The beginning of this process began with research.
In this case? It meant researching various laws in place, and deciding what type of law would work well with the prompt given. The prompt of course, being to create a theoretical Ad Council campaign. I started with the law in Oklahoma prohibiting bear wrestling, as a nature based campaign was something that fell in line with the Ad Council’s values, and would work to create something semi-realistic.
Of course, these were only my initial sketches, and as seen the tagline for the entire campaign wasn’t set in stone yet. After the sketching seen above, I really dove into researching the Ad Councils prior campaigns. Two of them came to the foreground with this research.
SmokeyBear.com and SaveTheFood.com
Their treatment of their subject matter is what appealed to me. Smokey the Bear as a means of how to treat the character, as well as it being representative of other nature based campaigns; and Save the Food as a means for how to display content and create a more responsive layout.
With those two in mind I moved forward into crafting the palette and iconography present in the final product. I chose a more paper cut style, to make it more eye catching towards children, and accessible to their parents, and I chose a new, simple tagline that explained the campaign.
Bears Aren’t For Wrestling.
Completing the billboards were what really streamlined the process of creating the website, as it created a visual language for the campaign. Hard edges. Awkward angles. Familiar typefaces. It set a precedent I wanted to be able to follow through with on the site.
The website format I chose was a single scrolling page, that would in practice have anchor tag based navigation with a sticky header and back to top available on the bottom. The advantages of this style site were easy navigation, hopefully less dropoff in user engagement, and it just made it easier to sew the content together in a more cohesive way. By using soft colors and trees as a means for transitions between sections, it was able to entice viewers into scrolling with a homey aesthetic.
Where the activity sheets came in with my process was an odd place. The idea for them occurred as I was working on the wireframes, or the sketch of the website. It was a section I felt needed to be added, to really show what kind of audience this campaign was going to reach. It was something I wasn’t sure I would have time for, given the time frame for this entire project, but something I was glad I was able to make time for. Every one of the activity sheets is based off of a real pose or activity a bear has been photographed doing, and I thought it would be more of a fun way to connect everything back to the idea of it being shown to children. Bears don’t wrestle, but they can do things that you might do, like reading, or looking at the stars.