For this assignment, Professor Ligon tasked us with envisioning and designing a print ad for Ben & Jerry's new Cookie Dough Chunks. I went to work on brainstorming 50 unique ideas for a CONCEPTUAL print advertisement, meaning it had to go beyond a logo, image, and tagline.
The goal was to design an ad that would only work in print; motion and audio were not allowed. The ideas also had to convey one (or more) of three key messages: the cookie dough chunks are safe to eat, they can be eaten without utensils, and they are mess-less.
Below is my brainstorming process and subsequent sketching of my 5 best ideas (highlighted).
"Scary Movie Night"
"Antiquated"
"ER Visit"
"Picked Clean"
"Hot Sidewalk"
Below is my final print advertisement for the Ben & Jerry's Cookie Dough Chunks. I ended up going with the idea of the dusty ice cream scoop, as professor Ligon and I both felt it was a strong concept that outshined the other ideas. My final ad requires the viewer to stay on the page and think about the message more before it becomes clear. I have learned this to be a key component of an effective and memorable print ad.
This work was also selected by professor Dan Ligon to be featured in the 2023 APRD Showcase at the University of Colorado Boulder.
