2. EcoStride

Ads for EcoStride were designed to rely heavily on striking imagery to draw interest. The visuals pique curiosity and showcase the products, while the copy reinforces the image and succinctly explains the UVP of the brand.

3. TreatTailor

Both ads here leverage humour and the subversion of expectations, which can be effective sales techniques among an audience that is highly accustomed to being targeted for ads, such as pet owners.

Naturally, a campaign for this brand would also include more orthodox ads that show the product in detail and highlight the ingredients and benefits for dogs, but here I wanted to showcase some out-of-the-box ad concepts.

4. Sky Innovations

Research led me to discover that many farmers are still reliant on printed media when it comes to keeping up with industry trends, and I therefore designed these as full-page magazine adverts.

Given that agricultural drone technology is a novel and developing industry, a mere headline and CTA would be thoroughly insufficient; the value proposition must be stated at some length. The copy in most of these ads focuses on the UVP of saving time and money, since a drone can accomplish in hours what a farmer would do to survey his/her farm over many days. The futuristic and potentially unsettling nature of drone technology is downplayed; the ads are not overly focused on the technology or the drone itself but rather the benefits of the service.

There is also the understanding that this is not a service one commits to with a single ad. The CTA is therefore to speak with a company representative, which would be the first stage in a funnel that gives the prospective client the opportunity have his/her doubts quelled, and to be given a personalised sales pitch according to their individual needs.

5. Artisanal Bread Club

Can you ship bread through the post? ChatGPT certainly thinks so.

The ads here hone in on a variety of selling points. Most are tailored towards the UVP of enjoying a wide variety of bread from around the world, while one focuses on the secondary benefit of being able to learn about the story behind the bread.

However, what all these ads share is an attempt to allay the main fear any right-minded person would have about receiving bread in the post: is it fresh? The international angle presents a hurdle the copy needed to address; I’m sure everyone would love to try a Peruvian pan chapla, but perhaps less so if it were shipped from Lima two weeks ago.