The assignment was to design an 8.5" x 11" print advertisement for a household product. My goal was to creatively communicate the benefits of a particular product: Halls cough drops.
I knew from the start I wanted to create a simple, yet powerful visual, especially since the product is very simple itself. I thought about different ways cough drops were represented, and what their actual job was, so I started thinking more abstract. When someone has a sore throat, they take cough drops to "wage war" on their sickness. This is what encouraged me to associate military icons to the cough drop in my advertising campaign. The main visual for the campaign is a cough drop as the turret of a tank, followed by a cough drop taking the form of a grenade, and finally a cough drop as a soldier with a helmet on. The visual communication of the focal point is very strong, so I felt the need to only include the logo and a short headline. These three components work well as a unit to deliver a powerful message throughout the campaign.
The final product was very successful in communicating the unexpected approach to advertising cough drops. The visuals serve as a unique, fantastical representation of a battle in the consumer's throat.