Print Advertising Campaign for Crumpler

For a College brief, the advertising layout for five different print media was produced for the launch of Crumpler’s new range of ‘hip-packs’. The campaign was to appeal to the intended target market of 18-25 year University students. The images employed are stock photography, and the fonts used for the single-minded proposition (SMP) and the tagline were obtained from Da Font. The Crumpler logo was supplied. These elements were carefully considered to convincingly correspond with the nature of my overall concept of the “Crump it Up!” campaign. These different visualisations are utilised to communicate the notion of the SMP - “Crump it Up!”. The varying images depict a situation/activity that, firstly, makes the hip pack to be known as an accessible and versatile bag product that is ready for any adventure the person chooses to embark on, and secondly, highlights the willingness and outgoing, spirited nature of the youth to seek and attempt new things in life. These outdoor adventures serve to emphasise the tagline - “Choose your adventure”, allowing the viewer to feel free and contemplate their worth at what they can achieve in life, therefore, giving them the opportunity to turn their dreams into realities and choose their own adventure they desire to undertake; whatever that may be. Ultimately, whichever approach/circumstance/activity/decision they make in life, these printed advertisements attempt to project the underlying representation of Crumpler and its significance in choosing this brand as their ongoing source for all their bag necessities. This proposed campaign concept was therefore aimed at wanting viewers to realise that whatever adventure they choose to pursue, there are no limits; because in the end, anything is possible with Crumpler.