Fonseca Ava Tanguilig Portfolio

Communica)on Design

ART DIRECTION | CREATIVES | COPYWRITING | CONCEPT

Crea)ve Brief: Create an Absolut campaign for the sugar flavored vodka.

Some images are downloaded from the internet and it has been edited for por@olio purposes only.

ART DIRECTION | PHOTO MANIPULATION | CONCEPT

Crea)ve Brief: Create an image representa)on of modern Mother Nature.

Some images are downloaded from the internet and it has been edited for por@olio purposes only.

ART DIRECTION | GRAPHIC DESIGN

Outdoor Adver)sing | Billboard

ART DIRECTION | CREATIVES | PHOTO MANIPULATION

Poster

ART DIRECTION | CREATIVES

Poster

Campaigns & Marke)ng Ideas

Context People want to improve their living space and create the most beautiful home. Using paint is a great way to add color and create a positive atmosphere at home. However the risk of failure when using paint is relatively high, as people might be disappointed by the end result. Then they have to live with it, and feel like they have wasted money. This risk is often the reason people decide to drop out of the decorative journey and decide not to buy or use paint at all. People are looking for new ways to reduce this risk in the following three areas: 1. Choose the right color, style and paint product in an often confusing and complex sea of choices. 2. Use the paint in a way that will not fail and will therefore meet expectations. 3. Work together with and get support from the right people (painters, designers, peers, social media, etc.) to start and finish the job properly and successfully. AkzoNobel is one of the world's leading decorative paints companies. And with decorative paint for all kinds of surfaces, they want to add color to people’s lives by improving their living spaces. Currently AkzoNobel already offers people testers so they can try the color at home in advance and a digital visualization app to get an impression of how the color would look like and match with the furniture at home. Creative Challenge In a presentation with text and visuals, give us ideas to assure consumers that they will achieve the best end results when decorating with Azkonobel paints. Wow us with your ideas in any of the three areas listed above. We are looking for great ideas for new paint products or services that reduce risk of failure and help to achieve the best paint results in your home. For paint product ideas, think about really new product innovation. It could be a new idea or it could build/improve on the formulation, delivery or application of existing paint products. For services, think about what online or mobile services, in-‐store services, or personalized

face-‐to-‐face services AkzoNobel could offer consumers who intend to paint their homes. Clearly describe what the product or service is about, and how it helps to reduce the risk for the consumer. Please be specific in the description of what the product or service is about, and how the consumer will benefit from it! Please avoid ideas about communication (advertising, communication claims, website layout, and packaging designs) or promotion (in-‐store merchandise materials, point of sale materials and displays). Proposed Marketing Campaign & Strategy Azkonobel Paints will launch “Projectivity”, a “Larger Than Life” innovative service that requires technology and creativity. Azkonobel will use a pocket-‐sized HD projector (with rechargeable battery) and digital colored slides to project life-‐size colors. The Idea: The consumers will create an account on the website/mobile site to purchase Projectivity. It includes a personalized face-‐to-‐face service from a well-‐trained sales person who will conduct the demo of the product. However, projectors are not to be purchased by the clients but the digital colored slides that will come in two sets, 3 colors and 5 colors. Each set correspond to chosen colors made by the consumers. A complimentary 3 design patterns will also be given to the consumers as part of Azkonoble’s new design feature. It will show different patterns should consumers wish to add some designs. The consumer will then choose preferred time and date to schedule for the sales person to come down the house or office. During the demo, the sales person will ask the consumer to login into their account using the iPad (brought by the sales person). The iPad will feature Azkonobel’s technology where it able to detect walls/furniture and colorized it. Using the iPad as the controller, touch-‐screened. The iPad will be connected to the projector. The purchased digital colored slides will appear. The digital colored slides will now project the colors to the walls/furniture. The projectors are adjustable according to view. The consumers can hold the projector and move it around their desired walls/furniture. If the consumer desired to see two colors at the same time e.g. walls and furniture, it is also possible. A maximum of two projectors are allowed. The sales person will discuss the colors and application. Once the consumers choose and decide a color they can already place an order straight from their account. There will also be an option if consumers want to avail painting services from Azkonobel. A customized color palette will also be given to the consumers’ account, which shows what colors compliments and matches the chosen color/colors. Alternatively, for walk-‐in consumers, they can also avail the demo but only limited to two colors projecting on the model units inside the store. Benefits:

1. Choosing colors will be easier because consumers need not to spend too much time. The options of 3 and 5 colors are the best way to help them to decide what they really want. They can take time choosing from the hundreds of colors but setting a number does not mean to limit their choices but to assist them to pick the best possible desired color.

