Research & Ideation:
In my research on the brand, I found that they are very committed to protecting people from diseases that bugs can carry and transmit. This led me to a big idea: showing the illnesses they carry and emphasizing that you want to keep your family safe from them. I also noticed that the common perception of Raid is that it is dangerous for kids and pets, so I wanted to make sure people knew they have products that are completely safe for their families.
In my research on the brand, I found that they are very committed to protecting people from diseases that bugs can carry and transmit. This led me to a big idea: showing the illnesses they carry and emphasizing that you want to keep your family safe from them. I also noticed that the common perception of Raid is that it is dangerous for kids and pets, so I wanted to make sure people knew they have products that are completely safe for their families.
Sketches:
For the sketching round, I started with a couple of ideas I had already roughly sketched from the exercise that this campaign is based on. From there, I expanded on those ideas to develop more headline concepts and a few larger idea sketches. Ultimately, I selected three of those big ideas and began refining them to create more detailed sketches. I chose the big idea of a bug transforming into a family member or pet, depicting a sick child with a warning about the bug that causes the illness, and then presenting bugs in a more adult-friendly scenario with a bold headline that references the bug and the scene's people.
For the sketching round, I started with a couple of ideas I had already roughly sketched from the exercise that this campaign is based on. From there, I expanded on those ideas to develop more headline concepts and a few larger idea sketches. Ultimately, I selected three of those big ideas and began refining them to create more detailed sketches. I chose the big idea of a bug transforming into a family member or pet, depicting a sick child with a warning about the bug that causes the illness, and then presenting bugs in a more adult-friendly scenario with a bold headline that references the bug and the scene's people.
Final Work:
For my final edits, I made a few adjustments to enhance the cohesion of the print pieces. I raised the images slightly and ensured the type had its own space without overlapping other elements. I also edited the socials and filled in all the sections on my mockup. Additionally, I edited the photos by removing the type and creating a post with a hashtag raid.
Why this Big Idea Works for a Campaign:
This big idea works for a campaign because it can be made past the three that I did. You can take the other bugs they protect against and even push the innuendos. And by using the identity system I made with the type colors and elements, it could be easily branched out further. Big Ideas, though hard to come up with, are easy to continue once you have one.