This campaign aims to convince younger Seattle shoppers to use Local Yokels services because it supports WA farms and rural communities across the state.
To influence younger shoppers to use Local Yokels, the campaign capitalized on their unique relationship with the farms from which they source. The familiarity that exists between the company and their sources could be extended to the customer, making them feel like part of a special society. Employing the phrase “Join the Club,” gave the campaign an exclusive feel but paired it with colorful visuals that impart friendliness, contradicting any negative connotations and highlighting the company’s inclusive and progressive nature.
Local Yokels is a quirky and unique local business and we wanted the end product to represent that side of them. By choosing playful and inviting imagery to represent the tone of the campaign, we felt we were able to appeal to a broad range of customers that extended beyond the specifications of the brief. Aside from the bright color palette, we wanted to give personality to our subjects and chose to use 3D models that resembled the type of collectable plastic toy that has gained popularity as of late. The addition of the "googley eyes" was a stylistic choice that really added the quirk, but set our characters apart from most other characters found in our research.
3D modeled produce engage in various acts of camaraderie in front of the blue delivery bag. The white stamp in the background acts as a seal of approval that includes a number of products available from the service. A separate bit of text that includes the phrase "Join the Club," holds dual meaning; acting as a call to action while also inviting the consumer to be a part of their inner circle.
While the majority of Local Yokel's current advertising is based on social media, we thought a physical, print campaign would be equally successful in reaching our demographic. This age range tends to be more social and outgoing, and would no doubt be effected by the positive imagery, out in the world or on their daily commutes.
A final component of this project was to create a web banner that would "pop-up" when connected to corresponding media. The added exposure could spark joy in the viewer, leading them to a direct connection to the company's website.
