Print Ad Campaign | Art Direction | Copywriting
THE ASK: Create a visually appealing print ad campaign with copy for Arby’s new menu item (available in limited locations).
INSIGHT: Your average fast food nugget is boring and played out, and Arby’s got something to say about that.
BIG IDEA: Arby’s new steak nugget’s got beef… with boring old chicken nuggets. They knock your average, boring fast food menu options out of the park because they are the only nuggets that got beef.
PROCESS: My partner and I collaborated in the concepting and design processes to come to our final design including Arby’s branding and colors with off-white, red, and large product shots of the meat. I decided to create a meat font as well to add a unique touch to each of the print ads, emphasizing the most important word in the copy. We felt that adding a passive aggressive tone in our copy with the unnerving imagery of the large mouth biting the print ad really makes the campaign stand out.
Art Direction & Copywriting – Aly Czerniak and Allura Zahradnick