1. Comfort Campaign
visible language | Dave Aquino

2. Comfort

4. serene blankness
round
undisturbed
lightness peaceful
tranquility
relaxed
timeless
ying
blank
soft
weightless
slow quiet
motionless light feathery

5. “ ”
A slow and tranquil state of the mind and body

6. The Brand

8. Rockwater
Secret Cove
•Sunshine Coast
•Luxurious tenthouse suites
•private, oceanfront, getaway

10. The Objective

11. Teaser Campaign
•Three direct mail pieces
•Bank or investment statements
•One television ad
•Of ces, nancial institutions, downtown cafes

12. Target Audience
•Men and women
•Working professionals
•35 - 50 years old
•High disposable income
•Expensive taste

13. The Concept
•Evoke feelings
•Peace, pleasure, tranquility
•Images, color and typography

14. Ad #1

16. too much text, layout considerations

17. less text, rounded corners, movement created

20. Ad #2

22. not elegant enough, composition options

23. comfort not evoked, composition options

24. light smooth script, circular layout

27. Ad #3

29. not engaging enough

30. needs to be more intriguing

31. red enforces mood, text used to engage

34. Ad #4

39. Questions?

40. Thank you.