Adam & Eve/DDB and Pâté launches The Telegraph’s new app, Think Ahead
Creative Pathways PDP Entry 05
The Telegraph, has release an new app, called Think Ahead, with creative agency Blink Art’s Pâté (Paul Pateman) and communications agency, Adam&EveDDB. The new launched app is in relation to the Think Ahead campaign, that:
“The campaign challenges viewers to consider what “Think ahead” means to them and accompanies the launch of the new Telegraph app.”
Blink Art of the campaign says:
“Pâté’s direction was invaluable in each stage of the creative,“
Blink Art goes on to say:
“He even stepped into the sound studio and performed the voice of Donald Trump!“
Focusing around the name, “Think Ahead”, the campaign aims to ask people how to define the phrase. Utilising display, video and social media, the campaign engages with the audience through great visual communication.
The colour choices for the displays are vibrant and bold, clashing aganist each other, creating a eye-popping visual for the audience and viewer. This creates engagement and viewer’s asking themselves of what the content asks. The illustrations are simple and effective, relating to the text and questions provided on the top of each display. It’s punchy, bold and attracts an array of youth and old.
With the video, the concept is consistently used with the colour and moving-image illustrations. It is playful, reflecting a fun alternative on the quite serious case of the US presidency situation.
“The app itself includes a Top Stories channel, story notifications and a scrolling news format where stories become “cards”. Luke Griffiths, The Telegraph’s digital designer explains “we have hired designers to interpret the news as it comes through to our top stories. It is a collaborative workflow between designers and editors in the newsroom.”“
What I can take from this as inspiration for my own work is the effective use of simple text and words, combined with strong illustrated imagery. Creating that relation with word and image towards the audience can make a strong difference with a poor and great relation – succesfully combining the two will generate a strong outcome and reflection. As well as the layout, the flat-style illustration can also be taken into consideration, as this illustration style is trendy and popular, as it can generate quick, easily understandable images with non-complicated shapes and colours.