Labatt draws on pupils’ input for new campaign
Illustration students Rosemary Travale and Darryl Graham got more than they bargained for when they took on Labatt as a client.
Through Sheridan College’s co-Op office, the two fourth-year students were informed about Labatt’s new Make-A-Plan campaign, which called upon Canadian university and college students to design its artwork.
Both Travale and Graham created unique, illustrated tips for the campaign, which aims to encourage responsible drinking and reduce impaired driving.
But their artwork didn’t stop with tip art. After completing the assignment, Travale and Graham were both asked to design even more illustrations for Labatt’s campaign.
The idea for Labatt’s Make-A-Plan campaign came from years of extensive research, said Charlie Angelakos, Labatt’s provincial director of corporate affairs. “Canadian consumers are looking for more options in responsible alcohol use, beyond arranging for a designated driver,” he said.
This led to a decision to involve students in the campaign’s illustrated tips. “It’s a campaign for students, by students,” Angelakos said. “It was an opportunity for us to give young people a chance to hone their skills while assisting us in communicating a message to their peers.”
Labatt provided Travale and Graham with tips they wanted illustrated and suggestions for their designs. “We infused our styles with what they wanted,” Travale said.
Since she’d never done any designing on such a big scale before, Travale said it taught her a lot about the design industry. From balancing deadlines to time management, Travale said “When you have a design project, everything is so rigid and you need to mould yourself to the situation.”
The student-designed tip art, which is currently published online, was meant to give students practical experience in their field, Angelakos said. “We wanted students to take ownership of the project while learning about responsible use of our product.”
Electronic communication posed a bit of a challenge for Graham during the design process, as e-mail and phone were used to maintain contact with the art director. “I can imagine a lot of jobs are electronic and impersonal like this,” he said, “but you still have to keep it personal by maintaining contact and staying involved.”
For Graham, this was his first time having his artwork published. “Going through this made me realize it’s what I want to do for a career,” he said. “I don’t know if I could do anything else and love it as much.”
For more information, and to see all the art submissions, visit www.makeaplan.ca.