Project Overview: Our objective for the campaign was to celebrate the 55th anniversary and rerelease of the timeless song, "Sitting on the Dock of the Bay" by Ottis Redding. Our aim was to create a compelling brand identity that effectively communicated the message of the song - that taking time to slow down and focus on what truly matters in life can lead to greater fulfillment and success. We wanted to inspire individuals to cherish the present moment and prioritize the things that matter most.
As part of my brainstorming process, I employed the use of a mind map to explore different ideas through word associations. This visual tool allowed me to organize and structure my thoughts, while also sparking new and creative solutions.
Continuing my process, I created a mood board to gather visual inspiration and shape the overall aesthetic direction for my project.
Next, I conceptualized various campaigns, exploring different ideas and approaches to achieve my desired outcomes.
Having narrowed down my campaign ideas, I selected a concept to bring to life and started sketching out visual concepts in the form of thumbnails.
I then devised a comprehensive media plan for the campaign, determining the various mediums I would utilize to effectively communicate my message.
In the next step of my process, I crafted potential headlines and taglines for the campaign, aiming to create impactful and memorable messaging.
As a key aspect of my campaign, I generated various logo concepts through sketching, working towards creating the final logo that would represent my message and brand identity.
Final Deliverables:
For the billboard advertising aspect of the campaign, we wanted to create a visually appealing and impactful design. We aimed to depict a map as if viewed from a phone and included the direction, "Take the Rush Out of Your Hour." Below the map, we featured the song "Sitting on the Dock of the Bay" to reinforce the message that the song can help to ease the stress of daily life and create a sense of calm amidst the rush of the hour.
In our social media component of the campaign, we crafted a carousel showcasing a stop sign to show the metaphor of "Go Further by Slowing Down." This aimed to visually emphasize the idea of taking a step back and prioritizing the things that truly matter in life.
Radio Spot:
For the radio component of the campaign, we crafted a 30-second radio spot that aimed to effectively promote the timeless classic, "Sitting on the Dock of the Bay." This advertisement was designed to be heard while on the go, providing a moment of peace and reflection amidst the hustle and bustle of daily life.
Script for radio spot
"Take a moment to slow down and appreciate the simple things in life. It's the 55th
anniversary of the classic, "Sittin' on the Dock of the Bay" by Otis Redding.
"With the rerelease of this classic, you can now embrace the pace and enjoy the
soothing voice of Otis Redding anytime, anywhere. So, sit back, relax and let the
timeless message of "Sittin' on the Dock of the Bay" remind you to go further by slowing
down.
Embrace the pace. Celebrate the 55th anniversary of "Sittin' on the Dock of the Bay" by
Otis Redding. Available now for streaming and purchase.
Don't miss out on this chance to slow down and appreciate the moments of magic that
make us grateful for all we have. Get your copy of "Sittin' on the Dock of the Bay" by
Otis Redding now."
Guerrilla marketing
For the guerrilla marketing aspect of the campaign, we created a sticker featuring the logo and a QR code. The sticker was placed in strategic locations, and when scanned, the QR code directed individuals to a link where they could listen to the iconic song, "Sitting on the Dock of the Bay". The aim of this tactic was to generate buzz and create a sense of discovery for the campaign.
For the poster, we designed a visually impactful piece that showcased a map route in the shape of Otis Redding's silhouette while he sings. This unique design aimed to capture the essence of the song and communicate its message to the audience.