2. Consumers will have a better and wider perspective of the paint since they are not just looking at it in an iPad or mobile phone but projected images.

3. Life-‐size customer experience will be given to the consumers.

4. The consumers cannot take screenshots but high-‐resolution images of the chosen part of the walls/furniture. This is ideal for printing, sending to emails and sharing to social media.

5. A recorded footage of the “Projectivity” will also be given to the consumers where they can review, revisit and re-‐access the actual demo.

6. The face-‐to-‐face demo is a service given to the consumers at their doorstep where they can ask the expert; take professional advices in real-‐time on the actual part of the house and specific furniture.

7. They can make use of the free 3 complimentary design patterns where they can mix and match with chosen colors. It is going to be a new feature of Azkonobel.

8. The consumers will save time to think and decide. Giving too much options but do not give consumers the best choice is not helpful at all. We at Azkonobel know our products and expertise. Therefore, we assure to only give and provide the best choice to offer to all our consumers.

9. The expert may also share his input should he think the colors don’t compliment the wall/furniture. His professional advice is for free limited to one color only.

10. This is not an app that can be downloaded but a system as part of the corporate website catered to consumer page where they can create an account. The purpose is to keep records of clients, tracking their location, searches and orders. In the future they can get discounts, special previews, seminar invitations from topics raging from picking the best paints, hos to take care of furniture, trending design in the market, interior designers, architects.

GRAPHICS | COPYWRITING | CREATIVES | IDEA

Submi'ed entry to eYeka’s contest for Azkonobel. Some images are downloaded from the internet and it has been edited for por>olio purposes only.

Context We all intrinsically know life is great, but when we feel ill, it could definitely break our day -‐ especially when we are suffering from little pains such as chest congestion, sinus pain or colds & flu. These conditions all have a common problem at their heart: Mucus! An excess of mucus feels like a ton of bricks on our chest. Sufferers of excess mucus feel miserable but need to carry on with their lives. Mucus is very disruptive, so when it’s cleared out, it’s such a relief. Mucinex has found that the best way to help people feel truly relieved is to get rid of mucus at its source. Mucinex is a product that contains a special ingredient called Guaifenesin. It is the most effective at helping the body tackle the problematic excess of mucus. Guaifenesin works inside the body by thinning and loosening mucus, improving its flow so that it can easily come out of the body, through coughing or blowing your nose. It is a true mucus-‐hunter that helps people live their day to the fullest! Creative Challenge Find a creative and attractive way to show how Mucinex provides the best relief by tackling excess mucus at its source, with a physical demo idea that will work in stores. We need you to explain how Mucinex works! Think of demo ideas that someone could perform in a store, or an installation that works on its own, or with some help. You could use analogies, metaphors or something else that is more literal. Your demo needs to capture people’s attention and explain, clearly and quickly, how the product works and why it is a superior product. This is what your demo idea needs to express: The mode of action of Guaifenesin-‐ this is how it works in 3 steps: 1. It thins out mucus, 2. It improves the flow of mucus in our body; by helping the body break it down and make it thinner, 3. It helps our body get rid of excess mucus. – Because it now flows easier so you can cough it out. How it delivers a fast relief feeling to users because it helps gets rid of the mucus.

