This advertisement for the Red Cross, to help people realize the importance of educating themselves with the knowledge of what to do in the case of someone choking, was created through the Lowe & Partners, Bucharest, Romania advertising agency which later merged with the Mullen Will agency. Multiple people were involved with its creation.
Manuela Gogu who is the creative director who worked on the creation of this advertisement. She is a creative genius who has been with the company for nine years now. She has been able to spend time refining her “multidisciplinary vision in creative & strategic think tanks in Berlin, Belgrade, Cannes and London.” She is a visionary individual with a keen perspective and filled with many ideas. Gogu has “been engine in many of the creative platforms developed in our group of companies: from PR to ATL, from brand to corporate communications, from BTL to digital and social media campaigns.” There have been 40 awards won at both local and international communication festivals due to her contributions.
Dan Costea is the art director who aided in the creation of the advertisement. He obtained his education at Romanian – American University in Economy of National and International Tourism. Costea has worked has worked for Geometry Global Bucharest and Mullen Lowe Bucharest as the Senior Art Director, Tempo Advertising as the Art Director and Gavrila & Asociatii as a Jr. Art Director. His he is skilled in utilizing Adobe Illustrator, Brand Identity, Logo Design, Photo Manipulation, Photoshop and has received multiple awards for his work.
Florin Iorgulescu is an experienced photographer who created the photograph for this Red Cross advertisement.
Due to my experience, this advertisement is legit. I have enjoyed eating popcorn smothered in butter with just the right amount of salt on it. I have also had to perform the Heimlich maneuver on my nephew due to his overriding desire to eat popcorn which left both of us and his mother shaky yet grateful that I had the knowledge to save his life.
Links:
- Advertisement
- The merge with Mullen Will
- Manuela Gogu
- Dan Costea
- Florin Iorgulescu
TypeFace 1 Category
This team of individuals chose to utilize a Decorative typeface for the title of this advertisement. I know the typeface is in the decorative category due to the fun ease that is within the text. For instance, the E’s top arm extends further than the lower two arms and the A has an unusually thinner than the other letters utilized within the title. The lines within the typeface are not smooth as they would be in the other categories.
TypeFace 2 Category
The main body of the advertisement’s typeface falls into the Sans Serif category. I was able to determine this due to the lack of serifs and the lack of stress (think and thin lines) within each letter. Thus, the typeface is of monoweight which is also an indication of the Sans Serif category.
Contrast Between the Typefaces
Contrast played a key role in this advertisement. The first indication is in the color variation within the Decorative typeface in the title. They used black to indicate the good part of popcorn and then the color of red to show the deadly side of it. You can also see this variation of color with the body of Sans Serif text, color gray, and the logo text, color bold black. You then can find contrast in the size differential between the two typefaces; the Decorative typeface is set in a larger format than the Sans Serif. Finally, notice how the title is written in all caps while the body utilizes both upper and lowercase letters, that is until the logo comes into play then it too converts to all caps to show it’s importance.
Conclusion
Even though the typography in this advertisement follows the softer lines of the center alignment you can still fill its strength through the use of color, caps and size. Through the use of these contrast, you can literally see the danger with eating popcorn; especially when you see the red typeface, Deadly, indicating danger which correlates with the piece of popcorn shaped into a skull. You can also see the enjoyment that comes from eating the finger-lickin’-good popcorn in the fun typeface of the title. The Low & Partners worked in perfect unison in choosing typefaces that worked together in a way to create strength in this advertisement and to indicate the importance of obtaining the necessary knowledge to help others in times of crisis.
TrishaTaylor 