There are two aspects of this VW billboard campaign that I have picked up on in relevance to our brief.
Firstly the clean and pure background is an effective way to un-clutter a billboard, making it clear and understandable.
It has also addressed the issue of conceptions of the the old and the new. This is one of the issues P&O face.
The audience they need are the people who have past misconceptions about the rusty ferries of the 1980s.
They potentially need informing of a change in standard and reliability.
These two billboard posters again have the clean and approachable aesthetic. Also the idea is fantastic, it cleverly suggests that the GTI will offer you a pant-wettingly good experience as well as having the initial impact of looking like a fashion billboard aimed at the same target market.
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