Design•a•Matic
The Creative Experience of Dan Carter
Advertising
Newspaper Advertisement: State Fair of West Virginia
As part of a multimedia campaign including television, radio and print advertising, this newspaper ad spoke to the fun that a fair offers while honoring the agricultural traditions of the fair organization. This is something the organizers felt strongly about and a philosophy the creative team was happy to indulge.
Why did I include this? They say you can't put lipstick on a pig, but apparently you can put sunglasses on one. I like the way this ad worked as a piece of the overall campaign. It was gratifying to overcome the challenge of actually putting sunglasses on a pig and inventing a way to make a cow seem to blow a party favor.
Magazine Advertisement: Melnor - WiFi AquaTimer
The magazine advertisement uses hyperbole and humor to emphasize the flexibility of an IoT Garden Water Timer. The ad was assembled using several public domain images to position the various object exactly where they need to be to tell the story. While it was never tested, because the International Space Station has an internet connection, this product would operate from the space. The point is made by using an extreme scenario.
Why did I include this? II like the technical challenges of creating the image and the whimsical cartoon balloon that creates a relatable situation. Who hasn't left home and then remembered a forgotten task?
![Gift ad Chronicle_RASTER [Converted].png](https://static.wixstatic.com/media/13e2c9_e4cd153682234f8e9a34b8c95ffe62a0~mv2.png/v1/fill/w_200,h_200,al_c,q_95,enc_avif,quality_auto/Gift%20ad%20Chronicle_RASTER%20%5BConverted%5D.png)
Newspaper Advertisement: Citizens Supporting Education
It's never easy asking citizens to increase their tax burden through a bond. Clearly communicating the crucial need for new school construction played a crucial role in an effective campaign. Each ad in the series made a simple argument that was easily understood.
Why did I include this? The Political Action Committee was composed of earnest volunteers who felt strongly about their cause. After joining, I redirected the message from a flood of facts to more manageable pieces of information that voters could easily understand and process. The campaign resulted in a positive outcome with more than 70% approval of the school bond.
Billboard: WomenCare
Billboards are an impactful way to draw attention to a business or cause, but the message must be brief. This billboard was designed to raise awareness of WomenCare, a medical practice comprised of Nurse Midwives.
Why did I include this? The incredibly simple layout and adorable baby (who was born at the practice) drew a lot of attention and increased awareness. I enjoyed creating the design with a very limited color palette, even recoloring the baby's eyes to match the board background.
Newspaper Advertisment: Washington County Hospital, John R. Marsh Cancer Center
Speaking about cancer can be difficult topic. Having cancer treatment close to home allows patients to spend more time with loved ones and enjoy the things that are most important to them. At the same time, the reassuring message that treatment close to home is as high-tech and advanced at that in far-away facilities is equally important.
Why did I include this? Much of the language in this advertisement can be interpreted in more than one ways I enjoy the play on words and the use of imagery to make a serious topic less scary.
Newspaper Advertisement: Washington County Hospital - Nurse Recruitment
As part of a complete strategy focusing on the work-friendly environment at the hospital, this ad was the first point of contact for potential nurse recruits. The recruitment staff would meet with prospective nurses in the evening, provide child care if needed during the meeting and even pay for a family meal in order to accommodate the interviewee.
Why did I include this? What better way to present the employer and flexible and willing to accommodate the employee than going out of the way to do that before employment. Marketing is more than advertising and this campaign included efforts by several departments as part of a total program.