| SEC Basketball | Print |
ROLE: graphic designer lead, brand strategist, copywriter, team member, project organization and management
TARGET: Case study: design an exciting campaign for SEC Basketball to engage men and women ages 18-24 and create enthusiasm around the conference and upcoming season
This is part of the SEC Men's and Women's Basketball campaign. The challenge for the brand was to create a campaign that is invigorating and different from traditional, college basketball campaigns. Our approach was to create a campaign that focused on non-fans and fans to get involved on a platform of enthusiasm and energy. We focused the campaign on anticipation and excitement, the pulsing atmosphere of games, and the prominent personalities of SEC basketball. We challenge the audience to become more than a spectator. A large part of the campaign was interactive in order to involve the viewer in a more active way than simply sitting down and watching a SEC basketball game.
Our print ad was a three-paged, foldout spread. The first image would be on the first flap. The following image is what will appear once the consumer folds out the page. This 'WARNING' is used throughout the campaign in order to grab the audience’s attention, create anticipation and challenge them as well.
The second image is the foldout of the print ad. The use of the foldout format allows for a tangible interaction with the consumer. The tagline, 'CAN YOU TAKE IT?' directly challenges the viewer. We imply that the energy and excitement that the audience experiences during a SEC Men's and Women's Basketball game is too much to handle. The use of the EKG in the print ad is reflected throughout the campaign. We used the idea of the EKG to concretely show the increase of excitement and anticipation. The ad would also feature 12 men and women from the SEC Basketball teams. The tone of the ad is tough and athletic.
