The document provides details for planning the MCAD Advertising Exhibition in 2010, including the project team, target audiences, research findings, inspiration, layout design, promotion plans, and reception itinerary. The objective is to create awareness of the ad program internally and externally. Key aspects include an innovative layout incorporating process, promotion through various channels beginning early, and an opening reception on March 19th from 7-9:30pm with food, music and viewing of student work.

2. MCAD Advertising
Exhibition 2010
Project Team
Mike Borell
Kacie Thompson
Amy Laliberte
David Krueger
Coach
Boriana Strzok
Client
Kate Bode
Nikki Crozier
Megan Baxter

3. MCAD Advertising
Exhibition 2010
Project Objective
Our objective is to create a guide and plan of execution for the Advertising
Exhibition that will take place in the spring of 2010. The goal of the event is
to create awareness of the ad program internally to the MCAD community, as
well as to the professionals in the ad industry. Our plan will consist of promo-
tional ideas, exhibition theme and layout along with the research to back up
our concepts and ideas. Overall we want our clients to be able to walk away
with a book of information they can use to execute the show with the best
possible results.

4. MCAD Advertising
Exhibition 2010
Target Audiences
Internal Audience: External audience:
Students Professionals
Faculty Alumni
President Perspective Students

5. MCAD Advertising
Exhibition 2010
Research Summary
Students
• Find out about events through e-mails and teachers
• Free food
• Music and or multiple forms of entertainment
• Students want to know who’s work will be in the show,
and enjoy seeing previews of work beforehand
• They don’t pay as much attention to the all official e-mails
• Students are also interested in seeing the process, not just the final
product
Professionals
• Would like to see other professionals there – Networking
• Probably wont come to both opening night and workshops
• Rarely hear about MCAD events – notified via e-mail invites
• Want to see at least 3-4 solid campaigns during a portfolio review
President
• Wants to see more collaboration between majors
• Interested in learning more about the advertising program
• Disappointed in students only attending exhibit events for free food
• Suggested promoting gallery 148

6. MCAD Advertising
Exhibition 2010
‘The Show’ Experience Summary
For a portion of our research, half of our group attended ‘The Show’, the ad-
vertising award show hosted at Epic Nightclub in Minneapolis. We observed
their methods of event promotion, curation of the work, catering, and enter-
tainment. The conclusions we developed helped inform decisions we were
making in our advertising exhibit design.
First and foremost, we were disappointed in the craft with which the work
was displayed. Their placement decisions made it hard to view the work and
navigate through the different categories, as well as the campaigns displayed
were dented and tape was visible from all angles. People were tripping over
the contraptions holding up the boards, the walkways were narrow, and the
prints were small. These neglected aspects were noted by our group, and
influenced our choices to make viewing the ads at the MCAD ad exhibit more
accessible to interact with.
The aspect we were most impressed with was the food choice. Other than
that, it seemed with the loud d.j. and retro lights we were not at an ad show
but just a nightclub, which may have been their intention, but did not feel
suitable to us. It was a beneficial part of our research that gave us a chance
to experience what the professionals are doing, and only further pushed our
decisions to make the ad event we are planning even better.

7. MCAD Advertising
Exhibition 2010
Inspirations

8. MCAD Advertising
Exhibition 2010
Tone
To understand the design for the advertising exhibition you have to ask yourself, ‘what is the
unifying connection between advertising and the fine arts’? The answer is: the creative process.
Artists and advertisers alike use the creative process to develop and progress ideas into the
final pieces they become, whether that be a billboard, painting, photograph, or commercial, the
same process is underlying and crucial for each. For the exhibition design, this idea of process
was harnessed and became in essence an inspiration that leads to the theme of the event.
When you walk into gallery 148 you will feel like you just stepped into an innovative Minneapolis
advertising agency. The bright, energetic colors vibrating from the walls will grab your attention
and pull you in. You will see advertising work come off the walls and become incorporated in all
of the different environments in the room. All of the choices made for the event only further to
bring awareness and hype to the advertising program, which it is very deserving of.
The advertising program at MCAD is innovative, talented, original.
The proof is in the process.
148 proof

9. MCAD Advertising
Exhibition 2010
Name/Identity
While our show theme revolves around the creative process, the identity we developed stems from
this as well. The show will have visual examples of the proofing process that advertisements undergo
during their development. The exhibit will also be proof of the talents and creativity housed in the
advertising program. We also wanted to incorporate the name of the space where the exhibit is being
held, thus we are proposing to name the advertising exhibition of 2010: 148 Proof. We feel this name
is the most successful because it is edgy and will attract curiosity, as well as reference gallery 148 and
describe the theme.

