“ Every artist was first an amateur.
Ralph Waldo Emerson
JOSHUA GIESKE
On Paper
CLIENT: Creative Crawl, a city-wide tour of the creative workshops in GR.
TARGET AUDIENCE: Advertising, Design and Video Production students from Grand Valley State University, Kendall College, Calvin College, Ferris State University, Central Michigan University, Western Michigan University.
TACTICS: Posters, outdoor, guerilla (stickers), T-shirts, and social media.
PROBLEM: College students are terrified of networking events.
SOLUTION: Dissolve their fears by stressing the casualness of the event.
Mini
PRODUCT: Mini Cooper
TARGET AUDIENCE: Men and Women, 25-45 years old. They are environmentally active car enthusiasts. They are interested in appearance and up on the latest trends.
MEDIA: Print
PROBLEM: Conveying that Mini Coopers is much more than a small car.
SOLUTION: Barely show the car. Instead make a bold-faced “MINI” the focus of the ad.
PRODUCT: Brita water filters
TARGET AUDIENCE: Health conscious men and women.
MEDIA: Print
PROBLEM: People take clean drinking water for granted. They rarely consider the environmental impact of using bottled water.
SOLUTION: Generate a little mystery. Introduce a harsh statistic. Invoke some emotion. All to promote a change in thinking.
Tread Softly
PRODUCT: Merrell Footwear
TARGET AUDIENCE: Men and women, 20-45 years old. They live an active, outdoor lifestyle. They love being outdoors. They enjoy hiking, climbing, biking, swimming, kayaking, and exploring in nature. They are concerned about Mother Nature and are likely involved in some type of environmental conservationist or preservationist group.
MEDIA: Print
PROBLEM: Everyone is claiming to be “Green.”
SOLUTION: Get down and dirty (or rather muddy). Create an ad that communicates an environmental literacy message rather than the common greenwashing ads. One that explains what Merrell is doing to decrease their environmental impact while encouraging the audience to get involved as well.
Get Organized
PRODUCT: Ikea “Kassett” boxes
TARGET AUDIENCE: Men and women, 25-55 years old. Fashion forward and design-centric individuals. They are interested in products with good quality, function and price.
MEDIA: Print
PROBLEM: Illustrating what Ikea products can do.
SOLUTION: Organize and simplify the ad as only Ikea could.
COMPANY: West Michigan Environmental Action Council
TARGET AUDIENCE: Local businesses of Kent County interested in philanthropic endeavors.
MEDIA: Direct mail, web ads, brochure and fact sheet.
PROBLEM: Why should businesses invest?
SOLUTION: Emphasize the direct financial benefit of giving back to the community through corporate philanthropy.
