their networks.
• Begin open conversations about mental health.

The audience benefits from community, resources, and the normalization of mental health discussions.

4. Value Proposition

The festival offers:

• Insightful, transformative film experiences.
• A supportive platform for mental health dialogue.
• Access to community and professional resources.

TELEVISION AD #5

Media Type: Television

Advertisement: First for Women – Darts

Company/Brand: First for Women Insurance

Link to Ad: https://youtu.be/iVpufT26tvo?si=lSvMvN9h8Je1hquZ

1. Ad Description

In this ad, two men are playing darts in a bar. One stands in front of the dartboard, talking to a woman while his friend prepares to throw. When asked to move, the man questions the thrower’s accuracy and then places his hand on the board to make a point. The dart hits him in the head. He calmly replies, “Told you you’d miss.” The screen cuts to the tagline: “Why we insure women.”

The emotional appeal uses irony and humor to leave a memorable impression, aligning the brand with practicality and foresight.

Objectives:

• Highlight the need for tailored insurance solutions.
• Use dry humor to build brand awareness.
• Reinforce First for Women as an innovative, specialized option.

2. Target Market

• Age: 25–55
• Income: $30,000–$80,000 household income
• Education: High school diploma to college degree
• Psychographics: Seeks practical, trustworthy services. Appreciates humor and advertising that reflects everyday experiences without condescension or exaggeration.
• Geography: South Africa, urban and suburban areas

3. Desired Audience Action

Encourage viewers to:

• Explore First for Women’s insurance offerings.
• Consider how the brand’s specialized approach may better fit their needs.
• Associate the company with thoughtful, down-to-earth messaging.

The ad suggests that some life situations require a tailored approach, and First for Women offers just that.

4. Value Proposition

First for Women offers:

• Insurance designed with real-world awareness in mind.
• Clear messaging that appeals to common sense.
• A practical, dependable option for customers seeking coverage that isn’t one-size-fits-all.

RADIO AD #1

Media Type: Radio

Advertisement: McGrath Pest Control – "Locust Plague" (Ants Ad)

Company/Brand: McGrath Pest Control

Link to Ad: McGrath Pest Control – Locust Plague

1. Ad Description

McGrath Pest Control parodies biblical plagues in this radio spot by comparing a typical ant infestation to a full-blown "locust plague." Delivered in a dramatic and overly serious tone, the narrator plays it straight while describing a hilariously exaggerated invasion of ants.

The emotional appeal is based on hyperbole, comic absurdity, and resonance with real-world annoyance. It works because it dramatizes something everyone deals with — pests — and turns it into an unforgettable moment.

Objectives:

• Capture attention through clever parody and exaggeration.
• Position McGrath as both professional and approachable.
• Encourage call-to-action via humor and trust.

2. Target Market

• Age: 30–65
• Income: $50,000–$120,000
• Education: Homeowners or long-term renters; practical education level ranging from high school to college
• Psychographics: Family-oriented, home-maintenance-focused individuals who prefer using local businesses with relatable branding. Dislike gimmicks but respond to clever humor.
• Geography: Primarily Greater Houston area; fits broader Southern/suburban markets

3. Desired Audience Action

Encourage listeners to:

• Call McGrath Pest Control when facing an infestation.
• Remember the brand through a memorable and funny analogy.
• Trust McGrath for fast, reliable, and friendly service.

4. Value Proposition

McGrath Pest Control offers:

• Trusted, family-owned pest control with decades of experience.
• A memorable brand personality that makes serious service feel accessible.
• Fast response times with thorough, dependable results.

RADIO AD #2

Media Type: Radio

Advertisement: Metro Trains – Dumb Ways to Die

Company/Brand: Metro Trains Melbourne

Link to Ad: Dumb Ways to Die – Radio Song

1. Ad Description

Originally launched as a radio jingle and digital video, "Dumb Ways to Die" used dark humor and catchy music to promote railway safety. The song lists absurdly humorous ways to die before concluding with the preventable tragedies of ignoring train safety.

The emotional appeal uses humor and shock value to capture attention while embedding a serious public safety message. Its memorable jingle helped make train safety a viral, culture-wide conversation.

Objectives:

• Reduce railway accidents through public awareness.
• Use viral content to reach young audiences.
• Reinforce Metro Trains' commitment to commuter safety.

2. Target Market

• Age: 10–35
• Income: Varied (students, young professionals)
• Education: Middle school through college graduates
• Psychographics: Respond to humor, novelty, and music. Regular users of public transportation.
• Geography: Urban areas, especially commuters in Australia (with global resonance)

3. Desired Audience Action

Encourage listeners to:

• Be cautious near train stations and platforms.
• Share the jingle or message with others.
• Remember the safety message embedded in the tune.

4. Value Proposition

Metro Trains offers:

• A public transportation system invested in safety education.
• Creative outreach that resonates with a younger demographic.
• A memorable campaign that made safety culturally relevant.