Please answer the following question with your entry: If your demo idea was used in a store, what else could be done in addition to it? (Think of events, games, and promotions). Mucinex is distributed in the US – which means the products are sold in pharmacies and supermarkets (when a pharmacist is present). Proposed Marketing Campaign & Strategy Mucinex will launch “#Mycustery”, a simple and interactive fortune-‐telling in a form of asking one question and consumers can talk with the machine until it arrives with a “clearer” answer of their fortune. Mucinex will use a life-‐sized machine that has one text led display board on top, a screen in the middle that either shows Mucus as the fortune teller, touched-‐screen (2) buttons, an audio speaker and a microphone. A signboard that says, “free fortune-‐telling”. DSLR cameras will be use for photo taking. The idea: The machine displays text on top asking people to “Do you want to know your fortune today? Or “Hello, I would like to tell your luck for today”. A responsive consumer gets near the machine. “Please use the microphone and tell me what do you want to know” as it appears on the board. Consumer speaks and asked the question. The machine displays a text, “May I know your first name, month & year of birth? Consumer answers. The screen shows Mucus the fortune-‐teller wearing hood. His face is hidden, showing the lighted crystal ball. The Mucus speaks with a hoarse voice – unable to be fully understood. Consumer gets a confused reaction. “Did you understand me? “ as displayed on the board. “No” as consumer responded. The board displayed “Please press any of the three buttons to help me clear my voice”. If the consumer presses the wrong button the machine will speak again but in a hoarse voice – “Press try another button”. (Two buttons are water, Mucinex but all are unlabeled. The screen will correspond an image to the pressed button e.g. water flowing and sound of drinking will be heard and seen). If the correct button is pressed, the screen will display Mucus’ whole face and body spinning as he transforms to be thinner and thinner until he disappears and turn to a good-‐looking human* fortune-‐teller belting his voice out. A clearer and loud modulated voice will apologize for belting-‐out and answers the consumer’s question clearly. * If the consumer is female she will speak to a male fortune-‐teller and if it’s a male then he will speak to a female fortune-‐teller. Just a very few step away from the machine an unveiled booth of Mucinex will be seen. A sales person will come out from the machine (the good-‐looking person) dressed in blue uniform explaining the good results of Mucinex to coughing. She/he will interview the consumer who participated. Relating the situation on the Fortune Teller and the consumer. A person who suffers from congested nose, or lungs due to mucus caused coughing/sneezing/colds and affects our daily lives. We are unable to communicate properly because of the uncomfortable feeling and itchy throat. The sales person will present Mucinex and discuss its main ingredient “Guaifenesin” helps to lessen and thinning of mucus. The sales person will go around the crowd who are listening to him/her and offer to get a small 3d lenticular fridge magnet (showing the fat Mucus and swapping image thinner Mucus being hugged by Mucinex). The backdrop of the booth will be used as photo booth with the consumers, sales persons and Mucus mascots.

Benefits:

1. The fortuneteller machine will boost curiosity among consumers (walk-‐in consumers and passer-‐by).

2. The interaction between the machine and the consumer will engage many people to stand-‐by and watch for succeeding events.

3. The crowd will participate by taking photos of the machines, participants, the events and upload/share via social media using the hashtags #Mucustery or #Mucinex

4. The question & answer, picking the right button and hearing the clearer answer will create an impact to people.

5. The continuity from the fortune telling to the engaging demo from the sales person will make people stay. Discussing and relating the situation to real life experience, asking people throw him questions if they need further information.

6. Having a clear throat, clear voice can help someone function effectively. 7. Giving a short but very informative details about the ingredient Guaifenesin help

people to understand deeper the advantage of Mucinex. 8. Using the sales person as the Mucus fortune-‐tellers. Not moving away from the

humor of Mucus advertisements. 9. Giving of the fridge magnet helps to add more branding, brand-‐awareness, brand-‐

recall. Using the magnet as a metaphor of sticking strongly and holding papers that are relevant and not to be forgotten.

10. Photos from the event will be uploaded on the official social media accounts of Mucinex.


Submi'ed entry to eYeka’s contest for Mucinex. Some images are downloaded from the internet and it has been edited for por>olio purposes only.

Context

Parents of babies mostly think that their babies’ skin is perfect from birth on. They don’t think that hydration is essential. When they do hydrate their babies’ skin, it’s more often in the case of a rash or specific skin problem. And it’s perceived as a constraint. Because it has to be done to repair the skin and because baby suffers; it’s a difficult moment.

