In 2009 I was one of 12 people chosen to participate in the ICAD Upstarts Program. Upstarts workshops are carried out over 6 weeks in 6 different top advertising agencies in Dublin and are a chance to work to briefs devised by Dublin's best creatives and receive face-to-face critiques.
Project: Club Orange Press Ad
The brief was to create a Press Ad to go in Hot Press magazine in the run up to Christmas. The line 'Some bits are crucial' was mandatory.
Club Orange has been known for being brave with their advertising and as the ad was also going into Hot Press magazine I felt I could push it and be a bit daring. I thought a play on Christmas Carols could be interesting and what would happen if one crucial bit of the carol was changed or interpreted differently? The idea was to demonstrate that not only are the 'bits' in Club Orange crucial but also that Club Orange itself is crucial for Christmas, no other orange will do.
Three executions were generated: Holly, Rudolph and Gravel.
My Role: Concept generation, art direction, mock up sketches.
'Holly' illustration by Brian Coldrick.