RMIT University assignmentIdiot Juice
Creative ideation, concept development
Qantas Project Sunrise
Brief: Create an outdoor campaign promoting Qantas’ new nonstop route between Sydney and London - the longest commercial flight in the world. Target enthusiastic Australian travellers.
Solution: I toyed with a few options for this brief. My personal favourite would have to be this one, a straightforward interpretation of the idea that Australia and England have never been closer.
My two other ideas were a) a typography/copy lead execution, and b) something to do with the rift between Australian and British slang. I feel like I didn’t quite hit the bullseye with the latter, but I think there’s definitely some sauce in a jargon-based ad. (apartment = flat)
Colgate Optic White High Impact
Brief: Propose a media-neutral idea promoting Colgate’s Optic White High Impact toothpaste - the easiest way to whiten your teeth, removing years worth of stains.
Solution: I went a bit rogue with this one, focusing on my own hot (and scientifically accurate) insight: not all white teeth are healthy, and not all healthy teeth are white. Removing stains is important, yes, but that pristine, milky white is not necessarily what’s hiding underneath. Human teeth are, in fact, often a natural off-white shade.
So, for my big idea, I diverted from focusing on ‘white’, in favour of ‘removing stains’. White has been done to death. What I’ve attached below is a poster capturing my concept in its simplest form - removing years worth of stains in various contexts. Pardon my drawing, but what you’re seeing is a floor scrubber going to town on some filthy floorboards. I can envision this being applied in an absolute plethora of executions! The message pressure washed into the pavement, a cleared out section of a heavily graffitied and gunked up wall, and so on, and so on.
In my dream toothpaste ad, it’s not about the white. It’s about getting rid of the stains.
