This project focused on the challenge of taking a cheap, common household product and using advertising to successfully sell the product as a luxury good, without altering the function of the product itself.
I did extensive research into luxury goods and the success of their advertisements prior to starting the design process of this project. Through this research, I found that most people purchase luxury items because they are chasing a feeling they may get in result: happiness. To pull that into my advertisements, I focused on the function of rubber bands and how my specific brand could accomplish that mission. I used similar design choices to recognizably luxury products, such as a dark sleek background and a more elegant serif font choice. I then used visuals that are considered visuals of personal happiness, such as a wedding ring, expressing the idea that these rubber bands accomplish more than just holding items. They are made to hold the important things, the valuable, the irreplaceable. They are not just rubber bands, they are rubber bands you can rely on - you can trust. This is combined with exaggerated lighting and a sophisticated font choice that relates to other luxury good advertisements to accomplish the label of a luxury good.
This advertisement was very successful in execution and explanation in pitching the idea to my fellow peers and my professor. They agree that attaching emotion and a symbol of emotion, an item that people would consider valuable, is a successful approach to convincing people the product is worth more money - even if there is a cheaper option available.