The Big Idea

"An effective ad is driven by the underlying concept. An advertising idea-or concept- is the creative reasoning behind a solution. The concept determines the resulting message: what you say and how you design."(Advertising by Design, Landa, p. 066) The solution this ad campaign is aiming towards is the solution for adult consumers who just don't have any time to capture the important moments whether it be with their own family or their own adventures. This product can make that possible while saving the consumer time and instantly having a photograph of an important memory. In order to attract adult customers, my advertisements will consist of demonstrating the product itself while presenting the type of instant love this camera holds within each picture. "Finding a relevant insight into how people think, what they need or desire, and how they act, termed a consumer insight, is paramount for idea generation." (Advertising by Desing, Landa, p.068) The big idea is that in  each scenario, it will allow the customer to fully experience the camera and see what precious moments can be captured and shared instantly.  This will remind the customer of how fun instant photography was back in the day and allow them to have a modern experience of a polaroid camera. "That consumer insight should be coupled with an insight into the brand, according to Lisa Fortini-Campbell, advertising expert and professor in the Medill School of Journalism at Northwestern University, Chicago. Fortini-Campbell argues that by combing the consumer and brand insight, one can attain and advertising "sweet spot"- the most effective place to hit the audience with your marketing messages."(Advertising by Design, Landa, p.068) Whether it be a magazine ad, each advertisement will be created with simplicity for a product to be easily understood those that are not familiar to it by using truth and honesty. " An ad idea is visually  and verbally expressed through the creation, selection, combination, manipulation, and arrangement of visual and verbal elements and the written copy." (Advertising by Design, Landa, p.066)