CHALLENGE
As a group, we were required to research Jonsson’s veldskoen to create a key visual and then individually create a visually interesting shoe box and campaign.
SOLUTION
As a group, it was decided that the best way to sell the veldskoene was to show that Jonsson’s workwear isn’t only for the blue-collar worker but also the white-collared worker in the urban concrete jungle of the city. We created a key visual of a man working in an office building instead of out in the dirt. I took the idea of an urban jungle to show how people travel in cities with each step taking them further. My box design mimics a concrete kerb (step) with the design of a delicious monster plant and city skyline adding to the urban idea. A textured base mimics the underside of the shoe
Overall the idea of showing urban elements communicates where the shoe is to be worn.
GROUP MEMBERS
Vickhal Roopram - CREATIVE DIRECTOR
Jarryd Keuter - ART DIRECTOR
Andile Makhunga - COMMUNICATION
Jade Naidoo - COPY WRITER
Shalene Ramkisson - COPY WRITER
Njabulo Nduzi - DESIGNER
Ndumiso Mkhize - DESIGNER
Sakhile Mqadi - DESIGNER
Jarryd Keuter - ART DIRECTOR
Andile Makhunga - COMMUNICATION
Jade Naidoo - COPY WRITER
Shalene Ramkisson - COPY WRITER
Njabulo Nduzi - DESIGNER
Ndumiso Mkhize - DESIGNER
Sakhile Mqadi - DESIGNER
GROUP KEY VISUAL
Our group key visual was designed to reflect the working environment in the city or office. This being a play on the idea of veldskoen’s being more than only a work wears a shoe for the veld but also expanding people’s perception of the Jonsson’s workwear brand.
INDIVIDUAL CAMPAIGN
The campaign was individual work, which I went along the lines of the brand’s shoe being a hard-working shoe like any other of Jonsson’s products, but as far as veldskoen’s go they a step ahead.
THANK YOU!