Mustela, from The Expanscience Laboratories, is the expert brand in babies’ skin care. Mustela provides expertise to babies and parents: Mustela has been doing research for 11 years and discovered that the skin of a newborn has a surprising source of strength: a unique stem cell reserve that is at its maximum at birth. This resource is vulnerable and fragile. Hence it needs to be protected, and this can be achieved easily with daily hydration with Mustela.

The range of Mustela products have recently been reinvented. They now contain an average of 92% of natural ingredients and are highly efficient for skin hydration, allowing:

• The skin cells to function perfectly, as water is the main fuel for cells; • The skin to be protected from aggressive external factors; • The capital of stem cells to be preserved.

But beyond its expertise and scientific approach to babies’ skin, Mustela has also a strong emotional side. They believe that hydrating babies can be an occasion for a bonding moment between parents and babies. It can be a pleasure, something that comes naturally as part of the ritual, in the same way as bathing is a pleasure for most parents. Mustela has two sides: the expertise and the emotion. Mustela would like to convince parents that hydration is essential and that Mustela is their best ally to create a nice and gentle moment.

Creative Challenge

Create an inspiring poster that touches parents and convince them that babies’ skin is fragile and needs the expert hydration of Mustela. Your poster must be composed of a visual and a tagline. It should appeal to moms and dads and the key thing they should think when looking at it is: “All right, I should take the time to hydrate my baby’s skin-‐ and Mustela products will help me do that.”

Along with your poster, we’d love to hear details about your idea. Please answer the following:

• What is your idea about? • How do you think it will convince parents? • How will it make Mustela hydration products stand out from the crowd?

Also, if you’d like to add any other visuals, drawings or text, feel free to do it on the third page of the template – the “mood board page”.

Don’t blame parents or lecture them. Don’t be too scientific. Talk to their minds and hearts; move them instead of moralizing them.

Proposed Marketing Campaign & Strategy

Mustela will launch the poster that says “ Touch of Love”. It was inspired by the concept of King Midas that whatever he touches will turn to Gold. Mustela however reversed the idea by showing that parents’ touch will help their babies’ skin to be hydrated and make it soft. The idea of the poster features a sleeping baby in a comfortable position, lying on a soft cloth but half of his body is covered with stone. As if it’s a statue, rough -‐ a representation of a dehydrated skin of an infant due to lack of proper hydration and care. You can see the texture of hardness and dryness. Other half will show his soft, smooth and hydrated healthy skin. You also see hand showing and holding Mustela bottle. Benefits:

1. The tagline “Touch of Love” is a testament that human touch is the most effective way of healing.

2. The tagline is a tangible representation of personal affection. 3. The tagline is emotional and it gives a special experience towards human. 4. The warmth of the message has a strong impact. 5. The image of a baby catches attention. 6. The image creates curiosity. 7. The image will remind a person especially parents the importance of Mustela to

babies’ skin. 8. The image will remind parents the effect of not using Mustela will cause babies’

skin to dehydrate and give dryness. 9. The poster will convince audience (especially parents) to use Mustela because

things that shows an image of an infant or a child/children draws attention and showing how dehydration can damage their gentle skin is crucial. Mustela has all the ingredients to provide for hydrating babies’ skin – specially formulated to take care of the skin. It is only in the hands of the parents to save their babies’ skin – by applying Mustela.

10. The poster is a gentle reminder to parents’ mind and heart about Mustela’s role to babies’ health.

11. The poster’s overall impact is emotional but creative representation of “Touch of Love” is a good bonding of parent’s towards their babies.

12. The poster’s message -‐ instead of letting babies turn dry and dehydrated. We hydrate them with Mustela to maintain their smooth and soft skin.

13. Mustela products will stand out from the crowd because the other competitors have not used this idea. They rather focus of showing the “finished product”, enhanced and improved skin of babies. Mustela showed what would be the bad effect of not hydrating babies’ skin and most important, not using Mustela. Like stones –it is lifeless but with using the product, you bring back and maintain the life of the healthy and hydrated skin.


