Minimalist: product showcase

These concepts stem from the simple idea of letting the product do the talking. Fresh asphalt, in and of itself, is exceptionally beautiful and using the ad space to offer a simple, detailed image of fresh asphalt will not only interrupt the generally chaotic nature of magazine advertisements, but it will draw in the viewer with it’s attention to detail and quality. The customer is not bombarded with information, they are simply introduced to a beautiful image.

Same approach with a clever tagline:

Product Comparison: exaggerated scenarios to convey a simple theme

The concept here is to put asphalt on a mantle that it has never previously been on. By placing it in situations regularly associated with wealth or beauty, the viewer is left with the impression that ‘our asphalt is on par with things like fine art, gold, diamonds, marble, etc.’ This concept could easily lead to an ongoing campaign involving many different scenarios, for example: asphalt wedding ring, asphalt museum floors, asphalt luxury items, and so on. Most importantly, the image sticks and it leaves a smile.

(the text/logo here is just something I was playing around with)

Product Application Extremes: Take existing applications and push the envelope

(coming soon)

 

Sex-Appeal: self explanatory

So i’m not totally sold on this approach yet. This is a fairly rough version of the concept that Tom described to me. If we were to go foreword with this concept we would end up using a higher resolution image, this is just one that fit the description pretty well but it’s a little blurry. It definitely appeals to a very specific crowd.

 

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