QVM postcard campaign

Outline:

This was a group assignment where we are required to produce a series of three (3) postcards to form the basis of a promotional campaign.

We were to research, develop concepts and design our solutions before producing a final artwork. The objective of this give-away pack of postcards is to reinforce the brand essence using an indirect advertising approach, to get consumers to think about the brand in an unexpected way and to create an interesting and creative component to encourage consumers to keep the cards.

From the list of three brands to choose from was Zoos Victoria, Melbourne International Film Festival and Queen Victoria Market. We chose QVM for our postcard campaign to move forward as its one of the icons of the city of Melbourne.

Rationale:

Our target audience is fundamentally anyone with a mouth, aged between 5 - 45. This includes families with children, young adults, students and travellers who will enjoy the market culture Melbourne has to offer at QVM. The message we are communicating is a Fresh, Fun and Food experience at Queen Victoria Market. With fresh produce, fun activities for all and a list of delicious food stalls with cuisines from around the world, the outcome is an immersive market experience.

The message is conveyed using three words that connect the experience of the market: Fresh, Fun, and Food. We then explored onomatopoeia to match our copy, to create an engaging sound/hearing experience. We used ‘Mmmm...’ to communicate freshness, ‘Whoopee’ to communicate fun, and ‘Slurp’ to communicate delicious food.

Pushing the idea a little further, we connected the copy using colour psychology to ensure an optimum audience reception and experience. The step after that was to communicate some edge to the copy by adding effect enhancements to the type design on the card.

The sound of ‘Mmmm’ is then communicated in a sound wave as it would be melodically heard when one says it. The sound ‘Whoopee’ was designed in a spiral slide to communicate fun with lettering edges painted with streaks like playground equipment. The sound of ‘Slurp’ took the ‘U’ as a bowl and filling it with circular lines to communicate noodles and two chopsticks.

The final step was to connect the whole idea to social media with the hashtag #SoundsofQVM this will encourage people to share their fresh, food and fun experience.

Creative Team: Ramy Najmeddine, Matthew Chen, Brontë Godschalk