Comfort Campaignvisible language | Dave Aquino

Comfort

serene

peaceful

quiet

relaxed

slow

undisturbed

tranquility

light

lightness

soft

feathery

!ying

weightless

round

blank

blankness

timeless

motionless

“A slow and tranquil state of the mind and body”

The Brand

RockwaterSecret Cove

•Sunshine Coast•Luxurious tenthouse suites•private, oceanfront, getaway

The Objective

Teaser Campaign

•Three direct mail pieces

•Bank or investment statements

•One television ad

•Of"ces, "nancial institutions, downtown cafes

Target Audience

•Men and women

•Working professionals

•35 - 50 years old

•High disposable income

•Expensive taste

The Concept

•Evoke feelings

•Peace, pleasure, tranquility

•Images, color and typography

Ad #1

too much text, layout considerations

less text, rounded corners, movement created

Ad #2

not elegant enough, composition options

comfort not evoked, composition options

light smooth script, circular layout

Ad #3

not engaging enough

needs to be more intriguing

red enforces mood, text used to engage

Ad #4

Questions?

Thank you.