Mini advertising campaign for the end of my Art Direction course MJ Joseph

1. #FoxOrBadger Campaign
by
MJ Joseph
Art Direction - Chelsea College of Arts 2014 1

2. The Brief
The aim of the #FoxOrBadger campaign is to
encourage 25 – 40 year olds to visit National Trust sites
by showing them all the great things available.
It’s more than just long walks in the woods and mini
museums made from Victorian houses.
National Trust sites offer action sports, spa breaks and
cosy getaways for those who want to escape the city.
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3. My Moodboard
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4. Why #FoxOrBadger ?
As the aim of the campaign is to promote inclusion and
interaction of a specific target group, I thought it would be a
good idea to give the target group something to identify with.
e.g. ‘I am a fox.’ ‘I am a badger.’
The Fox represents the outgoing adventurer.
The Badger represents those who prefer to relax.
People can complete super short surveys made up of 5
options/scenarios which will tell them whether they are a fox or
badger.
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5. Why #FoxOrBadger ?
Once they find out which character they are, they will
receive suggestions of National Trust places to visit.
They will also be able to find out what other Foxes or
Badgers are doing via social networking using the
#FoxOrBadger – ‘Find out what all the Badgers are
doing…’
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6. Execution
The campaign will be print based(sides of
buses/bustops etc.) as well as online.
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7. Execution
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8. Execution
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9. Opportunity for extension
Foxes and Badgers can enter a competition.
Photos taken at a National Trust site, along with
#FoxOrBadger, will be entered to win an activity
associated with their character:
Fox: bonfire night, paintballing
Badger: lunch/tea at a stately home
The #FoxOrBadger campaign can be extended by
bringing the characters to life in a series of short
tv/online ads.
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10. THE END
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