"Creative advertising requires the communication of a meaningful message to an audience through an idea, expressed though the visual design and copy" from Advertising by Design by Robin Landa, page 18. First we ask ourselves who is our targeted audience, once we have that information then we go about creating ideas to attract their attention. For Malibu Rum, our targeted audience is 21-25 years of age and although the drink can be for both sexes, its more directed toward females. To change that I wanted a campaign concept to interest and drag in the male audience as well. "Identifying the people who comprise the core audience is essential to formulating insights, strategies, and, then,relevant ideas". from Advertising by Design by Robin Landa, page 19. Just like colors have their gender, blue for boy, pink for girl, I want to break away from those stereotypes and separate the idea of beer for guys and fruity drinks for ladies. I want to reach out to not only females that you should drink Malibu Rum but also let the males know that "yes this drink is fruity, but no this doesn't make you less of a man". It relates to the "real men wear pink" and makes it okay to step out of the "that's a chick drink mindset". "Determine a clear reaction you want the audience to have".from Advertising by Design by Robin Landa, page 19. This campaign idea sets me apart from other alcohol advertisements because its breaking away from the comfort zones and trying to not only convince my product to our targeted audience but also to invite and welcome outside of our targeted audience. We already have the female interest, and that's not going anywhere. Now we want to make it an even male/female audience.
"an idea is the creative reasoning underlying a design application, the guiding concept that determines how you design; it is the primary abstract idea. It sets the framework for all your design decisions". from Advertising by Design by Robin Landa, page 74.
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