The making of the Megacard advertising campaign

Getting the task from the client: we need to advertise a debit card with a new application process. Starting to generate ideas.

The card has lots of benefits. Trying to tell about every one of them.

After the presentation deciding to go with the idea of overtrumping a card. Trying to develop it further. Searching for the best angle and background color for the image.

The client decides that the result is too rough. Continuing the search.

Receiving information that customers get 5% cash back for purchases made with the card. Thinking of the best way to inform them about it.

Getting back the comments that we won’t be able to speak about a single advantage of the card. We need an ad that will inform that that the card is new, free, debit and includes the 5% cash back offer. Coming up with a huge card with the text that can describe any advantages without breaking the mock-up. At the same time receiving information that rate for cash back is now 1% and should not be mentioned in the ad.

The client gladly approves the design. Photographing a hand and assembling a mock-up.

Art director: I think the text is missing some witty remark, so only a B- for now.

Art director: Phew. I’m not interested enough to keep reading until the fourth line, and even then it’s not really engaging. How about you insert something in the beginning, like “Suddenly, a new...” or “Bam! A new card...” Or use some smiley faces to break up the matter? Otherwise the gaze simply slides over the ad.

Deciding to go with the third option. At the end the client asks to also create a mock-up without the first line and another one with the word “cashbacking” for social networks. Typesetting the mock-ups including the horizontal ones and sending to the press.