Creative Toilet Paper Print Ad

Getting Started

Making a print ad fun and exciting is always a little more challenging when the product you’re given may be one of the most mundane and ordinary household items there is. Marketers do it every day, though. And, I assume I might be asked to do it frequently myself. Everything from beer to toothpaste has a marketing campaign behind it and not everything is as glamorous as high fashion in magazines. So how do you take ordinary disposable items and turn them into something desirable in an ad that a person might look at for a total of 5 seconds?

The Audience

Lucky for me, there was a generator that chose my item, audience, and all of their demographics for this assignment. The item I created an ad for is toilet paper. I chose Scott brand for no particular reason other than their brand name and logo is reasonably easy to work with. The audience is both male and female, ages 25-34, married with a reasonable income of 60 – 90,000. They have some college education and mostly consume magazines and social media entertainment.

Sketching

With all of those things in mind, I began sketching. Three of my strongest ideas included a couple on an evening stroll walking along a path of soft tissue; an iconic celebrity photograph (like Marilyn Monroe), only their clothes would be replaced with the airy delightfulness of toilet paper; or one of the World Wonders showcasing toilet paper in a way unique to them, for example, the Statue of Liberty holding a roll of toilet tissue high above her head instead of her torch.

While sketching I continually asked myself, “What if…” in order to help combine two different ideas into an idea, no matter how absurd, it’s only a sketch. I liked the idea of Marilyn’s dress being replaced by streams of billowing TP, but quite honestly I wasn’t sure how to go about executing that idea and was skeptical about the legal availability of the images needed. In the end, I chose to go with the Statue of Liberty idea.

The Images

Often, I use a site called Pixabay for quality photos and images with high resolution. This site allows users to post and offer their photos to the Public Domain, often with no attribution required. My photo, however came from Pixabay’s site and was taken by user nash78690. Additionally, I took my own photograph of my daughter holding toilet paper high above her head.

statue-of-liberty

Image by: nash78690

KODAK Digital Still Camera

Image: Beka Ackerschott

Magazine Ad

I designed the magazine ad first, using the photo as a background image and adding everything else on top. I had to a little bit of creative masking and layering in order to scott-couponsreplace Lady Liberty’s torch with the toilet paper. After that, I settled on  a patriotic slogan in Lato, a sans serif font, and added it to the Scott brand logo that I found online. Finally, I added just a tiny filler text in Centaur, and Old School traditional serif font.Scott toilet paper final mag ad jpeg

Social Media Ad

In order to complete the social media ad, I needed to resize and reposition just about everything. However, the placement of all the elements in this format might even be better than the original.

Scott toilet paper final social media ad jpeg

So What?

The assignment taught me how to look for better images with better quality. I also enjoyed practicing with photoshop and learning how to better use the layers and masking palette in order to achieve the image I want without destroying pixels. I also gained an appreciation for having to generate creative content on a subject that isn’t necessarily juicy and ripe with creative directions.

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Design Analysis: Typography

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Contrast in Typography

Minneapolis-based Fallon created these outdoor boards for Chicago-based Nuveen Investments to promote its sponsorship of the baseball team. The work celebrates the deep loyalty, tradition and mystique that exists between the team and its fans. The boards are located inside Wrigley Field around the luxury boxes.

Fallon is a “fully-integrated creative, media and production agency, headquartered in Minneapolis with offices around the globe.” according to their website. They employ over 115 creatives between 5 locations. This Cubs ad is one of seven billboard ads commissioned by Nuveen. I found the ad on the Communication Arts gallery in advertising. www.commarts.com/gallery

Headline Typeface

design analysis - type sansThis all caps, sans serif font is easily identified because there are no serifs attached to the ends of each letter. In fact, this font has so many characteristics apart from just sans, that it might even be considered decorative, owing a lot to the blocky geometry of each letter. Nonetheless, it functions as a sans serif typeface.

Script Typeface

design analysis - type script

The second typeface used is a script. The connected, fluid, cursive style of this type qualifies it to be a script, and it clearly contrasts the block style of the sans serif.

The two typefaces working together creates an interesting composition that is engaging. Because the types are so different, it causes a viewer to pause and read what is written in order to understand. It is both elegant and bold, sophisticated and athletic, as well as optimistic, which is an effect that Cubs fans hold tightly to!