Apple Box Wins RFPittsburgh Ad Competition
We are pleased to announce that Apple Box Studios has designed the winning ad for StarKist, via RFPittsburgh, a competition hosted by the Pittsburgh Advertising Federation. RFPittsburgh, an initiative open to all Pittsburgh Ad Fed members, provides the opportunity for any professional – from a student to a CEO, small shops to large agencies – to get their work in front of the nation’s largest and most reputable companies. This creates a level playing field of creatives vying to win the eye of a single national marketer. This year, StarKist Co. issued the challenge to create a full-page print ad that drives awareness and trial of the StarKist® pouch line.
For this challenge, we immediately established three separate creative teams each anchored by a designer. Through a series of benchmarking, research, and strategy sessions, three different creative approaches were developed. Each team, working separately, presented their final artwork to the creative director. After further refinement, two of the three concepts were chosen for submittal.
With every design challenge, our philosophy is that design follows messaging, and form follows function. The StarKist ads were no exception. A powerful theme line gave us clear direction, as keeping our audience in mind helped us stay on strategy. To relate to a young, physically fit demographic, we chose a simplistic approach to our design. It showcases edgy photography that captures the subject matter in a natural as opposed to a staged environment, along with a headline that grabs the reader’s attention. The popular phrase, “G.T.L.”, or “Gym. Tan. Laundry” is often repeated within in this demographic. We put a spin on this popular saying, creating “Gym. Tuna. Laundry.”, involving tuna as an essential part of one’s workout routine.
Apple Box’s additional concepts include: “Trail Mix (is for those who stick to trails)”, “Mr. Tunaverse”, and “Slim Pouch”.