Submi'ed entry to eYeka’s contest for Mustela. Some images are downloaded from the internet and it has been edited for por=olio purposes only.

Context

Summer and winter come with moments that are a pain for the hair and scalp! During summer, because of sweat and heat, hair gets either oily or very dry. During winter, because it’s cold, hair suffers even more. It gets dry and itchy and dandruff increases too.

Most men and women just cope with these issues – dandruff, dryness and itchiness. They don’t know that Head & Shoulders is the solution they have been looking for. Head & Shoulders has a new formula that makes seasonal issues disappear!

Unfortunately, young people don’t have the brand in mind! They see the brand as “my parents’ brand” – they don’t feel that it’s hip or made for them! There is also another reason for them not using Head & Shoulders: people think it’s harsh. It’s actually the opposite! Head & Shoulders provides a solution for dandruff, dryness and itchiness! And during summer and winter this shampoo is your best ally to tackle these problems and get shiny and perfect hair and scalp!

Can you help bring to life that Head & Shoulders is the perfect shampoo choice for summer and winter and make it appealing to young men and women?

Creative Challenge

Create a disruptive yet engaging poster to show Millennials how Head & Shoulders solves hair & scalp problems that occur during summer and winter.

Your poster needs to convey the message that Head & Shoulders is the best shampoo to help young people cope with dandruff, dryness and itchiness during summer and winter. You can either pick one season – summer or winter – or make your poster work for both. Head & Shoulders gives people the confidence to enjoy life: with Head & Shoulders anyone can have great looking hair!

Remember, we have the issue of perception of the brand: young people see it as a little old fashioned and they don’t know why it’s better than another brand. Bring a modern touch to it! Your poster should be something that is unexpected and humorous. It’s witty and unconventional; it’s credible and close to people. It should be something really new, an unexpected way to talk to youngsters about Head & Shoulders, to make them realize that it is a brand for them! The target audience is both men and women below 30.

Avoid gimmicks. The brand is looking for a big creative idea that they can develop on other communication channels. Please keep this in mind while creating your poster.

You can either pick one season – summer or winter – or make your poster work for both. Please also think about a tagline and give us details about your idea.

Specifically, answer these questions:

1. What is the communication idea that your poster expresses? 2. Why would your idea appeal to Millennials?

Proposed Marketing Campaign & Strategy The idea of the poster is to show the diversity of the shampoo regardless of the season (specifically during summer and winter). These change of climate and temperature badly affects the hair but with the use of Head & Shoulders -‐ it prevents to cause damage. As a result, any getaway is still happily enjoyed by anyone of race, gender, even type of hair or hobby to do, by an individual and a group of two or more people. The visual representation of the poster shows a headshot of a woman. Her hair was divided into split – to symbolized two different seasons, location and activity. The right shows wave of water, an oasis, a surfer and the sun – this is summer. The left shows a mountain of snow, pine trees, ice rink and snow skaters – this is winter. Instead of using a real human, a vectored image of a woman was used. The intention is to show a different approach, far from what the previous posters’ look and feel. The colors used for the hair are from the different tones of blue from Head & Shoulders’ logo. The tagline is “Whenever. Wherever. Whatever.” – Head & Shoulders plays an important part in your life. It makes ones’ hair great and it eases away worries every time -‐ no matter where you go and what you do. Benefits:

1. The millennial will be reminded that using Head & Shoulders will help them to be “worry-‐free” regardless of time, place and situation.

2. Youngsters will be able to appreciate the visual presentation of the poster and be able to easily understand the message. It is colorful, appealing, gives a splash of fun and never boring.

3. The youngsters are fond of traveling, outdoor activities. These are something that they do and they aspire to do.

4. The poster provides a message what customer satisfaction it can give towards its target market – shampoo is fun, using this product is enjoyable – refreshing and fresh.

5. They can relate to the situation. Some will imagine themselves at the beach or enjoying the cold weather.

6. The two representation of the seasons mirrors the target markets’ hobbit, way of life. Head & Shoulders is full of life. Never a dull-‐ moment.