10. MCAD Advertising
14- Exhibition 2010
PROOF
O
Layout Design
Cubicle Area
-desks
-tacked up process
Photo wall -computers w/work
-portraits of ad students Slideshow -copywriter &
and faculty -digital campaigns art director
-dart board
Column
- name of show Viewing Station
- shelf with business -One Show pitches
cards of ad students
Whiteboard
-write/erase
response
to question
prompts
-arrange/play
with word
magnets
-recorded
Lounge Area
-shelf of artists’ portfolios Guerilla Ads
-couch, chairs, end table -’Cover your
-coffee table w/client brochures Heinz’ campaign

11. MCAD Advertising
Exhibition 2010
Example: Wall 1

12. MCAD Advertising
Exhibition 2010
Example: Wall 2

13. MCAD Advertising
Exhibition 2010
Example: Wall 3
Guerilla Guerilla Guerilla Campaign Portfolio Bookshelf
Campaign 3 Campaign 2 1: ‘Cover Your Heinz’

14. MCAD Advertising
Exhibition 2010
Example: Wall 4
Viewing station for One Show Interactive Whiteboard
pitches and radio spots
what you ?
do business card
YES!
relevant yes they are cool
I think they are useless...
ads just use twitter...
design
advertising
clients like them
it’s your identi ty
fun campaign
think
are fun campaign
design
are
use identity
use identity

15. MCAD Advertising
Exhibition 2010
Example: Wall 5

16. MCAD Advertising
Exhibition 2010
First Floor Hallway
Restrooms:
-Visine mirror campaigns
Gallery 148
-Bathroom stall poster ads
From Ceiling
-Banner with show
logo/name
Hallway Walls
-“Dakota Jazz Club Silhouettes”

17. MCAD Advertising
Exhibition 2010
Second Floor Student Center
SNACKS
& BEVERAGES
MUSICAL ENTERTAINMENT

18. MCAD Advertising
Exhibition 2010
Promotion
Based on our research, promotion for the event needs to be exciting
and dynamic, as well as implemented early on for increased turn out
results on the opening night. To capture the attention of each target
audience, we propose to have in school promotions geared towards
students and faculty, as well as external promotion for alumni and pro-
fessionals.
Some creative approaches include asking David Schutten to incorporate a short
radio advertisement project in his spring broadcasting class. We are also propos-
ing to place “the 148 special” on the MCAD café menu board the week prior to the
show.

19. MCAD Advertising
Exhibition 2010
Tangible Promotion
• 148 proof posters hung outside of the gallery space
• T-shirts “I am proof” (front) 148 (back) invite illustrators
and graphic design majors to design
• Contact Doug Nathan to include a promo piece in the
alumni newsletter
• Cocktail style books describing ‘the recipe for making
an ad’
• Message in a bottle invite for professionals
• Install banners in key traffic areas of the school, with show
identity, that direct to gallery 148

20. MCAD Advertising
Exhibition 2010
Online Promotion
• Facebook event page through Stu Dent
• Twitter event page
• Ad on the MCAD intranet main page with a gallery of image
examples of work featured in the show
• Propose to have the event featured on the MCAD internet main
page

21. MCAD Advertising
Exhibition 2010
Reception Itinerary
March 19th, 2010
7:00pm - 9:30 pm
• Recruit a team of 3-5 people to over-see the opening reception,
to ensure that catering, entertainment, technical aspects, etc.
run accordingly to plan.
• Food catering by Jasmine 26- setup starts at 6:00 pm
• DJ setup and sound check- 5:30 pm
• Doors open- 6:30 pm
• Event close- 9:30 pm

22. MCAD Advertising
Exhibition 2010
Implementation Calendar