Combining my research with idea 2 I have decided to use word play in the final set of images. Instead of using word play puzzles, I have incorporate Deceived within puzzles. I found that word play puzzles like the Silk Cut and B&H campaigns were hard to replicate using the single word Deceived. Although I have come up with a series of ideas I find the puzzle either too loose or so simple they are cheesy (in the case of the golf tee). The cigarette campaigns also rely on their recognizable brand colour palette, as Decieved Clothing’s is fairly simple it is hard establish that connection of identity in the images. Instead I have focused on images that suggest trickery yet the brand is clearly understandable. This is also supported by the brand being new and its audience needing to understand it. The larger cigarette campaigns are reinforcing there known identity instead of introducing something new.
The final set of images are based on word games, and in the eyes of the target audience could be seen as quirky/retro. Using a the idea of something traditional for something new is deliberately jarring on the audience therefor makes it recogniseable. As most of Deceived Clothing and the brands the shop stocks are aimed at young open minded and creative individuals this retro feel is relatable, yet conveys the brand. (click to enlarge)
Filed under: N/A2, Professional Project
