i, copywriter …

Posts tagged “Dramatic

Theme of the Moment

Army National Guard Leadership Poster

Media: Print
Client: Army National Guard
Industry: Military
Published: Available Nationally

Comment: Campaigns are often built around themes and this ad, like the previous one, is part of a larger campaign focusing on the term “Moment.”


VA Hiring is Serious Business

 VA Employee Referral Program Concept 2 VA Employee Referral Program Concept 3
VA Employee Referral Program Concept 1Media:
Print
Client: Department of Veterans Affairs
Industry: Healthcare
Published: On Spec

Comment: Simply stated, the art and science of healing is a noble profession. Doubly so when serving those who served. The men and women of the armed forces who have suffered broken bodies, minds and spirits because of their sacrifice are certainly heroes. But no more than the heroes who help them heal, get back on their feet, and get on with life. Therefore this series of posters for an Employee Referral Program is intended to make that distinction.


Every High Schooler’s Hopes and Dreams

Army National Guard State Champion

Media: Print
Client: Army National Guard
Industry: Military
Published: Available Nationally

Comments: High school. Never has there been a higher concentration of similarly minded individuals compressed into a single place for a set number of days. The smart advertiser uses this to their advantage. Even more so if they tap into the ubiquitous hopes of dreams of their audience … like becoming a State Champion in some sport or academic competition. This ad developed for the Army National Guard lets everyone know who the State Champion really is: the National Guard Soldier.


Tell them what they want, what they really, really want …

Army National Guard Command Respect Billboard

Media: Billboard
Client: Army National Guard
Industry: Military
Published: Available Nationally

Comment: Billboards sometimes become a challenge because some clients want to pack as much information as humanly possible into the space allotted. And billboards are pretty big spaces. That wasn’t a problem with this one. All it took was two words to convey to our 18-24 year old target demographic that the Guard was all they needed to get the respect they so clearly deserve.


It’s Time to Get Serious

Army National Guard Stadium Sign

Media: Stadium Sign
Client: Army National Guard
Industry: Military
Published: On Spec

Comments: I wanted to get into the heads of the people who would be seeing this banner, namely the students, athletes, parents, teachers, and coaches who attend high school sporting events in the school’s stadium where this banner was slated for display. And since they would ostensibly be there to view an athletic competition I elected to go with a declarative headline associated with their activity (“game”) coupled with a dramatic image. The message is clear: no matter how good you think you are, you’ll be better in the Guard.