Assignment Project Overview:
The task was to create a series of advertisements for Kodak spanning four distinct historical periods: 1920, 1970, 1999, and 2022. The goal was to develop compelling ad campaigns that remain true to the product's essence while authentically reflecting the cultural and societal norms of each era. Advertisements must effectively capture the voice, tone, and visual aesthetics relevant to each historical period. Through meticulous research, creative ideation, and strategic execution, the objective is to produce advertisements that resonate with target audiences of each era, showcasing adaptability and creativity in navigating different historical contexts.

Objectives: 1920
To shift the perception of women from being portrayed as props to recognizing their significant purchasing power and influence in the photography industry. This objective aims to reframe the branding strategies of photography products and services, emphasizing women not only as subjects but also as empowered consumers. By highlighting women's role as purchasers and decision-makers, the objective seeks to align branding efforts with the evolving landscape of consumer behavior, thereby fostering greater inclusivity and authenticity in marketing campaigns.

Objectives: 1970
To infuse Kodak's advertisements with an element of excitement and counter-cultural spirit while emphasizing the brand's ease of use and ability to preserve cherished memories. By tapping into the vibrant energy of the counter culture, this objective seeks to captivate audiences and reignite their passion for Kodak products. The objective aims to shift the focus away from conventional family-oriented narratives towards a more dynamic and adventurous approach, resonating with individuals seeking excitement and authenticity in their photography experiences. Through this objective, Kodak aims to reposition itself as the go-to choice for preserving memorable moments with ease and flair.

Objectives: 1999
To leverage the growing popularity of skateboarding and the prevalent use of camcorders to record tricks by engaging directly with the skateboarding community and encouraging photo documentation of their experiences. This objective aims to tap into the enthusiasm of skateboarders by providing them with a platform to share and interact with photographic content, thus expanding the visual representation of skateboarding culture. By advertising directly to skateboarders and inviting them to engage with the website, the objective seeks to foster a sense of community and belonging while promoting the importance and artistry of skateboarding photography. Through this approach, the objective aims to establish the website as a hub for skateboarding enthusiasts to showcase their skills and creativity through photography.

Objectives: 2022
To enhance Kodak's presence within the camera community by leveraging the excitement surrounding people's reemergence from their homes since the lock down. The goal is to remind consumers of Kodak's heritage and reliability as a trusted brand for capturing memories. By tapping into the sentiment of nostalgia and adventure, the objective aims to strengthen Kodak's connection with photography enthusiasts and position it as their go-to choice for documenting new experiences. Through targeted marketing efforts, the objective seeks to establish Kodak as an essential part of the photography journey, reaffirming its place within the camera community.

Process:
Extensive research was conducted to delve into the cultural, societal, and historical contexts of four distinct eras: the 1920s, 1970s, 1999, and 2022. This involved studying the prevailing attitudes, trends, and significant events that shaped each era, as well as understanding the evolving needs and desires of consumers during those times. Specifically, the research focused on identifying key moments in Kodak's history and examining how the company's products intersected with the zeitgeist of each era. Additionally, major societal and technological advancements, cultural movements, and shifts in consumer behavior were analyzed to provide valuable insights into the target audience's mindset and preferences across different time periods. This comprehensive research served as the foundation for developing authentic and impactful advertisements that effectively resonate with audiences while promoting Kodak's product.

Role and Responsibilities:
As the sole participant in this project, I undertook all roles, with a primary focus on copywriting, as emphasized in the class. My responsibilities spanned the entire campaign process, from conceptualization to execution, including crafting compelling copy, visual development, and ensuring alignment with campaign objectives.