COP Practical: Initial Ideas

In order to further develop my initial ideas I've explore the idea of creating a poster campaign backed by Adidas to help boost participation in football at grass root levels, particularly amongst teenage girls. The use of secondary imagery allows the poster to show how much fun football can be and to normalise participation in the sport for girls (see figure 1). Furthermore the posters would link to training days that  children/ teenagers could participate in by going too, by looking for more information of the Adidas website. I've experimented with including boys training days (see figure 1) too as I don't think focusing the campaign would be as effective as including boys too. This helps normalise participation for girls by including everyone within one campaign as well as getting equal attention and opportunity as boys football as they are shown together. The use of Roboto within these experiments compliments the Adidas logo without overpowering the iconic logo, as I wanted the logo to be the main focus in order to attract attention as Adidas have limited advertising centred around women in football. The additional type communicates the idea behind the campaign, showing Adidas are working towards helping young people of all genders get into football. Initial experiments looked at the use 'get involved' however I felt this was too obvious and created less intrigue as it fully explains the campaign, meaning people are less likely to investigate further (see figure 2). Overall these experiments are successful however I feel re-designing the football section of Adidas website would have a greater impact as this is easier to implement and would reach more people interesting in football, rather than a poster campaign (see figures 3-4) as others that I've research during this brief have had limited impact as they don't require much interaction.

Figure 1

Figure 2

Figure 3

Figure 4