KATIE
DOLAN
Louise
Advertising Student
SKY GREENS
The aim of this campaign was to "create awareness of the brand and the new city/urban farming system that is coming to UK Cities including London, Liverpool, Manchester and Birmingham. Increase customer base and ultimately sales". We
had to make three posters and a brochure with the focus entirely based upon the concept and headlines. There
are many issues regarding traditional farming, particularly with the amount of land space it requires. Our
concept focused on the idea of Sky Greens being a 'cure for farming'. As a result we decided to select
medical equipment and manipulate it to look like the vertical farming building. This brand uses a
professional tone of voice combined with a little bit of fun. Therefore, we chose to
create a campaign that had an element of excitement about it rather than
focusing entirely upon statistics.
SCAMPS
In order to visualise how our work was going to look we drew up some basic scamps. To ensure consistency throughout we chose to use a similar layout for each poster.
FINAL PIECES
The first piece of equipment we used was a thermometer. This was meant to symbolise the fact that Vertical Farming is not affected by weather conditions. As a result we decided to keep the temperature the same regardless of whether it was hot and sunny or cold and snowy.
For the second piece we used a syringe to portray how it is removing all the bad chemicals and pesticides that are used in traditional farming.
The final poster resembles an X-Ray. We wanted to reflect how 'growth' in farming is a positive attribute despite the negative connotations it has regarding human health. It aimed to reflect the good quality of produce that can be created using this new method of farming.
Our brochure works like a concertina. We purposely made it small to symbolise the space that Vertical Farming saves. We originally chose to make the brochure look like the farm but we decided to visualise it like a hospital instead to ensure it linked to the posters. Each room in the hospital resembles a different ward. The body copy incorporated would explain how Sky Greens is a 'cure for farming'.