THE CREATIVE CHALLENGE
As our creative team began this project, we discovered and reflected in one main challenge: We knew these posters would be displayed in classrooms throughout the duration of a school year (and maybe even longer). Because of this, we knew the poster could be filled with (informational) text but we also had to employ the tactic of making it interesting enough to entice a student to want to read it and to create “new things” for them to discover each time they looked at it.
THE CREATIVE SOLUTION
Our answer to this challenge was a “roadmap” made of interesting graphics that directly and/or indirectly illustrated the accompanying text and copy of the poster. The wide variety of graphics, in their size, offered the ability to split up the massive amount of information text that our client required be on the poster. The wide variety of graphics, in their level of detail, offered us the ability to “hide” little things, images, scenes and other details for students to discover. We believe the incredible attention to detail offers a product that is interesting no matter how many times you consume it: There’s always something new to discover!
The work and solution we did with our clients and for this project earned Team Abovo a “Silver” American Advertising Federation (AAF) Award for 2019 in the state of North Dakota. The award was given in the advertising category of: Out-of-home & Ambient Media (Poster).
The AAF’s annual award program honors excellence in advertising/marketing and cultivates the highest creative standards and is the only creative awards program administered by the advertising industry for the industry. Each year, AAF members across the country enter more than 40,000 samples of their best work which makes these awards the world’s largest advertising competition.