For this case there was the task of designing for Ad Council to create an integrated outdoor campaign by creating a billboard series. The ad had to be based on a South Carolina Blue Law or better known as a "Sunday closing law". These laws were originally created for rather out of the box reasons for "moral offenses". Many of these laws would be shocking to people today, however some of the more baseline ones include consumption of alcohol or gambling rules. This ad was intended to stimulate action for whatever it may be calling attention to and to do so in a positive way for the audience rather than negative.
The beginning of this case started with a determination of the blue law. The one chosen is about protecting horses by the railroad tracks.
After the law was picked out, brainstorming began. The goal of the horse was to look cartoon-like and very sweet to appeal to people's sympathy. The piece should be expressive, playful, and represent the archetype, the caregiver in a clear way.
Image-dominant billboard
Equal-dominant board of image and type
Type-dominant board with a slogan of, "No Train, Happy Horse".
