This post covers the process taken to develop a final testimonial advertisement for a selected non-profit. Starting from step one with rough sketches of ideas, transforming to mock ads and finally to a cohesive three piece ad. 

1. This ad would be using Bumble the abominable snowman as the spokesperson. (viewed as an expert). I modeled it off of the old smokey the bear advertisements but instead of "only you can prevent forest fires", I replaced it with " only you can protect winter". 

2.This ad would showcase two extremes, utilizing the 180' method. By showing a snowboard in its true element (snow) and a mirror of it in the opposite (desert) and asking the viewed "what looks better?" 

3.This ad would incorporate the President/CEO of the company being quoted about why he formed POW or why winter/ snowboarding is so important to him and why he believes it should be saved. 

4.This ad would show a close up of a professional skier or snowboarder after being covered in snow on a powder day. This would utilize the voice of the Extreme User speaking to the audience

5.This ad would have a dramatic mountain scene almost like a portrait of the mountain and a quote from the mountain with what it would say about climate change if it could talk, thus giving it a human element (expert/ extreme user?).

6.This ad would take the #5 sketch and take it to another level or putting multiple photos of mountains together almost like a yearbook with quite from the mountains (also giving them a living element).

By developing the target audience personas, our brand is able to put a face to the exact people we are aiming to reach. This helps us understand the lifestyles of our audience and how we can best fit into that lifestyle.

In this stage an actual layout of the ad is developed. A step up from the sketches but not quite the final product. Three ideas are chosen to see how they look in ad format and which one can be modified further.

After critique and discussion a decision is made on which ad to create into a cohesive three part campaign. In this case I found the ad giving the mountains a voice could be continues as a successful series. Hearing the complaints about global warming from something that is directly affected but docent have a voice gives the campaign an unique tone.