The Ask
Sometimes you have to tell the world what you do. Edelman calls on my team to produce hyper-focused print ads to promote our offerings. These ads have required us to understand not only who our target audience is but where the ad will find them.
The Results
Edelman’s PNW Creative team anchored a rebranding effort for Seattle Animal Shelter Foundation’s fundraising gala, the newly-dubbed Furevermore. The following ad was to be placed in the auction catalog we made for the event as part of a suite of creative assets.
The concept plays off Edelman’s logo. According to the brand guidelines, the top-right triangle represents Edelman, the bottom-left our client and the bottom-right the imperative relationship built on mutual trust. I wanted to tell that story — with dogs.
The Takeaway
The unique challenge of this ad was to promote Edelman to an animal-loving audience focused on the fundraising event at which the ad was placed. I came up with a concept that would feel congruent within the context of the catalog by going to Edelman’s brand guidelines and considering how to tell our story in a way that would resonate with a niche audience.