This discarded concept is an unfinished work-in-progress developed for one of the companies for which I design the advertising art.

Yellow and black are our corporate colours. The concept centres around the recurring phrase “If it was a <this> it would be a <that>, where the thing it would be represents either a feature of the software, or spoke to the quality of the product.

The plan here was to roll out a new concept in this line each week using a new tagline to match the updated art. It was intended to make people to look forward to each new ad, and have them watch keenly for every new distinctive yellow and black advert, keeping their interest and building product awareness.

This type of campaign is a good concept, one that I have used to great success on other campaigns. This one, however, didn’t see the light of day. I may go back to it someday to put the finishing touches to it but right now it’s just gathering electronic dust in the WIP folder of my collateral library. Came across it today again while doing my month end backups and reorganizing.

Rather than just keep it sitting on my hard drive I thought I would share it here and let it see daylight. Fire up the engine and take it out for a spin, so to speak. Hope you like!