7. It will give the millennial the motivation to use the product, energy to do activities and confidence about their hair.

8. The poster is 2 dimensional graphic designs but it shows interaction in a creative way.

9. It is social media appealing. People will take a photo of it and upload to social media platforms.

10. The tagline can be a hash-‐tag and in the future, Head & Shoulders can use this to different communication initiatives to ask the millennial to participate.


Submi'ed entry to eYeka’s contest for Head & Shoulders. Some images are downloaded from the internet and it has been edited for por>olio purposes only.

Context

Spring and summer are ideal seasons for running. The weather may be getting hotter, but you are ready to sweat it out and push yourself to the limits. Whether you are into running or the latest fitness regime, you are now ready to give yourself a cardio workout that will lift your mood and strengthen your heart.

Duracell is well known throughout the world for producing the longest lasting batteries. Customers love and cherish the “pink Bunny brand”. We love the fact that the Bunny never stops running! He‘s the strongest and the fastest! A great inspiration for every runner.

Also, exercising means having an exercise kit. Duracell batteries provide the longest lasting power for your sports training devices and these devices all have something in common. They need power, so that in return, they can power you.

There is an emotional connection between running and Duracell… Can you help the Pink Bunny brand define and illustrate this connection? Duracell needs your creativity to bring to life the unique link between Duracell and the bunny that never stops running.

Creative Challenge

Create an engaging, original and fun print ad that shows how Duracell and the Duracell Bunny empowers you for longer lasting and superior running moments.

Your ad must be surprising and fun, and feature the Duracell pink Bunny, either as a hero or a supporting character. Who is the Duracell pink Bunny? He is mischievous, playful, fun loving and enthusiastic. He is the fastest and the strongest. He always wins graciously. He is reliable and empathetic. He embodies the Duracell brand perfectly and shares its core values. He is a role model of endurance. Every marathon runner wishes to keep running like he does!

We are looking for creative posters with a tagline that tell a story that is so clever, surprising and funny that people will want to share it with their friends and families. Focus on the concept and the story more than the design. The story will convince people in an entertaining way that Duracell is the best battery for running because it pushes you and enables you to break your limits. Please keep in mind the following:

• Focus on running sports: running, jogging, marathon running, cardio-‐training on the treadmill and fitness. Do not talk about any other sports. You can either choose one of the above or make a general poster that unites them all.

• Do not assume any official sponsorships or links to events and/or athletes in your entry.

• You need to feature the Bunny in your poster.

Along with your print ad, please explain your idea on a separate page. Tell us what is your story about and the link between Duracell and empowering endurance sports.

Proposed Marketing Campaign & Strategy The idea of the poster shows happy Duracell Bunny running in a hot bright sunny day together with his friends and a few people in a marathon. The tagline is “Running is fun. Running is for everyone”. – Duracell batteries are known to provide the longest lasting power to our devices. Running is the driving force that keeps us from going. Running empowers our capabilities and strength. Running makes its more fun and happy when we run with our friends – the more, the happier. Duracell Bunny’s friends are known as the few of the slowest in the world but that doesn’t stop them run as no matter what you are, whether you are fat, thin, slow or fast –running is for everyone, anyone can join the marathon and enjoy it. Duracell Bunny – he never gets tired but keeps from running happy. He shows this character also to encourage his friends not to give up and just keep on going on until they reach the finish line. Benefits:

1. The tagline, “Running is for fun. Running is for everyone.” – it encourages us all that no one is exempted to run and just enjoy the fun of running.

2. It reminds us that no matter your shape is, whether you are tall, short, fat or thin – you can run and you can join the marathon.

3. It promotes the running ia a sport that everyone must not be hesitant to join to -‐ you need not to be a professional runner to participate in such thing.

COPYWRITING | CREATIVES | IDEA

Submi'ed entry to eYeka’s contest for Duracell. Some images are downloaded from the internet and it has been edited for por=olio purposes only.

Fonseca Ava Tanguilig Portfolio

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