A letter to Stefan G. Bucher

Dear Mr. Stefan Bucher,

After watching a video of your Make/Think speech at the 2009 AIGA Design Conference I am even more enthused and optimistic about my prospective career as a graphic designer. I am currently in my second year of study at Humber College, and have been doubting my place in this business. I come from a fine arts background and have always been interested in having a career that involves my creativity. When I originally chose the field of graphic design because I thought it would be the best, fastest way to get my art to general public. However, after studying advertising and graphic design for two semesters, I realized that graphic design is a business tool, not an artistic channel. I did, and still do, enjoy the problem solving involved in design and the prospect of doing something different at work everyday. 

Recently, though, I have been feeling like I'm not the right type of person for this job. I'm not a perfectionist, I tend to procrastinate, and I definitely don't want to "go to work before the sun rises, and leave after the sun sets" like I've been hearing from some teachers at school. I have also been nervous about working for an organization where there is lots of money involved and having people depend on my performance. Therefore, I was thrilled to hear from you, someone fun, unique, working on a variety projects, all while retaining your own unique artistic style. I love that you were able to find a way of being successful and financially stable, yet also truly enjoying your work. This is an accomplishment I wish to reach in my life as a graphic designer.

Yours truly,

Kristie Anderson

Culture & Design

OLD SPICE - THE MAN YOUR MAN COULD SMELL LIKE CAMPAIGN

Credits

Agency: Wieden+Kennedy
Executive Creative Director: Mark Fitzloff/Susan Hoffman
Creative Director: Jason Bagley/Eric Baldwin
Copywriter: Craig Allen/Eric Kallman
Agency Producer: Erin Goodsell/Ben Grylewicz
Planner: Britton Taylor
Account Supervisor: Diana Gonzalez/Jess Monsey
Production Company: MJZ Los Angeles, USA
Director: Tom Kuntz
Producer: Jeff Scruton
Editor: Carlos Arias, Final Cut
Sound Design/Arrangement: Lime Studios
Art Director: Craig Allen/Eric Kallman
Post Production: Saima Awan

Target Market

men and women ages 20 - 35, middle-class income, with post-secondary education, living in urban and suburban regions, in a relationship or married of various races.

Key Message

Using Old Spice body wash will turn an ordinary man into the man of a woman's dreams

Cultural Influences

As a general trend, there is an increasing presence of women in the workforce and household roles of men and women are changing more than ever. Women make less money than men, but are responsible for 80% of buying decisions. Furthermore, 90% of women have sole or joint responsiblity for household finances. Smart marketers, such as those at Wieden + Kennedy, know it is important to recognize this trend and position products with this in mind.

Although this product is for men, they are clearly including women in the target group. The content itself, the things the actor says, are aimed directly at women, while the humour and art direction are aimed to please men. This campaign is an excellent example of successful unisex marketing. 

Facts from Canadian Advertising In Action by Keith J. Tuckwell (2009)