CCT_356_Ad_Campaign

Highclass Online Ad campaign

For my online ad campaign I have chosen Highclass, a non-profit organization that receives funding from Ontario grants to implement programming in marginalized areas such as after school programs, music festivals, networking events and skills building workshops for the youth in these areas. The three online ad forms I have chosen are a button ad, banner ad and skyscraper ad. To create a uniform campaign I used similar fonts to that of the highclass logo in all 3 ads. Also there is a common theme of youth and education in the 3 images, as this is a major focus of the organization. The button and skyscraper ad feature inspiring youth wearing the t-shirts of the organization which creates a uniform sense of community amongst the models. All of the images promote a positive message which should intrigue the viewer to want to click and learn more about the ad, essentially become apart of this community as well.

The three ad forms were specifically chosen for different purposes. First the button ad is a smaller ad which would appear along the side of a website. This could be used in social networking sites such as Facebook which commonly uses this size of advertisements. Having this ad on Facebook would allow the ad to be targeted to those users with profiles which fit the demographic of people who would be interested in the organization. The larger banner ad could be used along the top of a website with similar a purpose or message to that of the organization. This ad is more interactive and eye-catching for the viewer as it uses multiple colours and moving imagery for a more appealing advertisement. The skyscraper ad could be used along the sides of websites such as search engines when people search for related topics to that of the organization.

All of these ads are meant to appeal to a younger audience, to intrigue them into wanting to learn more about the organization, as it advertises in the ads 'inspired by you. Lead by you." In these advertisements it is clear that 'you' are the youth, who are being called upon to make a difference in their community.