Mike BorellKacie ThompsonAmy LaliberteDavid Krueger

CoachBoriana Strzok

ClientKate BodeNikki CrozierMegan Baxter

MCAD Advertising

Exhibition 2010

Project Team

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.

MCAD Advertising

Exhibition 2010

Project Objective

Internal Audience:

StudentsFacultyPresident

MCAD Advertising

Exhibition 2010

Target Audiences

External audience:

ProfessionalsAlumniPerspective Students

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

MCAD Advertising

Exhibition 2010

Research 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.

MCAD Advertising

Exhibition 2010

MCAD Advertising

Exhibition 2010

‘The Show’ Experience Summary

MCAD Advertising

Exhibition 2010

Inspirations

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

Tone

MCAD Advertising

Exhibition 2010

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.

MCAD Advertising

Exhibition 2010

Name/Identity

Cubicle Area-desks-tacked up process-computers w/work-copywriter & art director-dart board

Viewing Station-One Show pitches

Whiteboard-write/erase response to question prompts-arrange/play with word magnets-recorded

Slideshow-digital campaigns

Lounge Area-shelf of artists’ portfolios-couch, chairs, end table-coffee table w/client brochures

Column- name of show- shelf with businesscards of ad students

Photo wall-portraits of ad studentsand faculty

Guerilla Ads-’Cover yourHeinz’ campaign

Layout DesignPROOF

-41O

MCAD Advertising

Exhibition 2010

MCAD Advertising

Exhibition 2010

Example: Wall 1

MCAD Advertising

Exhibition 2010

Example: Wall 2

Guerilla Campaign 1: ‘Cover Your Heinz’

Guerilla Campaign 2

Guerilla Campaign 3

Portfolio Bookshelf

MCAD Advertising

Exhibition 2010

Example: Wall 3

MCAD Advertising

Exhibition 2010

business cardyou

design

what

are

areyes

?

think

they

design

campaign

identity

advertising

relevant

fun

use

are

campaign

identity

fun

use

cool

ads

do

I think they are useless...just use twitter...

clients like them

it’s your identi ty

YES!

Viewing station for One Show pitches and radio spots

Interactive Whiteboard

Example: Wall 4

MCAD Advertising

Exhibition 2010

Example: Wall 5

Restrooms:-Visine mirror campaigns-Bathroom stall poster ads

Hallway Walls-“Dakota Jazz Club Silhouettes”

From Ceiling-Banner with show logo/name

First Floor Hallway

Gallery 148

MCAD Advertising

Exhibition 2010

MUSICAL ENTERTAINMENT

SNACKS& BEVERAGES

Second Floor Student Center

MCAD Advertising

Exhibition 2010

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.

MCAD Advertising

Exhibition 2010

• 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

Tangible Promotion

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

MCAD Advertising

Exhibition 2010

Reception Itinerary

March 19th, 20107:00pm - 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

MCAD Advertising

Exhibition 2010

Implementation Calendar