Archive for April 25th, 2012
This poster looks like it would have been one of those “simple” projects… It turned out to be quite time consuming! One of the things I learned quickly with Nationwide Ag is that their audience knows their industry well, very well.
When I first created the poster, I chose a picture of cows that I thought were good. They were dairy cows and that is a big market for New York. The sky had a perfect shade of blue and the grass was beautiful! The pictured was super colorful! But apparently, it was not the correct type of dairy cow that is bread in New York. This poster was being created to hang in the New York Farm Bureau agents office to help promote Nationwide Ag as a new sponsor. So, I had better get the correct cow or the point might just not be as effective.
Then I found a picture of a few dairy cows that were the type they were looking for. Nationwide was happy with the picture we came up with and sent it on for approval from Farm Bureau. It came back with a big stamp of rejection again as this time one of the cows was a “sick” cow. After quite a few laughs and insight as to what makes a sick cow “look” sick in a picture, we fell upon the picture in this poster.
I came up with this caption and couldn’t have been happier with how it turned out. I like the play on words we used. “Have you HERD?” is very catchy and it makes you want to read the copy. Exactly what we wanted to accomplish with the poster. Job done!
New York Farm Bureau was so happy with this poster, we made it into postcards and other marketing pieces.