As I discussed in my UXD session on my blog, my audience is predominantly female, which means my printed campaign should have a slightly feminine aura about it, but not overly feminine to the point where it’d be patronising. Because of how part of the audience will be mums with youngish children, the campaign will have to be practical and durable rather than something very ornate and delicate, which might be a difficult balance to find given it needs to be somewhat feminine.
Tone of Voice
Similar to the audience, the tone of voice will have to be quite calming but at the same time not patronising. Following on from the content of the site, the content needs to be informative but not too heavy.
Message
The message I’m going to try and put across is that you can eat pancakes in a more inventive and fun way that just putting the traditional toppings on them.
Similar Campaigns
Mercy Academy - Life's Not A Fairytale
The below images are adverts for Mercy Academy, a Catholic girls school in Kentucky. Which encourages their students to be in charge of their own lives and prepare their own futures, rather than to wait on a 'Prince' to sort their lives out for them, which is the case in a lot of childhood fairytales.
Initially it seems that the audience for this campaign would be younger than my audience, but when you consider that it is the parents who choose where their children go to school, then the audience for this is exactly the same as my audience; mothers with a modern attitude towards life.
Coca-Cola Life (Argentina) - Parenting
The video below Argentinian advert for Coca-Cola Life. It featured on a list of 9 adverts that The Huffington Post said were most appealing to mums in 2013. It uses soft, happy and innocent imagery to appeal to the audiences maternal instincts.
Although this isn't a printed campaign, there are numerous stills in the video that could be used as images in a printed campaign for the product because of the heartwarming nature.
These are shots that I think particularly reflect the soft and innocent nature of the advert.
Fiat 500 - The Motherhood
I stumbled across this video when looking for other campaigns that I could take inspiration. It uses the wit and attitude of the Mercy Academy campaign and combines it with the maternal nature of the Coca Cola advert. It has the exact tone of voice that I want to try and recreate. It also plays well on stereotypes and has a clever use of words, which are things that may be important in my campaign.
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