Introduced by Procter & Gamble in 1973, Dawn has a reputation for removing grease from dishes. With the Amoco Cadiz oil spill in 1978, Dawn was also discovered to be the best product to remove oil from affected wildlife without harming the animals. Intended to communicate intelligence, strength, and gentleness, this multi-media ad campaign plays up Dawn's versatility and environmentally friendly persona to target Millennial consumers by appealing to this generation's greater Eco-consciousness.
Stand-alone stills and animated photographic images with striking lighting and color effects are used to draw attention to Dawn's eco-responsible qualities and give a lasting impression of Dawn's mission. To further engage consumers and build product loyalty, the ad incorporates call-outs with social media links encouraging consumers to connect with other wildlife enthusiasts and contribute to International Bird Rescue and The Marine Mammal Center.
SKILLS
Concept Development
Art Direction
Design Project Management
Photo Editing
Typography
Layout
Visual Identity
Animation
PROGRAMS
Adobe Illustrator
Adobe Photoshop
Concepting and Photo Shoot
