I think the strategy here is, trying to communicate the importance of safe driving, through the use whit and through not using typical, 'over used' shock techniques. Using instances in life we can all identify with. If I go deeper into it I think the target audience are parent or at least people in their 30's & 40's who have some connection to children, because they've used accidents children have that will appeal to the parents emotions. I look at these and think they are slightly humorous which doesn't make me want to drive safely but I think a parent will look at this and their heart will go out to the child thinking of how they could have prevented such an accident. It's very cleaver and that it probably why it won in the D&Ad awards in 2012.
Credits: The Drive Safely campaign was developed at DDB Argentina, Buenos Aires, by executive creative directors Hernán Jáuregui and Pablo Batlle, creative directors Fernando Tchechenistky and Lisandro Grandal, art director Alejandro Hara, copywriter Emilio Yacón, and account manager Cecilia King.
Nikon launched their 'I AM' campaign back in 2010 but it is still going strong, I can isolate each of the three design roles within this one image.
Design for Invitation -This image persuades/invites you to engage with it in many ways,
- the quality of the image.
- the bright, bold, striking graphic in the centre.
- choice of language, 'BRAVE'.
- capital letters.
- subject in in the photograph.
- warm, inviting colours within the photograph.
- the size of the tagline being small, requires you to read deeper, focus in more and that itself is a technique to get to you engage with it.
All these things are examples of design for invitation but what are they inviting you to?
I think the invitation is one of the IDEA, the concept of 'I AM'. Nikon have gone personal, using real life images captured by Nikon cameras and real people, Jamie Oliver and Robbie Williams to name two, they have made it about the customer. Birgitta Olson says, “We hope this campaign will help to extend the legacy of the Nikon brand to a wider European audience. By reminding our customers that they too are at the heart of the image, we hope to ignite a new understanding of photography – one where anyone can express themselves, regardless of their photography experience.”
I AM *insert line here*, you can make it whatever you want. They've invited you to be a part of Nikon, not just a consumer.
Design for Information - This campaign is one with little conventional 'information', or information as you would expect to see it. This is the beauty of the campaign. The main information in the image is the Nikon logo, but along with this goes the colours and typefaces used in the graphic in the centre of the image, they are all within Nikon's brand guidelines informing you of the brand, the product.
In the case of the TV ads there is more design for information at the end of the video when the viewer needs to know the product comercial is advertising and also the tagline and the website are arranged on screen in the perfect way so that you get all the information needed.
http://www.youtube.com/watch?v=TwEZUiE97Uk
Design for expression - The print ads are the best example of design for expression, using inspirational lines matched with excellent images. The designer is allowed to express the concept freely.
I particularly like this 3rd prize Nikon competition winner. The composition, symmetry and humour expressed through the image is great and it's a very cleaver entry. Good enough for 3rd place and a D3100 kit package prize!
