Stay connected with your dog no matter where you are.
PRODUCT: A smart collar for dogs that includes an HD streaming video camera, two-way audio communication, bark monitor, invisible leash, GPS tracking and fencing, health monitoring, and other features all connected to the owner’s smart phone, tablet, or computer.
OBJECTIVE: Drive the target audience—dog lovers who are Xennials, the micro-generation between 30 and 40 years of age that straddles Generation X and millennials—to visit the Buddy website and purchase a Buddy smart dog collar for their canine companion.
APPROACH: The photograph in this advertisement makes an immediate emotional connection with members of the target audience, who, generally speaking, want to be seen as loving and caring dog owners. Playing off that desire, the photograph shows an image of a dog that seems to be longing for his or her companion—a problem that could be solved through the Buddy smart collar. The ad also makes use of contemporary web design elements such as large hero imagery, large typeface, flat iconography, and a simple message and call to action that connect with digital-native dog owners.
NOTE: Buddy is a fictitious company invented to serve as a vehicle for demonstrating design skills.