RADIO AD #3

Media Type: Radio

Advertisement: The Simpsons – Bart's Blackboard Writings (Robert Goullier)

Company/Brand: The Simpsons (FOX)

Link to Ad: Bart's Blackboard Writings Radio Ad (Humorous)

1. Ad Description

This creative radio promo for The Simpsons features a series of Bart Simpson's chalkboard punishments, each line poking fun at authority, pop culture, and school discipline. The ad uses familiar voice work and absurd repetition to showcase the show's tone.

The emotional appeal is rooted in nostalgia, irreverent humor, and recognition. It rewards long-time fans with inside jokes while introducing the uninitiated to the show's unique voice.

Objectives:

• Promote upcoming seasons or syndicated episodes.
• Reinforce The Simpsons as a culturally embedded brand.
• Drive tune-in through humor and brand recall.

2. Target Market

• Age: 18–45
• Income: $30,000–$90,000
• Education: High school diploma to college degree
• Psychographics: Fans of satire, animated comedy, and pop culture. Likely multitaskers who consume media across radio, TV, and streaming.
• Geography: North America and English-speaking international markets

3. Desired Audience Action

Encourage listeners to:

• Tune into new or syndicated episodes of The Simpsons.
• Share jokes or lines with others, building organic reach.
• See the show as a consistent source of clever, satirical comedy.

4. Value Proposition

The Simpsons offers:

• Satirical humor that reflects culture and current events.
• Familiar characters with generational appeal.
• Consistent entertainment for casual and committed viewers alike.

RADIO AD #4

Media Type: Radio

Advertisement: "Missing Persons" – Matlock Promo

Company/Brand: Channel Two / Paul & Walt Worldwide

Link to Ad: Matlock Radio Ad – Missing Persons

1. Ad Description

This Clio Award-winning radio spot for "Matlock" on Channel Two uses witty, fast-paced dialogue in the style of a noir detective drama. A caller contacts the police to report his wife missing, only to discover she's just watching Matlock in the bedroom — thanks to the detective's real-time coaching.

The ad plays like a miniature radio play, brilliantly using repetition, irony, and situational comedy to embed both the name of the show and its air time. The humor lands because it pokes fun at the everyday while making the listener feel in on the joke.

Objectives:

• Announce the new 4:00 PM weekday time slot for Matlock.
• Boost audience retention through humor and absurdity.
• Make Matlock top-of-mind by linking it to an unexpected, funny situation.

2. Target Market

• Age: 45–75
• Income: $35,000–$95,000
• Education: High school and above; fans of courtroom dramas, classic television, or nostalgic programming
• Psychographics: Values tradition, humor, and familiarity. Likely retirees, caregivers, or lifelong fans of shows like Perry Mason, Columbo, and Matlock.
• Geography: Local and regional viewers in mid-size to large U.S. markets

3. Desired Audience Action

Encourage listeners to:

• Tune in to Matlock weekdays at 4:00 PM on Channel Two.
• Tell others about the new time slot.
• Associate Matlock with humorous, feel-good television that brings families together.

4. Value Proposition

This ad doesn't just promote a show — it promotes a routine. Matlock is positioned as a comforting, dependable part of the day. The listener walks away not only knowing the airtime but associating it with a laugh — making it easy to remember and even easier to share.

RADIO AD #5

Media Type: Radio

Advertisement: Volkswagen – "Zero to Crazy – Girlfriend"

Company/Brand: Volkswagen New Zealand

Link to Ad: VW: Zero to Crazy – Girlfriend

1. Ad Description

This radio spot ingeniously parallels the rapid acceleration of the Volkswagen Golf GTI TSR with a couple's conversation that swiftly escalates from a casual chat to an over-the-top scenario in under 6.5 seconds. The dialogue's sudden shift from normalcy to absurdity mirrors the car's capability to go from 0 to 100 km/h in the same brief period, effectively emphasizing the vehicle's performance.

Objectives:

• Highlight the Volkswagen Golf GTI TSR's impressive acceleration.
• Engage listeners through relatable and humorous content.
• Create a memorable association between the car's speed and everyday situations.

2. Target Market

• Age: 25–45
• Income: $50,000–$100,000
• Education: College-educated professionals
• Psychographics: Individuals who appreciate performance vehicles, have a sense of humor, and enjoy dynamic lifestyles.
• Geography: Urban and suburban areas with a penchant for automotive enthusiasm.

3. Desired Audience Action

Encourage listeners to:

• Visit Volkswagen dealerships to experience the Golf GTI TSR firsthand.
• Share the ad with friends, enhancing word-of-mouth marketing.
• Associate Volkswagen with innovative and entertaining advertising.

4. Value Proposition

The Volkswagen Golf GTI TSR offers:

• Exceptional acceleration and performance.
• A blend of practicality and excitement for daily driving.
• A brand known for combining engineering excellence with creative marketing.