‘Are We There Yet?’
Gabriel Fargher
Proposition: Shopping is more fun in the city
Objective: Increase foot traffic to city shopping precinct
TA: families with children around the age of 6. As this target audience is made up of families, it is important for them to see that the city offers something for everyone, not just something the kids will enjoy. After being in lockdown for almost 2 years these families are looking for an escape from the house, someplace they can go for a little bit of entertainment and excitement but also participate in family activities.
The idea behind this campaign is to contrast the monotonous feeling of staying home all the time we have felt during lockdown, with the idea of going out to the city and having a bit of fun with the family. I did this by implementing open ended statements about an ‘at home’ activity as the headlines then completing the statement with a picture of a comparable but more exciting activity in the city. These headlines are written from the perspective of a child, creating a playful and light-hearted tone perfect for kids while also creating a relatable message for parents. On top of this I used the tagline “Are we there yet?” to create an atmosphere of anticipation for the excitement you may have in the city, and once again using the child’s perspective.