1. The Task (Road Safety Billboard Campaign for Leading OOH Agency in Gauteng)
Bransult was tasked with conceptualizing and designing a compelling road safety campaign for a prominent Out-of-Home (OOH) agency based in Gauteng. The challenge was to develop a creative concept that effectively communicated the importance of road safety that resonated with the drivers mostly. Additionally, Bransult was responsible for designing three distinct templates of varying sizes for OOH displays, as well as devising a visual language and photography strategy to enhance the campaign’s impact.
2. Our Solution
Creative Concept & Visual Language in Billboard Design:
Taglines were provided by the client agency. Bransult embarked on an extensive research process to understand the local context, audience demographics, and prevailing road safety issues in Gauteng. Drawing inspiration from the concept of “Safe Journeys, Safe Communities,” we conceptualized a campaign centered around the idea of collective responsibility and mutual care on the roads. The visual language we developed emphasized clarity, simplicity, and empathy, utilizing bold typography, distinct colors, and universal symbols to convey the campaign message effectively across diverse audiences.
Billboard Design Template for OOH Displays:
Recognizing the importance of versatility in OOH advertising, Bransult designed three distinct billboard templates of varying sizes to maximize visibility and engagement. Each template was carefully crafted to suit different display locations and viewing distances, ensuring optimal impact in high-traffic areas such as highways, urban streets, and pedestrian zones. By maintaining consistency in branding elements and messaging while adapting the layout and design to suit the specific dimensions, we ensured coherence and brand recognition across all campaign touchpoints.
Billboard Photography Strategy:
To humanize the campaign and evoke emotional resonance, Bransult developed a photography strategy that featured authentic, relatable imagery capturing everyday moments of road safety awareness and compliance. We collaborated with local photographers to capture diverse scenes of commuters, pedestrians, and motorists demonstrating safe behavior on the roads. By incorporating real people and real scenarios, we aimed to foster empathy and connection, encouraging viewers to see themselves as active participants in promoting road safety within their communities.
Conclusion:
Through strategic concept development, innovative design solutions, and compelling visual storytelling, Bransult successfully executed a road safety campaign through billboard design that transcended traditional advertising norms and resonated deeply with the audience. By delivering three distinct templates tailored to various OOH display sizes, along with a cohesive visual language and photography strategy, we empowered our client to effectively communicate the importance of road safety and drive positive behavior change across Gauteng’s diverse population.
This case study exemplifies Bransult’s ability to translate complex concepts into impactful visual experiences, leveraging creativity and strategic thinking to address pressing social issues and inspire meaningful action within communities.
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