So yeah, based on the folks liking my Hi-Dog drawing and cringing at the D.A.R.E. website, I've decided to retool my efforts into:
My name is Andres “Dre” Sanchez and my product is “Superhi-Dog” - a video game endorsing N.O.R.M.L. and Doritos with the possibility of the audience winning a brand new product from Sony. This project is a digital mockup consisting of website banners promoting the game. Originally, a screen shot was intended to give the audience an understanding of how the game would look on an Iphone4, Facebook or Google Chrome system. The main subject is N.O.R.M.L. but Doritos and Sony have huge supporting roles in the success of this campaign. By configuring elements of creative character design, appealing game design, delicious junk food, good political causes and a person’s fascination with technology, “Superhi-Dog” aims to lure its audience - stoners across the web - to try its addictive play with the hopes of winning a brand new Sony P.S. Vita. These will be interpreted via Geometric design principles - that way the audience is hit on the head with the goals of this project. We don’t want the audience to think about our meaning; rather we want them to understand immediately.
As the creator of this project, I bring a visual eye in terms of understanding how people are attracted to film, animation and video games. My background in political science and criminology makes me very knowledgeable about the struggle marijuana supporters face. I have studied psychology and can illustrate, so I can bring attractive designs that can help persuade the audience to give the product a chance. I also have plenty of friends that smoke this potent and safe medicinal plant. So I understand completely the audience from all angles. My project is most similar is most similar to Laryssa Borkowsky’s project, as it also involves cartoon canines and an interactive means of touching the audience. However, she attempts to reach children and animal lovers, while I attempt to lure dope smokers. Animators like John Kricfalusi and Tex Avery have been very crucial to the design aspect of this project. As far as relevant events and ideas that helped nurture this project - I just believe people should be able to smoke marijuana legally, especially in a world where legal narcotics (alcohol, tobacco, and painkillers) are killing people by the millions. Marijuana has never killed anyone.
My purpose is to introduce to people how great N.O.R.M.L.’s cause is - and not only because they are teaming up with Doritos and Sony to give stoners something to play and potentially win. It’s far deeper than that, as people are getting jailed by the day for $5 bags of naturally grown herb. I think the cartoony essence of the game should appeal to the audience as the character Superhi-Dog is a noble dog-person who wants to destroy all those against this cause - that is the legalization of marijuana and the rampant access to Doritos chips! I think the project works well enough, but I wish I would have created a mock screenshot showing the game in action on the Sony P.S. Vita or Iphone4. Time limitations and learning hazards with Adobe Illustrator prevented me from fully realizing my dream in its true glory, but I think what’s here is humorous and effective.
1) What is our challenge?
To convince the audience to check out a new promotional Facebook/Google/Iphone game (“SUPERHI-DOG”) sponsored by Doritos and N.O.R.M.L. - a non-profit lobbyist group in support of marijuana’s legalization - with hopes of winning of a brand new Sony P.S. Vita and/or .
2) Who is the target audience?
Lax stoners intrigued by marijuana, junk food like Doritos chips, and animation/video games.
3) What does the audience currently think about the brand or group?
They like to eat Doritos but some people are still unaware of N.O.R.M.L.’s efforts in legalizing the thing they like to smoke.
4) What would we like the target audience to think and feel?
We want them to understand N.O.R.M.L. is an organization worth supporting.
5) Which facts, evidence or thoughts will assist in this change of thought?
N.O.R.M.L. wants to free something this audience loves and will do anything it can to pursue this dream (collaborations with Doritos and Sony). Cartoon characters and video games are popular amongst dope smokers, so hopefully “SUPERHI-DOG” will appeal to them.
6) What is the brand essence?
“SUPERHI-DOG” is a new brand, but Doritos hold a fond place in the hearts of marijuana users. Also, N.O.R.M.L. is an active group that helps round up fellow lovers of the God’s gift to mankind.
7) What is the key emotion that will build a relationship with the core audience?
“Wow, this game is dope! And I can win a P.S. Vita?! I should try it again and again! Hey, Norman, pass that shit, why don’t you?”
8) What media will best facilitate our goal?
A game via Facebook/Chrome/Iphone, along with web banners promoted the cause at blogs where stoners frequent.
9) What are the most critical elements? What is the budget?
The ads are integral, as is the game in terms of visuals and simplicity.
10) What is the single most important takeaway?
“N.O.R.M.L. not only cares about us smokers but wants to give us a brand new P.S. Vita! Perhaps I should check out a rally by them and buy a bag of Doritos along the way!”
11) What do we want the audience to do?
To keep trying to play the “SUPERHI-DOG” game in hopes that they can believe that they can win a brand new video game handheld system. Also, we want them to leave thinking, “Man, Doritos and N.O.R.M.L. actually cares about our cause and wants us to have fun. President Obama, are you listening?!”
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