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Bernbach + Krone
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Two Lectures in One
1. Bernbach + Krone
2. Ad Techniques
A legendary creative team +
legendary ways to create ideas
AD 216: Lecture 3 + 4
Gina Collura, Creative Director
Helmut
Krone(1925-1996)
Helmut
Krone(1925-1996)
- Born and raised, NYC
- At 29, he took job as
an Art Director at DDB
- He was 1 of 4 ADs there
- Famous for print design:
- VW campaign
- Avis campaign
- Polaroid campaign
Helmut
Kronesaid
"The page… ought to be
a package for the product.
It should look like the product,
smell like the product...
Every company, every product,
needs its own package."
VW
+DDB
Original creative team:AD, Helmut Krone,
CW, Julian Koenig + CW/CD, Bill Bernbach.
There were 10 other writer/art director teams and they all matched
VW factory philosophy with
DDB advertising philosophy.
Bernbach
+ Krone
VW, Beetle Campaign, 1960’s
In print, VW's "Think Small" ad
challenged us…as the "ugly" Beetle
became the first successful imported
car and the ad campaign altered
advertising forever.
Helmut
Krone
- Helped VW “own” Futura Bold
- In fact, they still use it today
Helmut
Krone
Polaroid, 1958
A camera that has film that
develops itself in 60 seconds
Bernbach
told the
CEO of Avis
“Let us have 90 days to learn
your business and then you run
every ad where we tell you to put it
and just as we write it.
You don’t change a thing.”
Aka:
Rooted in human truths + insights
Helmut
Krone
For Avis, 1962-66
Little picture, no logo, big body copy, set in a
modified version of Eric Gill's Perpetua Bold.
"No one was using it," Krone said.
"I liked that it was so un-automotive.
Rather, it was bookish, literate."
He wanted people to read the copy. Perpetua
is still used in Avis's promotional material 40
years later. Like VW's Futura, Krone made a
choice, stuck with it, and made it stick.
AdTechniques
1. Exaggeration
2. Metaphor
3. Drama
4. Humor
1. Exaggeration
Push your idea to the limit.
Can you make it ridiculous?
Outrageous?
Can you exaggerate the product
benefit? The problem?
AdTechniques
2. Metaphor
A good metaphor paints
a picture that your reader
(or listener) can grasp
instantly.
AdTechniques
2. Examples of Metaphors
- I’m at the height of my career
- Life in the fast lane
- A blanket of
snow fell last night
AdTechniques
3. Drama
Can you create conflict
or some kind of tension?AdTechniques
4. Humor
Can you make it funny?
AdTechniques
Re-cap:
Krone + Bernbach
Still influencing
agencies + creatives
in adland today
Re-cap:
Ad Techniques
Keep them in mind for
your next few projects:
1. Exaggeration
2. Metaphor
3. Drama
4. Humor
Due Next Week:
Class 4
Ad from Article:
Work in teams to craft a creative brief for The Elio +
concept ideas
Read Fast Company article on “The Elio,”
a $6,800, three-wheeled, fuel-efficient vehicle
We will review your team brief + 3 roughs next week.