Print Design Campaign
Local Product of Colorado / Recreational Dispensary / Denver, Colorado
What:
This print advertisement campaign I designed consisted of up to six print advertisements that ran across 6 months in "Culture" magazine. The main design challenge was designing a set of advertisements that speak to the cannabis culture in a responsible, mature way.
Why:
The goal(s) of the campaign were to build dispensary location awareness and increase foot traffic to the location.
Who:
The target audience consisted of individuals who consume recreational cannabis on a semi regular basis with music and the outdoors being primary areas of interest.
The Solution:
I approached the designs from the individual's point-of-view. Each image I chose reflected the cannabis culture, but also the individual's point of view experiencing the surroundings within the image itself. In the cannabis culture, it is all about the experience. I wrote the taglines for all advertisements to support the chosen imagery and set the tone for the advertisement. In addition, I designed sets of coupons along the very bottom and recommended including the tagline "Show this ad to redeem these offers" to support location foot traffic.
The Results:
The ad campaign was highly successful in spreading dispensary location awareness and boosting foot traffic to the location by 50%.
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