The assignment for this project was to create an advertisement for a NGO of the students choosing focused on the issue of climate change caused by agricultural practices.
The approach for this project was heavily focused on process work. As a group we constructed word list matrices for various categories for both agriculture and technology. We decided to use technology as a focal point after research pointed to technology as a driving force helping to reduce climate change within the agriculture industry. Through brainstorming and the exploration of Pricken design strategies we came up with various rough ideas which were ultimately narrowed down to one.
The final design for our ad campaign focuses on investment in agricultural technology. We took the idea of the greenhouse effect, which in our time has been the major factor for climate change and flipped it on its head. Instead of looking at the greenhouse effect as a phrase negatively, we took a positive spin on it. "The only greenhouse effect worth investing in". We say to the viewer that there actually is a positive type of greenhouse effect, and we should be investing in it. Plain and simple copy on top of a lush interior of a greenhouse drives the message home in the print advertisement.