Easter Campaign

The Brief

Hoyts is releasing Easter themed e-Gift Cards that can be purchased online or in-store. The Gift Cards are redeemable for movies and candy bar treats. The idea is to encourage customers to give their loved ones the movie experience as a gift.

Technique

• Software Used:
  Adobe Photoshop, Illustrator, Flash



• Skills Used:
  Copywriting, conceptualising, pitching to stakeholders, digital marketing, finished web-ready art

Rationale

My approach was to use watercolour textures and soft colours to differentiate the artwork from the loud and garish retail advertising that consumers are bombarded with at this time of year. This allowed me to reflect the festive mood and ensure that the design appealed to the target market, which was mostly young children and teens.

Using a play on words on the tag lines on the cards, such as "THERE'S NO BUNNY LIKE YOU" and "HAVE AN EGG-STRA SPECIAL EASTER" and reflecting this through illustration added a sense of youthfulness and fun.

PROJECT DETAILS

• Date: Easter 2013
• Client: Hoyts Cinemas
• Rollout mediums included:
  E-gift cards, online advertising, web skins, online store artwork, digital artwork for plasma screens and cinema ads