Sophomore Advertising Studio

Analogy

Jake Boeve

DAD 234

Assignment Brief
OBJECTIVE
Create outdoor media executions that differentiate similar category brands in simple and telegraphic ideas. Use an analogy to evoke an emotion from the viewer.

OVERVIEW
The rules of outdoor advertising are very different from magazines. Text, image, color, size, location and, of course, message must all be distilled down to the simplest execution possible. Readability and nearly instantaneous understanding are the goals of successful outdoor advertising. Using a visual or verbal analogy helps the viewer understand the benefit and allows them to feel the intended message in a more emotional context.

Client
93.9 The River

Jake Boeve

Getting Ideas

This station makes you feel like...

you know the next big thing, you grew up in the 90s, music actually means something, youre in an indie film, that person who liked them before they were popular, your own music collection is nothing.

Jake Boeve

Creative Brief

Jake Boeve

Thumbnails

Jake Boeve

Thumbnails

Jake Boeve

Thumbnails

Jake Boeve

Thumbnails

Jake Boeve

The Concept

The concept was to show that 93.9 The River is not just another top 40 radio station, but something more. By using contrasting headlines and juxtoposing them next to each other, the idea was communicated in a way that would resonate well with the target audience. The challenge came with what could be said to best communicate the idea. After playing around with many different ideas, I chose to focus on prominent musicians from the 80s and 90s and the emotions associated with their music.

Jake Boeve

The concept
Ideation and Copy Exploration

The three chosen musicians were Morrisey, Robert Smith, and Kurt Cobain because of their wide variety of musical styles. Chosing artists from the 80s and 90s was the best route to take because most of the target audience grew up listening to these musicians.

Jake Boeve

10

Final Script

PRINT
Client -93.9 The River Title More Than Top 40 Size - Outdoor Date 3/20/14 Writer Jake Boeve

Top 40 Morriseys Bitterness Robert Smiths Heartache Kurt Cobains Tortured Soul

Jake Boeve

11

Initial Compositions
Billboard

Jake Boeve

12

Initial Compositions
Poster

Jake Boeve

13

Initial Compositions
Bus

Jake Boeve

14

Final Composition
Billboard

Jake Boeve

15

Final Composition
Poster

Jake Boeve

16

Final Composition
Bus

Jake Boeve

17

Final poster

more than top 40

93.9 the river

Jake Boeve 18